Communication:TheKeytoEffectiveLeadership(ascuffed-up,scarred,practitionerandleader’sview)OCTOBER2017TONYCUCOLOASSOCIATEVICECHANCELLOR,UTSYSTEM

Pleasenote:thepurposeofthiskeynoteistopasson“tribalwisdom”fromtrialanderror…

…aswellasprovokethoughtanddiscussionforyourpersonalleaderdevelopmentandyourownabilitiesto

communicateasaleader.

ItisnotmeanttostateprocedureorpolicywithintheUTSystem.

June2017 2

Upfront:The“formal”portionofthiskeynoteisnotaboutmediarelationsorpersonalmediaengagementtechniques–

butwecangothereifyouwant.(“there”)

June2017 3

ThreeTakeaways1. Intheearly21st Century,aleader’scredibilityisbasedonhis/herabilitytocommunicate.Buteffectivecommunicationissignificantleadershipchallenge:itrequiresacceptanceofresponsibility,self-discipline,andafocusedeffort.

2. Themosteffectiveapproachtocommunicatingatthestrategiclevelistoidentifythe“perception– realitygap,”andthenrelentlesslyaddressperceptions(toclosethegap).

3. Speakingandwritingpubliclyrequiresthemoralcouragetoroutinelyaccept-- andface-- personalprofessionalrisk.

June2017 4

Butifyouretainnothingelse:1. Ifyouarealeader,bepersonallyinvolvedinhowyouroutfitcommunicates.Isayagain,personally involved.

2. Visual,sound,andvoicebeatsthewrittenword.3. Assesstheperception-realitygapbeforeeveryeffort,thenalwayscommunicatewithempathy.

4. Write,finish,polishyourownmaterial.

June2017 5

ThreeTakeaways1. Intheearly21st Century,aleader’scredibilityisbasedonhis/herabilitytocommunicate.Buteffectivecommunicationisasignificantleadershipchallengeandrequiresacceptanceofresponsibility,self-discipline,andafocusedeffort.

2. Themosteffectiveapproachtocommunicatingatthestrategiclevelistoidentifythe“perception– realitygap,”andthenrelentlesslyaddressperceptions(toclosethegap).

3. Speakingandwritingpubliclyrequiresthemoralcouragetoroutinelyaccept-- andface-- personalprofessionalrisk.

June2017 6

Firstpoint:Acceptanceofresponsibility:

buildingself-discipline,andfocusingyoureffort.

June2017 7

Forcontext,adefinition:

Communicating:theapplicationofenergytothethoughtful,purposefulactof

deliveringamessagetoanaudienceforadesiredeffectandretention.

June2017 8

Throughoutthemajorityofyourlifetodate,duringnormaltimesandduringcrises,thishasalmostalwaysbeen“someoneelse’sjob.”

June2017 9

Whenyoubecomealeader,itis your“job.”You havearoletoplay

incommunicatingonbehalfoftheorganizationyoulead.

Youhaveachoice:youcanbeincrediblyeffective…orsadlyineffectiveandworthless…

toyourorganization.June2017 10

June2017 11

Introspectionforleaders:

Doyouneedtoadapt anypersonalhabitorimproveanypersonalskill

tobeatrulyeffectivecommunicator?

SelfDiscipline

Howdoyouknowwhatyouknow?(Stories/tips:thebusyperson’srut;“there’sanappforthat”)

Oneofthemostimportanttraitsofaneffectiveleaderisopenmindedness.

Openmindednesstakeseffortonyourpart;requiresmaintenance-- readandlistentothingsthatmakeyoumad;andfrequentlyrefreshyourlist.(Stories/tips:postingthecontrarianviewonStandTo;choosingguestspeakersandrequiredreadings)

Sometimesoon,doaninventoryofwhereyougetyourinformation– doyouread,watch,orlistentothosesourcesbecauseyouagreeandlikeallthethingstheysay?Ifso,re-calibrate.

June2017 12

ReorganizetoCommunicateWhatif,astheleader,you’retoobusytokeepupwith

informationflow?Reorganizetostaycurrent.

(nomatterhowsmallyourstafforoffice,tryit–itcanbedevelopmental).

