Counselors Are Made, Not Born: How to Grow Counselors, Not Tacticians

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The most productive and profitable consulting firms are able to help their employees grow from tacticians into strategists. This presentation explores some of the fundamental principles involved in training individuals to think strategically and solve problems at a macro and micro level.

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Counselors Are Made, Not Born: How to Grow Counselors, Not Tacticians

  1. 1. Counselors Are Made Not Born: How toGrow Counselors, Not Tacticians Presentation by Roger M. Friedensen, APR President | CEO Designing Reputations | Building Value © 2011 Forge Communications, LLC | All Rights Reserved.
  2. 2. How many times has this happened to you? Day One PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 2
  3. 3. Day Two PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 3
  4. 4. You may ask yourself, „Well, how did I get here?‟ PRESENTATION TO COUNSELORS ACADEMY| 5.13.11 | CONFIDENTIAL | PAGE 4
  5. 5. With any luck today, we‟ll get…• Common definition of a counselor• List of desirable traits• Role model for all of us• Tips on how to find and grow good ones• A 12-step program for new hires PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 5
  6. 6. What is a “counselor”?• Let‟s first agree on what a “counselor” – a public relations counselor – is and is not.• A counselor is: – NOT an order taker. – NOT a project manager. – NOT a sales person. – NOT a librarian or documentarian. – NOT someone who thinks s/he has ALL the answers ALL the time. PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 6
  7. 7. What is a “consultant”? PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 7
  8. 8. A counselor• Is introspective, cooperative and attentive.• Has strong desire to help others.• Communicates in personalized manner.• Is positive and kind.• Listens well.• Can often detect others‟ emotions or intentions. PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 8
  9. 9. A counselor• Values harmony (home and work).• Plays well with others.• Helps things run smoothly.• Serves as “barometer” of morale.• Understands complex issues and individuals.• Has intricate personality and rich inner life (*) (*) Notice we didn‟t say rich outer life… PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 9
  10. 10. A counselor• Prefers behind-the-scenes influence.• Develops personal rapport with clients and coworkers.• Needs quiet time to reflect and re-energize. PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 10
  11. 11. A counselor• Is abstract in speech, cooperative in pursuing goals.• Integrates competing demands diplomatically.• Functions best in mentoring or advocacy roles.• Values meaningful communication and relationships.• Searches for profound truths hidden beneath the surface• Speaks often in metaphors .• Is enthusiastic about possibilities.• Strives for self-renewal. PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 11
  12. 12. So what do we do?• All in all, it‟s pretty simple. We solve problems to help people and groups of people get better at what they want to do. PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 12
  13. 13. How do we do it?• Combine fundamental principles of human psychology and behavior with planned communications to inform, persuade and motivate (sounds pretty easy, doesn‟t it?). PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 13
  14. 14. The question at hand Strategic PR consultant who can make me money How do we find others who can do it, too? PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 14
  15. 15. Our heroes PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 15
  16. 16. What does a farmer need?• The right seeds – Find good sources and buy highest quality. – Plant perennials, not annuals (though they may be pretty) – Buy heirlooms (but avoid “Charles Emerson Winchester” variety). – Trust, but verify. OR Yes No PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 16
  17. 17. “The Epley test” PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 17
  18. 18. Candidate interview (sample)You have just had a preliminary meeting with Redwing. He is having a meeting with someof the company‟s senior staff in about an hour and wants you to do the following:1. Draft the three lead paragraphs of a news release for the areas news media onRedwing‟s appointment as CEO.2. Draft a brief introduction (no more than one page) for the president of the Rock HillChamber of Commerce to use in introducing Redwing at a presentation before theChambers board of directors.3. Give thought to and (if time permits) draft a rough outline to how you want toapproach the overall program for Catawba Pottery Works, and be prepared to brief theboard of directors. Keep in mind this is a new business, i.e., one that needs all theattention and support it can muster.Oh, and since you‟re at the Pottery Works plant, Redwing would like you to sit in on hismeeting with senior staff, so bring all of the above to the meeting. This will give you achance to meet some of the other company officials with whom you‟ll be working. PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 18
