Communication for Success: The Art of Stakeholder...
Transcript of Communication for Success: The Art of Stakeholder...
OLA Superconference January, 2006
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Communication for Success: The Art of Stakeholder Seduction
What is Persuasion?
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The art of persuasion is the art of finding the best available means of moving a specific audience in a specific situation to a specific decision
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Presentation metaphysics
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Why are we here?
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The Persuasion Triangle
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Subject (Logos)
Presenter (Ethos)
Audience (Pathos)
Persuasion in the Real World
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Presenter
Subject
Audience
Your Needs & Interests
Their Needs & Interests
Your Program’s Needs & Accomplishments
Melting Resistance
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� To Raise Resistance: � Be insincere � Shout “You’re wrong!” � Use weak humor � Guilt trip them � Use improbable threats � Lecture them
� To Melt Resistance � Be honest � Find common ground � Use humor carefully � Appreciate what they are
already doing � Give realistic pros and cons � Ask them to make your
case
Try to melt resistance before meetings
Molding Opinion: Know what moves your Audience
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� What do they all commonly want? � They want happy & healthy constituents � They want the respect of others � They want to be responsible leaders � They want a successful community � They want to hear success stories � They want to avoid pain and failure
� Show your programs meets their needs
Molding Opinion: Present Professionally
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� To trust you, your audience must believe you are a competent person, a professional
� Present information accurately
� The data � The names � The spelling & grammar
Molding Opinion: Present Personally
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� Never talk down to or over the heads of your audience
� Tell your story simply � Use short simple sentences � Show rather than tell � Illustrate with short stories of success
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Molding Opinion: Make your argument clear
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� Answer basic questions (5W’s & H) � Show the real, positive results achieved by your program to
meet real needs � Show what your program has done � Show what your program will do � Show what your program cannot do if not funded and what the
cost will be to the community
In Closing, IGNITE!
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� People may feel for you and agree with you, but if they do not act on your behalf, your presentation fails its purpose
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Connecting with an Audience
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� Make frequent eye contact � Use people’s names and refer to their accomplishments � Provide sufficient background and context � Use appropriate vocabulary and examples � Express appreciation
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Harden & Ignite!: Believe in your cause
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� To ignite others to support your cause, first YOU should be on fire
� Why should others care if you do not?
� You show your convictions by your � Passionate presentation � Confident presentation � Positive presentation
Harden & Ignite!: Summarize & Seek a Decision
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� Summarize what you already agree on � Smile � Assume the best
� Make a specific request � Be thorough but . . . � Be brief
Principles for Powerful Persuasion
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Melt Resistance Mold Opinions
• Know your audience well • Make your argument clear • Present personally & professionally
Harden & Ignite! • Believe in your cause • Summarize & make a specific request
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The tyranny of expectations
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Does it always work?
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� Of course not! � Some people come equipped with closed minds (They’ve
already decided) � Some people come with busy minds (They aren’t really
listening to you) � Some people will not agree with you (so if you can’t
convince them, at least help them be sorry they can’t agree with you)
Remember….
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� The people expect us to be
accountable – to show the positive results of our programs � So inform the people about the difference you are making in
people’s lives � Show the people that your services are vital to growing
communities � Ask the people for active financial support without apology