Your SlideShare is downloading. ×
Anatomy of           Public Relations                 from          The Public Relations          Practitioner’s Playbook ...
Taken from…                     3You enter to learnYou leave to serve                     4                         2
I am here to:             HELP…Hear, Educate, Learn and Prepare[HELP – Hear what Prof. Litwin says so youcan be Educated t...
PR Is...•   “This is who we are;•   What we think about ourselves;•   What we want to do; and•   Why we deserve your suppo...
You Talk – We Listen            Hearing vs. Listening There is a reason why we have two ears and      one mouth – we must ...
Strategic Message        Commercial Persuasion                 Or          Public Relations“The establishing of reciprocal...
MAC Triad Plus cont.• Informization  – Disseminating information (message) to    target audience through the proper channe...
Strategic Message       Commercial Persuasion                Or         Public Relations“The establishing of reciprocalund...
Public Relations…     A tool of leadership!        [more later…]                                                17      Pu...
Public Relations    A management function that    helps organizations and their    publics mutually adapt to one    anothe...
Marketing 101Determine what people need (and     want) and give it to them.                                  21PR Practiti...
Edward Bernays’   Public Relations Functions• To interpret the client to the public, which  means promoting the client• To...
PR Counselors must possess…•   Loyalty•   Judgment•   Trust•   Ethics•   Integrity                                        ...
ABCs of Strategic Communication• Anticipate• Be Prepared• Communicate Clearly, Concisely,   Consistently, Calculatingly,  ...
CBAs of Strategic Communication• Conceive• Believe• Achieve                              29CBAs of Strategic Communication...
Another “A” = Accountability•    Controlled autonomy•    Answerable•    Responsible•    Being a source or cause•    Able t...
Another “A” = Accountability•    Answerable•    Responsible•    Being a source or cause•    Able to be trusted or depended...
PR Practitioners/Counselors  Accountability is…  thinking strategically  •   Deliberately  •   Systematically  •   Methodi...
How is accountability measured?             ???                                   37         Through…• Achievement (yet, a...
You are the Brand•   Brand•   Brand Equity•   Brand Extension•   Brand Expansion•   Brand Familiarity•   Brand Favorabilit...
Are you a brand champion?• Brand champions deliver what they  promise – and more. Delivering helps to  achieve…accountabil...
Triple Bottom Line• Pat Jackson’s DBL – plus:• Third Bottom Line  – Revenue>Controlled Costs=Profit                       ...
How are Bottom Lines Achieved?             ???                                45 Reaching the Desired Outcome• Attitude• O...
Public Relations is Synergy                          47                PR-Pie•   Purpose•   Research•   Planning•   Implem...
Two-Way Communication Model    Sender>>>Message>>>Receiver    ^                         V    ^          Noise          V  ...
Principles of    Authentic Communication*•   Truth               • Timeliness•   Fundamentality      • Consistency•   Comp...
Principles ofAuthentic Communication*• Relevance – taking into account and making  connections with the interests of the p...
Principles of    Authentic Communication*• Responsiveness to feedback – engaging in  two-way communication, seeking others...
PR Plan/Roadmap•   Goal•   Objectives•   Strategies•   Tactics•   Tools                              57    Superior tactic...
No Planning = No Plan =        No Hope                                   59          Synergy  The whole is greater than   ...
Synergy’s Parts• Advertising                • Product itself*• (Sales) Promotion*         • Packaging*• Public Relations* ...
Litwin’s 9     P’s of Marketing = Synergy•   Product               •   Public Relations•   Place (Positioning)   •   Perso...
Content is crucial…  but the medium is part of the  message, too!                               (Marshal McLuhan)         ...
Superior tactics cannotovercome a flawed(business) strategy.                                  67      MAC Triad Plus      ...
MAC Triad Plus cont.• Informization  – Disseminating information (message) to    target audience through the proper channe...
Cracked Egg Model                                    71            Audiences (ISPR)• Identify• Segment/Fragment      •   D...
Audience Power Structure                      Elite                    Diffused                   Amorphous               ...
Active vs. Passive        Active                     Passive• Already sold              • Uninterested• Seeking informatio...
WII-FMFeatures + Benefits = Value        Value = Worth                                      77            Bargain When the...
Persuade vs. Convince• Persuade    – Change of mind or attitude (for a short time)    – When you persuade someone, you get...
Persuasion cont.•   Use problem/solution format•   Stress rewards/benefits•   Control the tone•   Clinch your argument•   ...
Three-Step vs. Two-Step vs.       One-Step Flow     One-Step Flow – One-to-One        (Replaces massmedia and        nonpe...
Key Communicators•   Who Needs Key Communicators?•   Who Should be a Key Communicator?•   Starting a Program•   An “Author...
Alternative Media• Cross Platform  – Print  – Digital Signage  – Wireless  – Broadband  – TV• Convergence of Distribution ...
Communication:     A Tool of Leadership                            89Public Relations…Leadership     All leaders are  teac...
Public Relations…LeadershipManagers – Do things right. Leaders – Do the right things.                              91     ...
Leader Defined• Title                     • Tenacity• Charisma (Connectivity)   • Perseverance• Competence/Expertise      ...
Leadership Framework                         95  Leadership Framework• Control                         96                 ...
Leadership Framework• Control• Consistency                         97  Leadership Framework• Control• Consistency• Campaig...
Leadership Framework• Control – Preparation                          99  Leadership Framework• Control – Preparation – Fol...
Leadership Framework• Control – Preparation – Follow-up – Proactive                         101  Leadership Framework• Con...
Leadership Framework• Consistency – Organization – Repetition                             103  Leadership Framework• Campa...
Leadership Framework• Campaign – Planning/“Premeditated” – Strategy/Timing                             105 Leadership Fram...
Leadership Framework• Control            • Campaign  – Preparation         – Planning/  – Follow-up            “Premeditat...
President Carter… “Leaders whose messages are not changing (or reinforcing) behavior are not true leaders. In fact, they a...
In the Eye of the Storm:        Lessons in LeadershipA real life example of LeadershipFrom Les Hirsch – CEOTouro Infirmary...
Friday:September 2, 2005“Retreat,…Hell…We’re Just Advancing in Another Direction”* Quote From a US Army General in Korean ...
Know Your Destination…Hit the ground running…and…be sure youare going in the right direction!!!But remember – It’s the jou...
Leadership DefinedIn the end, Leadership is  defined by:         Results                            117        Credibility...
Credibility• Trustworthiness                          119            Credibility• Trustworthiness• Competence             ...
Credibility• Trustworthiness• Competence• Communication style                                     121    PR Practitioners/...
Important PR Reminders                         123                         124                               62
125126      63
127PR Counselors must possess…•   Loyalty•   Judgment•   Trust•   Ethics•   Integrity                          128        ...
Getting a Seat at the Table• Know how to communicate.• Know what our employer does and the  industry he/she represents.• H...
Six Cs of Writing Assessment*•    Clarity – Say what you mean, mean what you say•    Correct – Avoid errors to avoid confu...
Basic Principles of Effective Presentations1. Relate your identity to help create an   image                              ...
Basic Principles1. Relate your identity to help create an   image2. Analyze your credibility and   believability  •   Cred...
Basic Principles1. Relate your identity to help create an   image2. Analyze your credibility and   believability3. Exercis...
Audience Analysis/Worksheet1. Identify your audience.                             139 Audience Analysis/Worksheet2. Analyz...
Audience Analysis/Worksheet3. How well does your audience   understand the issues (or topics) you   wish to discuss?      ...
Audience Analysis/Worksheet5. What does your audience need to   know or believe in before you can   change its behavior? (...
Audience Analysis/Worksheet 1. Identify your audience. 2. Analyze your audience demographically. 3. How well does your aud...
Key Communicators•   Who Needs Key Communicators?•   Who Should be a Key Communicator?•   Starting a Program•   An “Author...
149150      75
Division of University Advancement                   Executive Vice President for                    University Advancemen...
Questions ???M. Larry Litwin, APR, Fellow PRSA      larry@larrylitwin.com       www.larrylitwin.com                       ...
