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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




  From:
  Why Should the Boss
    Listen to You?
          By James E. Lukaszewski

                         For
Dinner talk…
New York School Public Relations Association
     Revised by: M. Larry Litwin, APR, Fellow PRSA

© 2012




                                                     1
Or…
  Why We Do What We Do

              And

      How To Do It Better!




Taken from…




                             2
PR Is...
•   “This is who we are;
•   What we think about ourselves;
•   What we want to do; and
•   Why we deserve your support.”




PR Counselors must possess…
•   Loyalty
•   Judgment
•   Trust
•   Ethics
•   Integrity



                                     6




                                         3
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.”

                                                 8




                                                     4
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
                                                 9




            Public Relations

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


                                                10




                                                     5
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.”



                                                    11




             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

                                                    12




                                                         6
Communication:


      A Tool of Leadership




                              13




Public Relations…Leadership


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


                              14




                                   7
Public Relations…Leadership
Managers – Do things right.


 Leaders – Do the right
 things.


                              15




Leaders
• Convene
• Communicate
• Persuade (maybe even
 convince)


                              16




                                   8
Leader Defined
• Title                     • Tenacity

• Charisma (Connectivity)   • Perseverance

• Competence/Expertise      • Mental Toughness

• Communicator              • Vision

• Courage                   • Responsibility

                                                 17




Leadership Defined
In the end, Leadership is
  defined by:
                 Results


                                                 18




                                                      9
Some Questions That
Must Be Answered
1. How do I get to the table?




Some Questions That
Must Be Answered
1. How do I get to the table?
2. How do I get better control of the
   boss?




                                        10
Some Questions That
Must Be Answered
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?




                                             11
That’s how you become…

…the number ONE number TWO!!!




 There are three types of people
• Managers – achieve goals




                                   12
There are three types of people
• Managers – achieve goals
• Teachers – HELP [Riney Jordan]
  –   Hear (listen)
  –   Educate
  –   Love/Learn
  –   Prepare




  There are three types of people
• Managers – achieve goals
• Teachers – HELP
  –   Hear (listen)
  –   Educate
  –   Love/Learn
  –   Prepare
• Leaders – go over the horizon to see
  what’s out there




                                         13
ABCs of Strategic Communication
• Anticipate
• Be Prepared
• Communicate Clearly, Concisely,
    Consistently, Calculatingly,
    Completely (Specifically and Simply)
Open, Honest, Thorough, Valid

                                           27




Reaching the Desired Outcome
• Attitude
• Opinion

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

                                           28




                                                14
Public Relations is Synergy




                                            29




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

1. Be trustworthy




                                                 15
Seven disciplines of a
          strategic advisor
1. Be trustworthy
2. Become a verbal visionary




        Seven disciplines of a
          strategic advisor
1. Be trustworthy
2. Become a verbal visionary
3. Develop a management perspective




                                      16
Seven disciplines of a
           strategic advisor
1.   Be trustworthy
2.   Become a verbal visionary
3.   Develop a management perspective
4.   Think strategically




         Seven disciplines of a
           strategic advisor
1.   Be trustworthy
2.   Become a verbal visionary
3.   Develop a management perspective
4.   Think strategically
5.   Be a window to tomorrow




                                        17
Seven disciplines of a
             strategic advisor
1.   Be trustworthy
2.   Become a verbal visionary
3.   Develop a management perspective
4.   Think strategically
5.   Be a window to tomorrow
6.   Advise constructively




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

1.   Be trustworthy
2.   Become a verbal visionary
3.   Develop a management perspective
4.   Think strategically
5.   Be a window to tomorrow
6.   Advise constructively
7.   Show the boss how to use your advice




                                             18
James Baker…
            Leadership

“Knowing what to do and then doing it.”




                                          37




President Carter…


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



                                          38




                                               19
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



                                          39




In the Eye of the Storm:
Lessons in Leadership

A real life example of Leadership


From Les Hirsch – CEO
Touro Infirmary
New Orleans, Louisiana




                                          40




                                               20
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………

                                                                                  41




Friday:
September 2, 2005



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




                                                                                  42




                                                                                       21
Know Your Destination…
and All Roads Will Lead To It…


Failure Is Not An Option



                                           43




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.


