pr week presentation- stephen k. dishart
TRANSCRIPT
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Stephen K. Dishart, APRAdjunct FacultyBaruch College
City University of New York
PresidentDishart CCMC, LLC
Communications & Crisis Management Consultants
Waynesburg UniversityPublic Relations Student Society of America
April 16, 2012
Reputation Management Communicating in an Era of Clutter and Economic Strife
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“Men have become the tools of their tools.”
Henry David Thoreau
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“The medium is the message”Marshall McLuhan, ca. 1964
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“The medium is the message”Marshall McLuhan, ca. 1964
“The MESSAGE is the message”Steve Dishart, April 16, 2012
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• W.A.I.T.
• McKinsey Quarterly: Why I’m a Listener: AMGEN CEO Kevin Sharer
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Text
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Say what you believe and believe what you say
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“All business in a democratic society begins with public permission and exists by public approval.” - Arthur W. Page
Source: Roger Bolton, President, Arthur W. Page Society
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ARTHUR W. PAGE SOCIETY
MEMBERS:
Chief Communications Officers CEOs Global Public Relations Firms Academics
Founded 1983
Source: Roger Bolton, President, Arthur W. Page Society
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ARTHUR W. PAGE SOCIETY
To strengthen the leadership role of the chief communications officer by providing a dynamic learning environment, by embracing the highest professional standards, and by advancing the way communications is understood, practiced and taught.
Mission
Source: Roger Bolton, President, Arthur W. Page Society
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Tell the truth. Prove it with action. Listen to the customer. Manage for tomorrow. Realize a company’s true
character is expressed by its people.
Conduct public relations as if the whole company depends on it. Remain calm, patient and good-humored.
The Page Principles
ARTHUR W. PAGE SOCIETY
Source: Roger Bolton, President, Arthur W. Page Society
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THE AUTHENTIC ENTERPRISE
DigitalNetwork
Revolution
Globalization
Stakeholder Empowermen
t
Source: Roger Bolton, President, Arthur W. Page Society
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Corporate Communication - Adapting to Radical Changes
• Globalization -- a quantitative shift in the globalization of the world economy that has created a qualitative change in how businesses need to communicate; Tom Friedman, Joseph Stiglitz
• Web 2.0 - The Media Model -- a transformation in the adoption, use, and consumption of information technology;
• Corporate Business Model – The Networked Enterprise -- an evolution in the nature and purpose of the public corporation that is both influenced by, and at the same time, influences the other two forces at work.
source: Dr. Michael B. Goodman, Professor and Director, MA in Corporate Communication; Director, CCI Corporate Communication International, Baruch College/CUNY
8www.corporatecomm.org
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1. Simplicity: Use Small Words
2. Brevity: Use Short Sentences
3. Credibility Is As Important As Philosophy
4. Consistency Matters
5. Offer Something New
Frank Luntz’s Ten Rules of Effective Communications
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6. Sound and Texture Matter
7. Speak Aspirationally
8. Visualize
9. Ask a Question
10.Provide Context and Explain Relevance
Source: Frank Luntz, Words That Work
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www.corporatecomm.org 132
Tangible Risks to Corporate Reputation
• Lawsuits (Domestic/Abroad)• Negative Media Coverage• NGO Pressure• Consumer Boycotts• Eroding Public Trust• Negative Analyst Assessment• Market Punishment
source: Dr. Michael B. Goodman, Professor and Director, MA in Corporate Communication; Director, CCI Corporate Communication International, Baruch College/CUNY
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Sun Tzu
“Plan for the difficult while it is easy.”
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Why is this important?
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Why is this important?
Saving your job
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Why is this important?
Saving your job
“The MESSAGE is the message”
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•Arthur W. Page Society http://www.awpagesociety.com/
– The Authentic Enterprise http://www.awpagesociety.com/images/uploads/2007AuthenticEnterprise.pdf
•Corporate Communications International: http://www.corporatecomm.org/
•Edelman Trust Barometer: http://trust.edelman.com/
•Institute for Public Relations: http://www.instituteforpr.org/
•Corporate Communication, Strategic Adaptation for Global Practice; Goodman, Michael B. / Hirsch, Peter B.; New York, 2010•Words that Work; It's Not What You Say, It's What People Hear; Luntz, Frank I.; Hyperion, 2006
•The Art of War; Sun Tzu (Author); Griffith, Samuel B. (Translator);
Sources
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• WHY I'M A LISTENER: AMGEN CEO KEVIN SHARER http://e.mckinseyquarterly.com/187f59fcblayfousubrqupwyaaaaabxtgqxgcuqgzdayaaaaa• THE EXECUTIVE'S GUIDE TO BETTER LISTENING http://e.mckinseyquarterly.com/19580b676layfousubrqupxaaaaaabxtgqxgcuqgzdayaaaaa
Sources (cont.)
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Stephen K. Dishart, APRAdjunct FacultyBaruch College
City University of New York
PresidentDishart CCMC, LLC
Communications & Crisis Management Consultantswww.dishartccmc.com
Waynesburg UniversityPublic Relations Student Society of America
April 16, 2012
Reputation Management Communicating in an Era of Clutter and Economic Strife