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This was presented to the British Council's Management Express Forum regular meeting at the Meikles Hotel, Harare June 11th 2010. part of the presentation was loosely based on Frank Lunzts' ten rules for effective communication - in 'Words that work - its not what you say, its what people hear'. The speakers were Bridget Harris and Ed Fordham - more details at www.politicsworkshop.co.uk
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Ed Fordham &Bridget Harris
Messages that work: how to communicate effectively
what is a message?
a journey... a story... a vision?
It's what people hear...
..and how you
make them feel.
messages have the same vital ingredients whether for business, politics or commerce
Three rules for effectivemessages
1. know your audience
2. target what
you say
3. mean what you say and say what you mean
1. know your audience2. target what you say
3. mean what you say and say what you mean
1.know your audience
2. target what you are going to say to
whom
3. say what you mean, and mean what you say
are you a natural communicator...?
You don't have to be a
natural. Everybody can find a
way to unlock what they want to
say
10 rules* and tools
you need to apply when creating an
effective message
*based on Frank Lunzt's book 'Words that Work – its not what you say, its what people hear'
U S EU S E
S M A L LS M A L L
W O R D S..W O R D S..
1.
rather "post neo-classical endogenous growth theory"
(Gordon Brown 1994)
how about "investing in long term growth" ?
2.
ouch!
“as we know, there are known knowns; there are things we know
we know. We also know there are known unknowns; that is to
say we know there are some things we do not know. But there
are also unknown unknowns - - the ones we don't know we don't
know. And if one looks throughout the history of our country and
other free countries, it is the latter category that tend to be the
difficult ones.”
Donald Rumsfeld, Defence Secretary, 2002
'We were elected as new labour and we will govern as new labour”
1997
3.
Be credible – do what
you say
guacamole sauce?
or mushy peas?
4.
be consistent
5.
offer novelty
6.
If music be the food of
love then play on...
shakespeare
Make your words sound nice
7.
Don't be afraid to
inspire, offer passion for
what you do
7.
8.
visualise
9
ask...
10 context and relevance
Remember what you heard....
Brains don't remember boring things
Substance matters
SMILE!
LISTEN!
ed.fordham@hampsteadandkilburn.org.ukbridget@politicsworkshop.co.uk
June 2010
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