Leadership Communication, 4th edition by Deborah J.

Barrett

Leadership Communication
Purpose, Strategy, and Structure

Lectures Based on
Leadership Communication, 4th edition
By Deborah J. Barrett, Ph.D.
Copyright 2014 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.

Leadership Communication, 4th edition by Deborah J. Barrett

Discussion Topics
Clarifying purpose
Determining the context
Developing a communication strategy
Analyzing an audience
Ensuring effective structure
Using the Pyramid structure

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Leadership Communication, 4th edition by Deborah J. Barrett

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.

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Leadership Communication, 4th edition by Deborah J. Barrett

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?
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Leadership Communication, 4th edition by Deborah J. Barrett

Using the Communication Strategy Framework

Context

Communicator

Purpose

Feedback

Timing
Messages
Media/forum
Audiences

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Leadership Communication, 4th edition by Deborah J. Barrett

Analyzing Your Audience: Basic Questions

Who is your primary audience? What do they
expect? How do they feel?
What is your purpose in communicating with
this person or group?
Who is your secondary audience?
What are their motivations?
What do you expect the audience to do, to feel?
What would be the most effective media for this
audience and this message?
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Leadership Communication, 4th edition by Deborah J. Barrett

Analyzing the Audiences Expertise

and Decision-Making Style
What is their level of
expertise?

What is their decisionmaking style?

Non-expert

Charismatic

Executive

Thinker

Expert

Skeptic

Technical

Follower

Combined
(heterogeneous)

Controller

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Leadership Communication, 4th edition by Deborah J. Barrett

Organizing Your Communication

1. Deductive
2. Inductive
3. Chronological
4. Cause/effect
5. Comparison/contrast
6. Problem/solution
7. Spatial

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Leadership Communication, 4th edition by Deborah J. Barrett

Using the Pyramid Structure

Overall Argument
Overall Argument

Sub-argument #1
Sub-argument #1

Sub-argument #2
Sub-argument #2

Evidence Evidence Evidence Evidence

Evidence Evidence Evidence Evidence

Sub-argument #3
Sub-argument #3
Evidence Evidence
Evidence Evidence

Concept based on Barbara Mintos The Pyramid Principle

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Leadership Communication, 4th edition by Deborah J. Barrett

Pyramid Example
BankCorp should launch
BankCorp should launch
its new card in China.
its new card in China.
Why?
Attractive
Attractive
Market
Market
No
Pro-bank
No
Pro-bank
climate
competition
climate
competition

Why?
Will be Profitable
Will be Profitable
Costs
Costs
low
low

Why?
Easy to
Easy to
Implement
Implement

Revenue
Staff
Plan
Revenue
Staff
Plan
high
available developed
high
available developed
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Leadership Communication, 4th edition by Deborah J. Barrett

Discussion Summary
Effective communication requires a clear
purpose and thoughtful communication strategy
All strategy should include a thorough analysis
of the audience
The structure of communication depends on the
message and audience and should be logical

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