Upload
alex-taremwa
View
255
Download
6
Embed Size (px)
Citation preview
How to Give Yourself a headstart in Your
Career
1
Motivational Talkto Uganda Christian University
Second Year Mass Communication ClassJune 20th, 2014
Alex T. BahaburanaThe Managing Director- TTM
2
The World of The World of CommunicationCommunication
3
Change over the Change over the years…years…
• 1992 Communication Class at MUK had only 20 students then – Today??
• Type writers to iPads and smart phones• State Owned TV and national radio; from1993 -2 FM Radios• From Radio Calls to cellular phones• Today’s reality Multiplicity of media operational FM Radios)>210
& TVs 20+ (Representing both Commercial/Community)*Most liberalized broadcasting sector in Africa – Source ucc• Green-field- Few professionals in Comm’s role then• From Generalists to specialist
4
Importance of Importance of CommunicationCommunication
The Story of MH 370The Story of MH 370
5
The Story of MH 370The Story of MH 370Undisputed Facts•Malaysia Airlines flight 370 departed from Kuala Lumpur International Airport at 12.41am (local time) en route to Beijing on March 8th 2014. Weather conditions were favourable.•MH370 was expected to land in Beijing at 6.30am (local time) after travelling about 4350km.•There were 239 people, including 12 crew members, on board.•The Boeing 777-200ER was carrying up to eight hours worth of fuel.•The transponder shut down at 1.21am.•The final words from the cockpit of “All right, good night”
•UNCERTAINTIES ARE ALL AROUND US!!!6
Responsible Corporate Behaviour underpins
organisations approach to achieving Business
Sustainability
7
We live in a glass-bowlWe live in a glass-bowlWe face Intense Public Scrutiny!We face Intense Public Scrutiny!
8
The IssuesThe Issues• Product - Controversial, Health & Safety?• Trust – Credibility!• Multinational Stature• Exploitation – ’Third World Issues’• Double standards• Environment – Does it harm the environment?
All the above can attract resentment and in extreme cases draconian regulation many times not well thought –Driven by emotion. Potential loss of business! 9
The Price of Not Being The Price of Not Being TrustedTrusted
Litigation - Reputation & conduct are the issues
Demonisation- Consumers- Employees- Potential employees
Regulation- More of it- Spreading faster- More extreme
Loss of Market Share and Business
10
CSR and the bottom lineCSR and the bottom lineCSR Definition: A company’s commitment to operating in an economically, socially and environmentally sustainable manner, while recognizing the interests of its stakeholders eg. Investors, customers, employees and local communityReduced operating costsEnhanced brand and image reputationIncreased sales and customer loyaltyIncreased ability to attract and retain employeesPublicity and increase public image from good works
11
Stakeholders?Stakeholders?• Who/what is a “stakeholder”?
• Many different definitions
• A stakeholder is “any person, group, or organisation that can place a claim on an organisation’s attention, resources, or output, or is affected by that output”
Bryson, John M. Strategic Planning for Public and Nonprofit Organisations (San Francisco, Ca: Josset-Bass, Inc 1988)
12
Key stakeholder Key stakeholder groups groups
TertiaryInstitutions
Environment
Corporate Bodies
Consumers
Shareholders
NGOsMedia
Politics+Legislation
Suppliers+Industry
Retailers
General Public
Employees
ORGANISATION
13
Dilemma in Business Dilemma in Business TodayToday
14
Perception breakdownPerception breakdownWhat we think about ourselves
…
• Open minded
• Enterprising spirit
• Strength from diversity
• Freedom through responsibility
We are seen as…
Dishonest
Conspiring, greedy, exploitative
Impersonal, faceless
Uncaring, evil
15
RealityReality• Stakeholders:
o Can have beliefs that are poles apart from our owno Are driven by a strength of feeling that is realo Sometimes believe organizations are cynical &
dishonest
16
The big The big challengechallenge
How do we earn trust?How do we become known as responsible?How do we put our business into its proper perspective?How do we give ourselves a future?How do we move forward?
17
Spot of botherSpot of bother
Organisation CriticsPublic opinion
18
The ‘sweet’ spotThe ‘sweet’ spot
Organisation CriticsPublic opinion
19
Changing role of Changing role of PR PR
• From philanthropy to social accountability• From managing issues to stakeholder
relationships• From ‘decide-announce-defend’ to ‘listen-decide-
deliver’• Position Organisation as industry leaders
20
PR MUST earn its PR MUST earn its place at the place at the
business tablebusiness table
WE ARE REPUTATION WE ARE REPUTATION MANAGERSMANAGERS
21
The bottom lineThe bottom line• “Logic does not change
emotions, but if perception changes then emotions change.”