  19. 19. Candidate interview (sample)Member A: Can we realistically meet our objectives with Catawba Pottery Works? How long will it take? Can we do it in the first year? Why? How are you going to make us a household word? When can we see your plan? What will be the basic elements of your plan? How much is it going to cost?Member B: A Rock Hill Herald reporter has been calling all day and approached some of our employees to talk about the business. How should we handle the reporter? Should we do anything at all? Who talks to the reporter? What do we tell the employees about talking to the media? How can we make sure we get a good story?Member C: Tonight at 7:30 p.m., the York County Board of Commissioners is meeting to decide whether or not to issue a business permit to the Pottery Works. No one other than president Redwing understands the legal issues involved or can commit the company. Heavy media coverage is expected. In the meantime, Tim Belk of Belk Stores just called. He is so impressed with our pottery, he thinks it might make a terrific fine arts addition to his stores offerings. He wants the company to come up to make a presentation to his 315 store managers in Charlotte about our pottery and convince them they should include the Catawba line. But they will only talk to the top guy, no salespeople. The group doesnt meet again for six months. The Belk meeting is at the same time as the county commissioners‟ meeting. What do we do? Why? PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 19
  20. 20. Candidate interview (sample)Member A: What do you consider to be your three greatest strengths? Why? How have you developed those strengths?Member B: What do you consider your three greatest weaknesses? Why? What have you done to try to improve?Member C: How do you define public relations? What do you think the role of a public relations consultant should be? What is it that we do in this business? What can you offer this firm that no other competent professional offers? How has the business changed in the last several years? What do you see as the three greatest threats to the profession today? What are the three top opportunities?Member A: What is your philosophy on continuing education for yourself and fellow employees? What is the first professional development area on which you would like to focus? How will that help you contribute to our firm and advance professionally?Member B: What will be your personal achievement goals with our firm? What makes you want to work for our firm? Where do you see yourself in five years? Where do you see Epley Associates in five years?Member C: Are there any specific clients or types of clients for which you could not work? If so, which ones? Why? PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 20
  21. 21. What does a farmer need?• The right conditions – Break up the clods – Give „em enough light and water – Give „em room to grow PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 21
  22. 22. What does a farmer need?• The right care – Put a stake in the ground – Model and expect growth – Fertilize liberally PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 22
  23. 23. What does a farmer need?• The right care – Cross-pollinate and rotate crops – Talk to them and celebrate good growth – Prune when needed PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 23
  24. 24. What does a farmer need?• The right attributes – Ability to connect the dots – Ability to identify and attract flies PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 24
  25. 25. What does a farmer need?• The right attributes – Ability to see alternate futures and choose PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 25
  26. 26. What does a farmer need?• The right attributes – Understanding of persuasion, motivation and communication Aristotle (aka “The Dude”) ”. . .the ability, in each particular case, to see the available means of persuasion." PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 26
  27. 27. Some things have changed . . . PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 27
  28. 28. Communication then• Way long ago . . . » Word of mouth » Parchment » Walls and rocks• Pretty long ago . . . » Speeches » Town criers » Handbills, posters » Newspapers• Not too long ago . . . » Newspapers, TV and radio » Billboards PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 28
  29. 29. Communication today• Newspapers, magazines • Guerilla marketing • Facebook• Radio + satellite • Billboards • Twitter• TV • Blogs • LinkedIn• Websites/microsites/streams • Posters and signs • Tumblr/Posterous• Phone, fax • YouTube, U-Stream • FriendFeed• Wall, rocks • Direct mail • Ning• Movies • E-mail • Meetings• Brochures • Online chats • Mobile marketing• Planes, trains and automobiles • Annual reports • Apps• Skywriting • Newsgroups • Sports events• Bathroom urinals • Posters • Taxi cabs• Point-of-purchase displays • Staged events • Flash mobs• Leaflets • SMS/MMS • Tweet-ups• Cereal boxes • MP Games • Coffee mugs• iPads • Sponsorships • Oh yeah, speeches, too PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 29
  30. 30. But most things haven‟t changed PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 30
  31. 31. Business hasn‟t changed“A wise ruler ought never to keep faith when by “In the end, youre measured not by how much youdoing so it would be against his interests.” undertake but by what you finally accomplish.” “Benefits should be conferred gradually; and in that way they will taste better.” “Politics have no relation to morals.” “It is better to be feared than loved, if you cannot be both.” “The new ruler must determine all the injuries that he will need to inflict. He must inflict them once and for all.” PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 31
