Concept of Strategy –    Developing the Mind      of a Strategist  Then…getting that all important       seat at the table...
Or…  Why We Do What We Do              And      How To Do It Better!Taken from…                             2
PR Is...•   “This is who we are;•   What we think about ourselves;•   What we want to do; and•   Why we deserve your suppo...
Getting a Seat at the Table• Know how to communicate.• Know what our employer does and the  industry he/she represents.• H...
Public Relations 101• Management and counseling function• Enables organizations to build and maintain  relationships• Thro...
Public Relations• “Public relations helps an organization and its  publics adapt mutually to each other.”• “Public relatio...
Communication:      A Tool of Leadership                              13Public Relations…Leadership     All leaders are  t...
Public Relations…LeadershipManagers – Do things right. Leaders – Do the right things.                              15Leade...
Leader Defined• Title                     • Tenacity• Charisma (Connectivity)   • Perseverance• Competence/Expertise      ...
Some Questions ThatMust Be Answered1. How do I get to the table?Some Questions ThatMust Be Answered1. How do I get to the ...
Some Questions ThatMust Be Answered1. How do I get to the table?2. How do I get better control of the   boss?3. What are s...
That’s how you become……the number ONE number TWO!!! There are three types of people• Managers – achieve goals             ...
There are three types of people• Managers – achieve goals• Teachers – HELP [Riney Jordan]  –   Hear (listen)  –   Educate ...
ABCs of Strategic Communication• Anticipate• Be Prepared• Communicate Clearly, Concisely,    Consistently, Calculatingly, ...
Public Relations is Synergy                                            29          Seven disciplines of a  strategic advis...
Seven disciplines of a          strategic advisor1. Be trustworthy2. Become a verbal visionary        Seven disciplines of...
Seven disciplines of a           strategic advisor1.   Be trustworthy2.   Become a verbal visionary3.   Develop a manageme...
Seven disciplines of a             strategic advisor1.   Be trustworthy2.   Become a verbal visionary3.   Develop a manage...
James Baker…            Leadership“Knowing what to do and then doing it.”                                          37Presi...
Leaders• Choose to lead by stepping out of the  darkness and taking others with you.• Make decisions they have to make eve...
LeadershipRequires Courage, Tenacity, Perseverance and MentalToughnessMust Make Difficult DecisionsMust be Inspirational a...
Know Your Destination…and All Roads Will Lead To It…Failure Is Not An Option                                           43K...
It Always Takes A Great TeamBecause…Failure Is Not An Option                                   45Leadership DefinedIn the ...
QuestionsM. Larry Litwin, APR, Fellow PRSARowan Universitylarry@larrylitwin.comwww.larrylitwin.com                        ...
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Getting a Seat at the Corporate Table

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This is pdf version of presentation made to New York School Public Relations Association. It is based on "The Public Relations Practitioner's Playbook" and "The ABCs of Strategic Communication" published by AuthorHouse.

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Getting a Seat at the Corporate Table