Tips:◦ Assigndailyreading/listening…givesomeoneyourown“newsandinfocriticalinformationrequirements”(orgetacopyofyourBoss’)…assignamixoffullspectrumandinfluentialmediasourcesforreading.

◦ You(oryourpeople)scantheheadlinesofsources,andpickandchooserelevanttopics,thenreadtoconfirmordenyimportance…askyourselfthe“FatalFour”:◦ Doesthisimpactmyorganization?◦ Whoneedstoknowthisisoutthere?◦ Shouldwerespondornot?(TIP:ifinfoisfalseyoushouldrespond)…or,

◦ Isthisanopportunitytocommunicate?

June2017 13

Tofocusyoureffort,dothe“SphereofInfluenceDrill”(bestdoneinwriting)

•Askthisquestion:“Whohasthegreatest,themost,influenceontheoutcomeofmyorganization’srole/mission/purpose?”(listthem;thesewillbeyourtoptiertoengage)

•“Whohasimportantimpact,butperhapsnotdirectinfluenceonourrole?”(secondtier;listthem,too)

•“Withwhommustwesustainanimportantrelationshipforsomegoodreason,eventhoughtheydonotimpactthemission?”(thirdtier…okay,yougettheidea)

•Now,lookbackanddeterminewho,aboveyouandbelowyouinyourorganizationcommunicateswithyourtoptierrightnow…thiswillshowoverlapping“spheres”…importanttoknowandsortout(i.e.,whoistheprimarycommunicatortothisimportantaudience?)

•Now:createacalendarthatdrivesyourcommunicationandengagementwitheachofthesetiers.• Ifyouhaveateam,assignleadsforthisactivity…andsetaroutineforcingfunctionfortheeffort.Tip/example

June2017 14

Secondpoint:

Theperception– realitygap.

June2017 15

16

Themostimportantconceptforacommunicatortounderstand:Themaineffortofyourcommunicationsshouldbetoaddressperceptions– goodandbad.

• Thismeansyouhavetoknowwhattheyare.Howdoyouknow?

• Sustainthegood perceptionsbyensuringthegapisnarrow(yourproactiveefforttopushgoodnewsout).

• Addressthebadperceptionsbyreducingthegapandgettingclosertoreality(yourpre-emptiveandreactiveeffortstotellthetruth).

PERCEPTION REALITYPerception trumps anyone's

opinion about reality.(you may have to remind people of this frequently)

June2017

17

Failing to address negative perceptions most often results in a

“communications crisis.”

June2017

The“CommunicationsCrisis”Incorrect,negative,ordamaginginformationcanbeconsideredbysomeasa“crisis”…oftentimes,itisaformofcrisis becauseitimpactstrustinleadersandorganizationsamongkeyconstituencies.

“Ready,fire,aim”and“I’dratherbefirstthanright”areconditionsoftheenvironment.(Story)

The“crisis”mostoftenunfoldsrapidlythisway:

1)Incorrect,negativeordamaginginformationgoesviral;asenseofoutragebuilds(nomatterhowinaccurate).

2)Thoseinvolvedareslowtorespond…foravarietyofreasons.

3)Sensingtheissueisnotbeingaddressed(duetoalackofacommunicationeffort),outragebuildstotheattentionofpublicofficials.

4)Publicofficialsdirectactionsbetakenbasedontheoutrage-- nottheactualissues.

18June2017

Howtoclosethegapinacrisis…Step1:Listthefactsofthesituation…

Step2:Identifytheproblem.

Step 3:Gatherthosewithwhomyoumustseekbuy-inforproblemID andthosewhomustcommunicatewithyou.

Step4:Suggestelementsofacoordinatedcommunicationseffortsthatwouldfocusontheidentifiedproblem.

Tips:Addressgeneralperceptionsorthosethataretrending withmemorable,repeatable,shareabledescriptionsofreality.Wordsworkifdescriptive,butpicturestrumpwords.(Goodruleofthumbmetric:“…we’relookingforReach,Resonance,andReaction”)Mostimportantly:Whenit’sbad,theleadercommunicates…nooneelse…andtheleader

shouldcommunicatewithEMPATHY.

