Making Your Case


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One Dozen Do's and Don’ts (DCI Presentation to Educational Seminar for Tourism Organizations)

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  • Good morning everyone! Thank you ___ for the kind introduction. It’s great to be here. For those of you who don’t know me, I am a native Houstonian. But not just a native, real Houston girl from generations and generations of Houstonians. So I have a real soft spot in my heart for this city and a real desire for this region to be the best it can be! Today I am going to share with you stories from the world beyond the Houston / Gulf Coast region. I work for an economic development consulting company called AngelouEconomics. We’re based in Austin, but help communities across the country with economic development. Through my work, I’ve seen communities do economic development very well and some do it very poorly. I want to share with you this morning some examples of regions that are doing things right.
  • Making Your Case

    1. 1. Making Your Case : One Dozen “ Do’s and Don’ts” DCI Presentation to Education Seminar for Tourism Organizations (ESTO) August 18, 2007
    2. 2. BACKGROUND <ul><li>DCI is a specialized firm focused on marketing places; we’ve worked with 350+ cities, regions, states and countries </li></ul><ul><li>Assisted some of the best communicators in travel and economic development </li></ul><ul><li>From this work emerges: Twelve Do’s and Don’ts for Making Your Case </li></ul>
    3. 3. A Brief Preface: A SIMPLE, TWO-PART FORMULA <ul><li>1. You and your team need to do a good job </li></ul><ul><li>2. You need to effectively communicate that success to your key audiences </li></ul>
    4. 4. “ DO” 1. UNDERSTAND YOUR AUDIENCE(S) <ul><li>Key Audiences: </li></ul><ul><ul><li>Those who control the purse strings (executive branch, legislators, city council, county commission) </li></ul></ul><ul><ul><li>“ Influencers” of those who control the purse strings (private sector professionals, partner organizations across the state, other political leaders, in-state media, residents) </li></ul></ul>
    5. 5. The Matching Game: Connect The Audience With The Motivation <ul><li>State Legislators </li></ul><ul><li>The Governor </li></ul><ul><li>Private Sector Professionals </li></ul><ul><li>Partner Organizations </li></ul><ul><li>Other Public Leaders </li></ul><ul><li>In-State Media </li></ul><ul><li>Residents </li></ul><ul><li>“ If the numbers don’t go up, I’ll be fired.” </li></ul><ul><li>“ Make me a hero before my board.” </li></ul><ul><li>“ I want to be Governor some day.” </li></ul><ul><li>“ Traffic again…I hate these &!#%*@ tourists.” </li></ul><ul><li>“ Pure and simple…Get reelected.” </li></ul><ul><li>“ What will this do for my district?” </li></ul><ul><li>“ I need a page 1 story that will get me noticed.” </li></ul>
    6. 6. “ DON’T” 2. CHANGE YOUR MESSAGE TO SUIT YOUR AUDIENCE <ul><li>Adapt your communication to the interests of different audiences but make sure there is consistency of message </li></ul><ul><li>Put another way: “Don’t talk out of both sides of your mouth” </li></ul>
    7. 7. “ DO” 3. ENLIST INDUSTRY SUPPORT <ul><li>The private sector can be your most powerful ally (or your most damaging critic) </li></ul><ul><li>If the industry speaks highly of your program, it has tremendous meaning to others </li></ul><ul><li>Seek “win-win” opportunities and then “ask” for their public support </li></ul>
    8. 8. “ DON’T” 4. OVERLOOK THE RISING STARS <ul><li>Your program will benefit from broad support from the private sector </li></ul><ul><li>Secure the backing of both the large established players but also new players that are emerging on the scene (they may surprised that your organization cares about them) </li></ul>
