"Leadership Persona -- fied" 2009 PRSSA Leadership Rally
description
Transcript of "Leadership Persona -- fied" 2009 PRSSA Leadership Rally
PRSSA Leadership Rally
Leadership Persona – fiedJune 13, 2009
Ryan Zuk, APRTwitter: @ryanzuk
Blog: criticalmasspr.comwww.linkedin.com/in/ryanzuk
ryanzuk at gmail dot com602-821-3165
Copyright © ABC, Inc.
Today’s Agenda:
Defining Your Leadership Persona
Positioning Your Persona To Lead
Bringing Your Persona To The Workplace
Final Thoughts – Q&A
Anyone Tweeting?
#PRSSA
(and a question for you…)
Buyer Persona Concept– Marketers interview prospects/customers– Create profile w/ characteristics of each type– Their interests, problems, preferred media etc
Adapt This To Identify Leadership Personas– What key traits of different kinds of leaders and
influencers do we want to incorporate? – Many personas exists, let’s examine a few…
Source material: Pragmatic Marketing, David Meerman Scott
Leadership Qualities
Focus on Solving Problems
Tells Stories
Communication Techniques
Normal Guy – Animated
Keeps Interest (“Oh, 1 more thing”)
Takeaways
Substance w/simple delivery
Incorporate Real Life
Steve Jobs, CEO, Apple Inc.
Leadership QualitiesMaster Of All CeremoniesConnects With “You”
Communication TechniquesActs Like He Belongs ThereGets Others Talking
TakeawaysRepurposes Good ContentMakes You Want To Act– “text 1234” “tune in Wed.”
Ryan Seacrest, Uber Host
Opportunities LostHad A Leadership RoleInfluence, Income
Communication MistakesDisrespect For MediaAssumed His Own Rules
TakeawaysEthics (consequences)Everyone Makes Mistakes– It’s how / if you Rebound
Michael Vick
Former Atlanta Falcons QB
Inmate
House Arrest
Leadership Qualities
Perceived Balance
Polarizing Effect
Communication Techniques
Gets Out In Front Of “Issues”
The Social Internet President
Takeaways
Fills Gaps Of Inexperience
“Yes You Can”
President Obama
(Some) Classic Leadership Principles– Keep it simple (realistic plan, stretch goals)– Transparency (truth and accuracy, the 1st time)– Lead by doing (using your plan)– Lead while doing (using your senses)– Listen to your gut like Joe Cockrell (@JoePRGuy)ABC News or his original YouTube post
Leadership is a contact sport… and a team sport– Work the room, in your own way– Surround yourself w/ better people who fill gaps
Types Of Thought Leadership– Visionary / Innovative – Educational– Supporting and adding to Trends– Disagreeing (Positive Controversy)
Let’s Write A “Tactics” Article– Topic: “Thought Leadership on the Social Web”– (jump in or Tweet #PRSSA w/ ideas)
“Thought Leadership on the Social Web”
What person/brand has an internet presence you like?What do they do or say that draws you in?
(responses included…)
Ford Fiesta and Chevy Volt fan site noted for social useMike Friedman, U.S. Cyclist’s blog mixes athletic and personalDavid J. Neff, American Cancer Society, @daveiam on Twitter and Lights. Camera. Help. Festival for cause-driven organizationsAnd the effervescent Mr. Strange @EvanStrange: Our immediate past president has great internet presence. Who are you attracted to on the web? #Prssa Some additional responses at #prssalr and #prssa hash tags
Role reversal: teaching 2.0 to veterans
Use your “social” skills– PRSSA chapters have done Social Media 101
sessions for local businesses (network & fundraising)– