Upload
forge-communications
View
1.316
Download
1
Tags:
Embed Size (px)
DESCRIPTION
Citation preview
Counselors Are Made, Not Born:
How to Grow Into a Counselor, Not a Tactician
Roger M. Friedensen, APRPresident & CEO
[email protected]@RogerFriedensen | @ForgeComm | Google+
LinkedIn: RogerFriedensen
© 2012 Forge Communications, LLC | All Rights Reserved.
Designing Reputations. Building Value.
PRESENTATION TO PRSA NEW PROFESSIONALS | 9.10.12 | © 2012 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 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 3
What is a “consultant”?
PRESENTATION TO PRSA NEW PROFESSIONALS | 9.10.12 | © 2012 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 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 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 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 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 8
So what exactly do we do?
All in all, it’s pretty simpleWe solve problems to help people and groups of people do better at what they want to do.
PRESENTATION TO PRSA NEW PROFESSIONALS | 9.10.12 | © 2012 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 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 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 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 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 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 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 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 16
Some things have changed . . .
PRESENTATION TO PRSA NEW PROFESSIONALS | 9.10.12 | © 2012 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 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 18
Communication today• Newspapers, magazines• Radio + satellite• TV• Websites/microsites/RSS• Phone, fax• Wall, rocks• Movies• Brochures• Planes, trains and automobiles• Skywriting• Bathroom urinals• Point-of-purchase displays• Leaflets• Cereal boxes• Trucks
• Guerilla marketing• Billboards• Blogs• Posters and signs• YouTube, Ustream• Direct mail• Email• Online chats• Annual reports• Newsgroups• Posters• Staged events• SMS/MMS• MP Games• Sponsorships
• Facebook• Twitter, Foursquare• LinkedIn, Yammer• Tumblr, Posterous• Banjo, Path• Google+, Pinterest• Meetings• Mobile marketing• Apps• Sports events• Taxi cabs• Flash mobs• Tweet-ups• Coffee mugs• Oh yeah, speeches, too
PRESENTATION TO PRSA NEW PROFESSIONALS | 9.10.12 | © 2012 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 19
But most things haven’t changed
PRESENTATION TO PRSA NEW PROFESSIONALS | 9.10.12 | © 2012 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 20
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 PRSA NEW PROFESSIONALS | 9.10.12 | © 2012 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 21
And politics certainly haven’t changed
PRESENTATION TO PRSA NEW PROFESSIONALS | 9.10.12 | © 2012 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 22
Early textingBoring guy blathering on
precursor to C-Span
Opponent hamming it up for camera
Empty seats of senators who took off early for vacation.
Horse-trading in the gallery
PRESENTATION TO PRSA NEW PROFESSIONALS | 9.10.12 | © 2012 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 23
Humans haven’t changed
PRESENTATION TO PRSA NEW PROFESSIONALS | 9.10.12 | © 2012 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 24
Tell me less about how it came to be and more what it means to me.
PRESENTATION TO PRSA NEW PROFESSIONALS | 9.10.12 | © 2012 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 25
What persuades us?
PRESENTATION TO PRSA NEW PROFESSIONALS | 9.10.12 | © 2012 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 26
What persuades us?
Logos Ethos Pathos
PRESENTATION TO PRSA NEW PROFESSIONALS | 9.10.12 | © 2012 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 27
Credibility
Trust
Expertise
Dynamism
+
+
PRESENTATION TO PRSA NEW PROFESSIONALS | 9.10.12 | © 2012 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 28
Okay, so that’s how we’re persuaded; what motivates us?
PRESENTATION TO PRSA NEW PROFESSIONALS | 9.10.12 | © 2012 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 29
Motivators
Pleasure
Pain
vs.
PRESENTATION TO PRSA NEW PROFESSIONALS | 9.10.12 | © 2012 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 30
Hope
Fear
vs.
Motivators
PRESENTATION TO PRSA NEW PROFESSIONALS | 9.10.12 | © 2012 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 31
Motivators
Acceptance
Rejection
vs.
PRESENTATION TO PRSA NEW PROFESSIONALS | 9.10.12 | © 2012 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 32
Motivators
Pride
Shame
vs.
PRESENTATION TO PRSA NEW PROFESSIONALS | 9.10.12 | © 2012 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 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 34
Counseling success:A 12-step program
PRESENTATION TO PRSA NEW PROFESSIONALS | 9.10.12 | © 2012 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 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 36
Step 2: Be a student of yourself
PRESENTATION TO PRSA NEW PROFESSIONALS | 9.10.12 | © 2012 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 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 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 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 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 41
Step 7: Show you care
Awwww . . .
PRESENTATION TO PRSA NEW PROFESSIONALS | 9.10.12 | © 2012 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 42
Step 8: Show a creative spark
PRESENTATION TO PRSA NEW PROFESSIONALS | 9.10.12 | © 2012 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 43
Step 9: “Be the ball, Danny”
PRESENTATION TO PRSA NEW PROFESSIONALS | 9.10.12 | © 2012 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 44
Step 10: Learn to ask and listen
PRESENTATION TO PRSA NEW PROFESSIONALS | 9.10.12 | © 2012 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 45
Step 11: Choose wisely
PRESENTATION TO PRSA NEW PROFESSIONALS | 9.10.12 | © 2012 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 46
Step 12: Go forth and conquer
PRESENTATION TO PRSA NEW PROFESSIONALS | 9.10.12 | © 2012 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 47
The facts of life
PRESENTATION TO PRSA NEW PROFESSIONALS | 9.10.12 | © 2012 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 48
Excellence takes time
PRESENTATION TO PRSA NEW PROFESSIONALS | 9.10.12 | © 2012 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 49
It’s back-breaking work
PRESENTATION TO PRSA NEW PROFESSIONALS | 9.10.12 | © 2012 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 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 51
You can’t fix stupid – or lazy
PRESENTATION TO PRSA NEW PROFESSIONALS | 9.10.12 | © 2012 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 52
Some of it is hard-wired
PRESENTATION TO PRSA NEW PROFESSIONALS | 9.10.12 | © 2012 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 53
“You miss 100 percent of the shots you don’t take” - Wayne Gretzky
No one bats .1000, but you’ll never reach the
fences unless you keep swinging
PRESENTATION TO PRSA NEW PROFESSIONALS | 9.10.12 | © 2012 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 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 55
(and may the Forge be with you)
Roger M. Friedensen, APRPresident | CEO
[email protected]@RogerFriedensen | @ForgeComm | Google+
LinkedIn: RogerFriedensenwww.facebook.com/forgecommunications
Thank you!
PRESENTATION TO PRSA NEW PROFESSIONALS | 9.10.12 | © 2012 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 56
“The Epley test”
PRESENTATION TO PRSA NEW PROFESSIONALS | 9.10.12 | © 2012 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 57
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 PRSA NEW PROFESSIONALS | 9.10.12 | © 2012 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 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 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 PRSA NEW PROFESSIONALS | 9.10.12 | © 2012 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 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?