PLANNING YOUR APPROACH / 249
MANAGE EXPECTATIONS
Always let your audience know what to expect, and deliver
what you promise, never less. People are disappointed only
if their expectations exceed what they actually receive.
EXPLAIN YOUR POSITION
Use words that your audience will understand and concepts
they can relate to. This means, of course, that you must know
who your audience are, as well as what they know and how
they feel about the subject.
WORK WITHIN OBJECTIVES
All of your communication should be consistent with and directly
supportive of the strategic objectives of your organization—its
vision, values, and beliefs.
ADAPT TO YOUR AUDIENCE
Appeal to the basic needs (shelter, sustenance, safety,
companionship, or social approval) of your intended audience
or their senses (use motion, color, and sound). What can you
do to hold their attention?
KEEP THEM ON SIDE
Make your audience resistant to counter-persuasion
by asking for a tangible, preferably public, commitment
from them, or reminding them of the benefits to be derived
from doing as you ask.
MOTIVATE YOUR AUDIENCE
Encourage your audience to accept and act on your message by
appealing to authorities that they respect, the social conformity
displayed by others they know or admire, the rationality of your
argument, or their desire to behave in consistent ways.
US_248-249_Planning_Your_Approach.indd 249 30/05/16 3:04 pm
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