Building Constituency Scott D. Zaffram Chief Training, Education, and Exercises Branch FEMA Region X 2 So what is it? Constituency: An activated group of people with a common interest, belief or ambition. They self-identify and seek change! 3 Constituency in the 21 st Century In the world of Web 2.0 Networks are defined less by demographics Revolve around shared interests, beliefs, and ambitions 4 Changes in how Constituency is Built 5 6 Building Constituency Goes beyond reaching audiences! 7 A Five Step Approach ConstituencyConstituencyVisionVisionConsolidatedInsightsConsolidatedInsights Embrace Engage Energize Optimization Iteration Outcomes Iteration Data Iteration Define the Constituency Develop a tight definition of the constituents we want to connect with. Then consider: Who are the experts and influencers in this constituency? What are their common interests, beliefs, and ambitions? What is our current relationship with these people? What do they think of us now? What sort of progress would they value? 8 Step 1: Constituency ConstituencyConstituency VisionVision Developing the Vision What is the Vision or Mission of the defined Constituency? What are the specific outcomes we seek from the effort? Two main types of outcomes: What value could be co-created? (financial, operational, societal, innovation) What kind of relationship do you want to develop? 9 Step 2: Vision ConsolidatedInsightsConsolidatedInsights Sources of Insight Use a wide range of sources to gather insights: i.e. listening, social media research, third-party data, benchmark, influencers, external experts Sample Questions: Does this constituency collaborate currently? If so, how? Is it possible to further classify them? What are they talking about currently? What keywords do they use? What are the goals of their key stakeholders? How effective have past approaches been to collaborate with them? 10 Step 3: Consolidated Insights Embrace What are we doing to listen and work in a collaborative way with these constituents? How are we providing them with access to experts or expertise? How are creating or driving value? Engage How are we setting the agenda for progress? How are we making the case for proven results and facts? How are we energizing the constituents to participate and contribute? How will we drive share voice, more efficiently with higher quality responses. Energize How are we encouraging them to share and spread our messages and activities with other constituents? How are we empowering their advocacy? 11 Step 4: Integrated Communication Strategies Embrace Engage Energize Data Iteration: To continue to optimize and evolve what we do according to what we measure and observe. 12 Step 5: Iterate. Iterate. Iterate. Optimization Iteration: A continuous improvement loop how do we improve on what we did last time? Outcomes Iteration: To continue to measure whether our efforts are creating the value and relationships we envisioned. 13 Building Constituency Resources 14 Major Components to Constituency Communication Partnership Shared Vision Influence Authenticity 15 Influence in a nutshell Politics are the behaviors which people use to influence others (either positive or negative). Power is something about you which motivates people to be influenced by you. Influence is the outcome of people doing something they would not otherwise do. Personal vs. Position Power 16 Where You Sit Who You Are 17 Meaning and Definition What is communication? The transfer of intended meaning. Effective communication is the communication which produces the intended or desired results 18 How Important is Communication? Survey of Fortune 500 executives links communication skills to business success Functions of Communication: Control Motivation Emotional Expression Information 19 Communication Skills 20 Effective Communicator What does this look like to you!? Characteristics and Traits Medium Personality Relationships 21 Effective Communication Two way process sending the right message to the right person (mostly) Know the psychology of the people you are interacting with Know the circumstances of the counter entity Should include all aspects: visual, auditory, and kinesthetic to appeal to listener Basic Communication Skills Profile 22 Consider This! How Communication Should Work 23 24 Communication Decoded Put to Practice 25 Reality 26 Methods of Communication 27 28 Perceptions 29 Personal Perceptions 30 Personal Perceptions 31 Activity Four volunteers, please! 32 Joharis Window 33 Communication Styles 34 Communication Styles - Group 35 How NOT to Communicate! 36 Whats your Communication Style 37 Winners and Losers 38 Communication Barriers One way communication Lack of mutual understanding Selective attention Different frames of reference Emotions Trust 39 Selective Attention 40 Five Key Principles to Communicate Effectively Plan Your Purpose The Delivery Message Receipt Evaluation Corrective Action 41 Planning Your Purpose Prepare how youll communicate Clarify the goal of the communication Plan carefully before sending it or meeting in person Take stock Know the Purpose To inform a committee about To persuade a board to 42 The Delivery Deliver the message Express your meaning with conviction Relate the message to your larger goals Identify the action to be taken Confirm the other person understands Things to consider 92% of communication is non-verbal Posture Eye contact Clear enunciation Vocal energy Dress attire 43 Receive the Message Receiving feedback Keep an open mind Identify key points in the message Value constructive feedback and use it to grow Confirm your understanding 44 Evaluate and Correct Evaluate the effectiveness of the communication afterwards Take corrective action learn from your interactions 45 Aristotles Model of Communication 46 LISTEN! Decide to listen and concentrate Enter the speakers situation Observe the speakers vocal inflections Listen without interruption Confirm that you received and understand the intended message Provide feedback When All Else Fails! Principles of Effective Listening 47 Remember: You cant listen if youre talking. 48 The careful act of delivering bad news 49 The 10 Commandments for Delivering Bad News 10: Thou shalt never be emotional 9: Thou shalt never delay 8: Thou shalt never hide the facts 7: Thou shalt never exaggerate 6: Thou shalt always justify 50 The 10 Commandments for Delivering Bad News 5: Thou shalt always look for the silver lining 4: Thou shalt bring solutions 3: Thou shalt be honest and confident 2: Thou shalt walk a mile 51 The 10 Commandments for Delivering Bad News 1: Thou shalt always treat with respect and dignity! 52 Q&A Best practices and things to avoid