Counselors Are Made,                Not Born:      How to Grow Into aCounselor, Not a Tactician                    Roger M...
With any luck, we’ll get through…• Common definition of a  counselor• List of desirable traits• Persuasion & motivation• A...
What is a “consultant”?                PRESENTATION TO PRSA NEW PROFESSIONALS | 9.10.12 | © 2012 FORGE COMMUNICATIONS, LLC...
What is a “counselor”?• Lets first agree on what a “counselor” –  a public relations counselor – is and is  not.• A counse...
A counselor• Is introspective, cooperative and  attentive.• Has strong desire to help others.• Communicates in personalize...
A counselor•   Values harmony (home and work).•   Plays well with others.•   Helps things run smoothly.•   Serves as “baro...
A counselor• Prefers behind-the-scenes influence.• Develops personal rapport with clients and coworkers.• Needs quiet time...
So what exactly do we do?All in all, it’s pretty simpleWe solve problems to helppeople and groups ofpeople do better at wh...
How do we do it?• Combine fundamental principles of human psychology  and behavior with planned communications to  inform,...
The question at hand      How do I get to be a counselor who can get a job?                           PRESENTATION TO PRSA...
What attributes are needed?• The right skills              No                                                  Yes        ...
What attributes are needed?• The right perspectives  – Ability to connect    the dots                         PRESENTATION...
What attributes are needed?• The right talents   – Ability to identify with     and attract others                        ...
What attributes are needed?• The right perspectives  – Ability to see alternate futures and choose wisely                 ...
What attributes are needed?• The right knowledge   – Understanding of persuasion, motivation and communication            ...
Some things have changed . . .             PRESENTATION TO PRSA NEW PROFESSIONALS | 9.10.12 | © 2012 FORGE COMMUNICATIONS,...
Communication then• Way long ago . . .   » Word of mouth   » Parchment   » Walls and rocks• Pretty long ago . . .   »   Sp...
Communication today•   Newspapers, magazines            •   Guerilla marketing                     •      Facebook•   Radi...
But most things haven’t changed              PRESENTATION TO PRSA NEW PROFESSIONALS | 9.10.12 | © 2012 FORGE COMMUNICATION...
Business hasn’t changed“A wise ruler ought never to keep faith when by           “In the end, youre measured not by how mu...
And politics certainly haven’t changed                 PRESENTATION TO PRSA NEW PROFESSIONALS | 9.10.12 | © 2012 FORGE COM...
Boring guy blathering on   Opponent hamming it  precursor to C-Span         up for camera                                 ...
Humans haven’t changed              PRESENTATION TO PRSA NEW PROFESSIONALS | 9.10.12 | © 2012 FORGE COMMUNICATIONS, LLC | ...
Tell me less about how it came tobe and more what it means to me.               PRESENTATION TO PRSA NEW PROFESSIONALS | 9...
What persuades us?              PRESENTATION TO PRSA NEW PROFESSIONALS | 9.10.12 | © 2012 FORGE COMMUNICATIONS, LLC | ALL ...
What persuades us?    Logos      Ethos                                                    Pathos              PRESENTATION...
Credibility  Trust    +Expertise    +Dynamism   PRESENTATION TO PRSA NEW PROFESSIONALS | 9.10.12 | © 2012 FORGE COMMUNICAT...
Okay, so that’s how we’repersuaded; what motivates us?             PRESENTATION TO PRSA NEW PROFESSIONALS | 9.10.12 | © 20...
Motivators                                                                Pain                    vs.      Pleasure       ...
Motivators                                                              Fear                  vs.        Hope             ...
Motivators                                                               Rejection                     vs.     Acceptance ...
Motivators                                                              Shame                  vs.       Pride            ...
Feelings change attitudes, behaviors•   Pleasure – Pain•   Hope – Fear•   Acceptance – Rejection•   Pride – Shame         ...
Counseling success: A 12-step program        PRESENTATION TO PRSA NEW PROFESSIONALS | 9.10.12 | © 2012 FORGE COMMUNICATION...
Step 1: Be a student of humans• Study and be fascinated by people• Study how we think and act as individuals/groups   »   ...
Step 2: Be a student of yourself                PRESENTATION TO PRSA NEW PROFESSIONALS | 9.10.12 | © 2012 FORGE COMMUNICAT...
Step 3: Be an expert• In your business• In your client’s business   »   Organization   »   Environment   »   Issue/product...
