LEADERSHIP

COMMUNICATION
FRAMEWORK (2)
Barret (2014)
Learning
Goals
Establish a clear communication
purpose.
Analyze audiences.

Create a positive ethos through

the effective use of language.
Chapter 2
Leadership
Communication
Purpose, Strategy,
and Structure
Establishing A Clear
Purpose
In general, the purpose for professional
communication is one of the following:
• Inform
• Influence or persuade
• Instruct
• Engage

However, within these four, you must

decide
• What it is you want to say and
• What you expect to achieve.
Determining the Context
What is going on in the world, industry, or
company that will affect the audience?
Where does the communication fall in the
communication flow?
What are the organizational implications?
What are the people implications?
What does the audience know or believe about
the context compared to what the sender knows
or believes?
What cultural differences should you consider?
Using the Communication
Strategy Framework
Communicator

Purpose

Timing
Messages

Media/forum

Audiences
 Who is your primary audience? What
do they expect? How do they feel?

What is your purpose in communicating

with this person or group?
ANALYZING
YOUR Who is your secondary audience?
AUDIENCE:
BASIC What are their motivations?
QUESTIONS What do you expect the audience to do,
to feel?
What would be the most effective
media for this audience and this
message?
 Analyzing the Audience’s Expertise and
Decision-Making Style

What is their level of expertise? What is their decision-making style?

• Non-expert • Charismatic
• Executive • Thinker
• Expert • Skeptic
• Technical • Follower
• Combined (heterogeneous) • Controller
Organizing Your
Communication
Deductive
Inductive
Chronological
Cause/effect
Comparison/contrast
Problem/solution
Spatial
 Using the Pyramid
Structure
Overall Argument

Sub-argument #1 Sub-argument #2 Sub-argument #3

Evidence Evidence Evidence Evidence Evidence Evidence

Concept based on Barbara Minto’s The Pyramid Principle

 Pyramid Example
BankCorp should launch
its new card in China.

Why? Why? Why?

Attractive Easy to
Market Will be Profitable Implement

Pro-bank No Costs Revenue Staff Plan

climate competition low high available developed
Chapter 3
The Language of
Leaders
Style Can Impact Audiences
Ear detects tone in writing and speaking
without your even being aware of doing it.

Anticipate the audience’s response and hear

how we sound to others, the better able we
will be to control our tone and use it to
influence our audience.

Learn from specific techniques leaders use to

make our language more powerful and to
improve our ethos, developing an ethos that
signals to our audience that we know what
we are talking about and can be trusted.
Communicating Directly and Forcefully
Use active voice instead of passive unless you
have a reason for using passive
Avoid overusing expletives
Avoid the use of prepositional idioms.
Avoid the overuse of relative pronouns—“who,”
“which,” and “that.
Avoid the needless repetition of words and
ideas.
Avoid weasel words—ambiguous, noncommittal
words.
 Making Communication
Memorable and Persuasive
Tell a story
Use strategic repetition of
key words, phrases or
clauses, sentences.
Use parallel structure.
 Following the
Language Rules that
Matter
Sentence construction

Have all of the facts in hand

Punctuation

BeMisuse
honestof pronouns
and ethical
Avoiderrors
Avoid careless careless errors
 Summary

Effective Leaders need to Leaders influence others

communication achieve a positive ethos through concise, direct, and
requires a clear through tone and style. memorable prose.

1 2 3
purpose and thoughtful
communication
strategy which include
a thorough analysis of
the audience.