UNIVERSIY OF DAR ES SALAAMUNIVERSIY OF DAR ES SALAAM

INSTITUTE OF JOURNALISM AND MASS COMMUNICATIONS

ToToUNIVERSITY OF DAR ES SALAAMUNIVERSITY OF DAR ES SALAAM

IJMCIJMC2929thth April 2010 April 2010

LIFE STRATEGIESLIFE STRATEGIES

“WHAT REAL MATTERS IN THE CORPORATE WORLD”

A TALK By A TALK By

Innocent P.M. Mungy, Innocent P.M. Mungy, MCIPRMCIPR , ,MIABCMIABC

Agenda: Agenda: Introduction: Me?Burrell & Morgan Intellectual Journey; (1979)Who are you? What real is out there? Are you ready for it?Life Experience and Strategies to adopt; Life Laws:Paradigms and World Views in Media & Comms;What real matters:My Experience and situation analysis of the real professional world;

Today's Challenges;Concluding Remarks;

 

SOME PROFFESSIONALS ATTENDED SOME PROFFESSIONALS ATTENDED CHRISTOPHER COLUMBUS SCHOOL OF CHRISTOPHER COLUMBUS SCHOOL OF

MANAGEMENTMANAGEMENT

““When he left, he When he left, he didn’t know didn’t know where he was where he was going.going.When he got there,When he got there, he he didn’t know didn’t know where he where he was.was.

When he got back, he When he got back, he couldn’t tell couldn’t tell where he where he had been.had been.

Still, he got there and back Still, he got there and back three times three times in seven in seven years.” years.”

 

ABOUT IMABOUT IM Full Member of The Chartered Institute of Public Full Member of The Chartered Institute of Public Relations (since 2003) To Date;Relations (since 2003) To Date;

A member of International Association of Business Communicators – Vice President Tanzania Chapter – Admin (since 2007) To Date;

A mentor to 7 serious Communicators in Tanzania;

Married (one wife) A father of 4 kids (Three boys and a Binti); A believer of God Almighty; Doesn’t believe in “life after” death; Take life very seriously as I live once;

ABOUT IMABOUT IM A PR and Communications Expert for 21 years (started as an A PR and Communications Expert for 21 years (started as an

Assistant PR in 1989 to Head of a Communications Assistant PR in 1989 to Head of a Communications Department in 1997);Department in 1997);

Worked for Worked for NBCNBC as Ass. PRO to Principal PR (1989-1997); as Ass. PRO to Principal PR (1989-1997); Worked for Worked for Air TanzaniaAir Tanzania as a Head of PR (1997-2002); as a Head of PR (1997-2002); Worked for Worked for Dept. For Constitutional Affairs UK Dept. For Constitutional Affairs UK as a as a

Communication Coordinator in the Comms. Team; (2003-4)Communication Coordinator in the Comms. Team; (2003-4) Worked for Worked for Her Majesty’s Court Service (UK) Her Majesty’s Court Service (UK) as a as a

Communications Planner and Events Coordinator; (2004-6)Communications Planner and Events Coordinator; (2004-6) Appointed Head of Information, Communications and Public Appointed Head of Information, Communications and Public

Education at Education at Vice President’s OfficeVice President’s Office; (2006- 2008); (2006- 2008) Seconded to TCRA in 2008 as Corporate Communications Seconded to TCRA in 2008 as Corporate Communications

Manager! Manager!  

INTRODUCTION: INTRODUCTION: Burrell & Morgan (1979)

In order to understand alternative points of view it is important that you are fully aware of the assumptions upon which your own perspectives are based.

Such an appreciation involves an intellectual journey that will takes you outside the realm of your own familiar domain. It requires that you become aware of the boundaries which define your perspective. It requires that you journey into the unexplored. It requires that you become familiar with paradigms which are not your own.

Only then can you look back and appreciate in full measure the precise nature of your starting point.

 

An Intellectual Journey ………

It is the aim of this presentation to take you on a journey that will change your world-view of your personal life and in your profession. This presentation will:

shake your beliefs and confuse you; make you look at yourself in a new light, in a way that you

have never looked at it before; redefine your parameters for what you should or could be

achieving in life as a professional after graduation; enthuse you and want to make you dance when you come

out there each day and change the world;Make you think if this is your right choice for a carrier! 

