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

Copyright © ABC, Inc.

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

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

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…

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.

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

Leadership Qualities Master Of All Ceremonies Connects With “You” Communication Techniques 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

Leadership Qualities

Master Of All Ceremonies

Connects With “You”

Communication Techniques

Acts Like He Belongs There

Gets Others Talking

Takeaways

Repurposes Good Content

Makes You Want To Act

“ text 1234” “tune in Wed.”

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

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

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

Leadership Qualities

Perceived Balance

Polarizing Effect

Communication Techniques

Gets Out In Front Of “Issues”

The Social Internet President

Takeaways

Fills Gaps Of Inexperience

“ Yes You Can”

( 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

( 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)

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

“ 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

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

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

Excellent example : NBA’s Phoenix Suns Tweetup

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

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.

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.