Strategic Communication agenda covers the four key components of the Strategic
- Find and Support Your
- Analyze Your Audiences
- Write Clear Documents
- Create and Present
brief description of how Dr. Wallisch covers each of these four components:
Find and Support Your Main Point
step to clear communication is to find your main point. An easy way to do this is to ask, “What is the purpose of my message? The
Main Point?” For example, it might
be any of – But not limited to – these five key business messages:
Communicators always begin with the most important point your readers or audiences
need to know. Bill will show you a good
selection of sample main-points used in a variety of business documents,
e-mails, and presentations.
find your main point, you have yet another challenge: Support your main point with just the right
amount of data. Too often messages are
laden with large amounts of heavy data and detail that only lengthen and
confuse the message. You must make a
very careful decision about how you will clearly support your main point. This means going through all of the data with
a keen eye so you can identify only critical pillars of support. Here again, Bill will show you sample main-point
messages that are well supported.
At the end
of this section you will be asked to put together a main-point message, well
supported by just the right amount of detail.
This exercise is known as “The Lightning Round.” You and your classmates will be grouped
together and challenged to create a business, main-point message that can be
delivered in one minute!
Analyze Your Audiences
critical to find your main point and support it with just the right amount of
key data, your job as a strategic communicator is not yet over. Your message must also be skillfully tailored
to your audience.
discuss several techniques for audience analysis, including the importance of
both knowing your audience and anticipating what their questions will be in
regard to your message. He will tell you
that all audiences approach a message with a critical question: “What’s
in this for me?” Failure to make
that clear to an audience is to set your message up for . . . failure.
Write Clear Documents and E-mail
learn how to organize any written document.
You will also learn how to organize and write a highly effective e-mail
by taking advantage of powerful subject lines that are matched with
single-screen, carefully-crafted messages.
You want your e-mail to be the first one to catch the eye of a reader
who has an electronic in-box brimming with too many new messages. To be frank, business associates everywhere
are exhausted from too many e-mails and too much Nice-to-Know data that
masquerades as genuine Need-to-Know information. Your associates, decision makers, and clients
need the Need-to-Know.
And . . .
there’s a big difference between Nice-to-Know and Need-to-Know!
will give you Nine E-mail Tips that
are guaranteed to make your electronic messages more effective:
- Using the Right Channel?
- Ask, “Who really needs
- Write Main-Point
- Rewrite Subject Lines
- Don’t play the Re, Re,
- Break Chains and Jump
- Don’t Select “Reply to
- Use Headings and
- Keep it one screen, one
present good examples of well-written e-mails and ask you to evaluate your own
sample e-mails in light of those Nine Tips.
Create and Present Powerful Visuals
view samples of visual aids that were successfully presented because they were
well structured, clearly organized, and used effective color schemes. Dr. Wallisch will discuss the art of matching
powerful headlines with pictures and graphs that demonstrate the point
PowerPoint” is really death by screens filled with too many bullets, words,
numbers, and filler. A good message,
delivered at any organizational level, must be short, clear, and persuasive; it
can be supported by many forms of visual aids. Bill will explain how to match the right
visual aid with your message . . . and that my well not be either PowerPoint presentation
or a multi-page deck that only distracts your audience and robs you of audience
eye contact. Sometimes you need no visuals at all!
He will give
you tips for presenting presentations with what he calls “Executive Presence.” As you
will see, this method depends on eye contact, conversational tone, and
appropriate gestures. He will tell you
that your non-verbals, matched with solid voice control, can be critical
factors for influencing and persuading audiences to approve your
recommendations and requests.
Tailor the StratCom agenda to fit your
organizational Communication Goals
The agenda covers
basic communication skills, but we must also tailor it to fit your specific business-message
content. The more we discuss your
specific messages and audiences, the better we can shape the curriculum and
before Bill comes to an organization, it is so important that the course
organizers and key managers spend phone time with him to discuss your local communication
challenges and goals.
How to Prepare for the Course
for the course, participants are asked to think about their personal
your face-to-face conversations effective?
your written messages connecting with your readers?
you influencing your audiences?
decision makers find your requests and recommendations to be clear and
For class day,
each participant should bring samples of e-mails and presentations to class. Bill
will ask class members to look at their samples . . . and do some editing and