Don Spetner_Korn/Ferry

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Don Spetner_Korn/Ferry

  1. 1. PRSA May 1, 2009 THE DIGITAL AGE COMMUNICATOR Don Spetner Executive Vice President, Corporate Affairs Korn/Ferry International
  2. 2. MY LIFE IN LOGOS
  3. 3. CORPORATE EXPERIENCE 9 Years at Korn/Ferry 8 Years at Nissan 3 years at SunAmerica
  4. 4. COMMUNICATIONS SEARCH EXPERIENCE
  5. 5. Words of Wisdom
  6. 6. PROFOUND SHIFT TAKING PLACE
  7. 7. The Old Model
  8. 8. The Old Strategy Employees Targeted Communication Industry Campaigns Analysts Security Analysts “Gatekeepers” Media Customers
  9. 9. The New Model
  10. 10. NEW DYNAMICS WHO NEEDS MEDIA? One Million Followers on
  11. 11. WHAT YOU DO IS MORE NEW DYNAMICS IMPORTANT THAN WHAT YOU SAY! Michael Michael Phelps Richards
  12. 12. NEW DYNAMICS DIGITAL IS FOREVER
  13. 13. NEW DYNAMICS Every Brand is at Risk Domino’s Comcast
  14. 14. ications o mmun d! porate C e-Define Cor e i ng R Is B
  15. 15. BACK IN THE DAY “Above the
  16. 16. Times Have Changed •J&J took six days to announce the recall •Six additional people died after the first victim
  17. 17. New World Realities I've already told you about personnel trouble inside all-shook-up NBC. Now I'm told that eBay PR chief bullshits Ben Silverman is holding a big meeting at his new Pacific Palisades home for all the top NBC own staff on layoffs Editorial: John Thain and his golden commode
  18. 18. THE GOOD NEWS  1. Advertising is no longer king  2. PR/Communications is in the power seat  3. Corporations will pay for good communications
  19. 19. FORTUNE 200 CHIEF COMMUNICATIONS OFFICER 2008 Average Compensation $ 357,000 BASE SALARY: $ 262,000 CASH BONUS: $ 480,000 EQUITY GRANT: AVERAGE ANNUAL COMP: $1,099,000
  20. 20. THE TALENT DILEMMA
  21. 21. OLD SCHOOL STILL RULES The top communications job demands experience, judgment and a keen understanding of business.
  22. 22. LAYOFFS Judgment Calls • 20% decline in revenue • 10% headcount reduction planned • Meeting held to identify cuts • Rumors flying internally • Can’t notify all parties in U.S. for two weeks • European layoffs will take longer • Another round is possible – won’t know for 8 weeks Do we wait two weeks to announce anything? Should we hold an open Town Hall Call? Should we issue a press release? How do we control the message?
  23. 23. Judgment Calls Product Liability: C22 Van •Class action suit •Self-Combusting •18 State Attorney Generals •Four Recalls •ABC World News •Slow-burning fires •NY Times; Major News •No clear fix •Demand for “buyback” •No injuries or deaths •Buyback: $180 Million •No legal requirement •32,000 on the road to recall
  24. 24. Judgment Calls High Profile Judgment Calls can Define a CEO’s Legacy •Complex issues •Tense room •Conflicting viewpoints •High visibility/high risk decisions •Digital is Forever
  25. 25. OLD SCHOOL STILL RULES, BUT…… But it also demands a tech “nerd” who understands the brave new digital world.
  26. 26. Senior management is grappling with digital Our intranet sucks. What’s our Why isn’t it more Social networking like Facebook? Strategy? Should we let our employees Blog? Who should drive our digital communications strategy?
  27. 27. EMERGING DEMAND FOR DIGITAL MEDIA SKILLS LATEST Director of Internal Comms JOB: $200 - $225K COMP: Los Angeles LOCATION: COMMENT: “The current guy in the doesn’t get the digital
  28. 28. ADVICE Embrace the digital Master the world business world
  29. 29. FINAL THOUGHT: YOU CAN TEACH AN OLD DOG NEW TRICKS The Hobson and Holtz Report - Podcast #439: April 13, 2009 Posted on April 13, 2009 at 9:09 pm (UK) in: For Immediate Release Korn/Ferry EVP of Corporate Affairs, Don Spetner, advises PR Job Seekers on Job Hunting in a Recession.Get the podcast: http://bit.ly/alMUH
  30. 30. PRSA May 1, 2009 THE DIGITAL AGE COMMUNICATOR Don Spetner Executive Vice President, Corporate Affairs Korn/Ferry International

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