19June2017

ShakespeareanAsidePassionisgood;emotionisnot– foraleaderwhencommunicating. Communicatingwithpassionisimportantandeffective;gettingemotionalisfailure.Thedifferencebetweenthetwo:◦Emotion:feeling(fear,anger,etc.);aninvoluntaryresponsewithoutjudgement;self-centric;drivesyoutoemote.◦Passion:strongbelief;consideredjudgementappliedtoobjectofpassion;drivesyoutoact.

June2017 20

The Most Effective Leaders Communicate

with Empathy and Passion(TWOEXAMPLES:ONEVERBAL,ONEWRITTEN)

June2017 21

The Spoken Word: Your Speeches

June2017 22

ADMIRALANDTHENCHANCELLORBILLMCRAVENINACTION

TipsonTacklingaSpeakingRequirement

1.Approacheachaudiencedifferently.

2.Forcethatthoughtinyourprep.Ask:

Whatistheaudiencecomposition?

Whatistheirinterest?

WhatisthebestdeliverymethodtohelpthemrememberwhatIsayandgetthemtorepeatmykeypointsto

others?

3.Alwayswriteyourown.

Owningthewordsmakesforbetterdelivery.

Youcanhavesomeoneelsedraftabasedocumentforyoutocheck

factsandgetyoustarted;butalwayswriteyourown.

23June2017

Acknowledgeaudience;Empathizewithaudience;

Stateyouroverallmessage/maintake-away,briefly;

Spendtimetellingacompellingstoryrelatedtothemessage;Tieyourmessagetothestory;

Finishwithanemotionaltugandafinalstatementofgratitude.

Examples

June2017 24

Acknowledgeaudience;Empathizewithaudience;

Stateyouroverallmessage/maintake-away,briefly;

Spendtimetellingacompellingstoryrelatedtothemessage;Tieyourmessagetothestory;

Finishwithanemotionaltugandafinalstatementofgratitude.

Endat19:25

Endat9:01

Endat6:13Endat2:14

Endat3:02Endat:52

Endat1:06

Endat14:20

The Written Word: Executive Communication in a Crisis

June2017 25

MURDERONCAMPUS,APRIL2016

MurderonCampus(1)5April,1200hours

DearUTCommunity:Today,wearedealingwithatragedyoncampus.UniversitypolicehavediscoveredabodyinWallerCreek

behindthealumnicenterandareinvestigatingapossiblehomicide.Ihavespokenwithcampuspublicsafetyleadersandamwritingtoassureyouthatwearedoingeverything

possibletoensuresafetyoncampus.WearealsoworkingcloselywithAustinpolice toidentifypossiblesuspects.Weareunabletoreleasethenameofthevictimoranydetailsuntilthefamilyhasbeennotified.

Basedontheinformationwehaveandourconversationswithpolice,thecampuscontinuestooperatefully,andallclassesandeventsremainonschedule.

Iwillworkwithuniversitypolicetokeepyounotifiedasnewinformationbecomesavailable.Anyonewithinformationaboutthiscrimeshouldcontactuniversitypoliceat512-471-4441or,inanemergency,dial911.Sincerely,GregoryL.FenvesPresident

June2017 26

MurderonCampus(2)6April,1900hours

Dear UTCommunity,

Iwishwehadmoreinformationtoshareatthistimeaboutthetragedyoncampusthisweek.Lawenforcementagenciesareactivelyengagedintheinvestigationbutcannotyetreleasedetailsthatwouldcompromisetheirefforts.AbriefstatementfromtheAustinPoliceDepartmentisattachedbelow.

Increasedpatrolswillcontinueoncampustonight.

Andmythoughtsarewithallofthosewhomaybetouchedbythistragedy.

Sincerely,

GregoryL.FenvesPresident

June2017 27

MurderonCampus(3)7April,1200hours

Dear UTCommunity,

Withgreatsadness,IhavejustlearnedfromtheAustinPoliceDepartmentthatHaruka Weiser,afirst-yearTheatreandDancestudent,hasbeententativelyidentifiedasthevictimofthisweek’shomicideoncampus.AustinPoliceDepartmentVictimServicescounselors spokethismorningwithherparentsandmyheartgoesouttothem.Herdeathisa tragiclossfortheUTcommunity.

