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![Page 1: PR lessons from “I have a Dream” A celebration of the 40 th anniversary of Martin Luther King’s speech on 28 August 1963 Geoff Barbaro Geoff Kelly.](https://reader036.fdocuments.in/reader036/viewer/2022082820/56649dd25503460f94ac8ffc/html5/thumbnails/1.jpg)
PR lessons from “I have a Dream”A celebration of the 40th anniversary of Martin
Luther King’s speech on 28 August 1963
Geoff Barbaro
Geoff Kelly
![Page 2: PR lessons from “I have a Dream” A celebration of the 40 th anniversary of Martin Luther King’s speech on 28 August 1963 Geoff Barbaro Geoff Kelly.](https://reader036.fdocuments.in/reader036/viewer/2022082820/56649dd25503460f94ac8ffc/html5/thumbnails/2.jpg)
I HAVE A DREAM
Address by
Dr Martin Luther King Jr
to the
March on Washington for Jobs and Freedom
on 28 August 1963
from the steps of the Lincoln Memorial
![Page 3: PR lessons from “I have a Dream” A celebration of the 40 th anniversary of Martin Luther King’s speech on 28 August 1963 Geoff Barbaro Geoff Kelly.](https://reader036.fdocuments.in/reader036/viewer/2022082820/56649dd25503460f94ac8ffc/html5/thumbnails/3.jpg)
Historical Context
1776 Declaration of Independence 22 September 1862 Signing of the
Emancipation Proclamation 19 November 1863 Gettysburg Address 1957 First Civil Rights Act since reconstruction 1964 Civil Rights Act 1965 Voting Rights Act
![Page 4: PR lessons from “I have a Dream” A celebration of the 40 th anniversary of Martin Luther King’s speech on 28 August 1963 Geoff Barbaro Geoff Kelly.](https://reader036.fdocuments.in/reader036/viewer/2022082820/56649dd25503460f94ac8ffc/html5/thumbnails/4.jpg)
Historical Context
31 October 1954 Dr King appointed Pastor Dexter Avenue Baptist Church, Montgomery Alabama
1 December 1955 Rosa Parks refuses to give her bus seat to a white man
20 December 1956 Bus services in Montgomery are integrated
![Page 5: PR lessons from “I have a Dream” A celebration of the 40 th anniversary of Martin Luther King’s speech on 28 August 1963 Geoff Barbaro Geoff Kelly.](https://reader036.fdocuments.in/reader036/viewer/2022082820/56649dd25503460f94ac8ffc/html5/thumbnails/5.jpg)
Historical context
14 February 1957 Southern Christian Leadership Conference is founded
May 1961 The Freedom Riders begin travelling the country and are met with beatings, riots and arrests
September/October 1962 James Meredith attempts to enrol at University of Mississippi requiring a Supreme Court order and Federal Marshals
![Page 6: PR lessons from “I have a Dream” A celebration of the 40 th anniversary of Martin Luther King’s speech on 28 August 1963 Geoff Barbaro Geoff Kelly.](https://reader036.fdocuments.in/reader036/viewer/2022082820/56649dd25503460f94ac8ffc/html5/thumbnails/6.jpg)
Historical Context – Danger
Bombs at Dr King’s house 1956, 1957 Dr King stabbed 20 September 1958 Dr King punched by Nazi sympathiser at SCLC
meeting 1962 Medgar Evers, NAACP leader in Mississippi
assassinated 12 June 1963 Four girls aged 14 killed in church bombing in
Birmingham 15 September 1963
![Page 7: PR lessons from “I have a Dream” A celebration of the 40 th anniversary of Martin Luther King’s speech on 28 August 1963 Geoff Barbaro Geoff Kelly.](https://reader036.fdocuments.in/reader036/viewer/2022082820/56649dd25503460f94ac8ffc/html5/thumbnails/7.jpg)
Historical Context 1963
April - letter from a Birmingham Jail May - International telecasts of Birmingham Violence June - 125,000 attend freedom walk in Detroit June & September – Governor Wallace orders troops
to stop court ordered integration June – President Kennedy introduces Civil Rights Act June - Kennedy “Ich Bin Ein Berliner” November - Kennedy assassinated
![Page 8: PR lessons from “I have a Dream” A celebration of the 40 th anniversary of Martin Luther King’s speech on 28 August 1963 Geoff Barbaro Geoff Kelly.](https://reader036.fdocuments.in/reader036/viewer/2022082820/56649dd25503460f94ac8ffc/html5/thumbnails/8.jpg)
Values
Credibility Consistency Clarity Passion
![Page 9: PR lessons from “I have a Dream” A celebration of the 40 th anniversary of Martin Luther King’s speech on 28 August 1963 Geoff Barbaro Geoff Kelly.](https://reader036.fdocuments.in/reader036/viewer/2022082820/56649dd25503460f94ac8ffc/html5/thumbnails/9.jpg)
Emotion
Persuasion & influence Genuine Commitment
![Page 10: PR lessons from “I have a Dream” A celebration of the 40 th anniversary of Martin Luther King’s speech on 28 August 1963 Geoff Barbaro Geoff Kelly.](https://reader036.fdocuments.in/reader036/viewer/2022082820/56649dd25503460f94ac8ffc/html5/thumbnails/10.jpg)
Metaphors & Stories
Creating feelings and visions Providing reality and authenticity Go directly to the hearts and minds of the
audience
![Page 11: PR lessons from “I have a Dream” A celebration of the 40 th anniversary of Martin Luther King’s speech on 28 August 1963 Geoff Barbaro Geoff Kelly.](https://reader036.fdocuments.in/reader036/viewer/2022082820/56649dd25503460f94ac8ffc/html5/thumbnails/11.jpg)
Dr King’s leadership
“King was a preacher who spoke in Biblical cadences ideally suited to leading a stride
toward freedom that found its inspiration in the Old Testament story of the Israelites and the
New Testament gospel of Jesus Christ.”
Jack E White, Time 100, 14 June, 1999
![Page 12: PR lessons from “I have a Dream” A celebration of the 40 th anniversary of Martin Luther King’s speech on 28 August 1963 Geoff Barbaro Geoff Kelly.](https://reader036.fdocuments.in/reader036/viewer/2022082820/56649dd25503460f94ac8ffc/html5/thumbnails/12.jpg)
Four leadership influence arenas
Voice Behaviour
AuthenticQuintessential
ActionCommunication
Focus Context
VisionObjectivesThemes
PerceptionsSetting, historySystemsRelationships
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Leadership in the “Dream” speech
Ideas – fresh thinking Authenticity Strength and commitment Vision Emotion – from the heart Planned – but flexible
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More on Leadership in the “Dream”
Context Framing Call to action