Leadership Communication, 4th edition by Deborah J.

Barrett

What Is Leadership
Communication?

Lectures Based on
Leadership Communication, 4th edition
By Deborah J. Barrett, Ph.D.
Copyright © 2014 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.
Leadership Communication, 4th edition by Deborah J. Barrett

Discussion Topics
 Leadership definitions and characteristics
 Definition of leadership communication
 Ways of projecting a positive ethos
 Approaches to ethical decision making

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Leadership Communication, 4th edition by Deborah J. Barrett

Leaders Inspire, Do, and Connect

 Leaders guide, direct, motivate, or inspire others
 Leaders are the men and women who do some
or all of the following:
 Influence others in an organization or
in a community
 Command others’ attention
 Persuade others to follow them or pursue
goals they define
 Control situations
 Improve the performance of groups and
organizations
 Leaders connect with others and get results
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Leadership Communication, 4th edition by Deborah J. Barrett

Leadership is Defined by Traits and Actions

Leadership theorists define leadership by

 The traits—key characteristics, personality,

and charisma—leaders possess

 The tasks they perform

 The positions they hold

 The accomplishments they achieve

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Leadership Communication, 4th edition by Deborah J. Barrett

Transformational Leaders are

Visionary and Inspirational
Transformational leaders
 Articulate a clear and motivating vision
 Inspire trust and respect
 Connect with others individually and in groups
 Skillfully motivate and guide others to act
 Possess a positive ethos (authority and
credibility)

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 Leadership Communication, 4th edition by Deborah J. Barrett

Leaders Rely on Different Sources of

Power to Influence Others
Types Definitions
Coercive Prospect of being punished

Reward Prospective benefits or rewards

Legitimate Power Recognized title or position in organization

Referent Personal attractiveness and charisma

Expert Having knowledge, skills, and expertise

Information Possessing need information

Connection Interpersonal and network linkages

Sources: French & Raven (1958). “The Bases of Social Power.” in

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Studies in Social Power; Hocker & Wilmot (2013). Interpersonal Conflict.
Leadership Communication, 4th edition by Deborah J. Barrett

Leaders Use all Appeals to Influence Others

Aristotle’s
Persuasive
Appeals Appeal based
on credibility

Ethos

Pathos Logos Appeal

Appeal to
based in
emotions
logic

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 Leadership Communication, 4th edition by Deborah J. Barrett

But a Positive Ethos is Most Important

Outward The Inner Communication

Manifestation The Inner Actions
Character
 Appropriately Character  Skilled speaking &
 Honest
dressed & behaved  Honest writing
 Charismatic  Honorable
 Honorable  Empathetic listening
 Well prepared &  Truthful  Appropriate non-
knowledgeable  Truthful
 Fair verbals
 Documented  Fair  Sincere connection
expertise:  Ethical
 Ethical  Emotional intelligence
Education
Credentials  Sensitivity to
Experience intercultural
differences
Positive Ethos
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Leadership Communication, 4th edition by Deborah J. Barrett

Three Primary Methods for

Creating a Positive Ethos
Aristotle argued that a
communicator can create a
positive ethos by
1.Ensuring all messages are
“worthy of belief”
2.Making his/her “own character
look right”
3.Putting the audience into the
“right frame of mind”

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Leadership Communication, 4th edition by Deborah J. Barrett

Ensuring Messages are Worthy of Belief

 Make messages
meaningful, clear,
and logical
 Have all of the facts
in hand
 Be honest and
ethical
 Avoid careless errors

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Leadership Communication, 4th edition by Deborah J. Barrett

Making Own Character Look Right

 Dress the part

 Project confidence

 Know the subject

and be prepared
 Take time to build
a rapport
 Avoid common
delivery mistakes

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Leadership Communication, 4th edition by Deborah J. Barrett

Putting Audience in the Right

Frame of Mind
 Affirm cultural values

 Be sensitive to
context
 Understand their
needs and
motivations
 Frame messages
carefully and target
them specifically

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Leadership Communication, 4th edition by Deborah J. Barrett

Leadership Depends on Communication

“Effective leadership is still largely a matter of

communication. . . . An effective leader thinks
about what he says, carefully crafting each
utterance of any significance.”*

Effective leadership depends

on effective communication.

