PR professionals often talk about building relationships on a macro level, whether it's between organizations, stakeholders or audiences. But the cornerstone of any successful
communications executive is his/her ability to connect with key people on a personal level, and to build trusting relationships that then develop into larger partnerships.
When it comes to forging these strategic individual relationships, Jim Endicott, president of Distinction Communication, conquers the daunting task by honing in on personal
messages, and how different audiences receive them.
"There's a reason there is a flesh-and-blood person between the message and the audience," Endicott says. "The skills the presenter/storyteller employs must help build
credibility and believability. We can no longer assess our success on how well we 'give' information to others but rather on something infinitely more important - did our
audience 'get' it?"
Understanding Your Audiences' 'Message Filters'
When coaching communicators on how to give a meaningful, memorable presentation to an audience, Endicott first urges executives to analyze the influencers in the room, along
with their style of digesting information. He breaks people into four general categories: High D, High I, High S and High C. Each of these types has its positive and negative
attributes, therefore necessitating individualized message delivery. Below is Endicott's roadmap:
*High D: Dominance, Direct; wants to get it done; likely to become "autocratic" under stress.
Desire: Control
Key Question: What?
Give them: Options
Be: Efficient and crisp
The downside of Ds temperament is being blunt, impatient and a poor listener. On the upside, they are confident and open to risks, decisive and pragmatic. When speaking to
High Ds, Endicott recommends:
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Being specific and brief;
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Respecting their time;
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Being prepared to end your discussion at any moment;
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Giving them options; and,
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Avoiding over-the-top visuals.
*High I: The Influencer; wants to be appreciated; can become aggressive under stress.
Desire: Recognition
Key Question: Who?
Give them: References and testimonials
Be: Interesting and passionate
Endicott notes that, at their best, High I's are talkative, enthusiastic and persuasive; at their worst, they are inattentive, impulsive and sensitive. To successfully present
information to this type of listener, he recommends:
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Personally engaging them before the presentation;
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Maintaining a high-energy atmosphere;
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Reducing the number of details in favor of the big picture;
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Including case studies;
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Leveraging visuals; and,
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Opening and closing with a good story.
*High S: Steady, Stable, wants everyone to get along; tends to acquiesce under pressure.
Desire: Approval
Key Question: Why?
Give them: Assurances
Be: Honest and cooperative
According to Endicott, Ss are sincere and trustworthy, but they are also risk averse and slow to change. When engaging this type, he recommends:
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Providing insight into your personal background to build trust;
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Making goals clear;
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Pacing the presentation and avoiding rushed decisions;
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Persuading them with guaranteed results; and,
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Explaining the positive impact of every idea.
*High C: Conscientious; wants to get it right; is evasive when under stress.
Desire: Respect
Key Question: How?
Give them: Evidence
Be: Accurate and time efficient
Rounding out the top four, Endicott says, Cs are thorough and prepared, but they can also be overly critical and cautious. When addressing this type of listener, he
advises:
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Providing details and specifics;
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Preparing;
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Providing handouts to supplement the presentation;
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Paying attention to logical flow;
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Allowing time for discussion; and,
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Persuading with guaranteed results.
Finally, when engaging in personal communications with audiences, place added emphasis on the messages you want them to remember, as information overload is the fastest route
to forgetting. Message emphasis is done most effectively by considering the varying levels of message recall when shaping specific communications angles (see sidebar on "Memory
Recall of Messages").
"Our biggest challenge today is in shaping and delivering information so audiences actually get it and are moved to consideration or action," Endicott says. "There is a world
of difference between those two perspectives."
CONTACT:
Jim Endicott, [email protected]
Memory Recall of Messages
Message Content: Data
Level of Recall: Lowest
Characteristics: Information quickly forgotten; left-brain processing only.
Message Content: Data + Meaning
Level of Recall: Slightly enhanced
Characteristics: Still rarely memorable; some limited right-brain encoding.
Message Content: Data + Meaning + Sensory
Level of Recall: Enhanced
Characteristics: messages that are better-assimilated; information is encoded on the left and right sides of the brain.
Message Content: Data + Meaning + Sensory + Emotional Hook
Level of Recall: Highest
Characteristics: Extensive right-brain engagement
Creating a Persuasive Message in 7 Steps
1. Identify the problem.
2. Quantify the impact.
3. Specify the need.
4. Propose the solution.
5. Quantify the value.
6. Sell your advantage.
7. Substantiate your claim.
Source: Jim Endicott, president, Distinction Communications.