An Introduction to Upstream’s Core Values Elements of the Upstream Way: Who we are and how we work
<ul><li>Upstream began in 2000 with a clear vision to: </li></ul><ul><ul><li>Be client focused, with senior people “hands ...
What are the key elements of the Upstream company culture? What do we aspire to be  today, and everyday?
<ul><li>Attributes </li></ul><ul><li>Say what we’ll do and do what we say </li></ul><ul><li>Embrace mistakes and missteps ...
<ul><li>Attributes </li></ul><ul><li>Dig back to the root problem or challenge (the client’s or ours) </li></ul><ul><li>Pu...
<ul><li>Attributes </li></ul><ul><li>Prudent risk is key to our growth </li></ul><ul><li>Do your homework carefully, and t...
<ul><li>Attributes </li></ul><ul><li>Use  your  experience and the company’s  collective  experience </li></ul><ul><li>App...
<ul><li>Attributes </li></ul><ul><li>Clients buy people – put yourself in your work </li></ul><ul><li>“ Professional Passi...
<ul><li>Attributes </li></ul><ul><li>Be in motion and make mistakes but don’t stand still </li></ul><ul><li>Present soluti...
<ul><li>Attributes </li></ul><ul><li>Profitable growth is our goal </li></ul><ul><li>Don’t just spend money, invest it </l...
<ul><li>Attributes </li></ul><ul><li>You have customers 360 degrees around you (Clients, media, supervisors, team, vendors...
U pstream P ersonality S ervice T ransparency R isk E fficiency A ction M oney
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Upstream's Core Values

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Upstream's Core Values

  1. 1. An Introduction to Upstream’s Core Values Elements of the Upstream Way: Who we are and how we work
  2. 2. <ul><li>Upstream began in 2000 with a clear vision to: </li></ul><ul><ul><li>Be client focused, with senior people “hands on” </li></ul></ul><ul><ul><li>Start with strategy and employ on- and off-line solutions to get the desired result (not just PR) </li></ul></ul><ul><ul><li>Be action-oriented and accountable </li></ul></ul><ul><ul><li>Fill the gap in the marketplace between the multinational PR networks and the local specialist PR firms </li></ul></ul><ul><ul><li>Grow rapidly and build a network of value for clients, shareholders and employees </li></ul></ul>Core Values and Vision
  3. 3. What are the key elements of the Upstream company culture? What do we aspire to be today, and everyday?
  4. 4. <ul><li>Attributes </li></ul><ul><li>Say what we’ll do and do what we say </li></ul><ul><li>Embrace mistakes and missteps and move forward </li></ul><ul><li>Objectify and depersonalize situations, clearly addressing facts </li></ul><ul><li>Honest, uncomplicated client and team relationships </li></ul><ul><li>Actions (examples) </li></ul><ul><li>Address e-mails to all concerned, with clear POV and few bcc’s </li></ul><ul><li>Share problems with clients with next steps to resolve them </li></ul><ul><li>Be clear about fees and markups and how we bill </li></ul>Transparency
  5. 5. <ul><li>Attributes </li></ul><ul><li>Dig back to the root problem or challenge (the client’s or ours) </li></ul><ul><li>Push back against conventional ways of doing communications </li></ul><ul><li>Take the hard route for better results </li></ul><ul><li>Engage senior decision makers, early in the process </li></ul><ul><li>Actions </li></ul><ul><li>Analyze the target audience, their mindsets and motivations </li></ul><ul><li>Propose the tactics the strategy requires, even if they’re not PR </li></ul><ul><li>Have dinner with the CEO </li></ul><ul><li>Rise above politics and daily details to focus on the result </li></ul>Upstream
  6. 6. <ul><li>Attributes </li></ul><ul><li>Prudent risk is key to our growth </li></ul><ul><li>Do your homework carefully, and take chances everyday </li></ul><ul><li>Never make a single bet that could bring the company down </li></ul><ul><li>Take creative risks, financial risks, career risks, client risks, and staffing risks </li></ul><ul><li>Actions </li></ul><ul><li>Make that new business presentation quirky and eye catching </li></ul><ul><li>Double the budget so we can put our best people on a job </li></ul><ul><li>Hire the talented person who won’t immediately be profitable </li></ul><ul><li>Invest in offices in China and believe the revenue will come </li></ul>Risk
  7. 7. <ul><li>Attributes </li></ul><ul><li>Use your experience and the company’s collective experience </li></ul><ul><li>Apply lateral thinking about how client challenges are similar </li></ul><ul><li>Use the Internet, shared drives, “cut and paste,” pricing guide </li></ul><ul><li>Outsource low value added jobs to other vendors </li></ul><ul><li>Actions </li></ul><ul><li>Do first draft proposals as quickly as possible from templates </li></ul><ul><li>Hire temps, outsource media monitoring, use events companies </li></ul><ul><li>Intelligent e-mail, Outlook Calendar, IM, Skype and UpLoad </li></ul><ul><li>Invest time saved into client relations and creative thinking </li></ul>Efficiency
  8. 8. <ul><li>Attributes </li></ul><ul><li>Clients buy people – put yourself in your work </li></ul><ul><li>“ Professional Passion” </li></ul><ul><li>Sincere teamwork – ZERO politics </li></ul><ul><li>Set reasonable deliverables and be accountable </li></ul><ul><li>Actions </li></ul><ul><li>Help people outside your job scope </li></ul><ul><li>Have your own informed POV on client business and industry </li></ul><ul><li>Go spend time in your client’s office for no reason </li></ul><ul><li>Share an article, a book, a cartoon, or a joke with clients and colleagues </li></ul>Personality
  9. 9. <ul><li>Attributes </li></ul><ul><li>Be in motion and make mistakes but don’t stand still </li></ul><ul><li>Present solutions not problems </li></ul><ul><li>Find out what will happen next </li></ul><ul><li>Can-do attitude and energy valued by clients </li></ul><ul><li>Actions </li></ul><ul><li>Send an outline of your plan 3 hours after the meeting, rather than waiting two weeks to do a 30 page proposal </li></ul><ul><li>Kill activities that aren’t working before the client does </li></ul><ul><li>Grab a publicity opportunity that is off the plan (e.g. CNBC) </li></ul><ul><li>Fix a document rather than identifying what’s wrong with it </li></ul>Action
  10. 10. <ul><li>Attributes </li></ul><ul><li>Profitable growth is our goal </li></ul><ul><li>Don’t just spend money, invest it </li></ul><ul><li>Capture value provided for clients </li></ul><ul><li>Make smart judgments about “overservicing” and goodwill </li></ul><ul><li>Actions </li></ul><ul><li>Be fanatical about work authorizations </li></ul><ul><li>Hire people who can build revenue stream, not just transact </li></ul><ul><li>Get someone else’s input on pricing and charging </li></ul><ul><li>Always leave a dollar on the table </li></ul>Money
  11. 11. <ul><li>Attributes </li></ul><ul><li>You have customers 360 degrees around you (Clients, media, supervisors, team, vendors) </li></ul><ul><li>Do what is expected, plus a little bit more </li></ul><ul><li>Do it with style! (Hotels aren’t just big buildings with beds) </li></ul><ul><li>Humility and calm will allow you to fight another day </li></ul><ul><li>Actions </li></ul><ul><li>Make a meeting with your supervisor to explain a situation </li></ul><ul><li>Get your direct reports the promotions they deserve </li></ul><ul><li>Give the client something they need, beyond what they want </li></ul>Service
  12. 12. U pstream P ersonality S ervice T ransparency R isk E fficiency A ction M oney

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