getting a seat at the table

Concept of Strategy – Developing the Mind

of a Strategist

Then…getting that all important seat at the table!

Revised by: M. Larry Litwin, APR, Fellow PRSA

© 2012

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

From:

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 support.”

6

PR Counselors must possess…

• Loyalty• Judgment• Trust• Ethics• Integrity

8

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.”

9

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

10

Public Relations

A management function that helps organizations and their publics mutually adapt to one another.

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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.”

12

Public Relations

•“Public relations is a [two-way] strategic communication process [management function] that builds mutually beneficial relationships between organizations and their publics.”

Larry’s definition

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Communication:

A Tool of Leadership

14

Public Relations…Leadership

All leaders are teachers…but not all teachers are leaders!

15

Public Relations…Leadership

Managers – Do things right.

Leaders – Do the right things.

16

Leaders

• Convene• Communicate• Persuade (maybe even convince)

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Leader Defined• Title

• Charisma (Connectivity)

• Competence/Expertise

• Communicator

• Courage

• Tenacity

• Perseverance

• Mental Toughness

• Vision

• Responsibility

18

Leadership Defined

In the end, Leadership is defined by:

Results

Some Questions That Must Be Answered

1. How do I get to the table?


1. How do I get to the table?

2. How do I get better control of the boss?


1. 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?)

Maybe – Just Maybe –This is the Most Important Question Of All

4. 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?

That’s how you become…

…the number ONE number TWO!!!

There are three types of people

• Managers – achieve goals


• Managers – achieve goals

• Teachers – HELP [Riney Jordan]– Hear (listen)

– Educate

– Love/Learn

– Prepare


• Managers – achieve goals• Teachers – HELP

– Hear (listen)– Educate– Love/Learn– Prepare

• Leaders – go over the horizon to see what’s out there

27

ABCs of Strategic Communication

• Anticipate• Be Prepared• Communicate Clearly, Concisely, Consistently, Calculatingly, Completely (Specifically and

Simply)Open, Honest, Thorough, Valid

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Reaching the Desired Outcome

• Attitude• Opinion

Education > Knowledge > Attitude > Behavioral Change > Output = Desired Outcome

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Public Relations is Synergy

Seven disciplines of a strategic advisor – according to Jim L.

1. Be trustworthy

Seven disciplines of a strategic advisor

1. Be trustworthy2. Become a verbal visionary


1. Be trustworthy2. Become a verbal visionary3. Develop a management

perspective



perspective4. Think strategically



perspective4. Think strategically5. Be a window to tomorrow



perspective4. Think strategically5. Be a window to tomorrow6. Advise constructively

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

37

James Baker…

Leadership

“Knowing what to do and then doing it.”

38

President Carter…

“Leaders whose messages are not changing (or reinforcing) behavior are not true leaders. In fact, they are ‘MIS leaders’.”

39

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

40

In the Eye of the Storm: Lessons in Leadership

A real life example of Leadership

From Les Hirsch – CEOTouro InfirmaryNew Orleans, Louisiana

41

Leadership

Requires Courage, Tenacity, Perseverance and Mental Toughness

Must Make Difficult Decisions

Must be Inspirational and Create Hope, Optimism and Enthusiasm for the Future

Never, Never, Never Give Up………

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“Retreat,…Hell…We’re Just Advancing in Another Direction”* Quote From a US Army General in Korean War after being asked about withdrawal

Friday:September 2, 2005

43

Know Your Destination…and All Roads Will Lead To It…

Failure Is Not An Option

44

Know Your Destination…

Hit the ground running…and…be sure you are going in the right direction!!!

But remember – It’s the journey, not the destination.

45

It Always Takes A Great Team

Because…Failure Is Not An Option

46

Leadership Defined

In the end, Leadership is defined by:

Results

getting a seat at the table

Business

builds mutually

public relations

verbal visionary3

management

larry litwin

strategic

leadership

leadership