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