Upcoming SlideShare
Loading in...5
×

Color pdf of Anatomy of Public Relations 1/7/12 for PR Playbook 4th edition [compatibility mode]

640

Published on

Color pdf version. Color version. THE PowerPoint for Professor Litwin's Introduction to Public Relations class at Rowan (N.J.)University. A complete look at the strategic communication profession with assistance from professionals, other practitioners and a number of outstanding books. Visit: www.larrylitwin.com.

Published in: Education, Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
640
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
11
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Transcript of "Color pdf of Anatomy of Public Relations 1/7/12 for PR Playbook 4th edition [compatibility mode]"

  1. 1. Anatomy of Public Relations from The Public Relations Practitioner’s Playbook M. Larry Litwin, APR, Fellow PRSA© 2012 1 Or… Why We Do What We Do And How To Do It Better! 2 1
  2. 2. Taken from… 3You enter to learnYou leave to serve 4 2
  3. 3. I am here to: HELP…Hear, Educate, Learn and Prepare[HELP – Hear what Prof. Litwin says so youcan be Educated to Learn, which willPrepare you for your future. You’ve come toRowan University to learn. You leave here toserve.] 5 6 3
  4. 4. PR Is...• “This is who we are;• What we think about ourselves;• What we want to do; and• Why we deserve your support.” 7 8 4
  5. 5. You Talk – We Listen Hearing vs. Listening There is a reason why we have two ears and one mouth – we must listen twice as much as we speak. 9 Public Communication• Public communication is at the heart of our economy, society and politics. Studios use it to promote their films. Politicians use it to get elected. Businesses use it to burnish their image. Advocates use it to promote social causes.• It is a field built on ideas and images, persuasion and information, strategy and tactics. No policy or product can succeed without a smart (strategic) message targeted to the right audience in creative and innovative ways at the ideal time using the proper channel. The ability to communicate this way – to communicate strategically – is what Public Communication is all about. 10 5
  6. 6. Strategic Message Commercial Persuasion Or Public Relations“The establishing of reciprocalunderstanding between an individualand a group.” Edward Bernays 11 MAC Triad M +P+T A C M=Message A=Audience C=Channel P=Purpose T=Timing 12 6
  7. 7. MAC Triad Plus cont.• Informization – Disseminating information (message) to target audience through the proper channel at the best possible time. 13 Advertising is Synergy 14 7
  8. 8. Strategic Message Commercial Persuasion Or Public Relations“The establishing of reciprocalunderstanding between an individualand a group.” Edward Bernays 15 Public Relations… (Not paid – Uncontrolled) 16 8
  9. 9. Public Relations… A tool of leadership! [more later…] 17 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 18 9
  10. 10. Public Relations A management function that helps organizations and their publics mutually adapt to one another. 19 Advertising 101• Paid• (Non)-personal communication• From identified sponsor• Using (mass) media• To persuade or influence• Audience (Paid – Controlled) 20 10
  11. 11. Marketing 101Determine what people need (and want) and give it to them. 21PR Practitioners are… Strategic Advisors 22 11
  12. 12. Edward Bernays’ Public Relations Functions• To interpret the client to the public, which means promoting the client• To interpret the public to the client, which means operating the company in such a way as to gain the approval of the public• To act as a public service• To promote new ideas and progress• To build a public conscience Crystallizing Public Opinion – 1923 23 Ivy Ledbetter Lee’s Public Relations Principles1. Tell the truth2. Provide accurate facts3. Give the public relations director access to top management so that he/she can influence decisions 24 12
  13. 13. PR Counselors must possess…• Loyalty• Judgment• Trust• Ethics• Integrity 25 Managing Public OpinionPublic relations practitioners… – Assess public opinion – Influence public opinion It is our responsibility to MANAGE public opinion! 26 13
