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The Cornerstone of Leadership:
Clear Compelling
Communications
Karen Hochberg, BSM MS
ONS Director of Marketing and Public Relations
LDI, October 23, 2009
Houston, Texax
Successful leaders communicate
What we’ll cover today
Your brand matters
Models for message
development
Going Up: Elevator pitch
Meeting the media
4 most powerful words:
“There is no agony like
bearing an untold story
inside of you.”Maya Angelou
Brands communicate…
Target =
Starbucks =
Your workplace =
ONS =
A shortcut for making
decisions (logical & emotional)
What’s branding got to do with it?
We seek to affirm our beliefs…
Sources:
www.nursingadvocacy.org
www.nationalnurse.org
Nursing as a brand
“No one cares what you
know until they know
how much you care.”
Authenticity
But you already have created a brand with
your coworkers, family, friends…
Soft Skills
http:// www.comnetwork.org/
The Curse of Knowledgeafflicts the communications of strategies and
ideas. Leaders develop messages as though
they themselves were the audience.
Source: Made to Stick by Chip and Dan Heath
The curse of knowledge
http://activationpoint.org
Show me the evidence
Communications Pyramid
Adapted from The Spin Project 2005
What do I want to communicate
What exactly do I want done
Who is my target audience
Frame the issue
Discipline your message
Tactics
Activation Pointoccurs when the right people at the right time are persuaded to
take an action that leads to measurable changes for important
social issues.
What do you want the audience to do exactly?
What is the smallest number of people you need to accomplish the goal?
How can you persuade them?
Can you segment the audience into smaller groups?
How can you test your request to see if it causes the audience to take action?
Who are you trying to
persuade?
• When is the topic
timely or issue
hot? Certain time
of year? Stages of
peoples lives or
career?
• What related
things could
happen to spark
action?
• How can you
make the effort
more timely?
• What waves can
you create to
spark action?
When are you
trying to persuade?
• How can you respect
people’s time?
• How can you
demonstrate change is
possible?
• How can the individual
make a difference?
• Are you asking the
audience to leave their
comfort zone? If so,
how far?
• What is the risk, how
can you minimize?
• Are there leaders,
peers or others you
can point to that have
taken action?
What barriers must
be overcome?
How can you turn
you audience into
heroes?
How can you
showcase the
benefits?
How can you
highlight small wins
to keep people
engaged?
How can you
follow-up?
How can you
reward, praise and
thank people for
their efforts?
How will you
reinforce action?
Who is my target audience?
• Who is the person who
makes the decision
• Who can you directly
influence that can influence
the decision maker
Framing the story
Everybody has a personal narrative
Everybody has aspirations
Everybody wants something
How can your brand be the hero in their narrative?
How can your institution or nursing research be the hero?
Think Clear
Connections-to the person values
List next steps exactly in detail
Expectations for
Ability-how, the tools, the support
Return to station WII-FM
Adapted from: The Simple Survival Handbook by Bill Jensen
Going Up…Tactical Tools
• Passion persuades
• Emphasize three key points
• Think headline & bottom Line
• Picture the outcome: paint the
picture
• Be brief….Just do it!
Audience invitation
Now I’d like to…
Lose the word LIKE
It’s not about I…
It is about we and them
• Let’s look at…
• Join me…
• As you recall…
• We discussed earlier…
• Remember…
• We’re confident…
• We’re convinced…
• We’re optimistic…
• We expect…
Action Words Absolutely
• Analogy
• Anecdotes
• Action words-imagery
• Alliteration
• Anaphora
• Answer a question
Anecdotes & Analogy
• Find a short story that illustrates your
point and has emotional impact
•NIH funding cuts, patient
education, nursing reimbursement
•Social Math
• Sports analogies… (hit a home run)
Alliteration
• Baby boom
• Boom or bust
• Takes two to tango
• Bra Business Busts Out…
• Notice Nurses Now!
Anaphora
Repetition of the initial word(s) over
successive phrases or clauses.
Blessed are the merciful,
For they shall obtain mercy.
Blessed are the pure in heart,
For they shall see God.
Excerpt of Sermon on the Mount (Matt 5:1; 7:28)
“Ask not what your country can do for you
But what you can do for your country. “
John F. Kennedy
More than “Just a Nurse”
I’m ‘just a nurse,’ I just make the
difference between life and death.
I’m ‘just a nurse;’ I just have the
educated eyes that prevent medical
errors, injuries and other catastrophes.
I’m ‘just a nurse;’ I just make the
difference between healing, coping and
despair.
I’m ‘just an oncology NP;’ I just make the
difference between a patient
experiencing excruciating pain or
fighting their disease relatively pain free.
I’m ‘just a nurse.’ I’m just a nurse
researcher who helps nurses and
doctors give better, safer and more
effective care.
I’m ‘just a nurse.’ I’m a professor of
nursing who educates future generations
of nurses.
I’m ‘just a nurse.’ I just work in a major
teaching hospital managing and
monitoring patients who are involved in
cutting edge experimental medical
research.
I’m ‘just a nurse;’ I just educate patients
and families about how to maintain their
health.
I’m ‘just a nurse;’ I’m just a geriatric
nurse practitioner. I make the difference
between staying in one’s own home and
home and going to a nursing home.
I’m ‘just a palliative care nurse;’ I just
make the difference between dying in
agony and dying in comfort and with
dignity.