Haruka wasabelovedmemberofourdancecommunity,likedandadmiredbyherclassmatesandrespectedbyprofessorsforherintelligenceandspirit. DancefacultymembersfirstmetHaruka morethantwoyearsagowhensheperformedattheNationalHighSchoolDanceFestival.Theyimmediatelybeganrecruitingherto cometoUTfromherhomeinPortland,Oregon.OurcommunitywasmadebetterbyherdecisiontojointheCollegeofFineArts.

Trainedinballet,Haruka excelledinallherperformanceendeavors.ShewasalsoinvolvedinDanceAction,astudent-runorganizationfordancers,andperformedinthefallDanceActionconcert.

UTPD firstlearnedthatHaruka wasmissingonMondaymorningandimmediatelybeganasearch. AsIreportedinmymessagetocampusyesterday,AustinpoliceareleadingthehomicideinvestigationintothishorrifyingandincomprehensiblecrimeandworkingwithUTPDandotherlawenforcementagenciestolocateandapprehendasuspectquickly.

TheunthinkablebrutalityagainstHaruka isanattackon ourentirefamily.Lawenforcementisfullyengagedtodoeverythingtobringtheperpetratorwhocommittedthiscrimetojustice.

IaskyoutojoinmeinexpressingourdeepestcondolencestoHaruka’s parents,family,classmatesandfriendsandtohelptheuniversity honorherlife.

Sincerely,

GregoryL.FenvesPresident

June2017 28

PERCEPTION REALITYSometipson“gettingafterit”:

• Wordsworkifdescriptive,butrememberpicturesbeatwords.(Story:bodyarmor;EXAMPLE)

• Considerthemostcrediblemessenger;knowthatthesamemessagemighthavetobedelivereddifferentlytodifferentaudiences.(Story:ArmyEquippingstrategyonthesatelliteradio;“Bloggers’Roundtable”)

• Golocal;goniche.(Stories:InternationalFellows;concreteatBagram)

• Thinkcreatively– ifhardforyourorganization,formateamandearn yourmedia(Stories:“MadMen”;ESPNcoldcalls;Example or50x50onnextslide)

June2017 29

June2017 30

Third,finalpoint:

MoralCourageandPersonalProfessionalRisk

June2017 31

If,inyourfuture,ifyouworkinpublicservice,civilservice,orforapublicentitysuchasUTArlington,youprobablywilladvise orprovidecommunication

supporttoapublicfigure.

Ifyoubecomealeaderinthepublicsector,youwillbeapublicfigure.

PublicFigure?

June2017 32

PublicFigure:Apersonageofgreatpublicinterest.

(Note:“greatpublicinterest”mightbelocalorregional).

Inthelawofdefamation,apublicfigure’srighttoprivacyis“severelydiminished”…thingslikelibeland

slanderarenotprosecutedunlessthereisclearproofofmalice/hate.

June2017 33

Conditionsofyourpersonalandprofessionalenvironment.

§ Publicfiguresaretriedinthecourtofpublicopinion.§ Inthecourtofpublicopinion,thoseengagedincommunicationsvenues(generalmedia,socialmedia,infotainmentoutlets,fakenewssources)arejudge,juryandexecutioner...§ Forapublicfigure,thereisnodueprocess,thereisnopublicdefendertoturnto,thereisnoappealprocess.§ Andthe“trial”canbeveryugly.

June2017 34

Yes,itis uglyoutthere.Understandthatcynicism,sarcasm,emotionalcruelty,andpersonalattacksarepartofthe21stCenturycommunicationsenvironment.

Prepareyourself(and/orthoseyousupport)forhandlingpersonalattacks:

-- Recommendfamilyawareness;helpthemprepare/handleit-- Tip:Discussopenlyandimmediatelythe“respondornotrespond?”question...andwhenyouhavethatdiscussion:

- Considertheimpactofthepersonalattackonthemission/purposeofyourorganizationforbothoptions(respond/donotrespond).- Considertheimpactonthecredibilityandeffectivenessofbeingabletoleadforbothoptions(respond/donotrespond).

