"Leadership Persona -- fied" 2009 PRSSA Leadership Rally

PRSSA Leadership Rally Leadership Persona – fied June 13, 2009 Ryan Zuk, APR Twitter: @ryanzuk Blog: criticalmasspr.com www.linkedin.com/in/ryanzuk ryanzuk at gmail dot com 602-821-3165

Today’s Agenda:
Defining Your Leadership Persona
Positioning Your Persona To Lead
Bringing Your Persona To The Workplace
Final Thoughts – Q&A

Anyone Tweeting? #PRSSA (and a question for you…)

Buyer Persona Concept
Marketers interview prospects/customers
Create profile w/ characteristics of each type
Their interests, problems, preferred media etc
Adapt This To Identify Leadership Personas
What key traits of different kinds of leaders and influencers do we want to incorporate?
Many personas exists, let’s examine a few…
Source material: Pragmatic Marketing , David Meerman Scott

Leadership Qualities
Focus on Solving Problems
Tells Stories
Communication Techniques
Normal Guy – Animated
Keeps Interest (“Oh, 1 more thing”)
Takeaways
Substance w/simple delivery
Incorporate Real Life
Steve Jobs, CEO, Apple Inc.

Master Of All Ceremonies
Connects With “You”
Acts Like He Belongs There
Gets Others Talking
Takeaways
Repurposes Good Content
Makes You Want To Act
“ text 1234” “tune in Wed.”
Ryan Seacrest, Uber Host

Opportunities Lost
Had A Leadership Role
Influence, Income
Communication Mistakes
Disrespect For Media
Assumed His Own Rules
Takeaways
Ethics (consequences)
Everyone Makes Mistakes
It’s how / if you Rebound
Michael Vick Former Atlanta Falcons QB Inmate House Arrest

Perceived Balance
Polarizing Effect
Gets Out In Front Of “Issues”
The Social Internet President
Takeaways
Fills Gaps Of Inexperience
“ Yes You Can”
President Obama

( Some) Classic Leadership Principles
Keep it simple (realistic plan, stretch goals)
Transparency (truth and accuracy, the 1 st time)
Lead by doing (using your plan)
Lead while doing (using your senses)
Listen to your gut like Joe Cockrell ( @JoePRGuy )
ABC News or his original YouTube post
Leadership is a contact sport… and a team sport
Work the room, in your own way
Surround yourself w/ better people who fill gaps

Types Of Thought Leadership
Visionary / Innovative
Educational
Supporting and adding to Trends
Disagreeing (Positive Controversy)
Let’s Write A “ Tactics” Article
Topic: “Thought Leadership on the Social Web”
(jump in or Tweet #PRSSA w/ ideas)

“ Thought Leadership on the Social Web”
What person/brand has an internet presence you like?
What do they do or say that draws you in?
(responses included…)
Ford Fiesta and Chevy Volt fan site noted for social use
Mike Friedman, U.S. Cyclist’s blog mixes athletic and personal
David J. Neff, American Cancer Society, @daveiam on Twitter and Lights. Camera. Help. Festival for cause-driven organizations
And the effervescent Mr. Strange @EvanStrange : Our immediate past president has great internet presence. Who are you attracted to on the web? #Prssa
Some additional responses at #prssalr and #prssa hash tags

Role reversal: teaching 2.0 to veterans
Use your “social” skills
PRSSA chapters have done Social Media 101 sessions for local businesses (network & fundraising)
Leah Zuber @LJZuber , Grand Valley State Univ., PRSSA Chapter President, blog
Michigan State University PRSSA’s YouTube Channel ( @courtneycurran – campus agency)
Sarah Siewert @ssiewert Young PR Pro’s blog

Relationships & Conversations
Know thy journalist ahead of time (build Personas?!)
Phone only if you’ve got the goods
Email specific pitches, not group blasts
Styles: offer aid, praise via social, share sources etc.
When you do follow, correspond or meet… find a common interest outside business (but don’t force it)
Use the tools you’re helping popularize: SMRs etc.
Get to know some Media now , before your graduate: follow, pitch ideas, offer to be citizen journalist on call

“ Ideal for me … is a short paragraph telling what the thing is. So the best pitches I’ve ever gotten are, ‘David, I see you’ve been covering digital cameras a lot. Wondering if you’d be interested in one that shoots underwater and costs less than $100? Press release below. Contact me if any questions.’” David Pogue, New York Times, @Pogue Source: Ragan.com , Michael Sebastian

Excellent example : NBA’s Phoenix Suns Tweetup
Bridged virtual and reality by engaging via social media and bringing 150 fans to U.S. Airways Center for more than a game! Still getting coverage Source: Krystal Temple @sunsprgirl , Phoenix Suns

World Wide Rave , David Meerman Scott
Putting The Public Back In Public Relations Brian Solis & Deirdre Breakenridge
The Media Savvy Leader , David Henderson
PRSA Blogs: PRSAY & ComPRehension
Ragan’s PR Daily & Ragan.com
PRSA co-sponsors Ragan’s Social Media conference
Ryan Zuk’s Tactics articles & criticalmasspr.com

Ryan Zuk, APR
Twitter: @ryanzuk
Blog: criticalmasspr.com
LinkedIn: www.linkedin.com/in/ryanzuk
602-821-3165
ryanzuk at gmail dot com
Thank You
@PRSSANational members, @ brandiboatner for inviting me!
Brandon Zeuner – slide preso advice. @ bzkicks
John Elsasser – PRSA Publications Director, editorial guidance. @ JohnElsasser
Kelly Zuk – inspiration and preso assistance.

"Leadership Persona -- fied" 2009 PRSSA Leadership Rally

by Ryan Zuk on Jun 17, 2009

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"Leadership Persona -- fied" 2009 PRSSA Leadership Rally — Presentation Transcript