"Leadership Persona -- fied" 2009 PRSSA Leadership Rally

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Ryan Zuk, APR keynote presentation to 2009 Public Relations Student Society of America's (PRSSA) Leadership Rally. June 13th 2009, Scottsdale, AZ

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"Leadership Persona -- fied" 2009 PRSSA Leadership Rally

  1. 1. 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
  2. 2. Copyright © ABC, Inc.
  3. 3. <ul><li>Today’s Agenda: </li></ul><ul><li>Defining Your Leadership Persona </li></ul><ul><li>Positioning Your Persona To Lead </li></ul><ul><li>Bringing Your Persona To The Workplace </li></ul><ul><li>Final Thoughts – Q&A </li></ul>
  4. 4. Anyone Tweeting? #PRSSA (and a question for you…)
  5. 5. <ul><li>Buyer Persona Concept </li></ul><ul><ul><li>Marketers interview prospects/customers </li></ul></ul><ul><ul><li>Create profile w/ characteristics of each type </li></ul></ul><ul><ul><li>Their interests, problems, preferred media etc </li></ul></ul><ul><li>Adapt This To Identify Leadership Personas </li></ul><ul><ul><li>What key traits of different kinds of leaders and influencers do we want to incorporate? </li></ul></ul><ul><ul><li>Many personas exists, let’s examine a few… </li></ul></ul>Source material: Pragmatic Marketing , David Meerman Scott
  6. 6. <ul><li>Leadership Qualities </li></ul><ul><li>Focus on Solving Problems </li></ul><ul><li>Tells Stories </li></ul><ul><li>Communication Techniques </li></ul><ul><li>Normal Guy – Animated </li></ul><ul><li>Keeps Interest (“Oh, 1 more thing”) </li></ul><ul><li>Takeaways </li></ul><ul><li>Substance w/simple delivery </li></ul><ul><li>Incorporate Real Life </li></ul>Steve Jobs, CEO, Apple Inc.
  7. 7. <ul><li>Leadership Qualities </li></ul><ul><li>Master Of All Ceremonies </li></ul><ul><li>Connects With “You” </li></ul><ul><li>Communication Techniques </li></ul><ul><li>Acts Like He Belongs There </li></ul><ul><li>Gets Others Talking </li></ul><ul><li>Takeaways </li></ul><ul><li>Repurposes Good Content </li></ul><ul><li>Makes You Want To Act </li></ul><ul><ul><li>“ text 1234” “tune in Wed.” </li></ul></ul>Ryan Seacrest, Uber Host
  8. 8. <ul><li>Opportunities Lost </li></ul><ul><li>Had A Leadership Role </li></ul><ul><li>Influence, Income </li></ul><ul><li>Communication Mistakes </li></ul><ul><li>Disrespect For Media </li></ul><ul><li>Assumed His Own Rules </li></ul><ul><li>Takeaways </li></ul><ul><li>Ethics (consequences) </li></ul><ul><li>Everyone Makes Mistakes </li></ul><ul><ul><li>It’s how / if you Rebound </li></ul></ul>Michael Vick Former Atlanta Falcons QB Inmate House Arrest
  9. 9. <ul><li>Leadership Qualities </li></ul><ul><li>Perceived Balance </li></ul><ul><li>Polarizing Effect </li></ul><ul><li>Communication Techniques </li></ul><ul><li>Gets Out In Front Of “Issues” </li></ul><ul><li>The Social Internet President </li></ul><ul><li>Takeaways </li></ul><ul><li>Fills Gaps Of Inexperience </li></ul><ul><li>“ Yes You Can” </li></ul>President Obama
  10. 10. <ul><li>( Some) Classic Leadership Principles </li></ul><ul><ul><li>Keep it simple (realistic plan, stretch goals) </li></ul></ul><ul><ul><li>Transparency (truth and accuracy, the 1 st time) </li></ul></ul><ul><ul><li>Lead by doing (using your plan) </li></ul></ul><ul><ul><li>Lead while doing (using your senses) </li></ul></ul><ul><ul><li>Listen to your gut like Joe Cockrell ( @JoePRGuy ) </li></ul></ul><ul><ul><li>ABC News or his original YouTube post </li></ul></ul><ul><li>Leadership is a contact sport… and a team sport </li></ul><ul><ul><li>Work the room, in your own way </li></ul></ul><ul><ul><li>Surround yourself w/ better people who fill gaps </li></ul></ul>
