1. Leadership Communication Purpose, Strategy, and Structure
Lectures Based on
Leadership Communication, 4th edition
By Deborah J. Barrett, Ph.D.

2. 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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3. 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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4. 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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5. Using the Communication Strategy Framework
Messages
Media/forum
Timing
Communicator
Purpose
Feedback
Audiences
Context
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6. 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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7. Analyzing the Audience’s Expertise and Decision-Making Style
What is their level of expertise?
Non-expert
Executive
Expert
Technical
Combined (heterogeneous)
What is their decision-making style?
Charismatic
Thinker
Skeptic
Follower
Controller
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8. Organizing Your Communication
Deductive
Inductive
Chronological
Cause/effect
Comparison/contrast
Problem/solution
Spatial
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9. Using the Pyramid Structure
Overall Argument
Sub-argument #1
Sub-argument #2
Sub-argument #3
Evidence
Evidence
Evidence
Evidence
Evidence
Evidence
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Concept based on Barbara Minto’s The Pyramid Principle

10. BankCorp should launch
Pyramid Example
BankCorp should launch
its new card in China.
Why?
Why?
Why?
Attractive Market
Will be Profitable
Easy to Implement
Pro-bank
climate No
competition
Costs
low
Revenue
high
Staff
available
Plan
developed
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11. 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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