Speaker: John Armato, FleishmanHillard, Senior Partner

If you’re speaking on behalf of an organization or as an advocate for an industry, you’re serving as a “spokesperson.” You may not be on TV or giving interviews to newspapers, but your message is just as critical in meetings, at conferences, and in coffee shops. And all good spokespeople have one thing in common: They don’t leave their message to chance. And all good spokespeople have one thing in common: They don’t leave their message to chance. They are intentional about what they say and how they say it. Led by John Armato, Senior Partner with FleishmanHillard – the Real Christmas Tree Board’s communications agency partner – this session will give you insights into what messages really are, how they function, and what separates the good ones from the bad. You’ll learn more about the story the RCTB is working to tell and essential techniques you can use to help reinforce it, including the importance of “first words,” using the “ATM” technique to get from where you are in a conversation to where you want to go, and the importance of speaking with one voice while personalizing your particular approach.