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Getting internal buy-in

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Zoe Amar, Lasa
CharityComms seminar, July 15th 2010
www.charitycomms.org.uk/events

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Getting internal buy-in

  1. 1. How to get board and senior management buy-in for communications Zoe Amar, Marketing and Business Development Manager, Lasa
  2. 2. Sound familiar?
  3. 3. Programme <ul><li>Tactics for getting buy-in </li></ul><ul><li>Who are your stakeholders? </li></ul><ul><li>Demonstrating value </li></ul>
  4. 4. Buy-in tactics Think ‘us’- not them and us <ul><li>Get key stakeholders involved early on </li></ul><ul><li>Keep listening/ asking questions </li></ul><ul><li>Don’t develop a ‘siege mentality’ </li></ul>
  5. 5. Buy-in tactics Context: What other decisions are on the table? 1. Timing 2. Positioning re other decisions 3. How your decision makers cope under pressure
  6. 6. Buy-in tactics Stay focused on what you’re trying to achieve <ul><li>Keep reminding yourself and others of the goal </li></ul><ul><li>Remember what do you need from other people </li></ul><ul><li>to do it </li></ul><ul><li>3. Be prepared to compromise- it can enhance their </li></ul><ul><li>sense of involvement </li></ul>
  7. 7. What are your decision makers really like? Jung’s Personality Types Image © of Reed Learning
  8. 8. Analyticals <ul><li>They are: </li></ul><ul><li>Perfectionist, risk averse </li></ul><ul><li>Detail focused </li></ul><ul><li>Attracted to careers in IT/ finance </li></ul><ul><li>They like: </li></ul><ul><li>Seeing all the facts </li></ul><ul><li>Evidence and solutions </li></ul><ul><li>Precision and clarity </li></ul><ul><li>Full explanations </li></ul><ul><li>Time to consider before making decisions </li></ul><ul><li>Working alone </li></ul>
  9. 9. Amiables <ul><li>They are: </li></ul><ul><li>Caring and sociable </li></ul><ul><li>Sometimes unassertive </li></ul><ul><li>Risk averse </li></ul><ul><li>They like: </li></ul><ul><li>People/ inclusion </li></ul><ul><li>To be listened to </li></ul><ul><li>Common ground </li></ul><ul><li>Support </li></ul><ul><li>Harmony- avoid conflict </li></ul><ul><li>Time to consider before making decisions </li></ul>
  10. 10. Drivers <ul><li>They are: </li></ul><ul><li>Often leaders </li></ul><ul><li>Demanding </li></ul><ul><li>Competitive </li></ul><ul><li>They like: </li></ul><ul><li>Control </li></ul><ul><li>Efficiency </li></ul><ul><li>Results </li></ul><ul><li>Clarity </li></ul><ul><li>Getting to the point </li></ul><ul><li>Proof </li></ul><ul><li>Challenging tasks </li></ul>
  11. 11. Expressives <ul><li>They are: </li></ul><ul><li>Gregarious </li></ul><ul><li>Fond of variety but disorganised </li></ul><ul><li>Impetuous </li></ul><ul><li>They like: </li></ul><ul><li>New things </li></ul><ul><li>Reputation/ public recognition- theirs and others </li></ul><ul><li>Fun </li></ul><ul><li>Group work </li></ul><ul><li>Not having to deal with detail </li></ul><ul><li>Interested in people and facts </li></ul>
  12. 12. Demonstrating value What types of people are you dealing with? <ul><li>Qualitative or quantitative? </li></ul><ul><li>Results or people focus? </li></ul><ul><li>Fit the format to the type of people </li></ul>
  13. 13. Thanks for your attention <ul><li>Zoe Amar ACIM </li></ul><ul><li>Marketing and Business Development Manager </li></ul><ul><li>[email_address] </li></ul><ul><li>0207 426 4488 </li></ul><ul><li>http://twitter.com/zoeamar </li></ul><ul><li>www.lasa.org.uk </li></ul>

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