““WHO” Is Real “YOU”?: WHO” Is Real “YOU”?:  At some point in life, you will feel like: You are capable of more than you are accomplishing; You are capable of more than you are accomplishing; Frustrated that you are not making more money; Frustrated that you are not making more money; Stuck in a rut and not getting what you want; Stuck in a rut and not getting what you want; Bored with yourself, Bored with yourself, Silently enduring an emotionally barren life (or marriage); Silently enduring an emotionally barren life (or marriage); Trudging, zombielike, through a dead and unchallenging Trudging, zombielike, through a dead and unchallenging

career; career; Just "going through the motions" of your life with no passion, Just "going through the motions" of your life with no passion,

no plan, and no goal; no plan, and no goal; Living in a comfort zone that yields too little challenge and Living in a comfort zone that yields too little challenge and

too little of what you want, and too much of what you don't too little of what you want, and too much of what you don't want; want;

Living a lonely existence with little hope for changeLiving a lonely existence with little hope for change ; ;

There are no Big Ups Without Big Downs!!There are no Big Ups Without Big Downs!!

To be a better Person: You have to come from your Lawless; Struggle; Be Intimidated; Suffer; Endure; Fight; Sacrifice; Understand yourself; Accept who you are; Change; Know yourself; Be a Go getter; Believe in your self; Fight odds; Acknowledge defeats; Play games, win some, lose some;

Guide the tour of your life: Guide the tour of your life: Truthfully label the Truthfully label the problems and causes that control your destiny;problems and causes that control your destiny;

Life struggles Life struggles will give you the most honest will give you the most honest explanation of your life and how you can get explanation of your life and how you can get where you want to bewhere you want to be;

Results are based and measured Results are based and measured by success in by success in terms of changed lives, not rhetoric;terms of changed lives, not rhetoric;

Learn to Take Control of Your Learn to Take Control of Your Life, Today!Life, Today!

Get to know what it takes to move on in a situation; The purpose of your being; Accept who you are and take action; Be “Accountable” and “Effective”: Achieve your goals no matter what; Control your life strategically; Don’t get frustrated with any situations; Pick up your self, don’t wait for help; It doesn’t matter how you started, but how you

finish; Go on, and on, and on, and on, and on; Take appropriate action to change your life Take appropriate action to change your life toward satisfaction, fulfillment, and success;toward satisfaction, fulfillment, and success;

Be persistent as a hungry dog with a bone’Be persistent as a hungry dog with a bone’

Learn to Take Control of Your Learn to Take Control of Your Life, Today!........Life, Today!........

"There's a lot of “"There's a lot of “dogsdogs”” after them “ after them “bonesbones“;“; The real world is competitive;The real world is competitive; ""Get realGet real" is the essential message. Stop " is the essential message. Stop excusing yourself, stop whining about your excusing yourself, stop whining about your situation;situation;

Start taking “Start taking “responsibilityresponsibility” and be "” and be "accountablaccountable" e" and get into action;and get into action;

Sounds hard?Sounds hard?– Do you remember Do you remember Akwari?Akwari? – What about What about HoyteHoyte Team? Team?– Get back Up like Get back Up like Nicky! Nicky!

Videos Demo: Do Not Crying Please!

The 10 Life Laws & Life The 10 Life Laws & Life StrategiesStrategies

Dr. McGraw's 10 Life Laws:Dr. McGraw's 10 Life Laws: These laws are like the laws of gravity - they exist;These laws are like the laws of gravity - they exist; Learn them, use them, and improve virtually Learn them, use them, and improve virtually every aspect of your life, from work to home to every aspect of your life, from work to home to spiritual to physical life;spiritual to physical life;

Ignore them and you'll continue to pay the price;Ignore them and you'll continue to pay the price; Full of excellent advice for people whose lives are Full of excellent advice for people whose lives are "not working" in any area, whether in "not working" in any area, whether in relationships, motivation, money matters, careers, relationships, motivation, money matters, careers, raising children, whatever;raising children, whatever;

““Get" that life is real, actions have consequences, Get" that life is real, actions have consequences, causes have effects, what goes around comes causes have effects, what goes around comes around, this real world is not rehearsal;around, this real world is not rehearsal;

The 10 Life Laws - Life The 10 Life Laws - Life Strategies….:Strategies….:

Life Law #1: Life Law #1: You either get it, or you don't;You either get it, or you don't; Strategy:Strategy: Become one of those who gets it;Become one of those who gets it; Life Law #2: Life Law #2: You create your own experience;You create your own experience; Strategy:Strategy: Acknowledge and accept Acknowledge and accept

accountability for your life;accountability for your life; Life Law #3: Life Law #3: People do what works;People do what works; Strategy:Strategy: Identify the payoffs that drive your Identify the payoffs that drive your

behavior and that of others;behavior and that of others; Life Law Life Law #4#4: You cannot change what you do : You cannot change what you do

not acknowledge;not acknowledge; Strategy: Strategy: Get real with yourself about your life Get real with yourself about your life

and everybody in it;and everybody in it;

The 10 Life Laws - Life The 10 Life Laws - Life Strategies….Strategies….

