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  • Gaining Political Mileage. Getting The Message Right

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    Pustaka Perumahan dan Kawasan Permukiman (PIV PKP)
    15 visualizzazioni18 pagine
    prepared by Tim Cullen (ADB) for Asia Water Week 2013 in Manila

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    Gaining Political Mileage. Getting the Message Right

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    prepared by Tim Cullen (ADB) for Asia Water Week 2013 in Manila

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Scarica in formato PDF, TXT o leggi online su Scribd
    Segnala contenuti inappropriati
    15 visualizzazioni18 pagine

    Gaining Political Mileage. Getting The Message Right

    Caricato da

    Pustaka Perumahan dan Kawasan Permukiman (PIV PKP)
    prepared by Tim Cullen (ADB) for Asia Water Week 2013 in Manila

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Scarica in formato PDF, TXT o leggi online su Scribd
    Segnala contenuti inappropriati
    di 18

    GainingPoliticalMileage

    GettingtheMessageRight TimCullen
    Director,OxfordProgrammeonNegotiation SadBusinessSchool,UniversityofOxford

    AsiaWaterWeek2013 ADB
    15March2013

    Aristotle Rhetoric
    Logos Ethos Pathos

    15Secondstoconveyacomplexmessage

    ADBsponsoredTVspot2006
    Shouldwaterbefree? Yes.Itmustbefreefrompollutionand bacteriathatcausedisease.Freetoenjoy withoutwalkingsofar Imwillingtopayafairpriceforagood waterservice. CLEAN WATER HAS A COST

    HoneYourMessages

    Hammeroutmessagescollaborativelywith teambuyin Limitnumberofmessagesandkeep repeatingthem

    TheRuleofThree

    Recall

    Threethoughtprovokingpoints
    TooMuchWater TooLittleWater TooDirtyWater

    Logos
    Simplicity KISS Ruleof3 TipoftheIceburg Relevance

    Ethos
    Authority Liking WYSIWYG Listening

    Pathos
    Knowtheaudience Knowthecontext Frametheargument Anticipatequestions Sharedvalues

    Ethos 1
    Choosemessengersaccordingto:
    Knowledge Abilitytoconnectandarticulate Charismaandabilitytoinspire Position(butdontletstatustrump everythingelse)

    Ethos 2
    Retaincommunicationsprofessionals (internalorconsultants)tohelpwith strategiesandformsofdelivery,butAvoid slickPRcampaignswhichlackcredibility Useyourownbestpeopletodeliver messages Userespectedthirdpartyvalidators to reinforceyourcredibility

    Pathos
    Knowyouraudiencesandputyourselvesin theirshoes Mapinteractionsamongstakeholdersand recognisehowtheyinfluenceeachother Thisshouldguidestrategiestobuildpolitical support
    Keepmessagesconsistentbutadjustemphasisforaudiences

    UnderPromise OverDeliver

    Resisttemptationtoexaggeratethepositive toobtainbuyin Youwillbecomehostagetofortuneifyou cannotdeliver

    KeepthethreeRsaligned

    Reality

    Rhetoric

    Reputation

    Slogans&Themes

    Ifyouadoptaslogan,testitcarefully. Thinkofunderlyingthemestorunthrough allspokenandprintedcommunications.

    ..andwhenthingsgowrong
    GetoutaheadwithfullandpublicdisclosureASAP (withinlegalliabilityconstraints,butdontletyour lawyerbullyyou). Tellthetruth Beseentobetakingtheproblemseriouslythrough actions Choosebestseniorcrediblespokesperson Moveonassoonaspossiblewithpositive announcements

    Avaluableguidancenote

    Thankyou!
    tim.cullen@sbs.ox.ac.uk

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