prssa 041011
DESCRIPTION
Keynote speech to PRSSA Regional at University of Nebraska at Omaha on April 10, 2011. Presenter: Tim McMahoinTRANSCRIPT
Branding
PRLeadership
Crisis CommunicationCareer
Social Media
Leader and Leadership
“ … an influence relationship among leaders and followers who intend real changes that reflect their mutual purposes.”
Leadership for the 21st Century, Joseph Rost
Leadership relies on followers
Video ClipNarrated
Preparing to Lead is about me
Creating Leadership is about we
How do we recognize when leadership is happening?
Leadership Lessons …
For organizations, it is about:
• Setting direction
• Obtaining commitment
• Facing adaptive challenge
The Deep Blue Sea, Wilfred Drath
Leadership Lessons …
Leadership Lessons …
Leadership flows from meaning rather than meaning flowing from leadership!
Social Construction of Charismatic Leadership, Tim McMahon
• Vigorously confront reality
• Expand individual and organizational knowledge
• Create safety for members taking bold, legitimate action
PRRelationship
Social MediaMaking Sense of Our World
Web 3.0 is about
Search
Saliency
Two-Way
Symmetric
Communication
New World New Rules
Brand is shaped by …
UGC(User Generated Content)
Your presence matters
It is the stuff of your personal brand
Your values, beliefs, opinions, behavior, image, words, and deeds
So, your web presence matters! Here’s mine:
My LinkedIn Presence
My Twitter Presence
My FB Presence
Number of followers?
A Powerful Presence
New York Times Magazine, 04/03/11
The Currency: Attention
Currency Trail
Presence
Attention
Vote-getter
Cash Generator
PRBrandingSturdy when aligned
Powerful when salientSubject to rules
LeBron
“Chalk Clap”
Chalk Clap Video
LeBron
$135 million
Brand is …
Values
Message
Personality
Icons
United We Brand, Mike Moser
THE DECISION
Brand: LeBron
Brand: LeBron
NIKE VIDEO
Brand: LeBron
CLEVELAND MASH-UP VIDEO
Brand LeBron
JORDAN MASH-UP VIDEO
Recent polls rank him as one of the most disliked athletes in America!
Brand LeBron
Metrics
Reputation = Sum of Images =
(performance and behavior) + communication
Reputation Management, Doorley & Garcia
Strong Brand occurs when …
United We Brand, Mike Moser
Values
Message
Personality
Icons
Internal
Constituents
External
Constituents
Brand Measure
How do you manage?Example: Crisis Communication
A crisis is an opportunity
In Chinese, the two characters symbolizing crisis represent:
danger / fear
opportunity / desire
38
DOMINO’S CONOVER NC VIDEO
Cardinal RuleDeal with reality; keep desired outcome in sight
R ≈ i x a
Cardinal RuleDeal with reality; keep desired outcome in sight
Tell it all
Tell it fast
Tell ‘em what you are doing about it
Tell ‘em when it’s over
Get back to work
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DOM PRESIDENT REPLY VIDEO
YOUPrepare to be a leader; aim for leadership
Relationship endures; it’s built on trust
The way is tried and true, but the tools are ever-changing so stay current
Be YOU. People will love the real you and you will love living that life