Life Law #5Life Law #5: Life rewards action;: Life rewards action; Strategy: Strategy: Make careful decisions and then pull Make careful decisions and then pull

the trigger;the trigger; Life Law #6: Life Law #6: There is no reality; only There is no reality; only

perception.perception. Strategy:Strategy: Identify the filters through which you Identify the filters through which you

view the world;view the world; Life Law #7: Life Law #7: Life is managed; it is not cured.Life is managed; it is not cured. Strategy:Strategy: Learn to take charge of your life. Learn to take charge of your life. Life Law #8Life Law #8: We teach people how to treat us.: We teach people how to treat us. Strategy:Strategy: Own, rather than complain, about Own, rather than complain, about

how people treat you.how people treat you.

The 10 Life Laws - Life The 10 Life Laws - Life Strategies….Strategies….

Life Law #9Life Law #9: : There is power in forgiveness;There is power in forgiveness; Strategy:Strategy: Open your eyes to what anger and Open your eyes to what anger and

resentment are doing to you;resentment are doing to you; Life Law #10: Life Law #10: YouYou have to name it before you have to name it before you

can claim it;can claim it; Strategy:Strategy: Get clear about what you want and Get clear about what you want and

take your turn;take your turn;

Doing What Works Doing What Doing What Works Doing What Matters;Matters;

I have followed them and have made me I have followed them and have made me what I am; Trust Me…….what I am; Trust Me…….

World Paradigms in World Paradigms in Communications and Media Communications and Media

WorldWorldParadigm: A set of forms, pattern, overall concept:

In the natural sciences, a new paradigm replaces an existing paradigm (telex to fax, typewriter to PC);

In the social sciences, several contrasting paradigms may be found in any discipline at any given time (publicity, public information, participatory communication). A new paradigm offers some new insights which others lack, but is seldom discarded altogether;

Many say that Communications and Media are not a science because we don’t have one overarching paradigm; Really? Or Just a World View?

What is World-View?What is World-View?World View: A set of World View: A set of images and assumptionsimages and assumptions about the world about the world Attitudes, beliefs, valuesAttitudes, beliefs, values or points of views of social groups (e.g. or points of views of social groups (e.g.

the Communications or Media fraternity in Tanzanian) ;the Communications or Media fraternity in Tanzanian) ;Views of non- scientific groups - (as views of scientific groups such asViews of non- scientific groups - (as views of scientific groups such as

academics are called paradigms. Different universities oftenacademics are called paradigms. Different universities often

uphold different paradigms e.g. UDSM, SAUT); uphold different paradigms e.g. UDSM, SAUT); A conceptual framework/ a A conceptual framework/ a mind-set, a mind-set, a large large block of knowledgeblock of knowledge

that people develop to make sense of their world;that people develop to make sense of their world; Abstract Abstract structures of knowledgestructures of knowledge that people use to organise what that people use to organise what

they know, make sense of new information (e.g. using they know, make sense of new information (e.g. using publicitypublicity lens lens

versus versus participatoryparticipatory communication lens); communication lens);

World-View ……. …World-View ……. …Specific world-views result in certain patterns of behaviorSpecific world-views result in certain patterns of behavior (and not in others);(and not in others); World-views can be changed only by identifying them and World-views can be changed only by identifying them and choosing to adopt one, or to change to another;choosing to adopt one, or to change to another; World-views held by senior Gov. officials/politicians have big World-views held by senior Gov. officials/politicians have big influence on how life is practiced - such peopleinfluence on how life is practiced - such people try and force specialists to perform according to their owntry and force specialists to perform according to their own world-views;world-views;Why is this important? Because people’s actions are best explained Why is this important? Because people’s actions are best explained by the ideas they have in their heads. Your world-view of by the ideas they have in their heads. Your world-view of Communications or Media, determines what you focus on, how you Communications or Media, determines what you focus on, how you act and work in the real world.act and work in the real world.

