PR Week Presentation- Stephen K. Dishart

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  • 1. Reputation ManagementCommunicating in an Era of Clutter and Economic Strife Waynesburg University Public Relations Student Society of America April 16, 2012 Stephen K. Dishart, APR Adjunct Faculty Baruch College City University of New York   President Dishart CCMC, LLC Communications & Crisis Management Consultants www.dishartccmc.com sdishart@dishartccmc.com
  • 2. 2
  • 3. “Men have become the tools of their tools.” Henry David Thoreau
  • 4. “The medium is the message” Marshall McLuhan, ca. 1964
  • 5. “The medium is the message” Marshall McLuhan, ca. 1964“The MESSAGE is the message” Steve Dishart, April 16, 2012
  • 6. • W.A.I.T.• McKinsey Quarterly: Why I’m a Listener: AMGEN CEO Kevin Sharer
  • 7. Text 12
  • 8. 14 14
  • 9. Say what you believe andbelieve what you say
  • 10. 16 16
  • 11. 17
  • 12. “All business in a democratic society begins with public permission and exists by public approval.” - Arthur W. PageSource: Roger Bolton, President, Arthur W. Page Society 3
  • 13. ARTHUR W. PAGE SOCIETY Founded 1983 MEMBERS: Chief Communications Officers CEOs Global Public Relations Firms Academics Source: Roger Bolton, President, Arthur W. Page Society 4
  • 14. ARTHUR W. PAGE SOCIETY Mission 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. Source: Roger Bolton, President, Arthur W. Page Society 5
  • 15. ARTHUR W. PAGE SOCIETYThe Page Principles Tell the truth.  Conduct public Prove it with action. relations as if the whole company Listen to the customer. depends on it. Manage for tomorrow.  Remain calm, Realize a company’s true patient and good- character is expressed by humored. its people.Source: Roger Bolton, President, Arthur W. Page Society 6
  • 16. THE AUTHENTIC ENTERPRISE Globalization Digital Network Revolution Stakeholder Empowermen tSource: Roger Bolton, President, Arthur W. Page Society
  • 17. 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 www.corporatecomm.org 8
  • 18. 25
  • 19. Frank Luntz’s Ten Rules of Effective Communications 1. Simplicity: Use Small Words 2. Brevity: Use Short Sentences 3. Credibility Is As Important As Philosophy 4. Consistency Matters 5. Offer Something New 27
  • 20. 6. Sound and Texture Matter7. Speak Aspirationally8. Visualize9. Ask a Question10.Provide Context and Explain Relevance Source: Frank Luntz, Words That Work 28
  • 21. Tangible Risks to Corporate Reputation • Lawsuits (Domestic/Abroad) • Negative Media Coverage • NGO Pressure • Consumer Boycotts • Eroding Public Trust • Negative Analyst Assessment • Market Punishmentsource: Dr. Michael B. Goodman, Professor and Director, MA in Corporate Communication; Director, CCI Corporate Communication International, Baruch College/CUNY www.corporatecomm.org 132
  • 22. “Plan for the difficult while it is easy.” Sun Tzu 30
  • 23. Why is this important?
  • 24. Why is this important? Saving your job
  • 25. Why is this important? Saving your job “The MESSAGE is the message”
  • 26. Sources•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 Adaptationfor Global Practice; Goodman, Michael B. /  Hirsch, Peter B.; NewYork, 2010•Words that Work; Its Not What You Say, Its WhatPeople Hear; Luntz, Frank I.; Hyperion, 2006•The Art of War; Sun Tzu (Author); Griffith, Samuel B. (Translator);
  • 27. Sources (cont.)• WHY IM A LISTENER: AMGEN CEO KEVIN SHARERhttp://e.mckinseyquarterly.com/187f59fcblayfousubrqupwyaaaaabxtgqxgcuqgzdayaaaaa• THE EXECUTIVES GUIDE TO BETTER LISTENINGhttp://e.mckinseyquarterly.com/19580b676layfousubrqupxaaaaaabxtgqxgcuqgzdayaaaaa
  • 28. Reputation ManagementCommunicating in an Era of Clutter and Economic Strife Waynesburg University Public Relations Student Society of America April 16, 2012 Stephen K. Dishart, APR Adjunct Faculty Baruch College City University of New York   President Dishart CCMC, LLC Communications & Crisis Management Consultants www.dishartccmc.com www.sdishart@dishartccmc.com