IESE Develop Your Communication Skills Webinar 12 April 2013

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What does it take to communication in a way that you move people to take action? What does it take to get people to pay attention, to value your words?

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  • Cassandra – tricked Apollo into giving her the gift of prophesy. As punishment, Apollo cursed Cassandra to be right but never have anyone believe her. Cassandra thus exemplifies the rhetorically deficient person. She knows the answer, she knows she is right, she knows she has done her homework… but is unable to convince anyone to do anything about it.Cassandra’s Curse.Rhetoric is a skill, a talent. A skilled communicator sees the available means of persuasion. A skilled communicator understands that his point of view and the audience point of view are different. The argument must begin from what the audience take as given and build from there.But as John Searle has argued, it is extremely difficult to make an argument that does not “fit the facts”, we are very good at seeing the way things actually are.
  • Poll – where does communication fail?1?2?3?
  • Locutionary act “Who will rid me of this meddlesome priest?”Illocutionary intent Kill Thomas BeckettPerlocutionary effect Knights head to Caterbury Cathedral to kill Beckett
  • Tweet: How to do Audience Analysis #iesewebinar
  • IESE Develop Your Communication Skills Webinar 12 April 2013

    1. 1. Persuasive Communication What does it really take to move people to action Webinar Twitter #iesewebinar Conor Neill Lecturer of Managing People in Organizations IESE Business School - University of Navarra#iesewebinar IESE Business School
    2. 2. What makes a greatcommunicator?IESE Business School - University of Navarra
    3. 3. Typical Challenges of Weak Communication 1. I lose people’s attention easily 2. People agree, but then do nothing 3. People avoid my phone calls (… at least I think so!) 4. People avoid giving me feedback (or only “sugarcoated”) 5. I have difficulty listening to others 6. People never agree with me 7. People “hijack” my meetings, myIESE Business School - University of Navarra presentations, my conversation
    4. 4. IESE Business School - University of Navarra
    5. 5. Aristotle’s Rhetoric384 to 322 BCIESE Business School - University of Navarra 5
    6. 6. Three requirements to Move people to Action Logos Ethos Pathos• Logical, • Credibility • Emotional rational • Reputation Connection argument • Delivery • Feelings• Makes regarding sense from the Topic audience’s • Essence of POV Good Story IESE Business School - University of Navarra
    7. 7. TED Education: Lesson on Aristotle’s Triad of Persuasion http://bit.ly/TED-AristotleIESE Business School - University of Navarra
    8. 8. Most Communication Fails Here: Point XIESE Business School - University of Navarra Photo Credit: Douglas Pulsipher
    9. 9. Point X • “When I am finished speaking, my listeners will ________________” – …buy my product – …ask for more information – …approve my recommendation – …agree to a second meeting – …ask for a proposal – …respond more quickly when the phone rings • Important: Make it an ACTIVE verb – Measurable, ObservableIESE Business School - University of Navarra
    10. 10. Its not about you…not about you. It is • Photo?IESE Business School - University of Navarra
    11. 11. Four types of audience Unite the community and provide focus Friendly Provide “new” information and label it as Hostile such. On the basis of “new” information you can ask for change. Why it is important for them before you Apathetic try any change Need to educate in order to give the Uninformed criteria to make their choicesIESE Business School - University of Navarra
    12. 12. The 3 parts to a speech1.Open2.Middle3.Close IESE Business School - University of Navarra 12
    13. 13. The Logos Speech Structure • “Grabber” – gain audience attention and motivate them to listen • Topic Sentence – express clearly your position • Three Supporting Arguments – “Signpost” – Use examples, statistics, experts, stories • Close – Refer back to the “grabber”IESE Business School - University of Navarra
    14. 14. “The exact words we use are lessimportant than the energy, intensity andconviction that we convey” Jules Rose IESE Business School - University of Navarra
    15. 15. Develop your style • Authority – “strength” – Look and sound as if you mean what you say • Energy – Give the impression that it matters to you • Audience Awareness – See and respond to your audience – Connect to individual members of the audience – Exercise: See the audience hair colour, glasses, frowns, smiles…IESE Business School - University of Navarra
    16. 16. EVERYTHING YOU NEEDRHETORIC CONTENT DELIVERY• LOGOS • OPEN • AUTHORITY• ETHOS • MIDDLE • ENERGY• PATHOS • CLOSE • AUDIENCE AWARE IESE Business School - University of Navarra
    17. 17. • S • Stories • P • Practice • E • Energy • A • Authority • K • Knowledge • E • Experience • R • ReasonIESE Business School - University of Navarra
    18. 18. Experience what it really takes to move people to action Join our Short Focused Program on Communication Skills , May 7-9 (www.iese.edu/DCS)IESE Business School - University of Navarra

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