June2017 35

“Ugly”cangetthebloodup…becareful.Thereisabsolutelynothingwrongwithpushingback...professionally andthoughtfully andfactually.(Story:bodyarmor;WholeFoods)

Bewareofothers’desiretodefaultto“regimesurvival.”Infact,youmightbetheadvisorwhohelpspeople“findtheirspine”onthisone.

Notewell:Thinkcarefullybeforeengaginginapublicfightwithanindividual oranamedgroup (itisalwaysbesttosimplytake-onorengagetheissue)-- butdonotshyawayfromoravoidengagingthegrouporindividualifappropriate.

June2017 36

Aleadermustcommunicate.Andthatrequires thetakingofprofessionalrisk.

June2017 37

Anamazingthinghappenswhenyoustareprofessionalriskintheface:youfindouttherealreasonwhy youaremakingadecision.

Todowhatisright?

Ortodowhatisrightforyou?

June2017 38

Areyoubraveenoughandtoughenoughforthis?

June2017 39

SummaryIfleadershipcredibilityisbasedlargelyontheabilitytoeffectivelycommunicate,thenleadersmustacceptresponsibility,developself-discipline,andcreateafocusedeffortandorganizedefforttodoso.◦ Selectanddisciplineyourpersonalroutineforsustainingknowledgeofperceptionsinyourenvironment– askyourselfconstantly,“HowdoIknowwhatIknow?”;useandfrequentlychangeavailabletools.

◦ ConsidertheSphereofInfluenceDrill;taskorganize;forceasustainedefforttobeproactive…andbereadytopre-emptorreactquickly.

◦ Write,finishorpolishyourownmaterial.Own yourpersonalcommunications.

Inorganizationalleadership,thebestapproachtocommunicatingisto1)identifythe“perception–realitygap”and2)relentlesslycommunicatetoclosethegap.◦ Perceptiontrumpsreality;visualsbeatthewrittenword(butcanbemostpowerfulwhencombinedcreatively);memorable,repeatable,andshareablemessageswin.

◦ “Samemessage/differentdelivery”fordifferentaudiences.◦ Earnyourmedia.

Seekopportunitiestocommunicate,eveninthefaceofrisk!Youonlygetbetter-- andbuildmorecourage-- throughrepetition.

June2017 40

QuestionsandCommentsareWelcome

June2017 41

Communication:TheKeytoEffectiveLeadership(ascuffed-up,scarred,practitionerandleader’sview)OCTOBER2017TONYCUCOLOASSOCIATEVICECHANCELLOR,UTSYSTEM

AdditionalInfoinSlideDeckforReferencePersonaltips:◦MoreonSpeeches(next)◦ForMediaEngagements(nextafter)◦MoreonCrisisCommunications(61)◦Adifferentwayofthinkingaboutcommunicating(63)

June2017 43

ReturnfromThere

Forsomeaudiences,consciouslyapplystrategicallyeffectivelanguage:

• Makeanefforttodescribethecomplexinsimpleterms.• Speakininterests.• Ifdiscussingchoices,openlystate/sayoutloudthesharedequitiesofeach.• Whenmakingarecommendation,describeinvisualanddescriptivetermswhatlifewouldbelikewithout yourrecommendation.• Describein“visualterms”(giveexamples)ofwhatsuccess/winninglookslike;whatfailure/losinglookslike.

June2017 44

TipsforMediaEngagements

June2017 45

OverarchingRecommendationsWhenengagingjournalistsandothermediaprofessionals,considertheapproachofa“supporting(you)tosupported(them)”relationship…

Givingajournalistcontextisworththeeffort.Fightthroughresistancetodoit– anddoit.(“BeforeyougovisitBCompany,I'dliketotalktoyou;paintthebiggerpicture.")

Somegoodquestionstoask:

-- “Whatareyouinterestedin?”-- “Anyearlythoughtsonyourapproach/angle?Imightbeabletohelpyouconfirmorseeallsidesto...”-- “Doyouhaveadeadline?”-- “AnythingIcandotohelpyoufile?”