  32. 32. And politics certainly haven‟t changed PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 32
  33. 33. Boring guy blathering on Opponent hamming it precursor to C-Span up for camera Early texting Horse- trading in the gallery Empty seats of senators who took off early for vacation. PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 33
  34. 34. Humans haven‟t changed PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 34
  35. 35. Tell me less about how it came to be and more what it means to me. PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 35
  36. 36. What persuades us? PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 36
  37. 37. What persuades us? Logos Ethos Pathos PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 37
  38. 38. Credibility Trust + Expertise + Dynamism PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 38
  39. 39. Okay, so that‟s how we‟re persuaded; what motivates us? PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 39
  40. 40. Motivators Pain vs. Pleasure PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 40
  41. 41. Motivators Fear vs. Hope PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 41
  42. 42. Motivators Rejection vs. Acceptance PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 42
  43. 43. Motivators Shame vs. Pride PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 43
  44. 44. Feelings change attitudes & behaviors• Pleasure – Pain• Hope – Fear• Acceptance – Rejection• Pride – Shame And it happens one individual at a time . . . PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 44
  45. 45. Consulting success:A 12-step program PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 45
  46. 46. Step 1: Be a student of humans• Study and be fascinated by people• Study how we think and act as individuals/groups » Psychology » Philosophy » Political science » Literature » Sociology » History » Communication » Religion PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 46
  47. 47. Step 2: Be a student of yourself PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 47
  48. 48. Step 3: Be an expert• In your business• In your client‟s business » Organization » Environment » Issue/product/service » Competition » Past/present/future• Business, finance, politics• Local/U.S./global events PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 48
  49. 49. Step 4: Try on someone else‟s shoes PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 49
  50. 50. Step 5: Appeal to basic human instincts • What happened? • Are my family and I safe? • Is this good or bad for me and my family? My friends? • Is this good or bad for the environment? • Who is responsible? • Who should be rewarded or punished? • How and when are things going to be fixed? • What will this do for me? • Is this the right thing to do? PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 50
  51. 51. Step 6: KISS• Brevity is the soul of wit (and effective messages)• If it‟s easier to: » Write• Then it‟s easier to: » Adapt• Which makes it easier to: » Remember PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 51
  52. 52. Step 7: Show you care Awwww . . . PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 52
  53. 53. Step 8: Show a creative spark PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 53
  54. 54. Step 9: “Be the ball, Danny” PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 54
  55. 55. Step 10: Learn to ask and listen PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 55
  56. 56. Step 11: Choose wisely PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 56
  57. 57. Step 12: Go forth and conquer PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 57
  58. 58. The facts of life PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 58
  59. 59. Excellence takes time PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 59
  60. 60. It‟s back-breaking work PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 60
  61. 61. Sometimes there‟s a bumper crop . . . . . . and sometimes there‟s not PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 61
  62. 62. You can‟t fix stupid – or lazy PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 62
  63. 63. Some of it is hard-wired PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 63
  64. 64. Sometimes the gods are with you,and sometimes they‟re crazy (or just plain mean) PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 64
  65. 65. No one bats .1000, butyou‟ll never reach the fences unless you keep swinging PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 65
  66. 66. You must remember this . . .• Successful consulting is based on fundamental truths about who we are as humans.• Successful consultants study those truths and learn how to apply them.• Successful consultants learn how to have fun and be fun to be around while doing that. PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 66
  67. 67. Thank you!(and may the Forge be with you) Roger M. Friedensen, APR President | CEO roger@forgecommunications.com @RogerFriedensen @ForgeComm facebook.com/ForgeCommunications PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 67

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