Career Management Insights for Students

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Career Management Insights for Students

• FPRA State Conference 2004
• Roy Reid, APR
• Consensus Communications

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Good Books

• Clients for Life
• Andrew Sobel
• What Clients Love
• Henry Beckwith
• How to Become the CEO
• Jeffrey Fox
• Good to Great
• Jim Collins
• The Tipping Point
• Malcolm Gladwell
• Beware the Naked Man Who Offers you His Shirt
• Harvey MacKay

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All levels of our career
X Factor
Trusted Advisor
Senior Team
Strategist
Generalist
Manager
Competent Specialist
Tactician
Entry Level
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The Trusted Advisor

• The expert for hire moves to a steady
  supplier of service and then becomes a trusted
  advisor.
• Andrew Sobel, Clients for Life
• Trusted advisors do not chose the role, they are
  chosen.
• Irving H. Buchen, The Power of Influence

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Non-Financial IndicatorsPat Jackson

• Enhance Brand Awareness
• Foster Employee Engagement
• Enhance Management Connection
• Build Customer Loyalty
• Build Community Loyalty

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ATTRIBUTES

• 15 Pillars to Build Upon

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Performance

• At the end of the day, what really matters is
  your performance
• Performance is consistent delivery of quality
  service
• You must work to be the most competent
  professionalbuild from the basics

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Problem-solver

• Come to the meeting with solutions
• Everyone has problems, but few come with the
  solutions
• Strategic action planning

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Predict

• Know the landscape internally and externally
• Research knowing todays issues and tomorrows
  concerns
• Rely on and share research on important issues

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Perceptive

• Understand the CEOs / Boards (and, therefore
  the organizations) priorities and concerns
• Motivation
• Know your role and the companys expectations of
  you
• Be quick to listen and slow to speak

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Political / Peacemaker

• Help leadership understand that being right is
  not always enough to win
• Be cognizant of the forces working for and
  against youinternally and externally
• Understand how external forces exert power on the
  organization

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Process-oriented / Planner

• Be results-oriented
• Be able to convey the process and outcomes of
  good public relations
• Staff behavioral scientist

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Community Relations
Spheres of Influence
Education
Local / State Government
Local Offices
Employees
CLIENT
Business Sections
Neighborhoods
Referrals
Faith Service
Business Associations
Major Community Partnerships
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Public Relations Planning Model
Client Conducted Interviews Compiled Data
Discovery Research
Internal (Staff Interviews)
External (Client Interviews)
Process
Sort, process, analyze data Create report for
marketing planning recommendation
Evaluate
Strategic Planning
Process
Implementation
Messaging / Creative Workplan / Branding /
Marketing Program Development / etc.
Refine Plan
Adoption
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Partner / Participant

• Add value and be able to speak the language of
  ROI and other finance dialects
• Take prudent risks on behalf of the organization
• Take the ball when it is handed off to you
• Get involved whenever possible

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Patient

• Relationships take time to fully develop
• Internally
• Externally
• Plan the work and work the plan
• Stick to it

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Probing

• Cultivate a challenging relationship
• Dig
• The forgotten or ignored executive

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Positive Pragmatic

• Aggressively pursue positive relationships with
  problematic audiences for the company
• Take these on with enthusiasm
• Be realistic in the engagement (see patient)
• Come with realistic expectations and never
  oversell ideas

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Prepared

• Be able to get to the point
• Prioritize
• Understand and be able to articulate the impact
  of external forces
• Community
• Media
• Government
• Regulatory
• Special interest / activists

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People-focused

• Help management understand why people do what
  they do
• Push them to the right people
• May not be a natural act for them
• Know how things really get done
• Inside
• Outside
• Be the recognized change agent

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Passionate

• Advocate ethics
• Now more than ever a voice is needed to stand up
  with the other corporate expectations (financial,
  legal, etc.)
• Take external viewpoints for playing devils
  advocate regarding company or organizational
  issues
• Employees
• Media
• Regulators
• Activists

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Persistent

• Do not wait for an invitation to the dance
• Advocate an inside/out approach to
  communication
• Internal audiences firstclosest to the
  organization

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Professional

• Be quick fluid and flexible
• Build relationships in all areas of the company
  leadership
• Be the calm in the storm

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BATMAN

• A unique analogy for moving into the role of
  trusted advisor

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BATMAN

• Batman is a superhero, called into action when
  someone is threatening Gotham City
• We are often brought in for the first time in the
  midst of a crisis
• Batman has no special powers, and must rely on
  his determination to fine tune his skills
• We must never forget to work on our professional
  and career development
• Batman stalks the city looking for opportunities
  to serve justice
• We must work proactively to really add value

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BATMAN

• Batman operates by day as an upstanding citizen
  of Gotham City
• We must work within the companys expectations
  and culture
• Batman has a purpose, vision, and mission that
  completely defines his actions
• We must be focused to deliver the best service to
  the organization
• Batman has become a trusted ally to people in
  Gotham and he surrounds himself with others that
  help him
• Surround yourself with the RIGHT people to build
  your success

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THANK YOU