Making Your Case: One Dozen

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DCI Presentation to Education Seminar for Tourism
Organizations (ESTO) August 18, 2007
Making Your Case One Dozen Dos and Donts
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BACKGROUND

• DCI is a specialized firm focused on marketing
  places weve worked with 350 cities, regions,
  states and countries
• Assisted some of the best communicators in travel
  and economic development
• From this work emerges Twelve Dos and Donts
  for Making Your Case

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A Brief Preface A SIMPLE, TWO-PART FORMULA

• 1. You and your team need to do a good job
• 2. You need to effectively communicate that
  success to your key audiences

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DO 1. UNDERSTAND YOUR AUDIENCE(S)

• Key Audiences
• Those who control the purse strings (executive
  branch, legislators, city council, county
  commission)
• Influencers of those who control the purse
  strings (private sector professionals, partner
  organizations across the state, other political
  leaders, in-state media, residents)

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The Matching Game Connect The Audience With The
Motivation

• State Legislators
• The Governor
• Private Sector Professionals
• Partner Organizations
• Other Public Leaders
• In-State Media
• Residents

• If the numbers dont go up, Ill be fired.
• Make me a hero before my board.
• I want to be Governor some day.
• Traffic againI hate these !_at_ tourists.
• Pure and simpleGet reelected.
• What will this do for my district?
• I need a page 1 story that will get me noticed.
  

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DONT 2. CHANGE YOUR MESSAGE TO SUIT YOUR
AUDIENCE

• Adapt your communication to the interests of
  different audiences but make sure there is
  consistency of message
• Put another way Dont talk out of both sides of
  your mouth

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DO 3. ENLIST INDUSTRY SUPPORT

• The private sector can be your most powerful
  ally (or your most damaging critic)
• If the industry speaks highly of your program, it
  has tremendous meaning to others
• Seek win-win opportunities and then ask for
  their public support

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DONT 4. OVERLOOK THE RISING STARS

• Your program will benefit from broad support from
  the private sector
• Secure the backing of both the large established
  players but also new players that are emerging on
  the scene (they may surprised that your
  organization cares about them)

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DO 5. COMBINE STORYTELLING WITH STATISTICS

• Effective communication appeals to both The
  Head and The Heart
• Share real life success stories that illustrate
  your impact
• Young entrepreneur whose business is succeeding
• Disadvantaged worker thriving in the tourism
  industry
• Unusual traveler experiences in your state or
  community

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Communication is about telling a story. The
problem is that no one knows how to tell a story.
The bigger problem is that no one knows they
dont know how to tell a story.

• Jerry Weissman
• Legendary coach for IPO presentations

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DONT 6. GO GRAPH AND CHART CRAZY

• Effective research and numbers support your case
  and demonstrate a clear return on investment
• But keep it simple, less is often more

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Before Looking at 7 Two Questions for Your
Consideration

• Q. What percentage of your time do you spend
  communicating (presentations, meetings, telephone
  calls, writing, etc)?

Answer 50-80
Q. What percentage of your time do you spend
practicing your communication skills?
Answer 0
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DO 7. PRACTICE

• Practicing communication skills
• Take a presentation seminar
• Join Toastmasters
• Find a coach
• Rehearse before an important presentation
• Ask a trusted advisor for feedback
• Watch a videotape of yourself in action

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The pressure shots that Ive made in major
tournaments are all shots that Ive taken one
hundred times on the practice court

• Martina Navratilova
• Tennis star

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DONT 8. ASSUME IM A GOOD PRESENTOR
(BECAUSE I PRESENT A LOT)

• Often bad habits are simply being reinforced
• Improvement often focuses less on what you say
  (the words) but how you say it (body language,
  gestures, tone, vocal inflection)

• Everyone in this room can be a better presenter
  (especially me)

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DO 9. ANTICIPATE HOT GROUNDERS

• QA is the most important section of any
  presentation
• If you know the audience and their concerns, you
  should be able to predict difficult questions
• Be ready take the time to practice your
  responses to hot grounders

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DONT 10. BE DEFENSIVE ABOUTCHALLENGING
QUESTIONS

• All questions should be welcomed
• Make eye contact and make sure you understand the
  question
• Take your time in providing a response (a
  dramatic pause can be effective)

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DO 11. EMBRACE A LITTLE FLASH

• This is a fun industry and your presentation
  style should reflect this
• Some specific examples

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And the final point which I guarantee no one in
this room is following.
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DONT 12. GO TO CONFERENCES AT RITZY RESORTS
IN THE DESERT

• Your stakeholders will assume this is a
  boondoggle!!!

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SUMMING IT UP.

• DO
• Understand Your Audience(s)
• Enlist Industry Support
• Combine Storytelling with Statistics
• Practice
• Anticipate Hot Grounders
• Embrace a Little Flash

• DONT
• Change Your Message to Suit Your Audience
• Overlook Rising Stars
• Go Graph and Chart Crazy
• Assume Im a Good Presenter
• Be Defensive about Challenging Questions