  1. 1. Concept of Strategy – Developing the Mind of a Strategist Then…getting that all important seat at the table! Revised by: M. Larry Litwin, APR, Fellow PRSA © 2012 From: Why Should the Boss Listen to You? By James E. Lukaszewski ForDinner talk…New York School Public Relations Association Revised by: M. Larry Litwin, APR, Fellow PRSA© 2012 1
  2. 2. Or… Why We Do What We Do And How To Do It Better!Taken from… 2
  3. 3. PR Is...• “This is who we are;• What we think about ourselves;• What we want to do; and• Why we deserve your support.”PR Counselors must possess…• Loyalty• Judgment• Trust• Ethics• Integrity 6 3
  4. 4. 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.” 8 4
  5. 5. 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 9 Public RelationsA management function thathelps organizations and theirpublics mutually adapt to oneanother. 10 5
  6. 6. Public Relations• “Public relations helps an organization and its publics adapt mutually to each other.”• “Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.” 11 Public Relations• “Public relations is a [two-way] strategic communication process [management function] that builds mutually beneficial relationships between organizations and their publics.” Larry’s definition 12 6
  7. 7. Communication: A Tool of Leadership 13Public Relations…Leadership All leaders are teachers…but not all teachers are leaders! 14 7
  8. 8. Public Relations…LeadershipManagers – Do things right. Leaders – Do the right things. 15Leaders• Convene• Communicate• Persuade (maybe even convince) 16 8
  9. 9. Leader Defined• Title • Tenacity• Charisma (Connectivity) • Perseverance• Competence/Expertise • Mental Toughness• Communicator • Vision• Courage • Responsibility 17Leadership DefinedIn the end, Leadership is defined by: Results 18 9
  10. 10. Some Questions ThatMust Be Answered1. How do I get to the table?Some Questions ThatMust Be Answered1. How do I get to the table?2. How do I get better control of the boss? 10
  11. 11. Some Questions ThatMust Be Answered1. How do I get to the table?2. How do I get better control of the boss?3. What are some of the questions I should be prepared to ask once I get there (and where is this table, anyway)? (Why do so many people want to be at the table?)Maybe – Just Maybe –This isthe Most Important Question Of All4. Are you willing to accept that I am going to tell you (the “boss”) what you need to hear rather than what your want to hear? 11
  12. 12. That’s how you become……the number ONE number TWO!!! There are three types of people• Managers – achieve goals 12
  13. 13. There are three types of people• Managers – achieve goals• Teachers – HELP [Riney Jordan] – Hear (listen) – Educate – Love/Learn – Prepare There are three types of people• Managers – achieve goals• Teachers – HELP – Hear (listen) – Educate – Love/Learn – Prepare• Leaders – go over the horizon to see what’s out there 13
  14. 14. ABCs of Strategic Communication• Anticipate• Be Prepared• Communicate Clearly, Concisely, Consistently, Calculatingly, Completely (Specifically and Simply)Open, Honest, Thorough, Valid 27Reaching the Desired Outcome• Attitude• Opinion Education > Knowledge > Attitude > Behavioral Change > Output = Desired Outcome 28 14
  15. 15. Public Relations is Synergy 29 Seven disciplines of a strategic advisor – according to Jim L.1. Be trustworthy 15
  16. 16. Seven disciplines of a strategic advisor1. Be trustworthy2. Become a verbal visionary Seven disciplines of a strategic advisor1. Be trustworthy2. Become a verbal visionary3. Develop a management perspective 16
  17. 17. Seven disciplines of a strategic advisor1. Be trustworthy2. Become a verbal visionary3. Develop a management perspective4. Think strategically Seven disciplines of a strategic advisor1. Be trustworthy2. Become a verbal visionary3. Develop a management perspective4. Think strategically5. Be a window to tomorrow 17
  18. 18. Seven disciplines of a strategic advisor1. Be trustworthy2. Become a verbal visionary3. Develop a management perspective4. Think strategically5. Be a window to tomorrow6. Advise constructively Seven disciplines of a strategic advisor…according to Jim L.1. Be trustworthy2. Become a verbal visionary3. Develop a management perspective4. Think strategically5. Be a window to tomorrow6. Advise constructively7. Show the boss how to use your advice 18
  19. 19. James Baker… Leadership“Knowing what to do and then doing it.” 37President Carter… “Leaders whose messages are not changing (or reinforcing) behavior are not true leaders. In fact, they are ‘MIS leaders’.” 38 19
  20. 20. 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 39In the Eye of the Storm:Lessons in LeadershipA real life example of LeadershipFrom Les Hirsch – CEOTouro InfirmaryNew Orleans, Louisiana 40 20
  21. 21. LeadershipRequires Courage, Tenacity, Perseverance and MentalToughnessMust Make Difficult DecisionsMust be Inspirational and Create Hope, Optimism andEnthusiasm for the FutureNever, Never, Never Give Up……… 41Friday: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 42 21
  22. 22. Know Your Destination…and All Roads Will Lead To It…Failure Is Not An Option 43Know Your Destination…Hit the ground running…and…be sure youare going in the right direction!!!But remember – It’s the journey, not thedestination. 44 22
  23. 23. It Always Takes A Great TeamBecause…Failure Is Not An Option 45Leadership DefinedIn the end, Leadership is defined by: Results 46 23
  24. 24. QuestionsM. Larry Litwin, APR, Fellow PRSARowan Universitylarry@larrylitwin.comwww.larrylitwin.com © 2012 24

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