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GREAT COMMUNICATION SECRETS OF GREAT LEADERS
gaining attention. As a result, the rest of us feel that we need to put some piz-
zazz into our messages in order to be heard and, better yet, understood.

As a result of this pervasive theatricality, the straightforward stand-up presen-
tation may appear tired and dated. At times, it may actually be so. When that
occurs, you can extend yourself beyond words and pictures in order to connect
with the audience (see Figure 9-1). There may be occasions when you want to
think like a promoter and present like a professional actor.
In fact, actor-turned-President Ronald Reagan spent the bulk of his time
doing what he did best—communicating. He worked hard at his speeches,
and he delivered them with the practiced skill of an actor. In fact, Lou Cannon,
his biographer, has written that Reagan was very proud of his acting ability; he
took umbrage at political enemies who sought to dismiss him and his policies
by calling him a lousy actor. Reagan wondered how anyone could function as
president without acting experience. 1
ENGAGE THE AUDIENCE
The key word to remember is engagement—getting the audience to look, lis-
ten, and respond. But how do you engage an audience? By appealing to its

FIGURE 9-1 Connecting with the Audience

Engage the Audience

Facilitate Responses

Use Interactivity