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Geoff Barbaro Geoff Kelly

PR lessons from “I have a Dream” A celebration of the 40 th anniversary of Martin Luther King’s speech on 28 August 1963. Geoff Barbaro Geoff Kelly. I HAVE A DREAM. Address by Dr Martin Luther King Jr to the March on Washington for Jobs and Freedom on 28 August 1963

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Geoff Barbaro Geoff Kelly

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  1. PR lessons from “I have a Dream”A celebration of the 40th anniversary of Martin Luther King’s speech on 28 August 1963 Geoff Barbaro Geoff Kelly

  2. I HAVE A DREAM Address by Dr Martin Luther King Jr to the March on Washington for Jobs and Freedom on 28 August 1963 from the steps of the Lincoln Memorial

  3. Historical Context • 1776 Declaration of Independence • 22 September 1862 Signing of the Emancipation Proclamation • 19 November 1863 Gettysburg Address • 1957 First Civil Rights Act since reconstruction • 1964 Civil Rights Act • 1965 Voting Rights Act

  4. Historical Context • 31 October 1954 Dr King appointed Pastor Dexter Avenue Baptist Church, Montgomery Alabama • 1 December 1955 Rosa Parks refuses to give her bus seat to a white man • 20 December 1956 Bus services in Montgomery are integrated

  5. Historical context • 14 February 1957 Southern Christian Leadership Conference is founded • May 1961 The Freedom Riders begin travelling the country and are met with beatings, riots and arrests • September/October 1962 James Meredith attempts to enrol at University of Mississippi requiring a Supreme Court order and Federal Marshals

  6. Historical Context – Danger • Bombs at Dr King’s house 1956, 1957 • Dr King stabbed 20 September 1958 • Dr King punched by Nazi sympathiser at SCLC meeting 1962 • Medgar Evers, NAACP leader in Mississippi assassinated 12 June 1963 • Four girls aged 14 killed in church bombing in Birmingham 15 September 1963

  7. Historical Context 1963 • April - letter from a Birmingham Jail • May - International telecasts of Birmingham Violence • June - 125,000 attend freedom walk in Detroit • June & September – Governor Wallace orders troops to stop court ordered integration • June – President Kennedy introduces Civil Rights Act • June - Kennedy “Ich Bin Ein Berliner” • November - Kennedy assassinated

  8. Values • Credibility • Consistency • Clarity • Passion

  9. Emotion • Persuasion & influence • Genuine • Commitment

  10. Metaphors & Stories • Creating feelings and visions • Providing reality and authenticity • Go directly to the hearts and minds of the audience

  11. Dr King’s leadership “King was a preacher who spoke in Biblical cadences ideally suited to leading a stride toward freedom that found its inspiration in the Old Testament story of the Israelites and the New Testament gospel of Jesus Christ.” Jack E White, Time 100, 14 June, 1999

  12. Voice Behaviour • Authentic • Quintessential • Action • Communication Focus Context • Vision • Objectives • Themes • Perceptions • Setting, history • Systems • Relationships Four leadership influence arenas

  13. Leadership in the “Dream” speech • Ideas – fresh thinking • Authenticity • Strength and commitment • Vision • Emotion – from the heart • Planned – but flexible

  14. More on Leadership in the “Dream” • Context • Framing • Call to action

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