  11. 11. <ul><li>Types Of Thought Leadership </li></ul><ul><ul><li>Visionary / Innovative </li></ul></ul><ul><ul><li>Educational </li></ul></ul><ul><ul><li>Supporting and adding to Trends </li></ul></ul><ul><ul><li>Disagreeing (Positive Controversy) </li></ul></ul><ul><li>Let’s Write A “ Tactics” Article </li></ul><ul><ul><li>Topic: “Thought Leadership on the Social Web” </li></ul></ul><ul><ul><li>(jump in or Tweet #PRSSA w/ ideas) </li></ul></ul>
  12. 12. <ul><li>“ Thought Leadership on the Social Web” </li></ul><ul><li>What person/brand has an internet presence you like? </li></ul><ul><li>What do they do or say that draws you in? </li></ul><ul><li>(responses included…) </li></ul><ul><li>Ford Fiesta and Chevy Volt fan site noted for social use </li></ul><ul><li>Mike Friedman, U.S. Cyclist’s blog mixes athletic and personal </li></ul><ul><li>David J. Neff, American Cancer Society, @daveiam on Twitter and Lights. Camera. Help. Festival for cause-driven organizations </li></ul><ul><li>And the effervescent Mr. Strange @EvanStrange : Our immediate past president has great internet presence. Who are you attracted to on the web?  #Prssa </li></ul><ul><li>Some additional responses at #prssalr and #prssa hash tags </li></ul>
  13. 13. <ul><li>Role reversal: teaching 2.0 to veterans </li></ul><ul><li>Use your “social” skills </li></ul><ul><ul><li>PRSSA chapters have done Social Media 101 sessions for local businesses (network & fundraising) </li></ul></ul><ul><ul><li>Leah Zuber @LJZuber , Grand Valley State Univ., PRSSA Chapter President, blog </li></ul></ul><ul><ul><li>Michigan State University PRSSA’s YouTube Channel ( @courtneycurran – campus agency) </li></ul></ul><ul><ul><li>Sarah Siewert @ssiewert Young PR Pro’s blog </li></ul></ul>
  14. 14. <ul><li>Relationships & Conversations </li></ul><ul><ul><li>Know thy journalist ahead of time (build Personas?!) </li></ul></ul><ul><ul><li>Phone only if you’ve got the goods </li></ul></ul><ul><ul><li>Email specific pitches, not group blasts </li></ul></ul><ul><ul><li>Styles: offer aid, praise via social, share sources etc. </li></ul></ul><ul><ul><li>When you do follow, correspond or meet… find a common interest outside business (but don’t force it) </li></ul></ul><ul><ul><li>Use the tools you’re helping popularize: SMRs etc. </li></ul></ul><ul><ul><li>Get to know some Media now , before your graduate: follow, pitch ideas, offer to be citizen journalist on call </li></ul></ul>
  15. 15. “ 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
  16. 16. <ul><li>Excellent example : NBA’s Phoenix Suns Tweetup </li></ul>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
  17. 17. <ul><li>World Wide Rave , David Meerman Scott </li></ul><ul><li>Putting The Public Back In Public Relations Brian Solis & Deirdre Breakenridge </li></ul><ul><li>The Media Savvy Leader , David Henderson </li></ul><ul><li>PRSA Blogs: PRSAY & ComPRehension </li></ul><ul><li>Ragan’s PR Daily & Ragan.com </li></ul><ul><ul><li>PRSA co-sponsors Ragan’s Social Media conference </li></ul></ul><ul><li>Ryan Zuk’s Tactics articles & criticalmasspr.com </li></ul>
  18. 18. <ul><li>Ryan Zuk, APR </li></ul><ul><li>Twitter: @ryanzuk </li></ul><ul><li>Blog: criticalmasspr.com </li></ul><ul><li>LinkedIn: www.linkedin.com/in/ryanzuk </li></ul><ul><li>602-821-3165 </li></ul><ul><li>ryanzuk at gmail dot com </li></ul><ul><li>Thank You </li></ul><ul><li>@PRSSANational members, @ brandiboatner for inviting me! </li></ul><ul><li>Brandon Zeuner – slide preso advice. @ bzkicks </li></ul><ul><li>John Elsasser – PRSA Publications Director, editorial guidance. @ JohnElsasser </li></ul><ul><li>Kelly Zuk – inspiration and preso assistance. </li></ul>

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