Transcript 1230-130_Zaffram_Communicating

Building Constituency
Scott D. Zaffram
Chief
Training, Education, and Exercises Branch
FEMA Region X
So what is it?
Constituency:
An activated group of people with a
common interest, belief or ambition.
They self-identify and seek change!
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Constituency in the 21st Century
In the world of Web 2.0
 Networks are defined less by
demographics
 Revolve around shared interests,
beliefs, and ambitions
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Changes in how Constituency is Built
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Changes in how Constituency is Built
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Building Constituency
Goes beyond reaching audiences!
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A Five Step Approach
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1
Constituency
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3
Vision
Embrace
Consolidated
Insights
Engage
Energize
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Step 1: Constituency
Define the Constituency
Develop a tight definition of the
constituents we want to connect with.
Constituency
Then consider:
• Who are the experts and
influencers in this constituency?
What are their common interests,
beliefs, and ambitions?
•
What is our current relationship
with these people? What do they
think of us now? What sort of
progress would they value?
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Step 2: Vision
Developing the Vision
Vision
What is the Vision or Mission of the
defined Constituency? What are the
specific outcomes we seek from the
effort?
Two main types of outcomes:
• What value could be co-created?
(financial, operational, societal,
innovation…)
•
What kind of relationship do you
want to develop?
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Step 3: Consolidated Insights
Sources of Insight
Consolidated
Insights
Use a wide range of sources to gather
insights: i.e. listening, social media
research, third-party data, benchmark,
influencers, external experts…
Sample Questions:
• Does this constituency collaborate
currently? If so, how?
• Is it possible to further classify them?
• What are they talking about currently?
• What keywords do they use?
• What are the goals of their key
stakeholders?
• How effective have past approaches
been to collaborate with them?
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Step 4: Integrated Communication Strategies
Embrace
• What are we doing to listen and work in a
collaborative way with these constituents?
• How are we providing them with access to
experts or expertise?
• How are creating or driving value?
Embrace
Engage
Energize
Engage
• How are we setting the agenda for
progress?
• How are we making the case for proven
results and facts?
• How are we energizing the constituents to
participate and contribute?
• How will we drive share voice, more
efficiently with higher quality responses.
Energize
• How are we encouraging them to share and
spread our messages and activities with
other constituents?
• How are we empowering their advocacy?
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Step 5: Iterate. Iterate. Iterate.
Data Iteration: To continue to optimize and evolve what
we do according to what we measure and
observe.
Outcomes Iteration: To continue to measure whether our efforts are
creating the value and relationships we
envisioned.
Optimization Iteration: A continuous improvement loop – how do we improve on what we
did last time?
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Building Constituency Resources
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Major Components to Constituency
Communication
Partnership
Shared Vision
Influence
Authenticity
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Influence in a nutshell
Politics are the behaviors which people use to
influence others (either positive or negative).
Power is something about you which motivates
people to be influenced by you.
Influence is the outcome of people doing
something they would not otherwise do.
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Personal vs. Position Power
Where
You Sit
Who
You Are
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Meaning and Definition
What is communication?
The transfer of intended meaning.
Effective communication is the communication
which produces the intended or desired results
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How Important is Communication?
Survey of Fortune 500 executives links
communication skills to business success
Functions of Communication:
 Control
 Motivation
 Emotional Expression
 Information
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Communication Skills
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Effective Communicator
What does this look like to you!?
 Characteristics and Traits
 Medium
 Personality
 Relationships
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Effective Communication
 Two way process – sending the right message to the right
person (mostly)
 Know the psychology of the people you are interacting with
 Know the circumstances of the counter entity
 Should include all aspects: visual, auditory, and kinesthetic to
appeal to listener
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Consider This!
Basic Communication Skills Profile
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How Communication Should Work
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Communication Decoded
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Put to Practice
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Reality
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Methods of Communication
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Perceptions
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Personal Perceptions
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Personal Perceptions
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Activity
 Four volunteers, please!
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Joharis Window
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Communication Styles
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Communication Styles - Group
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How NOT to Communicate!
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What’s your Communication Style
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Winners and Losers
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Communication Barriers
 One way communication
 Lack of mutual understanding
 Selective attention
 Different frames of reference
 Emotions
 Trust
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Selective Attention
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Five Key Principles to
Communicate Effectively
 Plan Your Purpose
 The Delivery
 Message Receipt
 Evaluation
 Corrective Action
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Planning Your Purpose
 Prepare how you’ll communicate
 Clarify the goal of the communication
 Plan carefully before sending it or meeting
in person
 Take “stock”
 Know the Purpose
 To inform a committee about…
 To persuade a board to…
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The Delivery
 Deliver the message
 Express your meaning with conviction
 Relate the message to your larger goals
 Identify the action to be taken
 Confirm the other person understands
 Things to consider…
 92% of communication is non-verbal
 Posture
 Eye contact
 Clear enunciation
 Vocal energy
 Dress attire
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Receive the Message
 Receiving feedback
 Keep an open mind
 Identify key points in the message
 Value constructive feedback and use it to grow
 Confirm your understanding
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Evaluate and Correct
 Evaluate the effectiveness of the communication
afterwards
 Take corrective action – learn from your interactions
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Aristotle’s Model of Communication
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When All Else Fails!
LISTEN!
 Decide to listen and concentrate
 Enter the speaker’s situation
 Observe the speaker’s vocal inflections
 Listen without interruption
 Confirm that you received and understand the intended message
 Provide feedback
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Principles of Effective Listening
“Remember: You can’t listen if you’re talking.”
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The careful act of delivering bad news
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The 10 Commandments for
Delivering Bad News
10: Thou shalt never be emotional
9: Thou shalt never delay
8: Thou shalt never hide the facts
7: Thou shalt never exaggerate
6: Thou shalt always justify
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The 10 Commandments for
Delivering Bad News
5: Thou shalt always look for the silver
lining
4: Thou shalt bring solutions
3: Thou shalt be honest and confident
2: Thou shalt walk a mile
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The 10 Commandments for
Delivering Bad News
1: Thou shalt always treat with
respect and dignity!
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Q&A
 Best practices and things to avoid
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