Getting a Seat at the Corporate Table

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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?


1. How do I get to the table?

2. How do I get better control of the boss?

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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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• Managers – achieve goals

• Teachers – HELP [Riney Jordan]– Hear (listen)

– Educate

– Love/Learn

– Prepare


• 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


1. Be trustworthy2. Become a verbal visionary3. Develop a management perspective

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1. Be trustworthy2. Become a verbal visionary3. Develop a management perspective4. Think strategically


1. Be trustworthy2. Become a verbal visionary3. Develop a management perspective4. Think strategically5. Be a window to tomorrow

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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

[email protected]

www.larrylitwin.com© 2012

Business

Getting a Seat at the Corporate Table