1. National Recreation & Park Association
Effective Communication:
The Key to Your
Long-Term Success
Annual Conference
September 26, 2017
New Orleans, LA

2. Effective Communication: The Key to Your Long-Term Success
M. Michelle Bono

3. Identify & understand framing and key messages
Build confidence in communication through anticipation, preparation & practice (Covello)
Identify & understand framing and key messages
Learn how to listen, support others and Encourage the Heart
Training Objectives

6. It starts with believing in yourself

7. It Starts With You Be “In the Present” (Dr. Spencer Johnson)
Even in the Most Difficult Situations
When you focus on what is right in the present moment it makes you happier today
And it gives you the needed energy and confidence to deal with what is wrong
It Starts With You

8. Three Steps to Effective Communication
Anticipate
Plan
Practice
Three Steps to Effective Communication

9. What outcome are you wanting? Who is your target audience?
What is the purpose?
What outcome are you wanting?
Who is your target audience?
What format will work best?
Personal meeting
Public hearing / community meeting
Small group
Anticipate & Plan

10. What is the right setting?
Your office or their location
Out in the field / coffee shop
City Hall
WIIFM
Opportunity for serious input
Chance to be involved
Are you an encourager?
Anticipate & Plan

11. That’s Right Bob! What improv can teach us

12. Value based structures that shape the way we see the world (Lakoff)
Language activates frames
I am not a crook; don’t think of an elephant; choice vs life
Bush – We do not need a permission slip to defend America
Words that share values help you relate – fair, respect, ethical, honest, transparent, committed, passionate, etc.
What is a frame?

13. What pre-existing frames come to mind when you hear the word government?
What pre-existing frames exist for Parks and Recreation professionals?
What pre-existing frames exist for you in your organization?
Commit to create your own frame & language
What is a frame?

15. Anticipate, prepare and practice
Tell me what you are; – not what you are not
Focus on relationships
Utilize storytelling
Demonstrate you are listening by repeating what you’ve heard and asking questions
How to change the frame

16. Employee: You always listen to ideas from Joe, but you always ignore my suggestions
Citizen: You say our park is safe, but you don’t live in my neighborhood. You can’t relate.
Elected leader: P&R is nice to have, but we need to put limited tax dollars to programs that make a difference.
Respond in Your Frame

17. Communicating with your Audience
Always Show Respect
Listen to what is said – look for statements based on values
Show character and dignity
Be calm
Be good humored
Think offensively – never whine – show optimism
Communicating with your Audience

18. Communicating with your Audience
Be an equal – not a superior
Show a love for your community
Show an ability to reason – others may disagree, but take you seriously
You cannot convert staunch opponents
Tell a story – make it personal
You can’t win with facts
QTIP
Communicating with your Audience

19. Understand Key Messages
The three most important things you want people to know
Primacy and Recency – First and Third
Information must be concise, clear, simple
Dr. Vincent Covello’s 27/9/3 Theory: 27 words, nine seconds, three messages
Write them down!
Understand Key Messages

20. Frame it the way you want the message delivered
Never repeat an allegation or negative statement – it only reinforces it
Frame it the way you want the message delivered
Use the opposite of the allegation, criticism or negative language in your response
Bridge to what you are and what you can do
Negative Attacks

21. When You Don’t Know the Answer
Repeat the question for clarity
Never guess – it can kill your credibility
Explain why you can’t answer now
Promise a follow up with a specific timeframe – then deliver
Bridge to known facts, key messages
When You Don’t Know the Answer

22. Making Your Presentation
As much as 75 percent of your message comes from non verbal communication
Eyes, hands, posture
Appearance
Voice
Goal – confident, but non threatening
Making Your Presentation

23. Nobody cares how much you know …. Until they know how much you care

24. Use “And” instead of “but” Use open ended questions
Avoid the word “Try”
Use “And” instead of “but”
Use open ended questions
Expect good outcomes
Ensure you’re listening, not preparing to speak
The Impact of Language

25. A letter from a citizen

26. Customer outreach – fire dept. postcards
How do you show appreciation for your employees?
The value of a written note
Praise in public; counsel in private
Share stories of team success
Never forget the power of a thank you
Encouraging the Heart

27. Far better it is to dare mighty things, to win glorious triumphs even through checkered failure, then to rank with those poor spirits who neither enjoy nor suffer much because they live in the gray twilight that knows neither victory nor defeat.
Teddy Roosevelt

29. Contact me: M. Michelle Bono Bono Communications & Marketing, LLC bonocommunications.com