Step 4: Try on someone else’s shoes               PRESENTATION TO PRSA NEW PROFESSIONALS | 9.10.12 | © 2012 FORGE COMMUNIC...
Step 5: Appeal to basic instincts                  • What happened?                  • Are my family and I safe?          ...
Step 6: KISS• Brevity is the soul of wit (and effective messages)• If it’s easier to:   » Write• Then it’s easier to:   » ...
Step 7: Show you care                                                                  Awwww . . .                 PRESENT...
Step 8: Show a creative spark                PRESENTATION TO PRSA NEW PROFESSIONALS | 9.10.12 | © 2012 FORGE COMMUNICATION...
Step 9: “Be the ball, Danny”                PRESENTATION TO PRSA NEW PROFESSIONALS | 9.10.12 | © 2012 FORGE COMMUNICATIONS...
Step 10: Learn to ask and listen                PRESENTATION TO PRSA NEW PROFESSIONALS | 9.10.12 | © 2012 FORGE COMMUNICAT...
Step 11: Choose wisely               PRESENTATION TO PRSA NEW PROFESSIONALS | 9.10.12 | © 2012 FORGE COMMUNICATIONS, LLC |...
Step 12: Go forth and conquer                PRESENTATION TO PRSA NEW PROFESSIONALS | 9.10.12 | © 2012 FORGE COMMUNICATION...
The facts of life       PRESENTATION TO PRSA NEW PROFESSIONALS | 9.10.12 | © 2012 FORGE COMMUNICATIONS, LLC | ALL RIGHTS  ...
Excellence takes time         PRESENTATION TO PRSA NEW PROFESSIONALS | 9.10.12 | © 2012 FORGE COMMUNICATIONS, LLC | ALL RI...
It’s back-breaking work          PRESENTATION TO PRSA NEW PROFESSIONALS | 9.10.12 | © 2012 FORGE COMMUNICATIONS, LLC | ALL...
Sometimes it’s a feast…                     … and sometimes it’s not                     PRESENTATION TO PRSA NEW PROFESSI...
You can’t fix stupid – or lazy             PRESENTATION TO PRSA NEW PROFESSIONALS | 9.10.12 | © 2012 FORGE COMMUNICATIONS,...
Some of it is hard-wired          PRESENTATION TO PRSA NEW PROFESSIONALS | 9.10.12 | © 2012 FORGE COMMUNICATIONS, LLC | AL...
No one bats .1000, but              you’ll never reach the                fences unless you                  keep swinging...
You must remember this . . .• Successful counseling is based on fundamental truths  about who we are as humans.• Successfu...
Thank you!(and may the Forge be with you)        Roger M. Friedensen, APR               President | CEO      roger@forgeco...
“The Epley test”      PRESENTATION TO PRSA NEW PROFESSIONALS | 9.10.12 | © 2012 FORGE COMMUNICATIONS, LLC | ALL RIGHTS    ...
Candidate interview (sample)You have just had a preliminary meeting with Redwing. He is having a meeting with some of thec...
Candidate interview (sample)Member A: Can we realistically meet our objectives with Catawba Pottery Works? How long will i...
Candidate interview (sample)Member A: What do you consider to be your three greatest strengths? Why? How have you develope...
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Counselors Are Made, Not Born: How to Become a Strategist, Not a Technician

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  • David West Keirsey, developer of the Keirsey Temperament Sorter, says:
  • Trust: Epley test + Personality tests (Myers-Briggs, West Highlands Inventory, etc.)
  • Business hasn’t changed: Commerce is about making, buying and selling things and services: iPads and silicon chips are no different than fur pelts and beadsPeople working together in groups to get things done that individually is tougherHow people act in organizations hasn’t changed much eitherTechnology and societal shiftsMachiavelli had better hair.
  • Genghis KhanVladimir PutinNapoleon BonaparteS.C. Rep. Joe WilsonNixonJulius CeaserMexican lawmakersJohn Edwards
  • Here’s a rare portrait of the Roman Senate in action. Some of the captions have been updated to reflect the times, but toss in a couple of dark grey suits, iPhones and TV cameras and you’ve got Congress or any state legislature across the nation. Business and government haven’t changed much because . . .
