How to efficiently and effectively communicate - and get action from -- C-Suite executives, Boards and Management Committees

1. Edward F Dixon
SVP & Partner
Fleishman-Hillard
INFLUENCING
EXECUTIVE
DECISION-MAKERS
GETTING TO YES

2. Getting to Yes
• Understanding the
stakeholders
• Stories & examples
• Information retention
• Insights for effective
communication

3. What We
Wish
Happens
“These are not the droids you’re looking for.” Since we don’t have the use of Jedi mind
tricks, we need to really understand the audience in order to influence them.

4. Understanding
C-Suite Issues

5. Our Job: Help C-Suite to Make Well-
Informed Decisions
Filter through the huge amount of information and turn it into clear,
straightforward recommendations that help them make the right decisions

6. • Designation: Inform, Consult,
Decide
• Time maximum per
engagement
• Meeting Evaluator analyses
success of presentation
“When I consult with CEOs, facts
and data are background materials
that inform a confident
recommendation about what it
means for the business. I don’t
clutter my presentation with a lot
of facts and theory, although I have
everything on hand for use, if
needed. I want to get to a quick
decision.”
- John Onoda, former head of
communications at General Motors, Visa
and Levis

7. • Y2K committee: MC, Banks,
Merchants, Government –
different needs and viewpoints
• CTO as an ally in the room – use
those allies to help sell your
proposition
• Human stories help bring statistics
to life– don’t just use data

8. C-Suite
Insights

9. Retaining
Information Cognitive Load
First/Last 5
Habituation
Three-day retention
3
5
7-8
10
No matter how intelligent or engaged our audience is, there are limits to the amount
of information people can absorb in a given time frame. Research gives us some
insightful guidelines on how to – and how much to – present.

10. Recap/ Learnings:
• Win before the presentation starts: Ensure you
understand your audience and their perspectives
• Clear, essential & consistent: Communicate only
what is necessary, and repeat what is important
• Collaborate & engage: Leverage any allies and
engage the audience in the discussion
• Stories, not just data: Data is not enough. Tell
stories that bring your information to life
• Link to the big picture: Senior executives have a
long-term view; make sure you communicate
with their viewpoint in mind

11. Edward F. Dixon
edward.dixon@fleishman.com
+966 55 193 7407