Leadership in Communications

Georgetown UniversityClass #11

November 3, 2011

11/3/2011 Georgetown University How Leaders Communicate 1

Starbucks’ CEO on Job Creation

• http://money.cnn.com/video/news/2011/11/01/n_starbucks_create_jobs.cnnmoney/

• What’s all about?• What is the CEO’s point?• Effective executive communicator score?

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Ford CEO provides outlook

• http://money.cnn.com/video/news/2011/10/26/n_ford_profit_dividends.cnnmoney/

• What’s all about?• What is the CEO’s point?• Effective executive communicator score?

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Citi CEO on ‘Occupiers’• http://money.cnn.com/video/news/

2011/10/12/n_vikram_pandit_protesters.fortune/

• What’s all about?• What is the CEO’s point?• Effective executive communicator score?

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AOL Exec on growth, people, challenge

• http://money.cnn.com/video/news/2011/10/12/n_huffinton_arrington_aol.cnnmoney/

• What’s all about?• What is the CEO’s point?• Effective executive communicator score?

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Aida11/3/2011 6Georgetown University How Leaders

Communicate

pppp11/3/2011 7Georgetown University How Leaders

Communicate

Maslansky: The Year Trust Died

PostTrustEra

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We have unlimited accessWe have no attention spanWe know all your communication tricks

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•We don’t trust you•We don’t want to be

sold

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Leadership communication challenge

A qualified path…to

engage…and to sell ideas11/3/2011 11Georgetown University How Leaders

Communicate

Maslansky

• Understand their truth …look at yourself through their eyes• Find common ground on which

you can engage with them• Ask them the control questions…

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•Only if it’s in THEIR interest…•Only if it’s PERCEIVED as

THEIR truth, their VALUE…•Only if you…

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Perception management

Engage with THEM on shared terms and

shared value.

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A communicator’s path to engage• QUALIFY your stakeholders• UNDERSTAND their truths…& needs• ASK them questions• LISTEN to them• INTERPRET what they value• TAKE VALUE TO THEM• YOU are the value deal enabler

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Leader communication success=

Win-win ideas perceived as delivering economic and social value

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WIIFM?11/3/2011 17Georgetown University How Leaders

Communicate

YOU, communication

pro, are the value deal enabler

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You sell your ideas for success to bosses,

clients and stakeholders

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Selling Ideas

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It’s not about you

Know what they value

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It’s not about you

Feel their pain

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•Pride•Pleasure•Profit

•Protection

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Do you CARE about us?

Interested eye contactNo distractionsListen intently Confident response

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•One theme•Strong team•Strong start•Simple language

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V-I-C-T-O-R-Y in a Post Trust Era

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Language of TRUST ideaSELLING

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