*Axelrod, A. Elizabeth I CEO: Strategic Lessons from the Leader 1-13

Who Built an Empire.
Leadership Communication, 4th edition by Deborah J. Barrett

Communication Seems Simple

Context
Message

Medium

Sender Receiver

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Leadership Communication, 4th edition by Deborah J. Barrett

Interferences Often Prevent

Successful Communication
Message
 Inappropriate context  Unclear message
 Inappropriate context  Unclear message
 No audience analysis  Illogical structure
 No audience analysis  Illogical structure
 Muddled thinking  Poor formatting
 Muddled thinking  Poor formatting
 Wrong medium  Offensive tone
 Wrong medium  Offensive tone
 Wrong spokesperson  Cognitive dissonance
 Wrong spokesperson  Cognitive dissonance
 Poor usage or style  Cultural
 Poor usage or style  Cultural
 Poor timing misunderstandings
 Poor timing misunderstandings
 Questionable ethics  Negative ethos
 Questionable ethics  Negative ethos

Sender Receiver
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Leadership Communication, 4th edition by Deborah J. Barrett

What is Leadership Communication?

 Leadership communication is the controlled,
purposeful transfer of meaning by which
individuals influence a single person, a group,
an organization, or a community
 Leadership communication requires using the
full range of communication abilities and
resources to
 Connect positively with audiences
 Overcome interferences
 Create and deliver messages that guide,
direct, motivate, or inspire others to action

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Leadership Communication, 4th edition by Deborah J. Barrett

Leadership Communication Spirals Outward

Emotional
Intelligence
& Interpersonal
Skills
Writing Teams
Diversity &
Intercultural
Strategy Meetings
Communication
Speaking
Organizational External
Communication Relations
Internal
Relations

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Leadership Communication, 4th edition by Deborah J. Barrett

Ethics Consists of Values, Norms, Standards

 From Webster’s:
“A set of moral principles or values”

 From Trevino & Nelson’s Managing

Business Ethics:
Ethical behavior in business is
“behavior that is consistent with the
principles, norms, and standards of
business practice that have been agreed
upon by society.”

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Leadership Communication, 4th edition by Deborah J. Barrett

The Legal System and Societies Help

Determine Professional Ethics
 The legal system
 Laws and regulations
 International trade agreements
 Contracts
 Tradition, industry, culture
 Professional codes of conduct
 Company codes of ethics
 Policy statements
 Company values statements
 Moral values

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Leadership Communication, 4th edition by Deborah J. Barrett

Standard Approaches to Ethics

Influence Decisions

 End Results (Consequentialist) – focuses on

harms and benefits to stakeholders to produce
greatest good for the greatest number
 Duty (Deontological) – emphasizes duties, rights,
and justice, based on moral standards,
principles, and rules
 Social contract (Group Virtue) – bases decisions
on customs and norms, the character and
integrity of the moral community
 Personal (Individual Virtue) – bases decisions on
the conscience, what feels right 1-20
 Leadership Communication, 4th edition by Deborah J. Barrett

Hosmer Provides a Useful Approach to

Ethical Decision-Making

Understand

1 2 3 4
Understand • Determine
moral standards, • Determine
moral standards, Define economic
and recognize Define economic
and recognize the outcomes Propose
moral impacts:
moral impacts: the outcomes Propose
• Benefits to complete • Consider convincing
• Benefits to complete • Consider convincing
some moral legal moral
some
• Harms to moral legal moral
• Harms to problem requirements solution
others problem requirements solution
others • Evaluate
• Rights • Evaluate
• Rights ethical duties
exercised ethical duties
exercised
• Rights denied
• Rights denied
Content Source: L.T. Hosmer. (2003). The Ethics of Management.
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New York: McGraw-Hill.
Leadership Communication, 4th edition by Deborah J. Barrett

Discussion Summary
 Leaders are individuals from all walks of life who
inspire others, transform situations, and bring
about positive changes for their community
 Leaders may call on different sources of power
to influence others and achieve their goals but
all of what they accomplish requires effective
communication
 Leadership communication proficiency begins
with core skills and expands outward to
organizational and broader external abilities
 A positive ethos is a leader’s most persuasive
appeal, particularly if grounded in high ethical 1-22
standards and integrity