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WHY LEADERSHIP MATTERSjason archer
director of M.A. in Strategic CommunicationCollege of Communication, Arts & Sciences
Michigan State University
@jasonarcherstratcom.msu.edu
WHAT’S IN THE STABLE?
Executive Director
Magazine Editor [P/T]
Managing Editor Art Director
Graphic Designer
Author Relations[P/T]
Evangel Editor/Special Projects
Assistant to Executive Director/Yearbook
Editor
Curriculuim Writer Director of Video Production
Video Assistant
CONFRONT THE BRUTAL FACTS
You absolutely cannot make a series of good decisions without first confronting the brutal facts.
- Jim Collins
BRUTAL FACT: THERE WAS NO COHESIVE STRATEGY
“I skate to where the puck is going to be, not where it has been.”Wayne Gretzky
!
THE OLD WINESKIN
• Former Model• Magazine • Small Email List• Outdated & Ineffective
Website (no CMS)
• We have the content
• We need to change the way it is distributed
CURRENT NEW
THE MOVE TO MULTIPLE
CHANGE THE MODEL
• Extend reach from 36,000 to 1.2 million
• Move from one to four delivery mechanisms
• Move from one to two languages
Current Reach (est.) Proposed Reach (est.)
Executive Director
Magazine Editor [P/T]
Managing Editor Art Director
Graphic Designer
Author Relations[P/T]
Evangel Editor/Special Projects
Assistant to Executive Director/Yearbook
Editor
Curriculuim Writer Director of Video Production
Video Assistant
Executive Director
Managing Editor: LLM Magazine Web Architect/Admin Photographer/Social
Media/WriterProject Manager/Special Projects
Operations Manager
Graphic DesignerInternal
Communications Strategist
Page Views on FMCUSA increased 420%
SYNTHESIS
TAKE CALCULATED
RISKSDo the research on trends.
Evaluate what’s in the pantry.Come up with a plan.
Don’t be afraid
BE FEARLESSDiscern the right thing to do & do it
Own your sh#tBe vulnerable
Check your arrogance at the door
DON’T DO IT ALONE
Find someone who has gone where you’ve been
Pay for it and pursue it
NURTURE & NETWORK
Relationships matter. Invest.Realize it takes time
Regularity breeds strengthBe tenacious
DON’T LOSE YOUR LENS
Craft your budget, staffing, and culture around it
Keep referring and reminding Protect and fight for it
GPS your leadership
BONUS!
ORG FIRSTnothing else matters - including
your agendasubmit to it
E-TEAM COVENANT1. bad news first2. no surprises3. full disclosure4. be loyal or leave
EXERCISE1. What’s one thing you know
needs to happen in your organization in the next 12 months?
2. What’s the biggest fear/obstacle?3. Whats in the stable now that
you can use?4. What do you need above what
you currently have?5. What could be your next steps
in the next 30 days to get started?
jason archerdirector of M.A. in Strategic CommunicationCollege of Communication, Arts & Sciences
Michigan State University
@jasonarcherstratcom.msu.edu
