Page 75 - Great Communication Secrets of Great Leaders

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LEADERSHIP COMMUNICATIONS PLANNING
CHAPTER 4
specific demographic groups, e.g., young males 18 to 24 or women 21 to 48,
leaders can target theirs to specific interest groups, e.g., managers, employees,
customers, or suppliers. The heart of the message will remain consistent, but
the point of view may differ. For example, a message to employees about a
new product launch will describe both the product and the support the
employees must deliver to the customers. A product launch message to a cus-
tomer will concentrate on features and benefits and describe the support the
customer will receive.
In shaping the message, consider these points:
Select the key influencers. Consider whom you want to reach first—
those who can influence your message in a positive way. It may be
appropriate to invite key members of the media for a preview of a new
product or an inside look at an organizational initiative. This is a tried
and true technique in public affairs circles as a means of creating buzz,
i.e., excitement. At the same time, consider those who can adversely
affect your message. It is appropriate to give them an inside briefing,
too, so that you can address any potential negatives and defuse any neg-
ative reactions prior to general release of the message.
Target the message. Adjust the content of the message to the audience
you wish to reach. Sometimes the same message will be appropriate for
all employees at all levels of the organization, and in this case everyone
will receive the same content. It is often a good idea, however, to alert
senior management to the message and even send them a prerelease
message along with suggestions as to what kind of reaction they should
expect from their people when the message is delivered. In this way,
you gain buy-in of the leadership message and create a greater sense of
shared destiny. All of us, no matter who we are, appreciate inside infor-
mation because it makes us feel special and more in the know.

Reiteration is good. People need to hear the message over and over
again—once is not enough. Just as you repeat messages with different
media, you repeat messages to the same audiences. You can tweak the
content to keep it fresh, but it is essential for the leader to repeat the
core themes over and over again. Repetition does two things: It
increases the likelihood of retention, and it demonstrates importance. In
particular, reiteration of a message underscores a leader’s consistency,
which leads directly to credibility.
Keep the big picture in mind. Targeting and audience selection are
important, but it is also important that you keep the whole story in front
of you. It is essential that you make certain that everyone is getting
the same big picture message. The leader must ask him- or herself