How to Give Yourself a headstart in Your

Career

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Motivational Talkto Uganda Christian University

Second Year Mass Communication ClassJune 20th, 2014

Alex T. BahaburanaThe Managing Director- TTM

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The World of The World of CommunicationCommunication

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Change over the Change over the years…years…

• 1992 Communication Class at MUK had only 20 students then – Today??

• Type writers to iPads and smart phones• State Owned TV and national radio; from1993 -2 FM Radios• From Radio Calls to cellular phones• Today’s reality Multiplicity of media operational FM Radios)>210

& TVs 20+ (Representing both Commercial/Community)*Most liberalized broadcasting sector in Africa – Source ucc• Green-field- Few professionals in Comm’s role then• From Generalists to specialist

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Importance of Importance of CommunicationCommunication

The Story of MH 370The Story of MH 370

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The Story of MH 370The Story of MH 370Undisputed Facts•Malaysia Airlines flight 370 departed from Kuala Lumpur International Airport at 12.41am (local time) en route to Beijing on March 8th 2014. Weather conditions were favourable.•MH370 was expected to land in Beijing at 6.30am (local time) after travelling about 4350km.•There were 239 people, including 12 crew members, on board.•The Boeing 777-200ER was carrying up to eight hours worth of fuel.•The transponder shut down at 1.21am.•The final words from the cockpit of “All right, good night”

•UNCERTAINTIES ARE ALL AROUND US!!!6

Responsible Corporate Behaviour underpins

organisations approach to achieving Business

Sustainability

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We live in a glass-bowlWe live in a glass-bowlWe face Intense Public Scrutiny!We face Intense Public Scrutiny!

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The IssuesThe Issues• Product - Controversial, Health & Safety?• Trust – Credibility!• Multinational Stature• Exploitation – ’Third World Issues’• Double standards• Environment – Does it harm the environment?

All the above can attract resentment and in extreme cases draconian regulation many times not well thought –Driven by emotion. Potential loss of business! 9

The Price of Not Being The Price of Not Being TrustedTrusted

Litigation - Reputation & conduct are the issues

Demonisation- Consumers- Employees- Potential employees

Regulation- More of it- Spreading faster- More extreme

Loss of Market Share and Business

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CSR and the bottom lineCSR and the bottom lineCSR Definition: A company’s commitment to operating in an economically, socially and environmentally sustainable manner, while recognizing the interests of its stakeholders eg. Investors, customers, employees and local communityReduced operating costsEnhanced brand and image reputationIncreased sales and customer loyaltyIncreased ability to attract and retain employeesPublicity and increase public image from good works

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Stakeholders?Stakeholders?• Who/what is a “stakeholder”?

• Many different definitions

• A stakeholder is “any person, group, or organisation that can place a claim on an organisation’s attention, resources, or output, or is affected by that output”

Bryson, John M. Strategic Planning for Public and Nonprofit Organisations (San Francisco, Ca: Josset-Bass, Inc 1988)

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Key stakeholder Key stakeholder groups groups

TertiaryInstitutions

Environment

Corporate Bodies

Consumers

Shareholders

NGOsMedia

Politics+Legislation

Suppliers+Industry

Retailers

General Public

Employees

ORGANISATION

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Dilemma in Business Dilemma in Business TodayToday

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Perception breakdownPerception breakdownWhat we think about ourselves

…

• Open minded

• Enterprising spirit

• Strength from diversity

• Freedom through responsibility

We are seen as…

Dishonest

Conspiring, greedy, exploitative

Impersonal, faceless

Uncaring, evil

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RealityReality• Stakeholders:

o Can have beliefs that are poles apart from our owno Are driven by a strength of feeling that is realo Sometimes believe organizations are cynical &

dishonest

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The big The big challengechallenge

How do we earn trust?How do we become known as responsible?How do we put our business into its proper perspective?How do we give ourselves a future?How do we move forward?

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Spot of botherSpot of bother

Organisation CriticsPublic opinion

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The ‘sweet’ spotThe ‘sweet’ spot

Organisation CriticsPublic opinion

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Changing role of Changing role of PR PR

• From philanthropy to social accountability• From managing issues to stakeholder

relationships• From ‘decide-announce-defend’ to ‘listen-decide-

deliver’• Position Organisation as industry leaders

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PR MUST earn its PR MUST earn its place at the place at the

business tablebusiness table

WE ARE REPUTATION WE ARE REPUTATION MANAGERSMANAGERS

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The bottom lineThe bottom line• “Logic does not change

emotions, but if perception changes then emotions change.”

