For pharmaceutical or device company teams, there is one common thread for all FDA meetings: the need to tell a clear story and to set the data or issue in context. Just as FDA has a process for determining whether a drug or device should be approved, companies need a proven process to keep their team on track and prepare in the most efficient and effective way. Our process includes these seven steps.
As a former producer for “60 Minutes” and other CBS News magazines, I rarely advise clients to not do high-stakes TV interviews, especially during a crisis. Since reporters interpret silence as a tacit admission of guilt, open communication is the smart approach. But these types of interviews require preparation on an entirely different level. Here is an eleven-step strategy to limit risk and leverage opportunity when engaging with the media in high-stakes or crisis communications situations.
Presenting somebody else’s slides can be a daunting task for even the most senior executives. That’s why I’ve adapted 3D’s successful model for communications preparation, “ACT – Analysis, Content Development, Testing,” to this less-than-ideal situation. Since the speaker usually has a short amount of time to prepare, I call it ACT Fast – 15 quick steps to making a presentation your own, when it’s not.
The ability to communicate well is every business leader’s primary tool. Why do some speakers always win over the audience, while others fail to connect? Most speakers get all the words right, but make little or no impact upon their audience. Those speakers fail because they are unaware of the “Unconscious Conversation.”