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Making Your Case : One Dozen  “ Do’s and Don’ts” DCI Presentation to Education Seminar for Tourism Organizations (ESTO)  A...
BACKGROUND <ul><li>DCI is a specialized firm focused on marketing places; we’ve worked with 350+ cities, regions, states a...
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...
“ DO”   1.   UNDERSTAND YOUR AUDIENCE(S) <ul><li>Key Audiences:  </li></ul><ul><ul><li>Those who control the purse strings...
The Matching Game:  Connect The Audience With The Motivation <ul><li>State Legislators </li></ul><ul><li>The Governor </li...
“ DON’T”  2.   CHANGE YOUR MESSAGE TO SUIT YOUR AUDIENCE <ul><li>Adapt your communication to the interests of different au...
“ DO”   3.   ENLIST INDUSTRY SUPPORT <ul><li>The private sector can be your most  powerful ally (or your most damaging cri...
“ DON’T”   4.   OVERLOOK THE RISING STARS <ul><li>Your program will benefit from broad support from the private sector </l...
“ DO”  5.   COMBINE STORYTELLING WITH STATISTICS <ul><li>Effective communication appeals to both “The Head” and “The Heart...
“ Communication is about telling a story.  The problem is that no one knows how to tell a story.  The bigger problem is th...
“ DON’T”  6.  GO GRAPH AND CHART CRAZY   <ul><li>Effective research and numbers support your case and demonstrate a clear ...
Before Looking at #7;  Two Questions for Your Consideration… <ul><ul><li>Q. What percentage of your time do you spend comm...
“ DO”   7 .   PRACTICE  <ul><li>Practicing communication skills </li></ul><ul><ul><li>Take a presentation seminar </li></u...
“ The pressure shots that I’ve made in major tournaments are all shots that I’ve taken one hundred times on the practice c...
“ DON’T”   8.  ASSUME “I’M A GOOD PRESENTOR” (BECAUSE I PRESENT A LOT) <ul><li>Often bad habits are simply being reinforce...
“ DO”   9.   ANTICIPATE “HOT GROUNDERS” <ul><li>Q&A is the most important section of any presentation </li></ul><ul><li>If...
“ DON’T”   10.  BE DEFENSIVE ABOUT CHALLENGING QUESTIONS <ul><li>All questions should be welcomed </li></ul><ul><li>Make e...
“ DO”   11.   EMBRACE A LITTLE “FLASH” <ul><li>This is a fun industry and your presentation style should reflect this </li...
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 <ul><li>Your stakeholders will assume this is a boondoggl...
SUMMING IT UP…. <ul><li>DO :  </li></ul><ul><li>Understand Your Audience(s) </li></ul><ul><li>Enlist Industry Support </li...
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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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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>

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