Rough House: Communicating like a CEO
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Communicating effectively as a CEO requires building trust and reputation through communications. Appearance accounts for 55% of persuasiveness, voice 38%, and words only 7%. To communicate convincingly, leaders must demonstrate passion, pitch, pauses, pace, projection, and personality. It's important to use positive language like "do", "commit", and "can" rather than negative words. Proper preparation involves understanding your audience and addressing their feelings, motivations, prior knowledge, and potential questions. Leaders must consider their company's consistent messaging and stay true to character across all communications.
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Rough House: Communicating like a CEO
- 2. For a business leader, building reputation and trust IS the day job, which makes communications the day job too.” Sir Stuart Rose, former chairman of M & S
- 3. Appearance 55% Voice 38% Words 7% What makes people convincing?
- 5. 1. Passion 2. Pitch 3. Pause 4. Pace 5. Projection 6. Personality
- 7. Good words Positive language Bad words o Do o Promise o Commit o Will o Can o Like o Want o Hope o Wish o Try
- 8. 1. Principle 2. Proof 3. Personalisation 4. Preparation 5. Passion
- 9. 1. How many people are you speaking to 2. What they might be feeling, thinking & saying before you meet 3. Their motivation, what they want – & need 4. Are your talking to key decision makers 5. What they already know 6. What they think they know 7. What past experiences might influence them 8. The questions they might they ask In preparation, ask yourself
- 10. Finally, remember … oThe audiences you need to address oHow to ensure your company messages are consistent oHow you will be true to character across your business oThe So-What Factor Think before you communicate
- 11. 020 8332 6200 info@roughhouse.co.uk roughhousemedia.co.uk twitter.co.uk/roughhouse01 Rough House Media Training Media training Crisis communications Presentation skills Media masterclasses Press releases Consultancy Crisis strategy PR strategy Message development Media relations Social media Production Videos Podcasts Blogging Article writing
Editor's Notes
- I’m talking about communications – the benefits of good communications, some ideas of how to be a good communicator First, my background … Want to show you a few examples …
- But like politicians, it is vital for CEOs to be able to communicate – With customers & clients With staff With stakeholders such as politicians, regulatory bodies With wider public Benefits of good communications: Enhance your reputation, make you seem credible, calms any nerves about your business and your abilities, increases sales, persuading people to your cause And if you do it badly, it can have a devastating impact on your reputation – just look at Tony Hayward from BP – and just this week, Thomas Cook.
- Gary Southern had his answers but his problem was the way he came across – his appearance This is the most important part of being a good communicator – studies show it contributes 55% to good communication – and Gary was sweaty and fidgeting Voice is the next most important at 38% Finally your words, what you say, is worth a measly 7%
- So, taking appearance first Use the right facial expression – interested, alert, positive and responsive – listen to your audience. Maintain eye contact. If you don’t, you’ll seem uncomfortable or even shifty And be natural – if you don’t naturally gesture, don’t do it. Gordon Brown. Be aware of your body language – be positive, open, sit up straight, don’t slouch, don’t be too tense - show the right amount of energy – 1-2-1 don’t invade your listener’s space You have to look right: appropriate clothing, groomed. Dress as RSA would want you to look – you need to look like a credible representative of your company. Distraction of wearing inappropriate dress. And finally be confident – know your material, know how to control your nerves, water, deep breathing – having the right mindset – know you have had a session on that
- Now, secondly your voice. The most important thing is to sound like you mean what your saying – to convey passion – after all, if you don’t sound like you’re interested in what you’re saying why should anyone else be. But there are a few other factors – neatly all beginning with P. Use all of them, and vary them all to make your voice interesting and your comms effective. Pitch – whether you have a high squeaky voice – not convincing – or a deeper tone = more reassuring and authoritative – Mariella Frostrup – makes a difference in effective communications. Margaret Thatcher changed her voice, Using Pauses – these add impact – give people thinking time – people fill a silence. Harry Patch i/v Your Pace – if you speak too fast, people can’t keep up, and you sound nervous. If you speak too slowly, there’s a danger you might become boring or sound too laid back. But VARY it to add interest to what you say. Reading son a story – at the exciting part – speed up. Slow down to add emphasis Projection – give your voice some power, but don’t overwhelm your listener – tailor it to the circumstances and your audience – don’t let your voice disappear into you, people can’t hear what you’re saying, they’ll get annoyed or stop trying. Personality – which is all about being natural, using your own personality – if you’re trying to be someone you’re not, you won’t sound convincing Use all these – match the tone, pitch, pace to the words you are using
- And finally, that final 7% component – Your Words My advice would be to remember the words of Einstein and keep it simple. But before you say anything, learn the art of listening - it is key if you want to communicate well. Which is really the art of good conversation - have a conversation and don’t just broadcast Be responsive to the reactions of the person you are with Listen to their questions – and ask good questions yourself, and Listen and respond to their reactions/answers When you are speaking, avoid jargon, long words, complicated sentences Imagine you are speaking to a 10-year-old child, or a maiden aunt and pitch your language and words at them. It might sound simplistic, but that is the level the Times is written at Speak on a human level, not a theoretical jargon filled level – so you can connect with your listeners Using positive language … for example:
- Use positive language that will reassure your listener Good words include promise, commit, will, can, do If you use words such as like, want, hope, wish and try, this will sew doubts that you will be able to deliver
- And with everyone communication, think about the one thing you want your listeners want to take away from your conversation or presentation – focus on that as your most important message – - is your service the most profitable, the most trustworthy, the most whatever …. How will you convey that in everything you say You may have up to three messages that you want to get across. Make sure that message is synced across your organisation – with your website, with your marketing messages, your PR and everything everyone in your organisation says and does things which support that message Think about how you are going to convey your key messages For that, we have five more Ps Principle – what is the principle of what you are saying? For Rough House, that would be that we are a media consultancy which really understands how the media works, so can help clients make the most of media opportunities The proof – how do you prove it? Because all our team have worked at the highest level of the media, with 100s of years between us experience in TV, radio, print and communications The personalisation – use a story, an example, an anecdote, and analogy, a case study that will connect with the listener. My personalisation would be that I’ve worked as a journalist and TV producer for over 25 years, so I know how the industry works, and how what journalists are looking for – and from a training perspective: both the best way to speak to journalists & how to present well as I’ve worked with lots of high profile presenters like Huw Edwards, Sophie Raworth, Clare Balding etc Stories and personalisations help people engage with you. They should reinforce your reputation and your credibility And no 4: can’t do that without thinking about it carefully in advance, without preparation And finally, you can’t do any of it without passion … as we’ve said before
- As well as - working out your key messages Knowing your proofs and personalisations There are some more questions to ask: How many people are you speaking to What they might be feeling, thinking & saying before you meet Their motivation, what they want – & need If you are talking to key decision makers What they already know What they think they know What past experiences might influence them – maybe they’ve had a bad experience with a competitor –a good thing I’d have thought! The questions they might they ask
- The audiences you need to consider –adjust your style and your message depending on them - and also think about who they are also trying to influence and persuade That your message has to consistent with that of RSA and that you reflect RSA – be natural, positive, authoritative, credible and warm The So What test - If you are talking about your services, imagine your listener asking so-what – explain the benefits to the client, rather than the services So my most important message is to think and prepare before any communication.