  • Humans haven’t changed“Once upon a time . . .” We are tribal (maybe “Twibal” today?) Maslow got it right: physiological; safety/security; love/belonging; esteem (confidence, respect); self-actualization (creativity, morality, etc.) Aristotle rules Rogers isn’t too far behind
  • Credibility: trust, expertise, dynamism
  • Begin with yourself and how your brain works.What do you find most compelling and resonant? What persuades you?What interests, needs and visions do you see when you look into the mirror?What do you enjoy doing? Is it what consulting involves?
  • Must be inquisitive and want to learnRead, read, read – listen, listen, listenElise: Know it like they do, love it like they do, live it like they doUnderstand the zeitgeist
  • We straddle the fence in PRStand outside and look inTry on different glasses to look at same situation – environmental superstructureWe are professional skeptics.
  • Client service – focus outward, not inward (e.g., don’t care about titles).How do you show you care? Consistently meet client expectations; send ideas; send clips; send opp’s even if you won’t make money at it.
  • Be a star, but check your ego at the door.
  • Follow-through is essential. Become the work. Live the client’s life (the value you bring is the external perspective as a member of the client’s team).Trust your gut instincts – What FEELS like it would be convincing to a skeptic?
  • Be an entrepreneur – seek the grail
  • Medium is the message Marshall McLuhanEach channel and situation has unique characteristics, uses, audiences and guidelines (140 vs. 160 characters; demographics/psychographics)Choose ethically – show good judgment in your life – only have your reputation (and the firm’s reputation)
  • Be an entrepreneur – seek the grail
  • Entry tests and personality tests will help you
  • Counselors Are Made, Not Born: How to Become a Strategist, Not a Technician

    1. 1. Counselors Are Made, Not Born: How to Grow Into aCounselor, Not a Tactician Roger M. Friedensen, APR President & CEO roger@forgecommunications.com @RogerFriedensen | @ForgeComm | Google+ LinkedIn: RogerFriedensen Designing Reputations. Building Value. © 2012 Forge Communications, LLC | All Rights Reserved.
    2. 2. With any luck, we’ll get through…• Common definition of a counselor• List of desirable traits• Persuasion & motivation• A 12-step program for you PRESENTATION TO PRSA NEW PROFESSIONALS | 9.10.12 | © 2012 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 2
    3. 3. What is a “consultant”? PRESENTATION TO PRSA NEW PROFESSIONALS | 9.10.12 | © 2012 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 3
    4. 4. What is a “counselor”?• Lets first agree on what a “counselor” – a public relations counselor – is and is not.• A counselor is: – NOT an order taker. – NOT a project manager. – NOT a sales person. – NOT a librarian or documentarian. – NOT someone who has ALL of the answers ALL of the time. PRESENTATION TO PRSA NEW PROFESSIONALS | 9.10.12 | © 2012 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 4
    5. 5. A counselor• Is introspective, cooperative and attentive.• Has strong desire to help others.• Communicates in personalized manner.• Is positive and kind.• Listens well.• Can often detect others’ emotions or intentions. PRESENTATION TO PRSA NEW PROFESSIONALS | 9.10.12 | © 2012 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 5
    6. 6. A counselor• Values harmony (home and work).• Plays well with others.• Helps things run smoothly.• Serves as “barometer” of morale.• Understands complex issues and individuals.• Has intricate personality and rich inner life (*) (*) Notice we didn’t say rich outer life… PRESENTATION TO PRSA NEW PROFESSIONALS | 9.10.12 | © 2012 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 6
    7. 7. A counselor• Prefers behind-the-scenes influence.• Develops personal rapport with clients and coworkers.• Needs quiet time to reflect and re-energize. PRESENTATION TO PRSA NEW PROFESSIONALS | 9.10.12 | © 2012 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 7
    8. 8. So what exactly do we do?All in all, it’s pretty simpleWe solve problems to helppeople and groups ofpeople do better at whatthey want to do. PRESENTATION TO PRSA NEW PROFESSIONALS | 9.10.12 | © 2012 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 8
    9. 9. How do we do it?• Combine fundamental principles of human psychology and behavior with planned communications to inform, persuade and motivate.• (Sounds pretty easy, doesn’t it?) PRESENTATION TO PRSA NEW PROFESSIONALS | 9.10.12 | © 2012 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 9
    10. 10. The question at hand How do I get to be a counselor who can get a job? PRESENTATION TO PRSA NEW PROFESSIONALS | 9.10.12 | © 2012 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 10
