COMMUNICATION SKILLS FOR PRINCIPALS

Megan King

1. Frame your message2. Stay on message3. It’s always a conversation, never a

lecture4. The likeability factor5. Practice, practice, practice!

The “Five”

5 Building Block of Power and Persuasion

Frame Your Message – Know what you really want to say. What is the ONE thing you want people to

remember?....That is your message. Keep it simple. Have 2 or 3 other points to reinforce and

amplify your main message-each point should be delivered in one or two sentences. Tie them together by focusing on the theme.

If you want people to remember your message, leave them with a praise they can repeat.

Memorable speeches

http://youtu.be/nQNce-A2bNg

This well-known speech by Ronald Reagan, famed for its powers of verbal and oral communication, makes excellent se of the words and language.

Mr. Gorbachev, tear down this wall!

Establish an emotional connection

STAY ON MESSAGE

Tell a story – speak conversationally

It’s always a conversation, never a lecture

Click icon to add picture

1. SMILE!!!!!

2. If you are interrupted or a question is hostile – Deflect, and return to your message!

The Likeability Factor

Click icon to add picture

PRACTICE IMPROVES PERFORMANCE

Verbal, vocal and visual – They all matter!

COMMUNICATION

Keep it Simple StupidUse action verbs.

KISS

Record yourself – get rid of “like, you know…..”

Get rid of “ummmms”

The power of the pause……

Pausing…

VOCAL

Posture and proper breathing techniques

Pitch Inflection Tone Tempo Rhythm Pronunciation

Visual

Dressing for Success Subdued colors/be

a bit boring (If you will be on

camera and they offer you makeup – take it!) Keep lighting in

mind Where colors that

are complimentary

Body Language Matters! Eye contact Keep your head up (a

lowered head looks unsure/submissive

People notice your face first (your eyes make an instant impression)

Hands/Gestures should strengthen what you have said…but too many detract/none is boring

Good Posture/shoulders square

Don’t rock back and forth – find a comfortable stance

Don’t cross your arms

Three contexts of communications:

1. The context in which communication occurs (in a group, classroom),

2. The functions expressed by communication or the reasons one communicates (to request, comment), and

3. The actual execution of communication comprehension and expression.

The Communication Process

Communicative functions (such as seeking social interaction, requesting objects, sharing ideas or rejecting an object or interaction) requires two things: the ability to send information in understandable form (encoding) and receiving and understanding messages (decoding). Communication can also be nonverbal. Language (both verbal and nonverbal) and speech are important tools for human communication.

Communication is the process of sharing information.

Language is the communication of ideas (sending and receiving them).

Encoding or sending message is referred to as expressive language

Decoding or understanding message is referred to as receptive langue

Wilbur Schramm, a pioneer in the field of communications also added “feedback” to the loop of communication….recognizing that the process of communication is only effective if the messages going each way fall within a field of experience shared by both sender and receiver….It must fall within a field of shared experiences by both the sender and receiver.

Know your audience….the information you convey must have meaning to be effective.

1. Know your audience2. Know what message you intend to

send3. Know your time limits

How to effectively communicate:

1. Lack of awareness of your issue.2. Lack of understanding the important

elements of your message3. Misinterpretation4. Lack of interest in what you have to say.

Barriers to effective communication

Overcoming your fear of public speaking

You are NOT alone

Our fear of public speaking is rooted in our inability to accept or fallibility.

The Gallup Poll shows that more people are afraid of public speaking than they are of dying

Click icon to add picture

Being nervous gives you an edge

Know your audience is rooting for you!

Communicating in a crisis!

1. Issues2. Crises3. Emergencies

Three types of crises

Issues

Think of the most controversial issues confronting your profession….then, develop statement that cover your basic position and put them in a drawer

The Unexpected “hot” story

A teacher/staff member is placed in the spotlight

1. Have a clear understanding of how inquiries are to be handled…..Do you take the call? Do you refer it to your attorney?

Emergencies

Crisis planning

Be familiar with community emergency response plans. List potential

crises Establish

response teams and call-up procedures

Have phone/email lists ready Crisis kits

Have a plan

Preparedness

Pre-Crisis Establish roles and responsibilities Collect tools you can use Get used to the forms and reporting

process Practice the drill

Crisis

Start Gathering and delivering information Be honest – the truth always comes out! Stay Calm…..be concise – understand when it is time to

stop Be early – say it before the media finds someone else to

discuss the issue. Move swiftly to shape the discussion.

Be active not reactive….try not to get into a defensive posture. Stay on your message.

Log everything Monitor news, rumors, problems Support the spokesperson/incident commander Understand that you will be critiqued.

What not to do!

Be dismissive Attack the messenger Ignore or minimize the uproar Do not say:

Worse things have been overlooked Everybody else does it…..

Recovery

Debrief – on actions taken and on personal impact

Learn from what just happened…what would you change and implement it into your crisis plan

Reputation management

Technology considerations in a crisis How will you reach people Telephones – landlines/cellular Website Electronic media

Blogs, message boards, wikis….. Text messaging

Be There!

Tell it all, tell it early, tell it yourself Acknowledge the elephant in the room

Be honest – the truth always comes out!!!! Show genuine compassion and concern Remember who may be listening and

who may be impacted Anything you say may be quoted

The Media

When the opportunity comes (for something positive), say yes! You will build a rapport with the community.

The Interview

Be confident – present yourself as a sincere person

Don’t sound rehearsed Be:

Poised Polished Prepared Passionate Persuasive

Never let your guard down

You are not friends Remember the microphone is always on!

Ground rules for working with reporters:

Always return phone calls promptly Provide the background the reporter

needs Never lie Don’t be afraid to say, “I don’t know.”

Inside a radio studio

In a TV studio

During the Interview…..

Look at the interviewer, not the camera. If seated, lean slightly forward. Listen, concentrate on what you’re being

asked. Be prepared for loaded questions and

being blindsided. Don’t let the interviewer put words in

your mouth

Don’t repeat negative phrases…. http://youtu.be/ppDU4Hon8GA

More interview tips

Prepare for the questions you would rather not have to answer – you will be asked….

If you are hit with a surprise – remain calm and buy time…..respond in a way that sounds reasonable

Understand your message – convey it!

NEVER GO OFF RECORD!!!!!!!!!!!!!!!!!!!!