    9. 9. “ DO” 5. COMBINE STORYTELLING WITH STATISTICS <ul><li>Effective communication appeals to both “The Head” and “The Heart” </li></ul><ul><li>Share real life “success stories” that illustrate your impact </li></ul><ul><ul><li>Young entrepreneur whose business is succeeding </li></ul></ul><ul><ul><li>Disadvantaged worker thriving in the tourism industry </li></ul></ul><ul><ul><li>Unusual traveler experiences in your state or community </li></ul></ul>
    10. 10. “ Communication is about telling a story. The problem is that no one knows how to tell a story. The bigger problem is that no one knows they don’t know how to tell a story.” Jerry Weissman Legendary “coach” for IPO presentations
    11. 11. “ DON’T” 6. GO GRAPH AND CHART CRAZY <ul><li>Effective research and numbers support your case and demonstrate a clear “return on investment” </li></ul><ul><li>But keep it simple, “less is often more” </li></ul>
    12. 12. Before Looking at #7; Two Questions for Your Consideration… <ul><ul><li>Q. What percentage of your time do you spend communicating (presentations, meetings, telephone calls, writing, etc)? </li></ul></ul><ul><ul><li>Answer: 50%-80% </li></ul></ul><ul><ul><li>Q. What percentage of your time do you spend practicing your communication skills? </li></ul></ul><ul><ul><ul><li>Answer: 0% </li></ul></ul></ul>
    13. 13. “ DO” 7 . PRACTICE <ul><li>Practicing communication skills </li></ul><ul><ul><li>Take a presentation seminar </li></ul></ul><ul><ul><li>Join Toastmasters </li></ul></ul><ul><ul><li>Find a coach </li></ul></ul><ul><ul><li>Rehearse before an important presentation </li></ul></ul><ul><ul><li>Ask a trusted advisor for feedback </li></ul></ul><ul><ul><li>Watch a videotape of yourself in action </li></ul></ul>
    14. 14. “ The pressure shots that I’ve made in major tournaments are all shots that I’ve taken one hundred times on the practice court…” Martina Navratilova Tennis star
    15. 15. “ DON’T” 8. ASSUME “I’M A GOOD PRESENTOR” (BECAUSE I PRESENT A LOT) <ul><li>Often bad habits are simply being reinforced </li></ul><ul><li>Improvement often focuses less on “what you say” (the words) but “how you say it” (body language, gestures, tone, vocal inflection) </li></ul>Everyone in this room can be a better presenter (especially me)
    16. 16. “ DO” 9. ANTICIPATE “HOT GROUNDERS” <ul><li>Q&A is the most important section of any presentation </li></ul><ul><li>If you know the audience and their concerns, you should be able to predict difficult questions </li></ul><ul><li>Be ready: take the time to practice your responses to “hot grounders” </li></ul>
    17. 17. “ DON’T” 10. BE DEFENSIVE ABOUT CHALLENGING QUESTIONS <ul><li>All questions should be welcomed </li></ul><ul><li>Make eye contact and make sure you understand the question </li></ul><ul><li>Take your time in providing a response (a dramatic pause can be effective) </li></ul>
    18. 18. “ DO” 11. EMBRACE A LITTLE “FLASH” <ul><li>This is a fun industry and your presentation style should reflect this </li></ul><ul><li>Some specific examples… </li></ul>
    19. 19. And the final point which I guarantee no one in this room is following….
    20. 20. “ DON’T” 12. GO TO CONFERENCES AT RITZY RESORTS IN THE DESERT <ul><li>Your stakeholders will assume this is a boondoggle!!! </li></ul>
    21. 21. SUMMING IT UP…. <ul><li>DO : </li></ul><ul><li>Understand Your Audience(s) </li></ul><ul><li>Enlist Industry Support </li></ul><ul><li>Combine Storytelling with Statistics </li></ul><ul><li>Practice </li></ul><ul><li>Anticipate Hot Grounders </li></ul><ul><li>Embrace a Little Flash </li></ul><ul><li>DON’T : </li></ul><ul><li>Change Your Message to Suit Your Audience </li></ul><ul><li>Overlook Rising Stars </li></ul><ul><li>Go Graph and Chart Crazy </li></ul><ul><li>Assume “I’m a Good Presenter” </li></ul><ul><li>Be Defensive about Challenging Questions </li></ul>