  14. 14. ABCs of Strategic Communication• Anticipate• Be Prepared• Communicate Clearly, Concisely, Consistently, Calculatingly, Completely (Specifically and Simply)Open, Honest, Thorough, Valid 27 Another “A” = Accountability More on this particular “A” in a moment. 28 14
  15. 15. CBAs of Strategic Communication• Conceive• Believe• Achieve 29CBAs of Strategic Communication• Conceive = Head• Believe = Heart• Achieve = Hands 30 15
  16. 16. Another “A” = Accountability• Controlled autonomy• Answerable• Responsible• Being a source or cause• Able to be trusted or depended upon• Reliable 31 What is Accountability? ??? 32 16
  17. 17. Another “A” = Accountability• Answerable• Responsible• Being a source or cause• Able to be trusted or depended upon• Reliable 33 Accountability – defined A key component to practicing effective and reliable public relations. 34 17
  18. 18. PR Practitioners/Counselors Accountability is… thinking strategically • Deliberately • Systematically • Methodically • Logistically • Calculatingly (Measured Tones) 35 Accountability’s – Bottom Line• Senior managers want marketing managers to prove that their marketing is effective based on: – Sales increases – Percentage share of the market the brand holds – Return on Investment (ROI)• Agencies are creating departments to help marketers evaluate the efficiency and effectiveness of their marketing communication budgets. 36 18
  19. 19. How is accountability measured? ??? 37 Through…• Achievement (yet, another “A”)• Communication 38 19
  20. 20. You are the Brand• Brand• Brand Equity• Brand Extension• Brand Expansion• Brand Familiarity• Brand Favorability• Brand Identity• Brand Image• Brand Insistence• Brand Loyalty• Brand Power (Brand Champions) 39 Delivering the promise That’s accountability, too!!! 40 20
  21. 21. Are you a brand champion?• Brand champions deliver what they promise – and more. Delivering helps to achieve…accountability.• Accountability leads to synergy. 41 Double Bottom Line• First Bottom Line – Build Relationships• Second Bottom Line – Profit – or, accomplish your Goal 42 21
  22. 22. Triple Bottom Line• Pat Jackson’s DBL – plus:• Third Bottom Line – Revenue>Controlled Costs=Profit 43Fraser Seitel’s “Real” Bottom Line of PR• “Our fundamental role in PR is to defend and promote and enhance and sustain the reputation of our organizations.”• “Our job in PR is to help ensure that that objective is achieved…through proper performance – effectively communicated.” 44 22
  23. 23. How are Bottom Lines Achieved? ??? 45 Reaching the Desired Outcome• Attitude• Opinion Education > Knowledge > Attitude > Behavioral Change > Output = Desired Outcome 46 23
  24. 24. Public Relations is Synergy 47 PR-Pie• Purpose• Research• Planning• Implementation• Evaluation 48 24
  25. 25. Two-Way Communication Model Sender>>>Message>>>Receiver ^ V ^ Noise V ^ Noise V ^ Noise V ^ V ^ <<<<<<<<Feedback<<<<<<< V 49 Communication• …is shared comprehension (two way)• Four Essential Elements/Communication Model – Initiator (Sender/Encoder) – Carrier (Message) – Receiver (Decoder) – Feedback (Is clarity being achieved?) [If the message is not being received as intended, it is your fault. Leaders whose messages are not changing behavior are not true leaders.] 50 25
  26. 26. Principles of Authentic Communication*• Truth • Timeliness• Fundamentality • Consistency• Comprehensiveness • Accessibility• Relevance • Responsiveness to• Clarity feedback • Care 51 Principles of Authentic Communication*• Truth – being accurate and factually correct.• Fundamentality – dealing with the core or essential issues and information.• Comprehensiveness – telling the whole story, including the meanings and implications of the issue in question. 52 26
  27. 27. Principles ofAuthentic Communication*• Relevance – taking into account and making connections with the interests of the parties involved.• Clarity – using language that is appropriate and understandable for those involved, explaining technical terms, organizing and illustrating the information logically and understandably [clear, concise, complete, consistent, specific, simplistic.] 53 Principles ofAuthentic Communication*• Timeliness – providing information when it is known, leaving sufficient time for response prior to decisions or actions.• Consistency – not opposing or contradicting your own or your organization’s other words or actions.• Accessibility – making information, relevant sources and opportunities for discussion easily available to all parties; assuring physical accessibility to meetings. 54 27
