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?
11/3/2011 2Georgetown University How Leaders Communicate
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?
11/3/2011 3Georgetown University How Leaders Communicate
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?
11/3/2011 4Georgetown University How Leaders Communicate
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?
11/3/2011 5Georgetown University How Leaders Communicate
Aida11/3/2011 6Georgetown University How Leaders
Communicate
pppp11/3/2011 7Georgetown University How Leaders
Communicate
Maslansky: The Year Trust Died
PostTrustEra
11/3/2011 8Georgetown University How Leaders Communicate
We have unlimited accessWe have no attention spanWe know all your communication tricks
11/3/2011 9Georgetown University How Leaders Communicate
•We don’t trust you•We don’t want to be
sold
11/3/2011 10Georgetown University How Leaders Communicate
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…
11/3/2011 12Georgetown University How Leaders Communicate
•Only if it’s in THEIR interest…•Only if it’s PERCEIVED as
THEIR truth, their VALUE…•Only if you…
11/3/2011 13Georgetown University How Leaders Communicate
Perception management
Engage with THEM on shared terms and
shared value.
11/3/2011 14Georgetown University How Leaders Communicate
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
11/3/2011 15Georgetown University How Leaders Communicate
Leader communication success=
Win-win ideas perceived as delivering economic and social value
11/3/2011 16Georgetown University How Leaders Communicate
WIIFM?11/3/2011 17Georgetown University How Leaders
Communicate
YOU, communication
pro, are the value deal enabler
11/3/2011 18Georgetown University How Leaders Communicate
You sell your ideas for success to bosses,
clients and stakeholders
11/3/2011 19Georgetown University How Leaders Communicate
Selling Ideas
11/3/2011 20Georgetown University How Leaders Communicate
It’s not about you
Know what they value
11/3/2011 21Georgetown University How Leaders Communicate
It’s not about you
Feel their pain
11/3/2011 22Georgetown University How Leaders Communicate
•Pride•Pleasure•Profit
•Protection
11/3/2011 23Georgetown University How Leaders Communicate
Do you CARE about us?
Interested eye contactNo distractionsListen intently Confident response
11/3/2011 24Georgetown University How Leaders Communicate
•One theme•Strong team•Strong start•Simple language
11/3/2011 25Georgetown University How Leaders Communicate
V-I-C-T-O-R-Y in a Post Trust Era
11/3/2011 26Georgetown University How Leaders Communicate
Language of TRUST ideaSELLING
Page 238
11/3/2011 27Georgetown University How Leaders Communicate
Recommended
