Page 77 - Great Communication Secrets of Great Leaders

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LEADERSHIP COMMUNICATIONS PLANNING
CHAPTER 4
4
different (i.e., “fresh”). The freshness may emerge from the use of new
and different words or stories to underscore key points or from the use
of different forms of delivery. Speaker of the House Tip O’Neill was a
master of the well-honed story; he had a treasure trove of tales that he
was ready to tell at the right moment. Likewise, politicians on the cam-
paign trail are good at finding new locales and venues for their mes-
sages; one day it might be a school, another day a factory, a third day a 55
farm. By linking location to constituency need, they illustrate their vital
difference as well as keeping the message fresh and alive.
Emotion. All of us are bombarded by messages, both spontaneous and
recorded, all day long. Most of the time the words and sounds run
together. We stop in our tracks, however, when we sense emotion—or,
better, passion. Governor Mark Schweitzer of Pennsylvania demon-
strated passion as he addressed the media hour after hour during the
Somerset mine disaster in the summer of 2002. When the miners were
found alive and rescued, his passion turned to getting to the root cause
of the disaster and determining how such disasters might be prevented
in the future. Passion need not be oratory. Mother Teresa was a quiet,
unassuming speaker, but her words echoed her passion for her mission
of providing for the neglected poor.
Simplicity. People have a lot on their plate. A leader needs to shape the
message in a way that is straightforward and simple in order to make it
accessible. Remember the KISS slogan (Keep It Simple, Stupid). Bill
Clinton’s first presidential election campaign adapted this phrase to
“It’s the Economy, Stupid” to remind everyone on the staff what the real
issue was; it worked, and Clinton defeated an incumbent president. (Do
not think that sloganeering is beneath you. It simply gives people a han-
dle with which to grasp your message and begin to understand it.)

MARKETING THE MESSAGE
Advertisers also know how to make certain that a message resonates. Their job
is to create awareness and provide a stimulus for action. Here are some things
to consider (see Figure 4-2):

Generate buzz. Get people talking about what you are saying. Take your
cue from the Star Wars marketing team; they begin marketing the next
sequel along with the current release, often years in advance of its pre-
miere showing. Come opening day, you cannot pick up a newspaper or
magazine without reading something about the phenomenon. Much of
the promotion is free media. Leaders need to get people talking about