Making Your Case

Making Your Case : One Dozen “ Do’s and Don’ts” DCI Presentation to Education Seminar for Tourism Organizations (ESTO) August 18, 2007

BACKGROUND
DCI is a specialized firm focused on marketing places; we’ve worked with 350+ cities, regions, states and countries
Assisted some of the best communicators in travel and economic development
From this work emerges: Twelve Do’s and Don’ts for Making Your Case

A Brief Preface: A SIMPLE, TWO-PART FORMULA
1. You and your team need to do a good job
2. You need to effectively communicate that success to your key audiences

“ DO” 1. UNDERSTAND YOUR AUDIENCE(S)
Key Audiences:
Those who control the purse strings (executive branch, legislators, city council, county commission)
“ Influencers” of those who control the purse strings (private sector professionals, partner organizations across the state, other political leaders, in-state media, residents)

The Matching Game: Connect The Audience With The Motivation
State Legislators
The Governor
Private Sector Professionals
Partner Organizations
Other Public Leaders
In-State Media
Residents
“ If the numbers don’t go up, I’ll be fired.”
“ Make me a hero before my board.”
“ I want to be Governor some day.”
“ Traffic again…I hate these &!#%*@ tourists.”
“ Pure and simple…Get reelected.”
“ What will this do for my district?”
“ I need a page 1 story that will get me noticed.”

“ DON’T” 2. CHANGE YOUR MESSAGE TO SUIT YOUR AUDIENCE
Adapt your communication to the interests of different audiences but make sure there is consistency of message
Put another way: “Don’t talk out of both sides of your mouth”

“ DO” 3. ENLIST INDUSTRY SUPPORT
The private sector can be your most powerful ally (or your most damaging critic)
If the industry speaks highly of your program, it has tremendous meaning to others
Seek “win-win” opportunities and then “ask” for their public support

“ DON’T” 4. OVERLOOK THE RISING STARS
Your program will benefit from broad support from the private sector
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)

“ DO” 5. COMBINE STORYTELLING WITH STATISTICS
Effective communication appeals to both “The Head” and “The Heart”
Share real life “success stories” that illustrate your impact
Young entrepreneur whose business is succeeding
Disadvantaged worker thriving in the tourism industry
Unusual traveler experiences in your state or community

“ 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

“ DON’T” 6. GO GRAPH AND CHART CRAZY
Effective research and numbers support your case and demonstrate a clear “return on investment”
But keep it simple, “less is often more”

Before Looking at #7; Two Questions for Your Consideration…
Q. What percentage of your time do you spend communicating (presentations, meetings, telephone calls, writing, etc)?
Answer: 50%-80%
Q. What percentage of your time do you spend practicing your communication skills?
Answer: 0%

“ DO” 7 . PRACTICE
Practicing communication skills
Take a presentation seminar
Join Toastmasters
Find a coach
Rehearse before an important presentation
Ask a trusted advisor for feedback
Watch a videotape of yourself in action

“ 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

“ DON’T” 8. ASSUME “I’M A GOOD PRESENTOR” (BECAUSE I PRESENT A LOT)
Often bad habits are simply being reinforced
Improvement often focuses less on “what you say” (the words) but “how you say it” (body language, gestures, tone, vocal inflection)
Everyone in this room can be a better presenter (especially me)

“ DO” 9. ANTICIPATE “HOT GROUNDERS”
Q&A is the most important section of any presentation
If you know the audience and their concerns, you should be able to predict difficult questions
Be ready: take the time to practice your responses to “hot grounders”

“ DON’T” 10. BE DEFENSIVE ABOUT CHALLENGING QUESTIONS
All questions should be welcomed
Make eye contact and make sure you understand the question
Take your time in providing a response (a dramatic pause can be effective)

“ DO” 11. EMBRACE A LITTLE “FLASH”
This is a fun industry and your presentation style should reflect this
Some specific examples…

And the final point which I guarantee no one in this room is following….

“ DON’T” 12. GO TO CONFERENCES AT RITZY RESORTS IN THE DESERT
Your stakeholders will assume this is a boondoggle!!!

SUMMING IT UP….
DO :
Understand Your Audience(s)
Enlist Industry Support
Combine Storytelling with Statistics
Practice
Anticipate Hot Grounders
Embrace a Little Flash
DON’T :
Change Your Message to Suit Your Audience
Overlook Rising Stars
Go Graph and Chart Crazy
Assume “I’m a Good Presenter”
Be Defensive about Challenging Questions

Making Your Case

by Development Counsellors International on Jan 04, 2011

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Making Your Case Presentation Transcript