    11. 11. What attributes are needed?• The right skills No Yes PRESENTATION TO PRSA NEW PROFESSIONALS | 9.10.12 | © 2012 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 11
    12. 12. What attributes are needed?• The right perspectives – Ability to connect the dots PRESENTATION TO PRSA NEW PROFESSIONALS | 9.10.12 | © 2012 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 12
    13. 13. What attributes are needed?• The right talents – Ability to identify with and attract others PRESENTATION TO PRSA NEW PROFESSIONALS | 9.10.12 | © 2012 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 13
    14. 14. What attributes are needed?• The right perspectives – Ability to see alternate futures and choose wisely PRESENTATION TO PRSA NEW PROFESSIONALS | 9.10.12 | © 2012 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 14
    15. 15. What attributes are needed?• The right knowledge – Understanding of persuasion, motivation and communication Aristotle (aka “The Dude”) ”. . .the ability, in each particular case, to see the available means of persuasion." PRESENTATION TO PRSA NEW PROFESSIONALS | 9.10.12 | © 2012 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 15
    16. 16. Some things have changed . . . PRESENTATION TO PRSA NEW PROFESSIONALS | 9.10.12 | © 2012 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 16
    17. 17. Communication then• Way long ago . . . » Word of mouth » Parchment » Walls and rocks• Pretty long ago . . . » Speeches » Town criers » Handbills, posters » Newspapers• Not too long ago . . . » Newspapers, TV and radio » Billboards PRESENTATION TO PRSA NEW PROFESSIONALS | 9.10.12 | © 2012 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 17
    18. 18. Communication today• Newspapers, magazines • Guerilla marketing • Facebook• Radio + satellite • Billboards • Twitter, Foursquare• TV • Blogs • LinkedIn, Yammer• Websites/microsites/RSS • Posters and signs • Tumblr, Posterous• Phone, fax • YouTube, Ustream • Banjo, Path• Wall, rocks • Direct mail • Google+, Pinterest• Movies • Email • Meetings• Brochures • Online chats • Mobile marketing• Planes, trains and automobiles • Annual reports • Apps• Skywriting • Newsgroups • Sports events• Bathroom urinals • Posters • Taxi cabs• Point-of-purchase displays • Staged events • Flash mobs• Leaflets • SMS/MMS • Tweet-ups• Cereal boxes • MP Games • Coffee mugs• Trucks • Sponsorships • Oh yeah, speeches, too PRESENTATION TO PRSA NEW PROFESSIONALS | 9.10.12 | © 2012 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 18
    19. 19. But most things haven’t changed PRESENTATION TO PRSA NEW PROFESSIONALS | 9.10.12 | © 2012 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 19
    20. 20. Business hasn’t changed“A wise ruler ought never to keep faith when by “In the end, youre measured not by how much youdoing so it would be against his interests.” undertake but by what you finally accomplish.” “Benefits should be conferred gradually; and in that way they will taste better.” “Politics have no relation to morals.” “It is better to be feared than loved, if you cannot be both.” “The new ruler must determine all the injuries that he will need to inflict. He must inflict them once and for all.” PRESENTATION TO PRSA NEW PROFESSIONALS | 9.10.12 | © 2012 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 20
    21. 21. And politics certainly haven’t changed PRESENTATION TO PRSA NEW PROFESSIONALS | 9.10.12 | © 2012 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 21
    22. 22. Boring guy blathering on Opponent hamming it precursor to C-Span up for camera Early texting Horse- trading in the gallery Empty seats of senators who took off early for vacation. PRESENTATION TO PRSA NEW PROFESSIONALS | 9.10.12 | © 2012 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 22
    23. 23. Humans haven’t changed PRESENTATION TO PRSA NEW PROFESSIONALS | 9.10.12 | © 2012 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 23
    24. 24. Tell me less about how it came tobe and more what it means to me. PRESENTATION TO PRSA NEW PROFESSIONALS | 9.10.12 | © 2012 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 24
    25. 25. What persuades us? PRESENTATION TO PRSA NEW PROFESSIONALS | 9.10.12 | © 2012 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 25
    26. 26. What persuades us? Logos Ethos Pathos PRESENTATION TO PRSA NEW PROFESSIONALS | 9.10.12 | © 2012 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 26
    27. 27. Credibility Trust +Expertise +Dynamism PRESENTATION TO PRSA NEW PROFESSIONALS | 9.10.12 | © 2012 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 27
    28. 28. Okay, so that’s how we’repersuaded; what motivates us? PRESENTATION TO PRSA NEW PROFESSIONALS | 9.10.12 | © 2012 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 28
    29. 29. Motivators Pain vs. Pleasure PRESENTATION TO PRSA NEW PROFESSIONALS | 9.10.12 | © 2012 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 29
