PR Week Presentation- Stephen K. Dishart

Stephen K. Dishart, APRAdjunct FacultyBaruch College

City University of New York 

PresidentDishart CCMC, LLC

Communications & Crisis Management Consultants

www.dishartccmc.comsdishart@dishartccmc.com

Waynesburg UniversityPublic Relations Student Society of America

April 16, 2012

Reputation Management Communicating in an Era of Clutter and Economic Strife

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“Men have become the tools of their tools.”

Henry David Thoreau

“The medium is the message”Marshall McLuhan, ca. 1964

“The medium is the message”Marshall McLuhan, ca. 1964

“The MESSAGE is the message”Steve Dishart, April 16, 2012

• W.A.I.T.

• McKinsey Quarterly: Why I’m a Listener: AMGEN CEO Kevin Sharer

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Text

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Say what you believe and believe what you say

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“All business in a democratic society begins with public permission and exists by public approval.” - Arthur W. Page

Source: Roger Bolton, President, Arthur W. Page Society

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ARTHUR W. PAGE SOCIETY

MEMBERS:

Chief Communications Officers CEOs Global Public Relations Firms Academics

Founded 1983

Source: Roger Bolton, President, Arthur W. Page Society

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ARTHUR W. PAGE SOCIETY

To strengthen the leadership role of the chief communications officer by providing a dynamic learning environment, by embracing the highest professional standards, and by advancing the way communications is understood, practiced and taught.

Mission

Source: Roger Bolton, President, Arthur W. Page Society

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Tell the truth. Prove it with action. Listen to the customer. Manage for tomorrow. Realize a company’s true

character is expressed by its people.

Conduct public relations as if the whole company depends on it. Remain calm, patient and good-humored.

The Page Principles

ARTHUR W. PAGE SOCIETY

Source: Roger Bolton, President, Arthur W. Page Society

THE AUTHENTIC ENTERPRISE

DigitalNetwork

Revolution

Globalization

Stakeholder Empowermen

t

Source: Roger Bolton, President, Arthur W. Page Society

Corporate Communication - Adapting to Radical Changes

• Globalization -- a quantitative shift in the globalization of the world economy that has created a qualitative change in how businesses need to communicate; Tom Friedman, Joseph Stiglitz

• Web 2.0 - The Media Model -- a transformation in the adoption, use, and consumption of information technology;

• Corporate Business Model – The Networked Enterprise -- an evolution in the nature and purpose of the public corporation that is both influenced by, and at the same time, influences the other two forces at work.

source: Dr. Michael B. Goodman, Professor and Director, MA in Corporate Communication; Director, CCI Corporate Communication International, Baruch College/CUNY

8www.corporatecomm.org

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1. Simplicity: Use Small Words

2. Brevity: Use Short Sentences

3. Credibility Is As Important As Philosophy

4. Consistency Matters

5. Offer Something New

Frank Luntz’s Ten Rules of Effective Communications

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6. Sound and Texture Matter

7. Speak Aspirationally

8. Visualize

9. Ask a Question

10.Provide Context and Explain Relevance

Source: Frank Luntz, Words That Work

www.corporatecomm.org 132

Tangible Risks to Corporate Reputation

• Lawsuits (Domestic/Abroad)• Negative Media Coverage• NGO Pressure• Consumer Boycotts• Eroding Public Trust• Negative Analyst Assessment• Market Punishment

source: Dr. Michael B. Goodman, Professor and Director, MA in Corporate Communication; Director, CCI Corporate Communication International, Baruch College/CUNY

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Sun Tzu

“Plan for the difficult while it is easy.”

Why is this important?

Why is this important?

Saving your job

Why is this important?

Saving your job

“The MESSAGE is the message”

•Arthur W. Page Society http://www.awpagesociety.com/

– The Authentic Enterprise http://www.awpagesociety.com/images/uploads/2007AuthenticEnterprise.pdf

•Corporate Communications International:  http://www.corporatecomm.org/

•Edelman Trust Barometer: http://trust.edelman.com/

•Institute for Public Relations:  http://www.instituteforpr.org/

•Corporate Communication, Strategic Adaptation for Global Practice; Goodman, Michael B. /  Hirsch, Peter B.; New York, 2010•Words that Work; It's Not What You Say, It's What People Hear; Luntz, Frank I.; Hyperion, 2006

•The Art of War; Sun Tzu (Author); Griffith, Samuel B. (Translator);

Sources

• WHY I'M A LISTENER: AMGEN CEO KEVIN SHARER http://e.mckinseyquarterly.com/187f59fcblayfousubrqupwyaaaaabxtgqxgcuqgzdayaaaaa• THE EXECUTIVE'S GUIDE TO BETTER LISTENING http://e.mckinseyquarterly.com/19580b676layfousubrqupxaaaaaabxtgqxgcuqgzdayaaaaa

Sources (cont.)

Stephen K. Dishart, APRAdjunct FacultyBaruch College

City University of New York 

PresidentDishart CCMC, LLC

Communications & Crisis Management Consultantswww.dishartccmc.com

www.sdishart@dishartccmc.com

Waynesburg UniversityPublic Relations Student Society of America

April 16, 2012

Reputation Management Communicating in an Era of Clutter and Economic Strife