Edward De Bono, ‘New Thinking For The New Millennium’, Page 43, Viking 1999

…AND NOT PUBLIC RELATIONS

AND THIS IS WHY EVERY MANAGER CARRIES A REPUTATION MGT ROLE

REPUTATION MGT IS TOO IMPORTANT

TO LEAVE TO PR PEOPLE ALONE

AND THIS IS WHY REPUTATION MGT IS A KEY BUSINESS

FUNCTION…

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Working in Public Relations

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Journalism vs. Public Journalism vs. Public RelationsRelations

Journalism is the bedrock of PR. The two function in a mutually dependent relationship, sometimes as adversaries, sometimes cooperating in respective self-interest.

Basic differenceso PR facilitates communication between the organization and its

publics using diverse communication channelso Looks at targeted audiences i.e. serves the interest of an

organizationo Personalize messagingo Journalism role is to report and interpret the events of the world in

a fair, balanced and accurate manner through mass mediao Looks at mass audience i.e. serves general publico Impersonal messaging

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Simplified View of How PR Interfaces with Simplified View of How PR Interfaces with

JournalismJournalism

The PR professional creates and tells the story

The story is distributed through reporters (intermediaries)

The story is consumed by target audience

PR goals: Awareness, Knowledge, Interest, Preference & Action

PR Activity

Journalism

Target Audience

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Some of the names in PR Some of the names in PR todaytoday

PR & Corporate CommunicationsCorporate

CommunicationsCommunication SpecialistIntegrated Communication

Public Affairs

Marketing Communication

Corporate AffairsMarketing Public

Relations

Levels: Executive, Officer, Advisor, Specialist, Manager, Director

Consumer AffairsStakeholder Engagement

Internal CommunicationsCorporate & Regulatory Affairs

Political Affairs

SustainabilityInvestor Relations

Community Relations / Liaison

External Affairs

Government & Regulatory Affairs

Social Media & Marketing OfficerCorporate Relations

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Careers in PRCareers in PRDifferent job descriptions beckon in the PR profession

e.g.:

Government◦ Press Secretaries, Information Officers, Public Affairs,

Public Relation Officers, Communications Specialists

PR & Consulting Firms◦ Account Executive (Client Service), Account Manager,

Account Directors, General Manager-Public Relations.

Private Sector ◦ Public Relations Officer, Public Relations Manager,

Corporate Affairs Manager, Communications Specialist.

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Public Relations Public Relations QualificationsQualifications

Education and Training◦ A college/university degree in PR, Journalism, Advertising, or

Communication. ◦ Industry developed qualifications

Other Qualifications; The Competitive Edge◦ Public relations specialists must show creativity, initiative, and

good judgment and have the ability to communicate thoughts clearly and simply.

◦ An outgoing personality, self-confidence, decision-making, problem-solving, and research skills and enthusiasm for motivating people are also key.

◦ They should be competitive, and open to new ideas

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Key CompetenciesKey Competencies• Strong communication, analytical and interpersonal skills.• Good Public Relations (PR), persuasion and negotiation

skills.• Ability to show creativity, initiative and good judgment.• Excellent writing and editing skills!• Media Relations Skills• Knowledge in implementing CSR portfolio or foundation.• Ability to research and evaluate results of a Public

Relations (PR) campaign/programme.• Proficiency in Desktop Publishing, Microsoft Office suite,

Photo-editing and manipulation, e-mail and Internet.• Good inter-personal, leadership and communications skills

(oral and written).• Multi-skilled!• Active Member of professional associations –Networking

value!30

What’s on your What’s on your timeline?timeline?

Let your timeline define who you are Let your timeline define who you are professionally.professionally.Your potential employer could use your Your potential employer could use your timeline to decide whether to employ you or timeline to decide whether to employ you or NOT.NOT.

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Closing thoughts...Closing thoughts...• Integrity, Integrity, INTEGRITY!!!• A good ATTITUDE determines your altitude!• Skills-(Social and Technical) will differentiate you• Create continuous learning opportunities for yourself (formal/informal

)...lots of tools online• Set SMART Goals and Objectives• Constantly update your CV• Role Models –To mentor you and person to look up to• Family, Friends, God – Embrace them!• Your social media profile is your mirror image (Use social media resp

onsibly!)• Confidence and Self-Esteem will set you apart.• OVER COME YOUR FEAR• The Future is bright and filled with opportunities for the bold and amb

itious – Grab them32

Thank You

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