Leadership in Communication

1. Leadership in Communication Class #4 September 26, 2013 Harrison & Muhlberg

2. Leadership Communications As Defined by Our Class The ability to consistently leverage an understanding of the context to craft content and adjust tone; to engage stakeholders in committing to a shared vision for the BAO Leadership in Communication, Class of Fall 2013

3. Assignment #1: Companies/CEOs • Hilton Worldwide • Goldman Sachs • Cargill • Walmart • JP Morgan • Microsoft • American Express • Pepsico • Ford • Starbucks • Allison Lu • Katherine Ollenburger • Alexandra Medrano • Aleena Hasnain • Janie Hoffman • Gboyinde Onijala • Josie Rossi • Andrea Garner • Lisa Edmunds • Ci Ci Christel Ghattas

4. Assignment #1: Companies/CEOs • Apple • Yahoo • Facebook • Cisco • Boeing • FedEx • Netflix • IBM • ExxonMobile • Coca Cola • Carmeyia Gillis • Swati Mishra • Claudia Navas • Alex Chagouris • Adam Kostecki • Mark Winchester • Brittany Wang • Maggie Skinner • Sara Shuttofel • Matt Adler

5. CEOs and Companies • What did you discover? • Did you explore the company’s website, IR section, Annual Report – CEO letter, Analysts conferences, CEO speeches, media coverage? • Insights? • Did you have an impressive CEO? Why? Why not? • What impressed you about the role of the CEO in your company? • Did the CEO convey leadership in his/her communications? Why or why not? • Do you have an impression of the CCO?

6. Assignment #2 Team Focus on Corporate Leadership Communication Analysis Due: October 31, 2013

7. Assignment #2: Team Analysis • 5 companies have been selected for the Team Analysis in Assignment #2 (10/31) and #4(12/12): • IBM • Hilton Worldwide • Cargill • Navistar • Boeing • The team will function as a consulting firm, engaged by the CCO, to analyze the company’s leadership and communications. Your 15-minute power point presentation will include: • SWOT analysis of the business • Definition of the company’s Corporate Character – applying the New Model (from AWP Society) • Identification of 2-3 strategic areas you recommend for further analysis (to form the basis of the communications plan you will develop in Assignment #4).

8. Navistar Team • Janie Hoffman • Mark Winchester • Brittany Wang • Josie Rossi

9. IBM TEAM • Maggie Skinner • Sara Shuttofel • Matt Adler • Katherine Ollenburger

10. Cargill Team • Alexandra Medrano • Aleena Hasnain • Carmeyia Gillis • Swati Mishra

11. Hilton Team • Allison Lu • Andrea Garner • Lisa Edmunds • Ci Ci Christel Ghattas

12. Boeing Team • Adam Kostecki • Claudia Navas • Alex Chagouris • Gboyinde Onijala

15. Leadership Resource Project

16. Leadership Resource Presenters • Katherine: Talk, Inc. • Alex: Lasting Leadership (Herb Kelleher, former CEO of Southwest Airlines)

17. 4 Lessons from the Front

18. How Leaders Communicate, How Communicators Lead A CCO is a Visionary, Influential, Connective, Trust-building, Optimistic, Realistic Yes-driver.

19. Lesson #1: Communication is aboutTruth-telling = trust-building • ‘(Stakeholders)…employees, customers, shareholders, media…easily recognize dissembling or spinning half-truths’ (1970s: Edward Block, CCO, AT&T) • ‘Don’t trust us, track us’ (1992: Kennedy, CEO, Union Carbide) • ‘How we [talk about] tough truths can be so much more powerful than the truths themselves’ (2008: Howard Schultz, CEO, Starbucks)

21. Lesson #2: Communication is About Connection: Language, Presence • Influential Presence • C-suite collaboration, listening, learning, leveraging…leading • Coach, counselor = communicator <<MBWA • Master of language, framing(see Barrett, Leadership Communication)

22. Lesson #3: It’s about THEM • Influence means we understand what they need, what they value, the ‘deal’ we share. • ‘OtherWise’ means we understand what they (including ‘others’ in the C-suite), perceive about our/their BAOs. CCO Mission: Lead them to be believers, advocates

23. Lesson #4: It’s about VISION = Reality + Hope • We tell it like it is, the way they need to hear it, the way THEY will understand it, and… • We point to a positive path forward a la Synge story…’wrong trail’ >Lasting leadership in the professional (physician or communicator): diagnose the now, point to the BAO Communicators lead by serving as guide, enabler

24. CEOs as Influencers An Exercise

25. Speech: Language & Presence • End in mind: influence belief & advocacy • Facts, record, actions are reassuring value to stakeholders • Truth-telling, reality + hope are the antidotes to skeptics

26. Pre-presentation Routine • I’m glad I’m here • I’m glad you’re here • I know what I know

27. Speeches & Leaders • ‘Top 10 Great’ list of speakers & speeches: • Kennedy, King, Lincoln, et al : http://www.omgtoplists.com/history/top-10-greatest-historic-speeches-ever/ • ‘Top 10 Great’ list of leaders: • Gandhi, Mandela, King, Lincoln, FDR, Churchill, Bonaparte, Washington, et al: http://www.omgtoplists.com/history/top-10-greatest-leaders-of-all-time/

28. Speech Exercise • Divide into the 5 teams • Within each team, choose an exemplary CEO to emulate (style and content) • Choose a colleague to represent the chosen CEO • Refresh on the class definition of Leadership Communication • Write a 3-minute speech which reflects the company’s best strategic plan argument to present to the company’s stakeholders • Present the position to the class.