Retrofit your executive communications strategy for the€¦ · Jerry Wohletz Speechwriter Retrofit your executive communications strategy for the digital world

Jerry WohletzSpeechwriter

Retrofit your executive communications strategy for the digital world

© 2018 American Dental Association, All Rights Reserved2

Agenda

ChallengeCapacity, quality,

quantity

SolutionRewriting the executive

communications playbook

ImpactCase study

What it means…




No additional

time in leaders’

schedules

200 different

messages

Maxed out

funding for

travel

Staff fully

tapped

Analog

Challenge


Strategy

Measure

Narrow the

strategic

filter

Digitize the

analog

Build public

speaking

capacity of

the entire

ADA

Mineral

rights

Narrow the strategic filter


Narrow the strategic filter

1. Priorities-based criteria for assessing speech requests

2. Identify target audiences

3. Board buy-in

4. The Event Form


The Event Form


The Event Form


American Dental Association Event Information Form

Confirmation of executive officer attendance (for office use only):

Attendee name(s):

Organization:

Event:

These are the confirmed date(s) for participation:

EVENT DESCRIPTION

Event location:

Event description:

Describe the officer’s role at the event:

Does the event have any outside sponsors, or is it affiliated with any other organizations? If yes, please explain.

Is there a cost for guests to attend the event?

Will the officer be filmed or recorded? If yes, how will the recording be used?

Is A/V available for videos and/or slides?

SPEAKING ENGAGEMENT(S)

Please provide as much detail as possible in the following section. Include information for each requested speaking

engagement.

1. Type of speaking engagement (luncheon speaker, keynote speaker, opening remarks, HOD address, panel guest, etc):

Location of speaking engagement:

Date & time Time allotted

to speak

Audience size Audience description

Describe topics you would like the officer to discuss:

2. Type of speaking engagement (luncheon speaker, keynote speaker, opening remarks, HOD address, panel guest, etc):


Date & time Time allotted

to speak



3. Type of speaking engagement (luncheon speaker, keynote speaker, opening remarks, HOD

address, panel guest, etc):


Date & time Time allotted to speak



RELATED EVENT DETAILS

Please provide additional information or context about your event that may be useful for the executive

officer to know when attending or speaking at the event:

Social events: You will be notified if the officer is able to attend.

Date & time Event Location Attire

TRAVEL INFORMATION

Resolution 18H passed by the 2017 House of Delegates resolves that any host dental organization inviting ADA

officers to an event be asked when feasible to fund the costs of such attendance.

Closest Airport (Flight info will be provided approx. 2 weeks prior to the event):

Suggestion for transportation to/from the event:

Hotel information:

Hotel name:

Address:

Phone: Fax:

Confirmation #:

Reservation made by: ADA Society Hotel accommodations paid by society: Yes

CONTACT INFORMATION

Primary contact:

Name:

Email:

Cell phone:

Office phone: Fax:

Host contact (if different):

Name:

Email:

Cell phone:

Office phone: Fax:

SUBMIT FORM

When all information has been thoroughly completed, please return this form with any supplemental documents, including event invitation and schedule.

If requesting president or president-elect, return to:

Valerie Shive

[email protected] Phone: 312.440.3537 (Toll-free: 800.621.8099 x3537)

Fax: 312.440.7488

If requesting executive director, return to:

Jodi Baldwin

[email protected] Phone: 312.440.4663

Fax: 312.440.7488

Alternate contact:

Sharon Myaard

[email protected] Phone: 312.440.4661 (Toll-free: 800.621.8099 x4661)

Fax: 312.440.7488

The Event Form

Build capacity


Build public speaking capacity

1. Train the Board of Trustees

2. Public speaking roadshow

3. One-on-one support for key executives


People’s number one fear is

public speaking.

Number two is death.

This means to the average

person, if you go to a funeral,

you’re better off in the casket

than doing the eulogy.

-Jerry Seinfeld



400 dentist

ambassadors trained

6 VPs with

individual support

2x trustees giving

presentations

1/2 one-off

requests

Mineral rights


Mineral rights

1. Determine what your audience cares about

2. Thought leadership platform

Digitize the analog


Digitize the analog

1. Social media

2. Video

3. Leadership Update

4. ADA.org


Social Media


Social Media


Video




Leadership Update


ADA.org

Measure


Measure

1. Show increases - don’t just quantify

2. Tie to organizational objectives

3. Make sure the results reach your CEO


Measure

227engagements

44% major engagements

2x trustees using prepared materials

4x thought leadership pieces YOY


Measure

19%increase in ”high priority” audience engagements

178,603words

6.62%Leadership Update open rate increase

2x public speakingtrainings


Strategy

Measure

Narrow the

strategic

filter

Digitize the

analog

Build public

speaking

capacity of

the entire

ADA

Mineral

rights


Impact: Case study

Dr. Kathy O’Loughlin

Women in Dentistry: Not Done Yet


Applicants to Dental Schools

FEMALE FIRST-YEAR DENTAL STUDENTS

2017

49.6%

Connect the

strategy to

business

goals


Women in leadership: dentistry

Connect the

strategy to

business

goals

ADA board members 21%

ADA House of Delegates 23%

Dental school deans 18%

State dental society presidents 28%


33 comments

31 shares

4 reprints

188 likes

Women in Dentistry: Not Done Yet

Award International College of Dentists


Timeline

President

Dr. Maxine

Feinberg

2015 2016

President

Dr. Carol

Summerhays

2017 2018 2019

Presentation

FDI World Dental

Federation

Panel

Women’s

Executive Forum

Journal

California

Dental Assn.

Article

“Women in Dentistry:

Not Done Yet”

Think Tank

Women in

Dentistry

Collaboration

Procter & Gamble

Design Thinking Summit

Chicago

Speech

Society of Women

Urologists

Speech

Virginia Commonwealth

University

Twitter Chat

Q&A

Award

Woman of Influence


Achieving success by

closing the gaps1. Twitter chat (5 days before)

2. Q&A with Dr. O’Loughlin

3. Blog by student in audience

4. ADA News, LinkedIn,

Leadership Update

5. Recording the speech


Apply the strategy

Female dentists

CEO, 10 Under 10,

IDL, and P&G

“Not done yet”

Twitter chat,

LinkedIn, video

32% female P-Es

Analog communication in a digital world


Jerry Wohletz

Speechwriter

[email protected]

jerrywohletz.com

Retrofit your executive communications strategy for the€¦ · Jerry Wohletz Speechwriter Retrofit your executive communications strategy for the digital world

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