Edward De Bono, ‘New Thinking For The New Millennium’, Page 43, Viking 1999
…AND NOT PUBLIC RELATIONS
AND THIS IS WHY EVERY MANAGER CARRIES A REPUTATION MGT ROLE
REPUTATION MGT IS TOO IMPORTANT
TO LEAVE TO PR PEOPLE ALONE
AND THIS IS WHY REPUTATION MGT IS A KEY BUSINESS
FUNCTION…
23
Working in Public Relations
24
Journalism vs. Public Journalism vs. Public RelationsRelations
Journalism is the bedrock of PR. The two function in a mutually dependent relationship, sometimes as adversaries, sometimes cooperating in respective self-interest.
Basic differenceso PR facilitates communication between the organization and its
publics using diverse communication channelso Looks at targeted audiences i.e. serves the interest of an
organizationo Personalize messagingo Journalism role is to report and interpret the events of the world in
a fair, balanced and accurate manner through mass mediao Looks at mass audience i.e. serves general publico Impersonal messaging
25
Simplified View of How PR Interfaces with Simplified View of How PR Interfaces with
JournalismJournalism
The PR professional creates and tells the story
The story is distributed through reporters (intermediaries)
The story is consumed by target audience
PR goals: Awareness, Knowledge, Interest, Preference & Action
PR Activity
Journalism
Target Audience
26
Some of the names in PR Some of the names in PR todaytoday
PR & Corporate CommunicationsCorporate
CommunicationsCommunication SpecialistIntegrated Communication
Public Affairs
Marketing Communication
Corporate AffairsMarketing Public
Relations
Levels: Executive, Officer, Advisor, Specialist, Manager, Director
Consumer AffairsStakeholder Engagement
Internal CommunicationsCorporate & Regulatory Affairs
Political Affairs
SustainabilityInvestor Relations
Community Relations / Liaison
External Affairs
Government & Regulatory Affairs
Social Media & Marketing OfficerCorporate Relations
27
Careers in PRCareers in PRDifferent job descriptions beckon in the PR profession
e.g.:
Government◦ Press Secretaries, Information Officers, Public Affairs,
Public Relation Officers, Communications Specialists
PR & Consulting Firms◦ Account Executive (Client Service), Account Manager,
Account Directors, General Manager-Public Relations.
Private Sector ◦ Public Relations Officer, Public Relations Manager,
Corporate Affairs Manager, Communications Specialist.
28
Public Relations Public Relations QualificationsQualifications
Education and Training◦ A college/university degree in PR, Journalism, Advertising, or
Communication. ◦ Industry developed qualifications
Other Qualifications; The Competitive Edge◦ Public relations specialists must show creativity, initiative, and
good judgment and have the ability to communicate thoughts clearly and simply.
◦ An outgoing personality, self-confidence, decision-making, problem-solving, and research skills and enthusiasm for motivating people are also key.
◦ They should be competitive, and open to new ideas
29
Key CompetenciesKey Competencies• Strong communication, analytical and interpersonal skills.• Good Public Relations (PR), persuasion and negotiation
skills.• Ability to show creativity, initiative and good judgment.• Excellent writing and editing skills!• Media Relations Skills• Knowledge in implementing CSR portfolio or foundation.• Ability to research and evaluate results of a Public
Relations (PR) campaign/programme.• Proficiency in Desktop Publishing, Microsoft Office suite,
Photo-editing and manipulation, e-mail and Internet.• Good inter-personal, leadership and communications skills
(oral and written).• Multi-skilled!• Active Member of professional associations –Networking
value!30
What’s on your What’s on your timeline?timeline?
Let your timeline define who you are Let your timeline define who you are professionally.professionally.Your potential employer could use your Your potential employer could use your timeline to decide whether to employ you or timeline to decide whether to employ you or NOT.NOT.
31
Closing thoughts...Closing thoughts...• Integrity, Integrity, INTEGRITY!!!• A good ATTITUDE determines your altitude!• Skills-(Social and Technical) will differentiate you• Create continuous learning opportunities for yourself (formal/informal
)...lots of tools online• Set SMART Goals and Objectives• Constantly update your CV• Role Models –To mentor you and person to look up to• Family, Friends, God – Embrace them!• Your social media profile is your mirror image (Use social media resp
onsibly!)• Confidence and Self-Esteem will set you apart.• OVER COME YOUR FEAR• The Future is bright and filled with opportunities for the bold and amb
itious – Grab them32
Thank You
33