  28. 28. Principles of Authentic Communication*• Responsiveness to feedback – engaging in two-way communication, seeking others’ views and concerns and allowing those concerns to influence the organization’s actions.• Care – showing respect, concern and compassion for the circumstances, attitudes, beliefs and feelings of other parties. * Bojinka Bishop, Ohio University 55 Principles of Authentic Communication*• Truth • Timeliness• Fundamentality • Consistency• Comprehensiveness • Accessibility• Relevance • Responsiveness to• Clarity feedback • Care 56 28
  29. 29. PR Plan/Roadmap• Goal• Objectives• Strategies• Tactics• Tools 57 Superior tactics cannot overcome a bad (business) strategy. 58 29
  30. 30. No Planning = No Plan = No Hope 59 Synergy The whole is greater than the sum of its parts or The whole works better than any one of its parts. [To achieve our goal, we should achieve synergy.] 60 30
  31. 31. Synergy’s Parts• Advertising • Product itself*• (Sales) Promotion* • Packaging*• Public Relations* • Policy*• Direct Marketing • Politics*• Cause Marketing • Mind Share• Sponsorship (Partnering) (Brainstorming – Marketing Intellectual Property)• Positioning (Place)* • Brand Identity• Personal Selling* • Interactive• Price* * Litwin’s 9 P’s of Marketing 61 Public Relations is Synergy 62 31
  32. 32. Litwin’s 9 P’s of Marketing = Synergy• Product • Public Relations• Place (Positioning) • Personal selling• Price • Policy• Promotion (Sales) • Politics • Packaging 63 7 C’s of Communication• Credibility• Context• Content• Clarity• Continuity and Consistency• Channels• Capability 64 32
  33. 33. Content is crucial… but the medium is part of the message, too! (Marshal McLuhan) 65 Public Communication• Public communication is at the heart of our economy, society and politics. Studios use it to promote their films. Politicians use it to get elected. Businesses use it to burnish their image. Advocates use it to promote social causes.• It is a field built on ideas and images, persuasion and information, strategy and tactics. No policy or product can succeed without a smart (strategic) message targeted to the right audience in creative and innovative ways at the ideal time using the proper channel. The ability to communicate this way – to communicate strategically – is what Public Communication is all about. 66 33
  34. 34. Superior tactics cannotovercome a flawed(business) strategy. 67 MAC Triad Plus M +P+T A C M=Message A=Audience C=Channel P=Purpose T=Timing 68 34
  35. 35. MAC Triad Plus cont.• Informization – Disseminating information (message) to target audience through the proper channel at the best possible time. 69 More On MAC Triad Plus Some Key Communication Terms• Propaganda• Manipulation• Stakeholders vs. Stockholders (To deliver message, we must know the difference) 70 35
  36. 36. Cracked Egg Model 71 Audiences (ISPR)• Identify• Segment/Fragment • Demographically • Psychographically • Geodemographically • Behavioristically • Benefits• Profile• Rank – Audience Power Structure • Elite (Key Communicators) • Pluralistic or Diffused • Amorphous/Latent 72 36
  37. 37. Audience Power Structure Elite Diffused Amorphous 73 Target vs. Niche Target Niche• Audience you want • Narrowly defined to reach audiencee.g. High school e.g. White, high schoolstudents girls of divorced parents 74 37
  38. 38. Active vs. Passive Active Passive• Already sold • Uninterested• Seeking information • Use surrogates (stand-ins) 75 Features and Benefits Features Benefits• Important • The quality of product or service that characteristics of a supplies satisfaction product or service. or need fulfillment to the consumer or audience member.Stress features to activeaudiences. Stress benefits to passive audiences. 76 38
  39. 39. WII-FMFeatures + Benefits = Value Value = Worth 77 Bargain When the value exceeds the cost. Remember, you only get what you pay for – but most times you don’t even get that! 78 39