What Real MattersWhat Real MattersToday’s real world in our profession;Today’s real world in our profession; The 21st century is a time of

extraordinary complexity, opportunity and risk;

Business is a 24 x 7 activity; Markets are global, competitors are

increasingly hostile, and change occurs faster than at anytime in history;

Things need more thought, but there’s less time to turn ideas into action;

Mobile devices has Mobile devices has taken the world taken the world communicationscommunications

……..Television has made Television has made the world closer to the world closer to

people….people….

22

Internet has changed the Internet has changed the World....World....

What Real Matters…….What Real Matters…….Today’s Challenges……Today’s Challenges……

A Few Truisms: It is an age of accountability:

Best Practice Benchmarking Balanced Score Cards

Management are bottom-line focussed & numeric: The ‘Language of the Dominant Coalition’ is numbers

Demand for measurement is growing in the wake of: Recession – world economic trends Enron, etc Increasing regulation Consumer cynicism

What Real matters…….What Real matters…….Today’s Challenges……Today’s Challenges……

Success:

• Successful practitioners needs to apply both strategic and tactical thinking;

Strategic Thinking: (the bridge between analyses and objectives);

Tactical Thinking: (the bridge between strategy and programmes);

What Meal Matters……What Meal Matters……Today’s Challenges……Today’s Challenges……

Perception: Is reality; Image is everything, you are what

you are; You are as good as you appear!; Everything & Everyone

Communicates efficiently;

What Real Matters……What Real Matters……Today’s Modern Scope of Media and Today’s Modern Scope of Media and Communications is All About:Communications is All About:

;;

Image Building; Reputation Management; Publicity; Marketing PR/Communications; Media Relations & Management; Event Management/Sponsorship Investor Relations; Consumer Relations/Education; Crisis and Issues Management; Corporate Brand Management;

What Real Matters…….What Real Matters…….Today’s Intricacies of Image Building:Today’s Intricacies of Image Building:What you think you are – What you think you are – mirror;mirror;What the Publics think you are;What the Publics think you are;What you really are – What you really are – research;research;What you would like to be – What you would like to be – normally “normally “what you think you arewhat you think you are””

What Real Matters…….…….What Real Matters…….…….Realities are really:Realities are really: In today’s competitive world, you cannot carve a rotten wood. If a service is bad, PR or an article of feature story cannot make them good;It is not puffery – empty boast;It is not propaganda. Propaganda is an open or veiled suggestion to secure acceptance of attitudes, ideas or acts – the true purpose of which is not apparent to the receiver;It is not a one-way communication;It is not cover-up; It is not distortion; It is not subterfuge. (Comical Ali – Iraq War II);It is not about bribe facilitation;You are a “bridge builder” and not “a drum beater”.

Concluding RemarksConcluding Remarks::Finally...........Finally...........::Effective strategic thinking in media Effective strategic thinking in media and communications, is inevitable,and communications, is inevitable,Team work is an ambassador to every Team work is an ambassador to every professional, including ours;professional, including ours;What really matters is honesty, truth, What really matters is honesty, truth, integrity, change, hard work, actions, integrity, change, hard work, actions, transparency and openness;transparency and openness;

Concluding Remarks…Concluding Remarks…Finally...........Finally...........::•““Nothing, with public opinion on its side, can fail” Nothing, with public opinion on its side, can fail” – – Abraham LincolnAbraham Lincoln•““The metaphysics of global power has changed. Markets The metaphysics of global power has changed. Markets are now more valuable than territory, Communications are now more valuable than territory, Communications AND The media is now more powerful than military AND The media is now more powerful than military hardware” - hardware” - Time MagazineTime Magazine•The biggest challenge for us today is to make the The biggest challenge for us today is to make the Media, PR and Communications, a Strategic Media, PR and Communications, a Strategic Management issue and making sure that it is an Management issue and making sure that it is an important and ongoing concern for everyone in our important and ongoing concern for everyone in our profession (PR/CC/Journalists/Reporters) – IJMS, and YOU:profession (PR/CC/Journalists/Reporters) – IJMS, and YOU:

Concluding Remarks…Concluding Remarks…Finally...........Finally...........: Lesson learned……: Lesson learned……If you can’t get through the If you can’t get through the front door, use the back front door, use the back door.... door....

...If still no access through the ...If still no access through the back door, use the window,..... back door, use the window,.....

.....or break in!.....or break in!

I would be happyI would be happy to answer your to answer your

questions ...questions ...

THANK YOU FOR YOUR THANK YOU FOR YOUR ATTENTIONATTENTION

NEXT TIME!!!!!NEXT TIME!!!!!

MORE VIDEOS?????MORE VIDEOS?????