Whencomplete:-- “Whendoyouthinkthiswillrun/beposted?(goodquestionforpodcasts,recordedwebinars,etc.)”-- “Tellthemwhatyouthoughtoftheirwork”

June2017 46

KNOWYOURREPORTERWhoisthereporter?Whoelseisbeinginterviewed?

Whoistheultimateaudience?

Whatisthetopic?

Whenistheinterview?Howwillitbeused?

Whenwilltheresultsappear?

Wherewilltheinterviewtakeplace?Howwilltheinterviewbeconducted?

Whyistheinterviewbeingconducted?

June2017 47

Ifyoudon’tknowthisinformation,askPAO

CONDUCTINGANINTERVIEW• Knowingthepremise/purposeoftheinterviewandknowingwhattypeofquestionswillbeaskedisimportant,but…

• Whatarethethreeorfourmainmessagesyouwanttoleavewiththeaudience?• Howcanyouleavean“image”ofthosemessagesinthemindsofyouraudience?

• UseEverydayLanguage,NotJargon• “IDon’tKnow”isanacceptableresponse• Neversay“NoComment”

• DiscussGroundRulesupfrontJune2017 48

CRITICALGROUNDRULES

“ONTHERECORD”

DirectAttribution

“ColonelJohnSmithsaidtoday…”

“BACKGROUND”

IndirectAttribution

“Seniorstaffofficialsacknowledged…”

“OFFTHERECORD”

Byprioragreement,informationcannotbepublishedor

attributed

Informationprovidedforageneral

understandingofthesubjectorsituation

June2017 49

Tip:UseBRIDGINGTRANSITIONSToBridgeFromaNegativetoaPositive

June2017 50

“WhatI’mreallyheretotalktoyouabouttoday

is….”

“Let’slookatthatfromanotherperspective….”

“Thatremindsmeof….”

“That’snotmyareaofexpertise,butwhatIcantell

youis….”

FLAGYOURMESSAGES

June2017 51

“Thebottomlineis….”

“Thethreekeypointsare….”

“WhatIreallywantyourviewerstorememberis….”

“Thebestpartaboutthisissueis….”

USECOLORFUL LANGUAGE◦ Languagethatyouraudiencecanrelatetoandunderstand.◦ Frameinapositivemannerifpossible.

“…itwasthelogisticalequivalentofmovingtheentirecityofSacramento-- peopleandeverything

movable-- tothePersianGulf.”

TRAPSANDTECHNIQUES

June2017 53

Interviewer Trap TechniqueMachine Gunner Trying to answer all of

the questions.Choose the question you

most want to answer.

Dart Thrower(Ugly Question

right at you)

You react angrily, Become negative, lose

the chance to deliver the message.

Remain calm & positive. Bridge.

Paraphraser(Gets it wrong

for a purpose or agenda)

Your words are misinterpreted.

Restate your point.

Interrupter You give in. Be assertive.

NONVERBALCOMMUNICATION

Words

10%

Voice/Tone35%

BodyLanguage

55%

HowAudiencesGetTheirInformation

June2017 54

NONVERBALCOMMUNICATIONVOICEq Speakslowlyandclearlyq Projectyourvoiceq Soundconfident,sincereq Pausebeforeyouanswer

BODYLANGUAGEq Openq Relaxedq Energeticq Friendly

June2017 55

OPENNESSANDENERGYq Keepyourheadup.qMaintaineyecontact.q “Talk”withyourhandsandface.q Smileunlessthesubjectisverygrave.q Benatural.q Pepyourselfup.

June2017 56

INTERVIEWSSTANDINGqWeightevenlydistributed,withonefootslightlyinfrontoftheother.q Standstraightwitharmsatsideswhennotusingthem.q Ignorethemike.q Don’tcrosshandsinfrontorbackorcrossarms.

SEATEDq Chooseappropriatechair.q Situpstraight,leanslightlyforward.q Lookatthereporter.q Talkwithyourhands.q Varypositionfromtimetotime.

June2017 57

APPEARANCECheckanddoublecheckyourselfinamirror.

Isyouruniformcorrect?Isyourappearanceprofessional?

