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GREAT COMMUNICATION SECRETS OF GREAT LEADERS
Harvey Penick collected his thoughts in a series of small books. Rosabeth
Moss Kanter is a prolific author on the impact of change on management and
culture. In their writings, as well as their television or video appearances, these
leaders are extending their message, increasing the likelihood of its being
understood.
Your presentation is composed of words and possibly images. Most
important, it contains you. Your challenge is to leave a little bit of yourself
behind as a means of furthering your message. Make a copy of your presen-
tation and offer it to the audience. Or, if that is not possible, post your pre-
sentation on a web site so that others who did not hear it can access it.
ECHO THE MESSAGE IN FUTURE COMMUNICATIONS
Keep the lines of communication open. You have spent a good deal of time
preparing for your presentation. You should get something in return for your
investment. Position yourself as an expert and strive to reappear periodically.
This is a good tactic for sales presenters, but it is also useful for anyone who
believes in what she or he does and wants to communicate a point of view.
Shelly Lazarus has positioned herself as an eloquent spokesperson for the
advertising industry as well as for the role of women in senior management.
She speaks frequently to the media and to public audiences about her views,
and as a result she has established herself as a credible source. In addition, she
serves as a positive role model for the people in her organization as someone
who lives by the values she espouses.

TRANSMIT THE PASSION
Be passionate about your communications. Watching Oprah Winfrey, you get
the sense that she cares very deeply about what she does. As a communicator
on television and in her publication, Oprah finds lessons that she believes will
help viewers and readers live more satisfied lives. Jack Welch was passionate
about his companies, and in particular about the people in them. Passion is
evident in the prose of Peter Drucker, who has been preaching insights into
management for more than seven decades.
People need to see that you care about what you are doing and what you
are communicating. You communicate passion through both the intensity of
your delivery and the consistency of your effort. When people see you deliv-
ering a message over and over again, and doing it convincingly, they will get
the idea that what you are saying is important and they’d better pay attention.