PR guru and PRSA Counselors Academy chair Abbie Fink talked about energizing your employees by creating an authentic workplace. In her 2015 N.C. Public Relations and Marketing Seminar presentation, the GM and VP of Phoenix's HMA Public Relations spelled out the ABCs of workplace productivity through motivated staff!

1. Abbie S. Fink
Vice President/General Manager
HMA Public Relations, Phoenix
@AbbieF

3.  94% of executives, 88% of employees believe a distinct
workplace culture is important to business success.
 Key signal of well a company is doing.
 Outranks compensation, benefits, titles.
 Research has shown that there is a correlation
between employees who say their organization has a
clearly articulated and lived culture and those that say
they are happy at work – engagement leads to greater
satisfaction and greater participation.

4.  The more effective a company culture, the
more engaged the workforce, the better the
reputation, the greater the company success,
the stronger the ability to attract talent.
◦ Fear and stress go down as friction between
employees decreases
◦ People seek employment in the company AND STAY
◦ Organizational learning becomes effortless, the team
actively teaches new members
◦ Overall health and wellness increases, people report
having more fun

5.  Satisfied Employee
◦ Relatively happy about their day-to-day job, come to work, do
their job and they go home. Consistently supportive of the
business but won’t go beyond the call of duty.
 Engaged Employee
◦ Truly passionate about the work, actively seeks ways to
contribute to the greater good of the organization, exceeds
what is expected of them. These employees have the greatest
potential to affect change.

6.  I would like my manager to trust me and to really
“know me”
 I want to have pride in my work
 I want to enjoy going to work everyday
 I would like flexibility

8.  Commitment to the company
◦ Contributing, loyal and fully aligned with the culture
 Commitment to the value proposition
◦ Alignment with the mission and goals
 Commitment to your client/customer
◦ Performs at a level that provides optimal experiences and
relationships
Beyond Philosophy

9.  I want to work with a company that has a good
reputation
 I want a company that is also invested in my success

10.  I want my team to give their personal best
 I want my team to work together
 I want to create an environment where people are
trusted and valued
 I want to be an inspiring leader

11.  Are passionate about their people
 Encourage feedback
 Provide hope and optimism… and praise
 Encourage others to do their best
 Show, not tell
 Know that the little things count
 Are not afraid to show a little “tough love”
 Create an atmosphere of innovation

12. Innovation is worthless unless it
translates into action.

13.  Harness the energy of innovation
◦ Innovative ideas gather dust if no one acts
◦ Innovation will bring about change
◦ Create it, capture it, build on it, move your team forward

14.  Innovation is created through groups of people
working in concert with each other.
 Innovation is not dependent on the participation of the
high-ranking executives, but on all employees.
 Innovation comes from those that see, sow, grow and
share opportunities.

15.  Trust yourself to trust others
◦ Break down the old rules, you’ll become more patient, a
better listener and better relationships are established.
 Collaborate and discover
◦ Collaboration is about taking leaps of faith to discover new
ways of thinking.
 Communicate to learn
◦ The manner in which you communicate sets the tone and
propels thinking in new directions.

16.  Be a courageous change-agent
◦ Leaders must challenge the team to
think more critically and see through
to continuous improvement. This
role means an entrepreneurial
attitude, risk taker, innovation
becomes second nature.
 Course correct to perfect
◦ Course correction steers you closer
to the promise of the culture you
are attempting to create.

17.  Take responsibility
◦ Strong corporate cultures arise consciously, shaped by the
owner or manager. Weak ones arise accidentally from
neglect.
 Create a mission statement
◦ Clearly conveys your goals, philosophy and differentiators.
Reference it all the time – meetings, proposals, annual
reviews.
 Keep it authentic
◦ Culture should grow naturally from your
mission. It can’t be forced.

18.  Involve your team
◦ Culture is not only top-down. Your team can be your best
advocate for your mission.
 Create rituals
◦ Rituals are acts that enhance the corporate culture – Cupcake
Friday, Shorts Day, Pizza Tuesday, Dog Days of Summer
 Hire for fit, not necessarily for skill
◦ The best employees match the personalities of your existing
team. Expect they know AP style, hire them for their
enthusiasm for it.

19.  Culture is in everything you do
◦ From the artwork on your walls to the tone of
your marketing materials, your culture needs
to be clear
 Ask about it…often
◦ If you build it, they still might not come. Is
your culture as strong as you think, can
everyone on the team tell you what it is?
Check in often with the team and find out.
And if it needs a refresh, don’t be afraid to
change it up.

20.  Every single day is an opportunity to create, sustain or
change a company culture
 Culture is an effort that can be self-fulfilling
 Culture empowers employees with the ability to
succeed and offer feedback that is welcomed