Concept of Strategy – Developing the Mind    of a StrategistThen…getting that all important     seat at the table!  Revise...
From: Why Should the Boss    Listen to You?          By James E. Lukaszewski                        ForDinner talk…New Yor...
Or… Why We Do What We Do          And  How To Do It Better!
Taken from…
PR Is...•   “This is who we are;•   What we think about ourselves;•   What we want to do; and•   Why we deserve your suppo...
PR Counselors mustpossess…•   Loyalty•   Judgment•   Trust•   Ethics•   Integrity                     6
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 RelationsA management function that helps organizations and their publics mutually adapt to one another.           ...
Public Relations• “Public relations helps an organization and its  publics adapt mutually to each other.”• “Public relatio...
Public Relations•“Public relations is a [two-way] strategiccommunication process [managementfunction] that builds mutually...
Communication:    A Tool of Leadership                           13
Public Relations…Leadership     All leaders are  teachers…but not all  teachers are leaders!                          14
Public Relations…LeadershipManagers – Do things right. Leaders – Do the right things.                              15
Leaders• Convene• Communicate• Persuade (maybe even convince)                         16
Leader Defined• Title                     • Tenacity• Charisma (Connectivity)   • Perseverance• Competence/Expertise      ...
Leadership DefinedIn the end, Leadership is  defined by:        Results                            18
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?
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...
Maybe – Just Maybe –This isthe Most Important Question Of All4. Are you willing to accept that I am   going to tell you (t...
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 ...
There are three types of people• Managers – achieve goals• Teachers – HELP  –   Hear (listen)  –   Educate  –   Love/Learn...
ABCs of StrategicCommunication• Anticipate• Be Prepared• Communicate Clearly, Concisely,    Consistently, Calculatingly,  ...
Reaching the DesiredOutcome• Attitude• OpinionEducation > Knowledge > Attitude >   Behavioral Change > Output =         De...
Public Relations is Synergy                              29
Seven disciplines of a  strategic advisor – according to Jim L.1. Be trustworthy
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 persp...
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 manageme...
Seven disciplines of a           strategic advisor1.   Be trustworthy2.   Become a verbal visionary3.   Develop a manageme...
Seven disciplines of a     strategic advisor…according to Jim L.1.   Be trustworthy2.   Become a verbal visionary3.   Deve...
James Baker…            Leadership“Knowing what to do and then doing it.”                                          37
President Carter… “Leaders whose messages are not changing (or reinforcing) behavior are not true leaders. In fact, they a...
Leaders• Choose to lead by stepping out of the  darkness and taking others with you.• Make decisions they have to make eve...
In the Eye of the Storm:Lessons in LeadershipA real life example of LeadershipFrom Les Hirsch – CEOTouro InfirmaryNew Orle...
LeadershipRequires Courage, Tenacity, Perseverance andMental ToughnessMust Make Difficult DecisionsMust be Inspirational a...
Friday:September 2, 2005“Retreat,…Hell…We’re Just Advancing in Another Direction”* Quote From a US Army General in Korean ...
Know Your Destination…and All Roads Will Lead To It…Failure Is Not An Option                                 43
Know Your Destination…Hit the ground running…and…be sure you aregoing in the right direction!!!But remember – It’s the jou...
It Always Takes A Great TeamBecause…Failure Is Not An Option                                   45
Leadership DefinedIn the end, Leadership is  defined by:        Results                            46
QuestionsM. Larry Litwin, APR, Fellow PRSARowan Universitylarry@larrylitwin.comwww.larrylitwin.com                        ...
Getting a Seat at the Table
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Getting a Seat at the Table

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This is the PowerPoint 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 Table