  40. 40. Persuade vs. Convince• Persuade – Change of mind or attitude (for a short time) – When you persuade someone, you get them to act without convincing them• Convince – Change of heart and mind (long term) – When you convince someone, you actually get them to believe something else 79 Persuasion Pointers• Know your audience• Know what you can accomplish• Anticipate objections/dispel them• Establish mutual goals/a common ground• Give options/choices• Be clear• Be familiar 80 40
  41. 41. Persuasion cont.• Use problem/solution format• Stress rewards/benefits• Control the tone• Clinch your argument• Ask for what you want• Leave (impression) something to remember 81Three-Step vs. Two-Step Flow Three-Step Flow Two-Step Flow1. Credible endorser* 1. Mass-media2. Key communicator message carrier3. (Targeted) publics 2. (Targeted) publics*Source credibility 82 41
  42. 42. Three-Step vs. Two-Step vs. One-Step Flow One-Step Flow – One-to-One (Replaces massmedia and nonpersonal communication communication) 1. From organization directly to (Targeted) publics 83 Third Party Endorser• Endorsement• Testimonial [Know the difference] 84 42
  43. 43. Key Communicators• Who Needs Key Communicators?• Who Should be a Key Communicator?• Starting a Program• An “Authorized Grapevine” (Consumption Pioneers – Connectors – Leaders of People – WOMMP [Word of Mouth Marketing Program]) 85 Alternative Media• Radio• Television• Internet (and Interactive – Web 2.0/Blogs/Wikis)• iPod® (Podcasts, etc.)• Vcasts®• Cell Phone• iPhone ®• Digital Signage• Aroma Marketing• WOMM• Silent Publicity 86 43
  44. 44. Alternative Media• Cross Platform – Print – Digital Signage – Wireless – Broadband – TV• Convergence of Distribution – Multiple Platforms 87 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.” 88 44
  45. 45. Communication: A Tool of Leadership 89Public Relations…Leadership All leaders are teachers…but not all teachers are leaders! 90 45
  46. 46. Public Relations…LeadershipManagers – Do things right. Leaders – Do the right things. 91 Leaders• Convene• Communicate• Persuade (maybe even convince) 92 46
  47. 47. Leader Defined• Title • Tenacity• Charisma (Connectivity) • Perseverance• Competence/Expertise • Mental Toughness• Communicator • Vision• Courage • Responsibility 93 Leadership DefinedIn the end, Leadership is defined by: Results 94 47
  48. 48. Leadership Framework 95 Leadership Framework• Control 96 48
  49. 49. Leadership Framework• Control• Consistency 97 Leadership Framework• Control• Consistency• Campaign 98 49
  50. 50. Leadership Framework• Control – Preparation 99 Leadership Framework• Control – Preparation – Follow-up 100 50
  51. 51. Leadership Framework• Control – Preparation – Follow-up – Proactive 101 Leadership Framework• Consistency – Organization 102 51
  52. 52. Leadership Framework• Consistency – Organization – Repetition 103 Leadership Framework• Campaign – Planning/“Premeditated” 104 52
  53. 53. Leadership Framework• Campaign – Planning/“Premeditated” – Strategy/Timing 105 Leadership Framework• Campaign – Planning/“Premeditated” – Strategy/Timing – Measurable results 106 53
  54. 54. Leadership Framework• Control • Campaign – Preparation – Planning/ – Follow-up “Premeditated” – Proactive – Strategy/Timing• Consistency – Measurable – Organization results – Repetition 107 James Baker… Leadership“Knowing what to do and then doing it.” 108 54
  55. 55. President Carter… “Leaders whose messages are not changing (or reinforcing) behavior are not true leaders. In fact, they are ‘MISleaders’.” 109 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 110 55
  56. 56. In the Eye of the Storm: Lessons in LeadershipA real life example of LeadershipFrom Les Hirsch – CEOTouro InfirmaryNew Orleans, Louisiana 111LeadershipRequires Courage, Tenacity, Perseverance and MentalToughnessMust Make Difficult DecisionsMust be Inspirational and Create Hope, Optimism andEnthusiasm for the FutureNever, Never, Never Give Up……… 112 56
  57. 57. Friday:September 2, 2005“Retreat,…Hell…We’re Just Advancing in Another Direction”* Quote From a US Army General in Korean War after being asked about withdrawal 113Know Your Destination…and All Roads Will Lead To It…Failure Is Not An Option 114 57
  58. 58. Know Your Destination…Hit the ground running…and…be sure youare going in the right direction!!!But remember – It’s the journey, not thedestination. 115It Always Takes A Great TeamBecause…Failure Is Not An Option 116 58
