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GREAT COMMUNICATION SECRETS OF GREAT LEADERS
Keep in mind that your leadership communication style may vary from
situation to situation. One day you may need to be the expert, adhering to the
organizational mission. Other times, you may act as the coach, willing to
advise, but careful to let the audience make up its own mind. And still other
times, you may be communicating in all four modes, depending upon the sit-
uation.
DISCOVER WHY YOU ARE SPEAKING
Once you know who you are as a leader-presenter (visionary, expert, coach, or
transformer), it is necessary for you to determine why you are speaking.
Is it to explain? The most common purpose of a presentation is to
convey information as a means of explanation. We see examples of the
explanation presentation at press conferences as well as in corporate
boardrooms.
Is it to overcome objections? Not everyone will believe everything you
say! That may be hard to believe, but it’s true. When people do not
believe him or her, the presenter must shift into the “overcoming
objections” mode. Sometimes the entire presentation can be structured
around this idea; at other times, it may be necessary to prepare a brief
in advance covering how to deal with questions.

Is it to sell/persuade? Are you convinced that what you are offering the
audience is good for them? Then you become the pitchman. Sometimes
the presenter is actually selling a product; other times, the presenter is
selling a better way of doing things.
Is it to celebrate? Milestones are meant to be marked. When this

occurs, the presenter serves as a chief celebrant. Often it is customary
to thank the audience for their participation and cite specific examples
of achievement.
Is it to entertain? Do you know someone who is about to retire? Very
often friends and associates hold a dinner and invite folks close to the
individual to say a few words, often in the spirit of lighthearted fun.

These are only a few of the reasons why we make presentations. Unlike
presentation styles, purposes can be mixed within the same presentation. For
example, you can begin with an explanation and close in a selling mode. This
happens quite frequently and enables the presenter to lead the audience from
one point to another.