Tools for leadership communications · Tools for leadership communications How to make a powerful platform, tricks of the trade and stories from the C-Suite William Smith, Leadership
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Tools for leadership communications
How to make a powerful platform, tricks of the trade and stories from the C-Suite
William Smith, Leadership Communications Director, The Coca-Cola Company
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Why Leadership Communications?
…What’s in it for you?
What does success look like?
Your goal postsExternal:
• Positive feedback: Standing ovations, “atta
boys” from friends, big shots, board members
• Sales: Customer wins, stock price up
• Recognition/Influence: Awards and speaking
requests (VSOD), invitations to speak to
prestigious and powerful groups, social media
followers
• Visibility: Awareness, brand value
• Reputation: Positive earned media
Internal
• Results: profitable growth ($$$), key metrics
• Employee engagement: surveys, talent
retention and flow, quality and quantity of
questions at Town Halls
• Healthy culture: safety, quality, ethics
• Change management: performing while
transforming, seamless transitions
Spectrumof Trust
Hate Love
Chairman/CEO
Entry Level
Defining great leadership…Attributes:
VisionaryInspiringAuthenticPolishedTransparentOptimisticConfidentPassionateEmpatheticCaringCharismaticMagneticInsightfulImpactfulInfluentialSereneBoldInnovativeCourageousRestlessRevolutionaryEvolutionaryArticulateStrategicPreparedKnowledgeableWiseIntrovertedOutgoingDemandingOpen-MindedDecisive
Stories from the C-Suite
2004 to 2016
Positioning leader brand
Write down adjectives you (or
your leader) would like to be
described by…
Examples: Actions taken to
demonstrate that quality
Enhance Detract
“Leadership is lifting a person’s vision
to high sights, the raising of a person’s
performance to a higher standard, the
building of a personality beyond its
normal limitations.”
-Peter Drucker
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Matching speaker and audience: External
Speaker
(Business Leader)
Audience
(Influentials in business,
government and civil society
Branding and
Reputation
Personal
Accomplishments
Functional
Operations
Business Results
Stories:
leadership
lessons
Macro trends
and the future
Public policy &
sustainability
Stock price and
industry
dynamics
Personal
Interests/Passions
Entertainment
Politics
Family and
Friends
Self help
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Matching speaker and audience: Internal
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C-Suite Leader Employees
Internal Communications
Pet Projects
Personal
Accomplishments
Criticism
Risks to business
and career
Governance: safety,
quality, ethics
Business Results
Company News/
Changes
Beliefs/Values
Goals/Metrics
Strategy
Culture
Recognition/
Empathy
Leadership
Lessons
Personal Stories
What’s in
it for me?
How can I
get ahead?
Am I going
to get fired?
What’s happening
to my benefits?
Personal
Interests/passions
Preparation: differing perspectives
“Forget debate prep --
give me a break.”
-Donald Trump
“Success depends upon
previous preparation, and
without such preparation
there is sure to be failure.”
-Confucius
Preparation: the art of the brief
Situation:
• Location and time
• Meeting theme/purpose
• Notable people in the room
Audience: Reality and Assumptions
• Education?
• Interest level?
• Hostility to speaker?
• Knowledge of topic?
• What’s on their minds?
Destination: When finished listeners will…
Think | Feel | Do
Preparation: Hook your audience
Startling fact:
Statement:
Question:
Anecdote:
Situation, complication,
question, message
Preparation: Crafting the message
1) Opening:
• Establish personal connection -- hook
• Acknowledge situation
• Open audience to receive message
2) Content:
3) Closing:
• Confirm audience has reached destination: Summarize content
• Call to action: What I need you to do is…
• Reemphasize benefit (answer why): You will benefit because…
Questions Answers Proof Points
Science of communications: response hierarchy
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Stages Hierarchy of
Effects
AIDA Communications
Cognitive
Awareness
Knowledge
Attention
Exposure
Reception
Cognitive
Response
Affective
Liking
Preference
Conviction
Interest
Desire
Attitude
Intention
Behavior Purchase Action Behavior
Strategy: Proactive executive communications platformSituation/Context:
Purpose:
Leaders:
Audiences:
Themes:
Messages:
Channels and format:
Personal interests and connections:
Schedule:
Channels and FormatsExternal Internal
Speech (formal) Town Hall (speech, Q&A webcast)
Fireside chat (informal conversation) Presentation/Powerpoint
Annual Report letter Email message
Op-ed (byliner in leader voice) Video/audio message (email)
Press release (quote) Intranet (Speech reprint, Q&A, internal
blog post)
Presentation (Investors, stakeholders) Infographic
Media interview (Q&A, profile) Conversations over a Coke (informal)
Blog (brand journalism) Chatter (internal live chat)
Native advertising (thought leadership)
Leader forums (Longitudes)
Speech opener (brief exciting video)
Social media (linkedin)
FormalJargonSerious ImpersonalLongReactiveUnclearCorporateComplex
InformalConversationalFunPersonalConciseProactiveClearAuthenticSimple
Tone Format Channels
Leader voice for employees
Inform Inspire Engage
Tactics: Internal Communications Platform
Building Culture & Capabilities Driving Engagement & Advocacy
Best practice: Coca-Cola Ambassador
Best practice: Listening sessions
Thoughts on managing up
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Storytelling frameworks
Thoughts on production
Open conversation…any questions?
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