getting a seat at the corporate table
DESCRIPTION
This is pdf version of presentation made to New York School Public Relations Association. It is based on "The Public Relations Practitioner's Playbook" and "The ABCs of Strategic Communication" published by AuthorHouse.TRANSCRIPT
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Concept of Strategy –Developing the Mind
of a Strategist
Then…getting that all important seat at the table!
Revised by: M. Larry Litwin, APR, Fellow PRSA
© 2012
Why Should the Boss Listen to You?By James E. Lukaszewski
For
Dinner talk…New York School Public Relations Association
Revised by: M. Larry Litwin, APR, Fellow PRSA
© 2012
From:
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Or…
Why We Do What We Do
And
How To Do It Better!
Taken from…
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PR Is...
• “This is who we are;• What we think about ourselves;• What we want to do; and• Why we deserve your support.”
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PR Counselors must possess…
• Loyalty• Judgment• Trust• Ethics• Integrity
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Getting a Seat at the Table
• Know how to communicate.• Know what our employer does and the
industry he/she represents.• Have an “attitude” – think strategically.• Be a counselor.• Loyalty, Judgment, Trust, Ethics, Integrity.• Always be ethical – open, honest, thorough
and valid – the “corporate conscience.”
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Public Relations 101• Management and counseling function• Enables organizations to build and maintain
relationships• Through an understanding of audience
attitudes, opinions and values• Planned, deliberate and two-way• Conscience of organization• Overseer of brand/reputation• Relationship management
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Public Relations
A management function that helps organizations and their publics mutually adapt to one another.
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Public Relations
• “Public relations helps an organization and its publics adapt mutually to each other.”
• “Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.”
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Public Relations
• “Public relations is a [two-way] strategic communication process [management function] that builds mutually beneficial relationships between organizations and their publics.”
Larry’s definition
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Communication:
A Tool of Leadership
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Public Relations…Leadership
All leaders are teachers…but not all teachers are leaders!
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Public Relations…Leadership
Managers – Do things right.
Leaders – Do the right things.
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Leaders
• Convene• Communicate• Persuade (maybe even convince)
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Leader Defined• Title
• Charisma (Connectivity)
• Competence/Expertise
• Communicator
• Courage
• Tenacity
• Perseverance
• Mental Toughness
• Vision
• Responsibility
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Leadership Defined
In the end, Leadership is defined by:
Results
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Some Questions That Must Be Answered
1. How do I get to the table?
Some Questions That Must Be Answered
1. How do I get to the table?
2. How do I get better control of the boss?
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Some Questions That Must Be Answered
1. How do I get to the table?2. How do I get better control of the
boss?3. What are some of the questions
I should be prepared to ask once I get there (and where is this table, anyway)? (Why do so many people want to be at the table?)
Maybe – Just Maybe –This is the Most Important Question Of All
4. Are you willing to accept that I am
going to tell you (the “boss”) what you
need to hear rather than what your
want to hear?
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That’s how you become…
…the number ONE number TWO!!!
There are three types of people
• Managers – achieve goals
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There are three types of people
• Managers – achieve goals
• Teachers – HELP [Riney Jordan]– Hear (listen)
– Educate
– Love/Learn
– Prepare
There are three types of people
• Managers – achieve goals• Teachers – HELP
– Hear (listen)– Educate– Love/Learn– Prepare
• Leaders – go over the horizon to see what’s out there
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ABCs of Strategic Communication
• Anticipate• Be Prepared• Communicate Clearly, Concisely,
Consistently, Calculatingly, Completely (Specifically and Simply)
Open, Honest, Thorough, Valid
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Reaching the Desired Outcome
• Attitude• Opinion
Education > Knowledge >Attitude > Behavioral Change >
Output = Desired Outcome
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Public Relations is Synergy
Seven disciplines of a strategic advisor – according to Jim L.
1. Be trustworthy
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Seven disciplines of a strategic advisor
1. Be trustworthy2. Become a verbal visionary
Seven disciplines of a strategic advisor
1. Be trustworthy2. Become a verbal visionary3. Develop a management perspective
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Seven disciplines of a strategic advisor
1. Be trustworthy2. Become a verbal visionary3. Develop a management perspective4. Think strategically
Seven disciplines of a strategic advisor
1. Be trustworthy2. Become a verbal visionary3. Develop a management perspective4. Think strategically5. Be a window to tomorrow
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Seven disciplines of a strategic advisor
1. Be trustworthy2. Become a verbal visionary3. Develop a management perspective4. Think strategically5. Be a window to tomorrow6. Advise constructively
Seven disciplines of a strategic advisor…according to Jim L.
1. Be trustworthy2. Become a verbal visionary3. Develop a management perspective4. Think strategically5. Be a window to tomorrow6. Advise constructively7. Show the boss how to use your advice
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James Baker…
Leadership
“Knowing what to do and then doing it.”
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President Carter…
“Leaders whose messages are not changing (or reinforcing) behavior are not true leaders. In fact, they are ‘MIS leaders’.”
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Leaders
• Choose to lead by stepping out of the darkness and taking others with you.
• Make decisions they have to make even when they might have dangerous consequences
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In the Eye of the Storm: Lessons in Leadership
A real life example of Leadership
From Les Hirsch – CEOTouro InfirmaryNew Orleans, Louisiana
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Leadership
Requires Courage, Tenacity, Perseverance and Mental Toughness
Must Make Difficult Decisions
Must be Inspirational and Create Hope, Optimism and Enthusiasm for the Future
Never, Never, Never Give Up………
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“Retreat,…Hell…We’re Just Advancing in Another Direction”
* Quote From a US Army General in Korean War after being asked about withdrawal
Friday:September 2, 2005
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Know Your Destination…and All Roads Will Lead To It…
Failure Is Not An Option
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Know Your Destination…
Hit the ground running…and…be sure you are going in the right direction!!!
But remember – It’s the journey, not the destination.
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It Always Takes A Great Team
Because…Failure Is Not An Option
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Leadership Defined
In the end, Leadership is defined by:
Results
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Questions
M. Larry Litwin, APR, Fellow PRSA
Rowan University
www.larrylitwin.com© 2012