    30. 30. Motivators Fear vs. Hope PRESENTATION TO PRSA NEW PROFESSIONALS | 9.10.12 | © 2012 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 30
    31. 31. Motivators Rejection vs. Acceptance PRESENTATION TO PRSA NEW PROFESSIONALS | 9.10.12 | © 2012 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 31
    32. 32. Motivators Shame vs. Pride PRESENTATION TO PRSA NEW PROFESSIONALS | 9.10.12 | © 2012 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 32
    33. 33. Feelings change attitudes, behaviors• Pleasure – Pain• Hope – Fear• Acceptance – Rejection• Pride – Shame And it happens one individual at a time . . . PRESENTATION TO PRSA NEW PROFESSIONALS | 9.10.12 | © 2012 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 33
    34. 34. Counseling success: A 12-step program PRESENTATION TO PRSA NEW PROFESSIONALS | 9.10.12 | © 2012 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 34
    35. 35. Step 1: Be a student of humans• Study and be fascinated by people• Study how we think and act as individuals/groups » Psychology » Philosophy » Political science » Literature » Sociology » History » Communication » Religion PRESENTATION TO PRSA NEW PROFESSIONALS | 9.10.12 | © 2012 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 35
    36. 36. Step 2: Be a student of yourself PRESENTATION TO PRSA NEW PROFESSIONALS | 9.10.12 | © 2012 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 36
    37. 37. Step 3: Be an expert• In your business• In your client’s business » Organization » Environment » Issue/product/service » Competition » Past/present/future• Business, finance, politics• Local/U.S./global events PRESENTATION TO PRSA NEW PROFESSIONALS | 9.10.12 | © 2012 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 37
    38. 38. Step 4: Try on someone else’s shoes PRESENTATION TO PRSA NEW PROFESSIONALS | 9.10.12 | © 2012 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 38
    39. 39. Step 5: Appeal to basic instincts • What happened? • Are my family and I safe? • Is this good or bad for me and my family? My friends? • Is this good or bad for the environment? • Who is responsible? • Who should be rewarded or punished? • How and when are things going to be fixed? • What will this do for me? • Is this the right thing to do? PRESENTATION TO PRSA NEW PROFESSIONALS | 9.10.12 | © 2012 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 39
    40. 40. Step 6: KISS• Brevity is the soul of wit (and effective messages)• If it’s easier to: » Write• Then it’s easier to: » Adapt• Which makes it easier to: » Remember PRESENTATION TO PRSA NEW PROFESSIONALS | 9.10.12 | © 2012 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 40
    41. 41. Step 7: Show you care Awwww . . . PRESENTATION TO PRSA NEW PROFESSIONALS | 9.10.12 | © 2012 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 41
    42. 42. Step 8: Show a creative spark PRESENTATION TO PRSA NEW PROFESSIONALS | 9.10.12 | © 2012 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 42
    43. 43. Step 9: “Be the ball, Danny” PRESENTATION TO PRSA NEW PROFESSIONALS | 9.10.12 | © 2012 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 43
    44. 44. Step 10: Learn to ask and listen PRESENTATION TO PRSA NEW PROFESSIONALS | 9.10.12 | © 2012 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 44
    45. 45. Step 11: Choose wisely PRESENTATION TO PRSA NEW PROFESSIONALS | 9.10.12 | © 2012 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 45
    46. 46. Step 12: Go forth and conquer PRESENTATION TO PRSA NEW PROFESSIONALS | 9.10.12 | © 2012 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 46
    47. 47. The facts of life PRESENTATION TO PRSA NEW PROFESSIONALS | 9.10.12 | © 2012 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 47
    48. 48. Excellence takes time PRESENTATION TO PRSA NEW PROFESSIONALS | 9.10.12 | © 2012 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 48
    49. 49. It’s back-breaking work PRESENTATION TO PRSA NEW PROFESSIONALS | 9.10.12 | © 2012 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 49
    50. 50. Sometimes it’s a feast… … and sometimes it’s not PRESENTATION TO PRSA NEW PROFESSIONALS | 9.10.12 | © 2012 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 50
    51. 51. You can’t fix stupid – or lazy PRESENTATION TO PRSA NEW PROFESSIONALS | 9.10.12 | © 2012 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 51
    52. 52. Some of it is hard-wired PRESENTATION TO PRSA NEW PROFESSIONALS | 9.10.12 | © 2012 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 52
    53. 53. No one bats .1000, but you’ll never reach the fences unless you keep swinging“You miss 100 percent of the shots you don’t take” - Wayne Gretzky PRESENTATION TO PRSA NEW PROFESSIONALS | 9.10.12 | © 2012 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 53
