Retrofit your executive communications strategy for the€¦ · Jerry Wohletz Speechwriter Retrofit...
Transcript of Retrofit your executive communications strategy for the€¦ · Jerry Wohletz Speechwriter Retrofit...
Jerry WohletzSpeechwriter
Retrofit your executive communications strategy for the digital world
© 2018 American Dental Association, All Rights Reserved2
Agenda
ChallengeCapacity, quality,
quantity
SolutionRewriting the executive
communications playbook
ImpactCase study
What it means…
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© 2018 American Dental Association, All Rights Reserved4
© 2018 American Dental Association, All Rights Reserved5
No additional
time in leaders’
schedules
200 different
messages
Maxed out
funding for
travel
Staff fully
tapped
Analog
Challenge
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Strategy
Measure
Narrow the
strategic
filter
Digitize the
analog
Build public
speaking
capacity of
the entire
ADA
Mineral
rights
Narrow the strategic filter
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Narrow the strategic filter
1. Priorities-based criteria for assessing speech requests
2. Identify target audiences
3. Board buy-in
4. The Event Form
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The Event Form
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The Event Form
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American Dental Association Event Information Form
Confirmation of executive officer attendance (for office use only):
Attendee name(s):
Organization:
Event:
These are the confirmed date(s) for participation:
EVENT DESCRIPTION
Event location:
Event description:
Describe the officer’s role at the event:
Does the event have any outside sponsors, or is it affiliated with any other organizations? If yes, please explain.
Is there a cost for guests to attend the event?
Will the officer be filmed or recorded? If yes, how will the recording be used?
Is A/V available for videos and/or slides?
SPEAKING ENGAGEMENT(S)
Please provide as much detail as possible in the following section. Include information for each requested speaking
engagement.
1. Type of speaking engagement (luncheon speaker, keynote speaker, opening remarks, HOD address, panel guest, etc):
Location of speaking engagement:
Date & time Time allotted
to speak
Audience size Audience description
Describe topics you would like the officer to discuss:
2. Type of speaking engagement (luncheon speaker, keynote speaker, opening remarks, HOD address, panel guest, etc):
Location of speaking engagement:
Date & time Time allotted
to speak
Audience size Audience description
Describe topics you would like the officer to discuss:
3. Type of speaking engagement (luncheon speaker, keynote speaker, opening remarks, HOD
address, panel guest, etc):
Location of speaking engagement:
Date & time Time allotted to speak
Audience size Audience description
Describe topics you would like the officer to discuss:
RELATED EVENT DETAILS
Please provide additional information or context about your event that may be useful for the executive
officer to know when attending or speaking at the event:
Social events: You will be notified if the officer is able to attend.
Date & time Event Location Attire
TRAVEL INFORMATION
Resolution 18H passed by the 2017 House of Delegates resolves that any host dental organization inviting ADA
officers to an event be asked when feasible to fund the costs of such attendance.
Closest Airport (Flight info will be provided approx. 2 weeks prior to the event):
Suggestion for transportation to/from the event:
Hotel information:
Hotel name:
Address:
Phone: Fax:
Confirmation #:
Reservation made by: ADA Society Hotel accommodations paid by society: Yes
CONTACT INFORMATION
Primary contact:
Name:
Email:
Cell phone:
Office phone: Fax:
Host contact (if different):
Name:
Email:
Cell phone:
Office phone: Fax:
SUBMIT FORM
When all information has been thoroughly completed, please return this form with any supplemental documents, including event invitation and schedule.
If requesting president or president-elect, return to:
Valerie Shive
[email protected] Phone: 312.440.3537 (Toll-free: 800.621.8099 x3537)
Fax: 312.440.7488
If requesting executive director, return to:
Jodi Baldwin
[email protected] Phone: 312.440.4663
Fax: 312.440.7488
Alternate contact:
Sharon Myaard
[email protected] Phone: 312.440.4661 (Toll-free: 800.621.8099 x4661)
Fax: 312.440.7488
The Event Form
Build capacity
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Build public speaking capacity
1. Train the Board of Trustees
2. Public speaking roadshow
3. One-on-one support for key executives
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People’s number one fear is
public speaking.
Number two is death.
This means to the average
person, if you go to a funeral,
you’re better off in the casket
than doing the eulogy.
-Jerry Seinfeld
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© 2018 American Dental Association, All Rights Reserved16
400 dentist
ambassadors trained
6 VPs with
individual support
2x trustees giving
presentations
1/2 one-off
requests
Mineral rights
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Mineral rights
1. Determine what your audience cares about
2. Thought leadership platform
Digitize the analog
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Digitize the analog
1. Social media
2. Video
3. Leadership Update
4. ADA.org
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Social Media
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Social Media
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Video
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Leadership Update
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ADA.org
Measure
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Measure
1. Show increases - don’t just quantify
2. Tie to organizational objectives
3. Make sure the results reach your CEO
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Measure
227engagements
44% major engagements
2x trustees using prepared materials
4x thought leadership pieces YOY
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Measure
19%increase in ”high priority” audience engagements
178,603words
6.62%Leadership Update open rate increase
2x public speakingtrainings
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Strategy
Measure
Narrow the
strategic
filter
Digitize the
analog
Build public
speaking
capacity of
the entire
ADA
Mineral
rights
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Impact: Case study
Dr. Kathy O’Loughlin
Women in Dentistry: Not Done Yet
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Applicants to Dental Schools
FEMALE FIRST-YEAR DENTAL STUDENTS
2017
49.6%
Connect the
strategy to
business
goals
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Women in leadership: dentistry
Connect the
strategy to
business
goals
ADA board members 21%
ADA House of Delegates 23%
Dental school deans 18%
State dental society presidents 28%
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33 comments
31 shares
4 reprints
188 likes
Women in Dentistry: Not Done Yet
Award International College of Dentists
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Timeline
President
Dr. Maxine
Feinberg
2015 2016
President
Dr. Carol
Summerhays
2017 2018 2019
Presentation
FDI World Dental
Federation
Panel
Women’s
Executive Forum
Journal
California
Dental Assn.
Article
“Women in Dentistry:
Not Done Yet”
Think Tank
Women in
Dentistry
Collaboration
Procter & Gamble
Design Thinking Summit
Chicago
Speech
Society of Women
Urologists
Speech
Virginia Commonwealth
University
Twitter Chat
Q&A
Award
Woman of Influence
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Achieving success by
closing the gaps1. Twitter chat (5 days before)
2. Q&A with Dr. O’Loughlin
3. Blog by student in audience
4. ADA News, LinkedIn,
Leadership Update
5. Recording the speech
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Apply the strategy
Female dentists
CEO, 10 Under 10,
IDL, and P&G
“Not done yet”
Twitter chat,
LinkedIn, video
32% female P-Es
Analog communication in a digital world
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Jerry Wohletz
Speechwriter
jerrywohletz.com