  1. 1. Concept of Strategy – Developing the Mind of a StrategistThen…getting that all important seat at the table! Revised by: M. Larry Litwin, APR, Fellow PRSA © 2012
  2. 2. 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
  3. 3. Or… Why We Do What We Do And How To Do It Better!
  4. 4. Taken from…
  5. 5. PR Is...• “This is who we are;• What we think about ourselves;• What we want to do; and• Why we deserve your support.”
  6. 6. PR Counselors mustpossess…• Loyalty• Judgment• Trust• Ethics• Integrity 6
  7. 7. 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
  8. 8. 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
  9. 9. Public RelationsA management function that helps organizations and their publics mutually adapt to one another. 10
  10. 10. 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
  11. 11. Public Relations•“Public relations is a [two-way] strategiccommunication process [managementfunction] that builds mutually beneficialrelationships between organizations andtheir publics.” Larry’s definition 12
  12. 12. Communication: A Tool of Leadership 13
  13. 13. Public Relations…Leadership All leaders are teachers…but not all teachers are leaders! 14
  14. 14. Public Relations…LeadershipManagers – Do things right. Leaders – Do the right things. 15
  15. 15. Leaders• Convene• Communicate• Persuade (maybe even convince) 16
  16. 16. Leader Defined• Title • Tenacity• Charisma (Connectivity) • Perseverance• Competence/Expertise • Mental Toughness• Communicator • Vision• Courage • Responsibility 17
  17. 17. Leadership DefinedIn the end, Leadership is defined by: Results 18
  18. 18. Some Questions ThatMust Be Answered1. How do I get to the table?
  19. 19. Some Questions ThatMust Be Answered1. How do I get to the table?2. How do I get better control of the boss?
  20. 20. 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?)
  21. 21. 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?
  22. 22. That’s how you become……the number ONE number TWO!!!
  23. 23. There are three types of people• Managers – achieve goals
  24. 24. There are three types of people• Managers – achieve goals• Teachers – HELP [Riney Jordan] – Hear (listen) – Educate – Love/Learn – Prepare
  25. 25. 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
  26. 26. ABCs of StrategicCommunication• Anticipate• Be Prepared• Communicate Clearly, Concisely, Consistently, Calculatingly, Completely (Specifically and Simply)Open, Honest, Thorough, Valid 27
  27. 27. Reaching the DesiredOutcome• Attitude• OpinionEducation > Knowledge > Attitude > Behavioral Change > Output = Desired Outcome 28
  28. 28. Public Relations is Synergy 29
  29. 29. Seven disciplines of a strategic advisor – according to Jim L.1. Be trustworthy
  30. 30. Seven disciplines of a strategic advisor1. Be trustworthy2. Become a verbal visionary
  31. 31. Seven disciplines of a strategic advisor1. Be trustworthy2. Become a verbal visionary3. Develop a management perspective
  32. 32. Seven disciplines of a strategic advisor1. Be trustworthy2. Become a verbal visionary3. Develop a management perspective4. Think strategically
  33. 33. Seven disciplines of a strategic advisor1. Be trustworthy2. Become a verbal visionary3. Develop a management perspective4. Think strategically5. Be a window to tomorrow
  34. 34. 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
  35. 35. 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
  36. 36. James Baker… Leadership“Knowing what to do and then doing it.” 37
  37. 37. President Carter… “Leaders whose messages are not changing (or reinforcing) behavior are not true leaders. In fact, they are ‘MIS leaders’.” 38
  38. 38. 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 39
  39. 39. In the Eye of the Storm:Lessons in LeadershipA real life example of LeadershipFrom Les Hirsch – CEOTouro InfirmaryNew Orleans, Louisiana 40
  40. 40. LeadershipRequires Courage, Tenacity, Perseverance andMental ToughnessMust Make Difficult DecisionsMust be Inspirational and Create Hope, Optimism andEnthusiasm for the FutureNever, Never, Never Give Up……… 41
  41. 41. Friday: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
  42. 42. Know Your Destination…and All Roads Will Lead To It…Failure Is Not An Option 43
  43. 43. Know Your Destination…Hit the ground running…and…be sure you aregoing in the right direction!!!But remember – It’s the journey, not thedestination. 44
  44. 44. It Always Takes A Great TeamBecause…Failure Is Not An Option 45
  45. 45. Leadership DefinedIn the end, Leadership is defined by: Results 46
  46. 46. QuestionsM. Larry Litwin, APR, Fellow PRSARowan Universitylarry@larrylitwin.comwww.larrylitwin.com © 2012

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