This is pdf version of presentation made to New York School Public Relations Association. It is based on "The Public Relations Practitioner's Playbook" and "The ABCs of Strategic Communication" published by AuthorHouse.

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
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2. Or…
Why We Do What We Do
And
How To Do It Better!
Taken from…
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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
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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.”
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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
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Public Relations
A management function that
helps organizations and their
publics mutually adapt to one
another.
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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.”
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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
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7. Communication:
A Tool of Leadership
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Public Relations…Leadership
All leaders are
teachers…but not all
teachers are leaders!
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8. Public Relations…Leadership
Managers – Do things right.
Leaders – Do the right
things.
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Leaders
• Convene
• Communicate
• Persuade (maybe even
convince)
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9. Leader Defined
• Title • Tenacity
• Charisma (Connectivity) • Perseverance
• Competence/Expertise • Mental Toughness
• Communicator • Vision
• Courage • Responsibility
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Leadership Defined
In the end, Leadership is
defined by:
Results
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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?
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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?
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12. That’s how you become…
…the number ONE number TWO!!!
There are three types of people
• Managers – achieve goals
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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
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14. ABCs of Strategic Communication
• Anticipate
• Be Prepared
• Communicate Clearly, Concisely,
Consistently, Calculatingly,
Completely (Specifically and Simply)
Open, Honest, Thorough, Valid
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Reaching the Desired Outcome
• Attitude
• Opinion
Education > Knowledge >
Attitude > Behavioral Change >
Output = Desired Outcome
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15. Public Relations is Synergy
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Seven disciplines of a
strategic advisor – according to Jim L.
1. Be trustworthy
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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
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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
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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
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19. James Baker…
Leadership
“Knowing what to do and then doing it.”
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President Carter…
“Leaders whose messages are not
changing (or reinforcing) behavior
are not true leaders. In fact, they
are ‘MIS leaders’.”
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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
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In the Eye of the Storm:
Lessons in Leadership
A real life example of Leadership
From Les Hirsch – CEO
Touro Infirmary
New Orleans, Louisiana
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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………
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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
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22. Know Your Destination…
and All Roads Will Lead To It…
Failure Is Not An Option
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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.
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23. It Always Takes A Great Team
Because…Failure Is Not An Option
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Leadership Defined
In the end, Leadership is
defined by:
Results
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24. Questions
M. Larry Litwin, APR, Fellow PRSA
Rowan University
larry@larrylitwin.com
www.larrylitwin.com
© 2012
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