    54. 54. You must remember this . . .• Successful counseling is based on fundamental truths about who we are as humans.• Successful counseling study those truths and learn how to apply them.• Successful counselor learn how to have fun and be fun to be around while doing that. PRESENTATION TO PRSA NEW PROFESSIONALS | 9.10.12 | © 2012 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 54
    55. 55. Thank you!(and may the Forge be with you) Roger M. Friedensen, APR President | CEO roger@forgecommunications.com@RogerFriedensen | @ForgeComm | Google+ LinkedIn: RogerFriedensen www.facebook.com/forgecommunications PRESENTATION TO PRSA NEW PROFESSIONALS | 9.10.12 | © 2012 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 55
    56. 56. “The Epley test” PRESENTATION TO PRSA NEW PROFESSIONALS | 9.10.12 | © 2012 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 56
    57. 57. Candidate interview (sample)You have just had a preliminary meeting with Redwing. He is having a meeting with some of thecompany’s senior staff in about an hour and wants you to do the following:1. Draft the three lead paragraphs of a news release for the areas news media on Redwing’sappointment as CEO.2. Draft a brief introduction (no more than one page) for the president of the Rock Hill Chamber ofCommerce to use in introducing Redwing at a presentation before the Chambers board of directors.3. Give thought to and (if time permits) draft a rough outline to how you want to approach theoverall program for Catawba Pottery Works, and be prepared to brief the board of directors. Keep inmind this is a new business, i.e., one that needs all the attention and support it can muster.Oh, and since you’re at the Pottery Works plant, Redwing would like you to sit in on his meeting withsenior staff, so bring all of the above to the meeting. This will give you a chance to meet some of theother company officials with whom you’ll be working. PRESENTATION TO PRSA NEW PROFESSIONALS | 9.10.12 | © 2012 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 57
    58. 58. Candidate interview (sample)Member A: Can we realistically meet our objectives with Catawba Pottery Works? How long will it take? Can we do it in the first year? Why? How are you going to make us a household word? When can we see your plan? What will be the basic elements of your plan? How much is it going to cost?Member B: A Rock Hill Herald reporter has been calling all day and approached some of our employees to talk about the business. How should we handle the reporter? Should we do anything at all? Who talks to the reporter? What do we tell the employees about talking to the media? How can we make sure we get a good story?Member C: Tonight at 7:30 p.m., the York County Board of Commissioners is meeting to decide whether or not to issue a business permit to the Pottery Works. No one other than president Redwing understands the legal issues involved or can commit the company. Heavy media coverage is expected. In the meantime, Tim Belk of Belk Stores just called. He is so impressed with our pottery, he thinks it might make a terrific fine arts addition to his stores offerings. He wants the company to come up to make a presentation to his 315 store managers in Charlotte about our pottery and convince them they should include the Catawba line. But they will only talk to the top guy, no salespeople. The group doesnt meet again for six months. The Belk meeting is at the same time as the county commissioners’ meeting. What do we do? Why? PRESENTATION TO PRSA NEW PROFESSIONALS | 9.10.12 | © 2012 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 58
    59. 59. Candidate interview (sample)Member A: What do you consider to be your three greatest strengths? Why? How have you developed those strengths?Member B: What do you consider your three greatest weaknesses? Why? What have you done to try to improve?Member C: How do you define public relations? What do you think the role of a public relations consultant should be? What is it that we do in this business? What can you offer this firm that no other competent professional offers? How has the business changed in the last several years? What do you see as the three greatest threats to the profession today? What are the three top opportunities?Member A: What is your philosophy on continuing education for yourself and fellow employees? What is the first professional development area on which you would like to focus? How will that help you contribute to our firm and advance professionally?Member B: What will be your personal achievement goals with our firm? What makes you want to work for our firm? Where do you see yourself in five years? Where do you see Epley Associates in five years?Member C: Are there any specific clients or types of clients for which you could not work? If so, which ones? Why? PRESENTATION TO PRSA NEW PROFESSIONALS | 9.10.12 | © 2012 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 59

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