                                           44




                                                22
It Always Takes A Great Team
Because…Failure Is Not An Option




                                   45




Leadership Defined
In the end, Leadership is
  defined by:
            Results


                                   46




                                        23
Questions
M. Larry Litwin, APR, Fellow PRSA
Rowan University
larry@larrylitwin.com
www.larrylitwin.com
                               © 2012




                                        24

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Getting a Seat at the Corporate Table

  • 1. 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 From: Why Should the Boss Listen to You? By James E. Lukaszewski For Dinner talk… New York School Public Relations Association Revised by: M. Larry Litwin, APR, Fellow PRSA © 2012 1
  • 2. Or… Why We Do What We Do And How To Do It Better! Taken from… 2
  • 3. PR Is... • “This is who we are; • What we think about ourselves; • What we want to do; and • Why we deserve your support.” PR Counselors must possess… • Loyalty • Judgment • Trust • Ethics • Integrity 6 3
  • 4. 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.” 8 4
  • 5. 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 9 Public Relations A management function that helps organizations and their publics mutually adapt to one another. 10 5
  • 6. 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.” 11 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 12 6
  • 7. Communication: A Tool of Leadership 13 Public Relations…Leadership All leaders are teachers…but not all teachers are leaders! 14 7
  • 8. Public Relations…Leadership Managers – Do things right. Leaders – Do the right things. 15 Leaders • Convene • Communicate • Persuade (maybe even convince) 16 8
  • 9. Leader Defined • Title • Tenacity • Charisma (Connectivity) • Perseverance • Competence/Expertise • Mental Toughness • Communicator • Vision • Courage • Responsibility 17 Leadership Defined In the end, Leadership is defined by: Results 18 9
  • 10. Some Questions That Must Be Answered 1. How do I get to the table? Some Questions That Must Be Answered 1. How do I get to the table? 2. How do I get better control of the boss? 10
  • 11. Some Questions That Must Be Answered 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? 11
  • 12. That’s how you become… …the number ONE number TWO!!! There are three types of people • Managers – achieve goals 12
  • 13. There are three types of people • Managers – achieve goals • Teachers – HELP [Riney Jordan] – Hear (listen) – Educate – Love/Learn – Prepare There are three types of people • Managers – achieve goals • Teachers – HELP – Hear (listen) – Educate – Love/Learn – Prepare • Leaders – go over the horizon to see what’s out there 13
  • 14. ABCs of Strategic Communication • Anticipate • Be Prepared • Communicate Clearly, Concisely, Consistently, Calculatingly, Completely (Specifically and Simply) Open, Honest, Thorough, Valid 27 Reaching the Desired Outcome • Attitude • Opinion Education > Knowledge > Attitude > Behavioral Change > Output = Desired Outcome 28 14
  • 15. Public Relations is Synergy 29 Seven disciplines of a strategic advisor – according to Jim L. 1. Be trustworthy 15
  • 16. Seven disciplines of a strategic advisor 1. Be trustworthy 2. Become a verbal visionary Seven disciplines of a strategic advisor 1. Be trustworthy 2. Become a verbal visionary 3. Develop a management perspective 16
  • 17. Seven disciplines of a strategic advisor 1. Be trustworthy 2. Become a verbal visionary 3. Develop a management perspective 4. Think strategically Seven disciplines of a strategic advisor 1. Be trustworthy 2. Become a verbal visionary 3. Develop a management perspective 4. Think strategically 5. Be a window to tomorrow 17
  • 18. Seven disciplines of a strategic advisor 1. Be trustworthy 2. Become a verbal visionary 3. Develop a management perspective 4. Think strategically 5. Be a window to tomorrow 6. Advise constructively Seven disciplines of a strategic advisor…according to Jim L. 1. Be trustworthy 2. Become a verbal visionary 3. Develop a management perspective 4. Think strategically 5. Be a window to tomorrow 6. Advise constructively 7. Show the boss how to use your advice 18
  • 19. James Baker… Leadership “Knowing what to do and then doing it.” 37 President Carter… “Leaders whose messages are not changing (or reinforcing) behavior are not true leaders. In fact, they are ‘MIS leaders’.” 38 19
  • 20. 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 39 In the Eye of the Storm: Lessons in Leadership A real life example of Leadership From Les Hirsch – CEO Touro Infirmary New Orleans, Louisiana 40 20
  • 21. 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……… 41 Friday: September 2, 2005 “Retreat,…Hell…We’re Just Advancing in Another Direction” * Quote From a US Army General in Korean War after being asked about withdrawal 42 21
  • 22. Know Your Destination… and All Roads Will Lead To It… Failure Is Not An Option 43 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. 44 22
  • 23. It Always Takes A Great Team Because…Failure Is Not An Option 45 Leadership Defined In the end, Leadership is defined by: Results 46 23
  • 24. Questions M. Larry Litwin, APR, Fellow PRSA Rowan University larry@larrylitwin.com www.larrylitwin.com © 2012 24