Strategic communication modelAnalyze the environment (target audience, your

objectives)Consider your options (how, by whom and when

message should be sent)Select and organise your information in

accordance with the results of the previousDeliver your message with a confident, personal

styleEvaluate feedback for continued growth and

success

Analyze the environmentDefine the situationDefine your audience (identify all potential

audiences, learn about each audience)Define your objectives with each audience

Define the situationLimit the problem (as you see and can best

present it)Assess the external climate (issues that are

affecting the audience now)Evaluate the local culture (level of formality,

dress code, flat versus hierarchical structure)

Learn about each audienceGather personal and professional facts

(primary actual audience and hidden powerful and decision making audience, e.g. your boss)

Beware of attitudes: you, your topic, being there (appearance and non-verbal behaviour)

Determine their wants over your needsRecognise their consistent concerns, adjust

your subject to their professional interests

Define your objectivesOverall goal from mission statement of your

organisationSpecific purpose of the communication (what

do you want you presnetation to accomplish)Your hidden agenda (personal goals)

Consider your optionsMedia:how the message is sent (written,

spoken, visuals?)Source: who delivers the message, an

individual? Team?Timing: when the message arrives

Select and organise the information

Review situation, audience, objective analyses

Plan a beginning, middle, endFocus on personal benefitLimit your informationEnhance with visual aids, numbers, examples

Basic outlineIntroduction: attention grabber (Joke? Story?

Picture? Question?), purpose, agenda, benefitBodyConclusion: summary, specific action, final

statement

Patterns of presentationDecision-making patternBad news patternSTARR patternPros and consChronological orderCurrent situation versus proposed situation

Decision making patternDefine and limit problemEstablish checklist of criteriaIdentify possible solutionsEvaluate solutions, based on criteriaSelect best optionDiscuss implementation

Bad News patternCushion audience Bridge your transitionDeliver bad newsExplain reasonsSuggest alternativesRebuild good will

STARR patternDefine situationDescribe your taskExplain the action you tookShow your resultsOffer recommendations

Match visuals to the wordsGood visuals aids areAppropriateClearConsistentDynamic

Deliver your messagePolish your verbal and non-verbal skillsKnow your materialExpress confidenceBe yourself

Polish your verbal skills

Speak clearlyPronunciationArticulationVolumePitch

Speak expressivelyEmphasisPaceTiming

Polish your nonverbal skillsDress professionallyExhibit physical control (face, hands, feet,

space)Above all else be enthusiastic

Know your materialPractice your presentationUse notes with discretionManage visual aids smoothlyHandle questions succintly (answer the

question, offer one piece of support, stop)

Express confidenceIn your argumentIn your organisationIn yourself (anti-anxiety techniques, delivery

tricks)In the inevitable disaster

Be yourselfYou are the expertYou are the one who was asked to speak

Evaluate feedbackGive feedbackSolicit feedbackReceive feedbackEvaluate yourself: the Credibility test

Giving feedbackDescribe something positiveExpress constructive criticism in terms of ‘I’ Give a specific example

Offer an option for asolutionClose with a positive statement

Soliciting feedbackIdentify people you trustAsk them in advance to evaluate youArticulate specific issues

Receiving feedbackDevelop receptive

attitudesListen carefullyAsk for specificsAccept responsibility

Correct without overcasting

Find the truth in perception

Say ‘thank you’

Evaluating yourself: The Credibility test

Goodwill: focus and concern of the audienceExpertise:knowledge, education, and

experience (include information about your experience)

Power: status, prestige, and success (mention your accomplishments)

Confidence:verbal and non-verbal communication of how sure you are of yourself

You will be successfulAnalyze the environmentConsider your optionsSelect and organise your informationDeliver your messageSolicit and evaluate feedback for continued

growth