June2017 58

GoodAdvice(underlinedwordsarethings‘usArmyfolks’don’tdowell)

1. Beyourself.2. Becomfortableandconfident.

3. Behonest.4. Bebrief.5.Usehumorwhenappropriate.

6. Bepersonal.7. Concentrate.8. Showenergy.9. Bepositive.10.Showsincerityandconcern.

June2017 59

IFYOUREMEMBERNOTHINGELSE...Ø TellItAll(withinOPSEC andprivacylimits)Ø TellItFast(speedcounts)Ø TellItFirst(maximumdisclosure,minimumtime)

June2017 60

TimelessCrisisCommunicationAdvice

SevenCardinalRulesofCrisisCommunication(corporate;fromCovello andAllen)

1.Acceptandinvolvethepublicasapartner

• Yourgoalisaninformedpublic,notsimplydefusetheirconcerns

2.Plancarefullyfordifferentaudiences

• Eachdifferentaudiencewillrequiredifferentadifferentgoalandprobablydifferentaction

3.Listentothepublic’sconcerns

• Peoplecaremoreaboutempathy,fairness,competencyandcredibilitythanstatsanddetails

4.Behonest,frank,andopen

• Losetrust,losecredibilityandthereisnorecovery

June2017 62

5.Ifmorethanoneorganizationisinvolvedinthecrisis,work with

othercredible sources

• Disagreementamongorganizationskillspublicconfidence

6.Meettheneedsofthemedia 7.Speakclearly

• …inunderstandabletermsandwithcompassion

ForReference

TipforFocusingEffort:Makingthe“SphereofInfluence”Operational

(PLEASENOTE,THEDATAINTHISEXAMPLEISDATED;MERELYUSEDASANEXAMPLE)

WhoandHowOftentoCommunicate?FocusingtheEffortTherearemanywaystogroupyouraudiences…hereareafewoptions…pickwhatworksforyou:◦ a)type,b)frequencyofcontact,c)linesofeffort,d)geographiclocation,e)similarityofpurpose,f)basedonyourunit’sobjectives,…thereareno“perfect”groupings– justdoit!

Questions:Howcrucialisengagementwiththeindividual/group/audiencetothegettingourmissiondone?–Doestheengagementrisetothecommander’slevel(requireshim/herpersonally)?

“AWay”:createfour“Tiers”;Critical,VeryImportant,Important,SlightlyImportant◦ I =Critical– warrantsCommander’sengagementonaregularbasis◦ II =VeryImportant– regular/continualengagementatthenextlevelcommanderlevel◦ III =Important– engagementasamatterofdoingbusiness◦ IV =SlightlyImportant– periodicengagementforsituationalawareness,maintainsupport

June2017 65

TierI Office/POC USAWCEL PurposeforEngagement

CSA CSAStrategicStudiesGroup(DrDavidJohnson) SSI– ProfTreyBraun

CSA SIGChief(COLJimAdams) ACOMOutreach– COLSalvetti Bi-weeklyMeeting

CSA Director,SLD(COLFuller-Friel) USAWCG1(LTCRainey)SSCPersonnelPolicy(Students&Faculty;Follow-onAssignments;48&59Proponency)

VCSA Vice’sInitiativesGroup(COLCherylHarris) ACOMOutreach– COLMcConnell VCSAStrategicSeminar

HQDA- DAS AdminAssttoSA(Ms.JoyceMorrow),SecA’s StudyGroup AHEC– COLDawson

ArmyStaff(DCS, G3/5/7) LTGCampbell’sOffice COLTowery (viaChrisRizzo)

ArmyStaff(G3/5/7)– DAMO-SS MGSnow/ COL(P)Field ACOMOutreach– COLSalvetti Proponency(48,59,SO)

ArmyStaff(G3/7)– DAMO-TR BGToddMcCaffrey Provost– COLNye MELI&JPME

ArmyStaff(G1/OPMD) DirectorOPMD(COLDoerer) USAWCG1(LTCRainey) SlatingFutureSSCSelectees

ArmyStaff(G1’sCIG) SIGChief(COLMikeMiller)/CoC USAWCG1(LTCRainey) PersonnelPolicy