  59. 59. Leadership DefinedIn the end, Leadership is defined by: Results 117 Credibility 118 59
  60. 60. Credibility• Trustworthiness 119 Credibility• Trustworthiness• Competence 120 60
  61. 61. Credibility• Trustworthiness• Competence• Communication style 121 PR Practitioners/CounselorsAccountability is…thinking strategically• Deliberately• Systematically• Methodically• Logistically• Calculatingly (Measured Tones) 122 61
  62. 62. Important PR Reminders 123 124 62
  63. 63. 125126 63
  64. 64. 127PR Counselors must possess…• Loyalty• Judgment• Trust• Ethics• Integrity 128 64
  65. 65. 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.• Always be ethical – open, honest, thorough and valid – the “corporate conscience” (CCO = Corporate Conscience Officer or Chief Communication Officer) 129 And above all… Are you willing to tell the boss what he/she needs to hear rather than what he/she wants to hear? That is how YOU will get a seat at the table. 130 65
  66. 66. Six Cs of Writing Assessment*• Clarity – Say what you mean, mean what you say• Correct – Avoid errors to avoid confusion• Connection – Engage your reader• Compelling – Motivate an action• Conviction – Live on branding• Consistency – Stay on message…always [Remember: When you make people work, they stop reading!] * Roger Shapiro – Write Right – Mitchell Rose Communication 131 Basic Principles of Effective Presentations 132 66
  67. 67. Basic Principles of Effective Presentations1. Relate your identity to help create an image 133 Basic Principles1. Relate your identity to help create an image • Know the difference between identity and image. • Persuasion – the activity of creating, reinforcing, modifying or extinguishing beliefs, attitudes and/or behaviors. • Logo not ego! 134 67
  68. 68. Basic Principles1. Relate your identity to help create an image2. Analyze your credibility and believability • Credibility – is in the eye of the beholder. 135 Basic Principles1. Relate your identity to help create an image2. Analyze your credibility and believability3. Exercise control 136 68
  69. 69. Basic Principles1. Relate your identity to help create an image2. Analyze your credibility and believability3. Exercise control4. Maintain a positive attitude 137 Basic Principles of Effective Presentations1. Relate your identity to help create an image2. Analyze your credibility and believability3. Exercise control4. Maintain a positive attitude5. Demonstrate leadership listening 138 69
  70. 70. Audience Analysis/Worksheet1. Identify your audience. 139 Audience Analysis/Worksheet2. Analyze your audience demographically. 140 70
  71. 71. Audience Analysis/Worksheet3. How well does your audience understand the issues (or topics) you wish to discuss? 141 Audience Analysis/Worksheet4. What is your audience’s attitude toward your agenda? 142 71
  72. 72. Audience Analysis/Worksheet5. What does your audience need to know or believe in before you can change its behavior? (What’s in it for them?) 143Audience Analysis/Worksheet6. To what type of arguments is your audience likely to respond? 144 72
  73. 73. Audience Analysis/Worksheet 1. Identify your audience. 2. Analyze your audience demographically. 3. How well does your audience understand the issues (or topics) you wish to discuss? 145Audience Analysis/Worksheet4. What is your audience’s attitude toward your agenda?5. What does your audience need to know or believe in before you can change its behavior? (What’s in it for them?)6. To what type of arguments is your audience likely to respond? 146 73
  74. 74. Key Communicators• Who Needs Key Communicators?• Who Should be a Key Communicator?• Starting a Program• An “Authorized Grapevine” (Consumption Pioneers – Connectors – Leaders of People – WOMMP [Word of Mouth Marketing Program]) 147 148 74
  75. 75. 149150 75
  76. 76. Division of University Advancement Executive Vice President for University Advancement Alumni Development Marketing Major GiftsRelations University Publications Relations 151 Division of Budget and Planning Executive Director of Budget and PlanningInstitutional Budget Marketing Research 152 76
  77. 77. Questions ???M. Larry Litwin, APR, Fellow PRSA larry@larrylitwin.com www.larrylitwin.com © 2012 153 77

×