The sCORESM Model gives us a useful aid to gauging how well leaders present themselves.
Start by choosing someone you regularly see or are familiar with from business, your community, politics, the media, etc. Then observe how they present themselves, using the criteria below. See some examples.
Use a scale of 1 (poor) to 10 (outstanding).
Name of Person You're Observing: President George W. Bush, at a Signing Ceremony for the Class Action Lawsuits Bill
Speaker Style
10 My first impression - He seemed very calm and comfortable
10 Personal appearance - Very professional in attire
10 Took a moment to greet me (verbally or non-verbally) - shook hands
8 Established eye contact - Good eye contact, but read from notes a lot
9 Used natural gestures - Minimal gestures were used
8 Non-verbal expression (body language) - Stood behind podium
10 Paced the presentation - Spoke slowly
10 Used examples/stories - Spoke about two families and told their stories
10 Used appropriate vocabulary - Did not use fillers
10 Had vocal variety - Voice was not shaky, very controlled
Commitment
10 Connected to the information - Knowledgeable about the bill
8 Prepared for the presentation - Prepared, but shouldn't look at notes
10 Had a point of view/position - He had an obvious position, he was for the bill
10 Thoughtful
9 Spoke from the heart - Was enthusiastic about the speech
Organization
10 There was a clear plan of material - Clear and concise
10 Framed key message with a strong opening statement
10 Logical
10 Concluding remarks: summarized, clarified, set direction/action
Relevance
10 Found the best way to present to the audience
10 Increased understanding - Increased my understanding of the bill
10 Provided value
10 Meaningful - very meaningful
10 Important - Extremely important for every citizen to know about
Engagement
10 Aware of the audience - Seemed aware of the audience
10 Held my attention - with examples & stories
9 Tuned in to me - tuned into the audience
9 Listened to verbal and non-verbal responses
9 Adapted to the situation
There are some things I think President Bush should work on: I noticed that, at times, the President flipped the pages to his speech loudly, and so that the audience could see, read directly from his notes a lot and would look back awkwardly to introduce someone.
- Example provided by an MBA student, Executive Communication and Leadership course, February 2005
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