ArmyStaff(ASAM&RA) SSL(DCLM) Education/IntellectualEngagement

ArmyStaff(G8) QDROffice SSI Inform/HostQDRDevelopment

ArmyOCPA BGGaryVolesky /COLHutton PA/LL– MsCarolKerr Routinecoordination;mediarpts

JointStaff(J5) Strategy&Policy SSI Supportto“EvergreenGroup”

JointStaff(J7) JointEducationDirectorate(JPME;Accreditation) Provost– COLNye MELI&JPME

JointStaff(J7) Jt Warfighting Center(JWFC)&JntCtr forOperational Analysis(JCOA) CSLD

HQs TRADOC GENCone’sOffice,CIG, CofS CoS orDCO

TRADOC(PAO) COLKubik PA/LL– MsCarolKerr Weeklycoordination;mediarpts

Audiences&USAWCELs– TierI(1of2)

June2017 66

TierI:EngagementLeads;MeetingRollCall

June2017 67

ACOM - OutreachVCSA

ArmyStaff(G3DAMO-SS)

CSA(SIG)

AHECHQDA- DAS

CSLD

JointStaff(J3/5)

JointStaff(J7)

ARCIC

ASCCs:USARPAC,USARAF&ARNORTH

GCCs:PACOM,AFRICOM &NORTHCOM,

DHS

CAC/CADD

PA/LL

CongressandOCLL

TRADOC (PAO)

ArmyOCPA

PKSOICAC (Doctrine)

OSD-P

DOS(InternationalOrgs)

USAID

SSI

CSA(SSG)

ArmyStaff(G8-QDR)

JointStaff(J5)

SSL

ArmyStaff(ASA M&RA)

DOS(Pol-Mil)

FCC– SOCOM

ProvostArmyStaff(G3DAMO-TR)

JointStaff(J7-JPME)

CAC (LD&E)

BoardofVisitorsUSAWC G1

CSA(SLD)

ArmyStaff(G1OPMD)

ArmyStaff(G1’sSIG)

DCOMArmyStaff(DCS, G3/5/7)

DAA

Chief

Garrison

USAWC G3

USAWC G9

EndExample

EarnedMediaExamples

Handing out soccer balls to local children…

Meeting local leaders in a mosque…

And patrolling the open desert in tanks.

All done by the same unit on the same day.

Visit our official website: http://www.stewart.army.mil/tfm/homepage/default.asp

June2017 70

One Soldier diagnosed with a stroke,

Life-saving medical treatment 75 miles away,

A blinding dust storm in between,

Two amazing pilots. . . one great story.

To watch the video, go to: http://www.dvidshub.net/?script=video/video_show.php&id=77327

For something on the lighter side of life, check out “Good Luck Chuck” and other TF Marne videos on YouTube: http://www.youtube.com/user/TFMarnePAO

June2017 71

Operating in a wide variety of climates and conditions. . .

For other great photos:http://www.flickr.com/photos/tfmarne/

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your Soldiers do their duty faithfully and well. . .

For other great photos:http://www.flickr.com/photos/tfmarne/

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…as they help to build a better life for others…

For other great photos and quick news, we are also on Facebook: http://www.facebook.com/pages/Tikrit-Iraq/Task-Force-Marne/156320704002

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For more Heroes of the North see the Task Marne Websitehttp://www.stewart.army.mil/tfm/hon/home.aspJune2017 75

For more Heroes of the North see the Task Marne Websitehttp://www.stewart.army.mil/tfm/hon/home.aspJune2017 76

We work hard, but get a chance to relax with theOccasional USO show.

For stories on events such as the concert tour of the female AC/DC Tribute Band “Thund Her Struck” and Superbowl Sunday in Iraq with the Houston Texans’ Cheerleaders see the Task Force Marne North Star.

http://www.stewart.army.mil/tfm/homepage/default.asp

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We look forward to returning home, but until then follow Task Force Marne at:

Official Website: http://www.stewart.army.mil/tfm/homepage/default.asp

Facebook: http://www.facebook.com/pages/Tikrit-Iraq/Task-Force-Marne/156320704002

Flickr: http://www.flickr.com/photos/tfmarne/

You Tube: http://www.youtube.com/user/TFMarnePAO

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