Suzanne Gordon
Answer a question
• How would you feel if we were
able to ….
• What do you think the impact
of this change would be…
• Who do you think would be
most eager or reluctant to try
this new way of…..
Be a PRO at CONtroversy
• Anticipate arguments
• Best defense is a good point
• Courtesy counts
• Sense of humor essential
• Build a bridge back to your
message
Building Bridges
• Let’s put that in perspective...
• Let’s take a broader look…
• If what your asking is….
• I can’t say that, but what I can say…
• I might frame that question
differently…
What’s Next…Let’s Practice
• Communications Workshop tool
• Put the pyramid into practice
• Passionately persuade
• Communicate concisely
• Elevate your message
WDYDWYD
Why do you do what you do?
Six words or less
Your project plan
What do I want to communicate?
What do I want done about it?
Who is my target audience?
Frame the issue!
Discipline your message
Tactics
I want to communicate:
Am I talking to the right person or persons? List the people
who can help or who influence the right person:
Brainstorm Box…. What’s in it for the person I want to
convince? What do they value? What do they need now
that fits with what I want them to do?
DISCIPLINE MY MESSAGE:
CConnections to the person’s values, projects:
List the steps I want done:
Expectations for success-what it will look like:
Ability, know-how, do they have the tools:
Review, Re-tune into their radio station WII-FM:
Timely Tactics
Action Words Absolutely:
anecdotes, analogy….
Build Bridges: be a PRO at
Controversy The real issue
is…Let’s take a broader
look…Are you
saying…Can we agree to
disagree?
FRAME MY ISSUE:
I want the person to do (what) as a result of my communication:
Going Up: Workshop Tool
L
E
A
R
Just a Nurse Suzanne Gordon
I’m ‘just a nurse,’ I just make the difference
between life and death.
I’m ‘just a nurse;’ I just have the educated eyes
that prevent medical errors, injuries and other
catastrophes.
I’m ‘just a nurse;’ I just make the difference
between healing, coping and despair.
I’m ‘just an oncology NP;’ I just make the
difference between a patient experiencing
excruciating pain or fighting their disease
relatively pain free.
I’m ‘just a nurse.’ I’m just a nurse researcher
who helps nurses and doctors give better, safer
and more effective care.
I’m ‘just a nurse.’ I’m a professor of nursing who
educates future generations of nurses.
I’m ‘just a nurse.’ I just work in a major teaching
hospital managing and monitoring patients who
are involved in cutting edge experimental
medical research.
I’m ‘just a nurse;’ I just educate patients and
families about how to maintain their health.
I’m ‘just a nurse;’ I’m just a geriatric nurse
practitioner. I make the difference between
staying in one’s own home and home and going
to a nursing home.
I’m ‘just a palliative care nurse;’ I just make the
difference between dying in agony and dying in
comfort and with dignity.
(Excerpted from a presentation made by Suzanne
Gordon at ONS APN Conference, November 2005,
Phoenix Arizona)
Anaphora
Words Work: AbsolutelyAction Words Anecdotes/Analogies
What question can I ask to make my case or point?
Media in a minute
Think like a reporter
What’s the hook?
Why this newpaper?
Why this reporter?
People are more interesting than programs
Establish a relationship
Jot down your key points
Be patient media coverage takes cultivating
Looking for Hooks
When does new data come out
about your issue?
Key points and impact of new data
Related to
something in
the news?
ONS Advocacy efforts
ONS Advocacy efforts
ONS PR: raising the profile of oncology
nursing
Daily news highlights of the conference
Press room
Media response team
Develop relationships with PR professionals at
your workplaces
Work to have research announced at the
conference (ASCO model)
Conduct trainings and Notice Nursing Now article
in connect
Upcoming video from VM TV
ONS Newsroom
ONS and your career
New audiences new methods
•Expanded content
•Create Conversations
•Blogs
•Linked IN
•YouTube
•New opportunities
Stories… Finding ONS Inspiration
ONS Publications
Continuing the Legacy by Brenda Nevidjon
It Took Courage, Compassion, and Curiosity by J. Johns, S. Baird, L. Hilderley
Dialogue with ONS Members
Ask every member you meet to tell you a quick story about why they love oncology nursing or why the are a ONS member
Tell them your favorite story in return
For fun generate new messages for ONS using these techniques and email them to each other for inspiration
Other Non-profit Inspiration
www.changethis.com
www.grantcraft.org
www.causecommunications.org
“It takes a
thousand
voices to tell
a single
story.”Native American saying
Caring
Compassion
Advocacy
Pride
Passion
Collegiality
Gratitude to mentors
Thirst for learning
Evidenced based
Commitment to the
profession
Professionalism
Resiliency
Nursing research agenda advancing developing the science behind the art of
cancer care.
Oncology nursing stories…
Begin today to tell the full story of nursing
in every day encounters.
Call to action…
Jeanette Kent
412-859-6246
Karen Hochberg
412-859-6236
Call the ONS PR team…
http://www.justenoughplanning.org
http://www.smartchart.org
http://theworldcafe.com
http://www.frameworksinstitute.org
http://www.spinproject.org
http://www.comnetwork.org/
http:// www.innonet.org
http://www.aecf.org
http://www.grantcraft.org
http://www.changethis.com
http://www.tedtalks.com
