Upload
roger-friedensen
View
128
Download
4
Tags:
Embed Size (px)
DESCRIPTION
The most productive and profitable consulting firms are able to help their employees grow from tacticians into strategists. This presentation explores some of the fundamental principles involved in training individuals to think strategically and solve problems at a macro and micro level.
Citation preview
Counselors Are Made Not Born:
How to Grow Counselors, Not
TacticiansPresentation by
Roger M. Friedensen, APRPresident | CEO
© 2011 Forge Communications, LLC | All Rights Reserved.
Designing Reputations | Building Value
PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 2
How many times has this happened to you?
Day One
PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 3
Day Two
PRESENTATION TO COUNSELORS ACADEMY| 5.13.11 | CONFIDENTIAL | PAGE 4
You may ask yourself, ‘Well, how did I get here?’
PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 5
With any luck today, we’ll get…
• Common definition of a counselor
• List of desirable traits• Role model for all of us• Tips on how to find and
grow good ones• A 12-step program for
new hires
PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 6
What is a “counselor”?• Let’s 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 thinks s/he
has ALL the answers ALL the time.
PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 7
What is a “consultant”?
PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 8
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 CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 9
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 CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 10
A counselor
• Prefers behind-the-scenes influence. • Develops personal rapport with clients and
coworkers.• Needs quiet time to reflect and re-energize.
PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 11
A counselor• Is abstract in speech, cooperative in pursuing
goals.• Integrates competing demands diplomatically.• Functions best in mentoring or advocacy roles.• Values meaningful communication and
relationships.• Searches for profound truths hidden beneath the
surface• Speaks often in metaphors . • Is enthusiastic about possibilities.• Strives for self-renewal.
PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 12
So what do we do?
• All in all, it’s pretty simple. We solve problems to help people and groups of people get better at what they want to do.
PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 13
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 CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 14
The question at hand
How do we find others who can do it, too?
Strategic PR consultant who can make me money
PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 15
Our heroes
PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 16
What does a farmer need?• The right seeds
– Find good sources and buy highest quality.– Plant perennials, not annuals (though they may be pretty)– Buy heirlooms (but avoid “Charles Emerson Winchester” variety).– Trust, but verify.
Yes No
OR
PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 17
“The Epley test”
PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 18
Candidate interview (sample) You have just had a preliminary meeting with Redwing. He is having a meeting with some
of the company’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 area's news media on Redwing’s appointment as CEO.
2. Draft a brief introduction (no more than one page) for the president of the Rock Hill Chamber of Commerce to use in introducing Redwing at a presentation before the Chamber's board of directors.
3. Give thought to and (if time permits) draft a rough outline to how you want to approach the overall program for Catawba Pottery Works, and be prepared to brief the board of directors. Keep in mind 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 with senior staff, so bring all of the above to the meeting. This will give you a chance to meet some of the other company officials with whom you’ll be working.
PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 19
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 doesn't 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 CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 20
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 CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 21
What does a farmer need?
• The right conditions
– Break up the clods
– Give ‘em enough light and water
– Give ‘em room to grow
PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 22
What does a farmer need?
• The right care– Put a stake in the ground
– Model and expect growth
– Fertilize liberally
PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 23
What does a farmer need?
• The right care
– Cross-pollinate and rotate crops
– Talk to them and celebrate good growth
– Prune when needed
PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 24
What does a farmer need?• The right attributes
– Ability to connect the dots– Ability to identify and attract flies
PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 25
What does a farmer need?• The right attributes
– Ability to see alternate futures and choose
PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 26
What does a farmer need?• The right attributes
– Understanding of persuasion, motivation and communication
Aristotle (aka “The Aristotle (aka “The Dude”)Dude”)
Aristotle (aka “The Aristotle (aka “The Dude”)Dude”)
”. . .the ability, in each particular case, to see the available means of
persuasion."
PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 27
Some things have changed . . .
PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 28
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 CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 29
Communication today• Newspapers, magazines• Radio + satellite• TV• Websites/microsites/streams• Phone, fax• Wall, rocks• Movies• Brochures• Planes, trains and automobiles• Skywriting• Bathroom urinals• Point-of-purchase displays• Leaflets• Cereal boxes• iPads
• Guerilla marketing• Billboards• Blogs• Posters and signs• YouTube, U-Stream• Direct mail• E-mail• Online chats• Annual reports• Newsgroups• Posters• Staged events• SMS/MMS• MP Games• Sponsorships
• Facebook• Twitter• LinkedIn• Tumblr/Posterous• FriendFeed• Ning• Meetings• Mobile marketing• Apps• Sports events• Taxi cabs• Flash mobs• Tweet-ups• Coffee mugs• Oh yeah, speeches, too
PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 30
But most things haven’t changed
PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 31
Business hasn’t changed
“Benefits should be conferred gradually; and in that way they will taste better.”
“It is better to be feared than loved, if you cannot be both.”
“A wise ruler ought never to keep faith when by doing so it would be against his interests.”
“Politics have no relation to morals.”
“The new ruler must determine all the injuries that he will need to inflict. He must inflict them once and for all.”
“In the end, you're measured not by how much you undertake but by what you finally accomplish.”
PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 32
And politics certainly haven’t changed
PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 33
Early textingEarly textingBoring guy blathering on
precursor to C-SpanBoring guy blathering on
precursor to C-SpanOpponent hamming it
up for cameraOpponent hamming it
up for camera
Empty seats of senators who took off early for vacation.
Empty seats of senators who took off early for vacation.
Horse-trading in the gallery
Horse-trading in the gallery
PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 34
Humans haven’t changed
PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 35
Tell me less about how it came to be and more what it means to
me.
PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 36
What persuades us?
PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 37
What persuades us?
LogosLogos EthosEthos PathosPathos
PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 38
Credibility
Trust
Expertise
Dynamism
+
+
PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 39
Okay, so that’s how we’re persuaded; what motivates us?
PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 40
Motivators
Pleasure
Pain
vs.
PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 41
Hope
Fear
vs.
Motivators
PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 42
Motivators
Acceptance
Rejection
vs.
PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 43
Motivators
Pride
Shame
vs.
PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 44
Feelings change attitudes & behaviors• Pleasure – Pain• Hope – Fear• Acceptance – Rejection• Pride – Shame
And it happens one individual at a And it happens one individual at a time . . .time . . .
PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 45
Consulting success:A 12-step program
PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 46
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 CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 47
Step 2: Be a student of yourself
PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 48
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 CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 49
Step 4: Try on someone else’s shoes
PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 50
Step 5: Appeal to basic human 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 CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 51
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 CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 52
Step 7: Show you care
Awwww . . .
PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 53
Step 8: Show a creative spark
PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 54
Step 9: “Be the ball, Danny”
PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 55
Step 10: Learn to ask and listen
PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 56
Step 11: Choose wisely
PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 57
Step 12: Go forth and conquer
PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 58
The facts of life
PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 59
Excellence takes time
PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 60
It’s back-breaking work
PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 61
Sometimes there’s a bumper crop . . .
. . . and sometimes there’s not
PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 62
You can’t fix stupid – or lazy
PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 63
Some of it is hard-wired
PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 64
Sometimes the gods are with you, and sometimes they’re crazy (or just plain mean)
PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 65
No one bats .1000, but you’ll never reach the fences unless you keep
swinging
PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 66
You must remember this . . .• Successful consulting is based on
fundamental truths about who we are as humans.
• Successful consultants study those truths and learn how to apply them.
• Successful consultants learn how to have fun and be fun to be around while doing that.
PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 67
(and may the Forge be with you)
Roger M. Friedensen, APRPresident | [email protected] @RogerFriedensen@ForgeComm facebook.com/ForgeCommunications
Thank you!