Message Architecture for Executive Communication

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Are you sure your leaders are consistently saying the right things in the most compelling way—for maximum results?

Or, are you sure they’re not?

We’re long past any doubt that effective communications is a vital skill for any executive. In this age, it’s just about impossible to be a poor communicator and an outstanding leader. Yet survey after survey shows that few executives ever reach any level of excellence in communication, while mediocrity tends to be the norm.

Why?

Because leaders and the people who support them often “major on the minors,” over-focusing on composition minutiae on the one hand, and delivery skills on the other.

True impact as a leadership communicator comes from a different place. It comes from message architecture.

The real question in communications is, how do you routinely structure exec comms messages that are:

Crisp, clean and simple
Truly audience-centric
Organized around insight, not just data
Emotionally compelling as well as logically sound
And most important, re-tellable by your audience days, weeks or even years after a presentation

In three 90-minute interactive virtual courses plus a special office hours session, message-architecture expert and master teacher Tim Pollard and his colleagues at the leadership communication consultancy Oratium will give you a battle-tested, bullet-proof approach to effective message design and delivery.

AGENDA

DAY 1—What Is Messaging Architecture Exactly, and What Does Good Architecture Look Like?

Tuesday, Sept. 26, Noon-1:30 p.m. Eastern

First, a constructive deconstruction of where and how most messages fail—and why. You’ll ruefully recognize some of your own work in this critique—and you’ll learn to get it right.
What “getting it right” looks like. Hint: Persuading your audience is good, but it’s not enough. Learn about the crucial concept of “retellability,” and how to achieve it.
The impact that compelling messaging will have on results. Do you and your leaders actually believe that excellent exec comms can materially affect the trajectory of your organization? After this session, you will.

DAY 2—Practical Tools for Creating Compelling Messages

Wednesday, Sept. 27, Noon-1:30 p.m. Eastern

How to anticipate your audience’s pre-existing biases, and neutralize them effectively.
Diagnosing your audience’s motivation. What will truly compel them to act? This isn’t standard audience-analysis stuff, about “what the audience wants to hear.” It’s deeper: It’s about what your audience needs to do.
How to build a compelling argument that will drive action. Tim Pollard and his colleagues don’t come from the fuzzy world of thought leadership, they come from the hard-ass environment of sales. Their techniques make things happen, because they have to.

DAY 3—Emotional Engagement and Effective Delivery

Thursday, Sept. 28, Noon-1:30 p.m. Eastern

Learn to engage your audience beyond the rational—getting to the emotions that actually drive decisions, even in among the most analytical people in the world.
How to make your message “sticky.” So sticky, the audience can’t get it out of their head.
What really makes for effective delivery? (Hint: it’s not eye contact or body language or smooth presentation.)

DAY 4—Open Discussion and Office Hours

Friday, Sept. 29, Noon-1:30 p.m. Eastern

Got a presentation you’re working on? Let’s workshop it. Got a question about how to apply message architecture in your environment? Share it. In this no-holds-barred 90-minute call, we’ll roll up our sleeves and put these concepts to work.

INSTRUCTOR

Meet Tim Pollard

Tim founded Oratium in 2011. As CEO, he leads the ongoing development of Oratium’s intellectual property, as well as leading all major client relationships.

Tim has had a lifelong obsession with the underlying science of communication. Over a long career (at companies including Unilever, Barclays, and the Corporate Executive Board), Tim has developed a remarkable set of insights, tools and processes surrounding the practice of designing and delivering extraordinary messaging. His passion is teaching these insights to others, helping them to become world class communicators. He is the author of two best-selling books, The Compelling Communicator: Mastering the Art and Science of Exceptional Presentation Design and Mastering the Moment: Perfecting the Skills and Processes of Exceptional Presentation Delivery. The Oratium messaging model is in active use, and the preferred messaging solution of companies as diverse as Cisco, Disney, IBM, Siemens, Schneider, LinkedIn and Salesforce.

Tim and his wife Ruth are British by birth, but now reside in Montana where they’re recovering from raising their four (now) adult children. When he’s not teaching and consulting, Tim can be found on some pristine River with his favorite fly rod.

HOW IT WORKS

Message Architecture for Executive Communication is conducted via Zoom webinar platform.

Before each session, we’ll email simple directions to join the webinar. And after each session, we’ll email a link to the recording.

Please email Benjamine Knight, PSA operations director, with any questions.
Or call 312-585-6383.

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Cancellations Policy

No refunds on cancellations less than 30 days before the start of event. Within 30 days, your payment will be credited toward a future Executive Communication Council or Professional Speechwriters Association event.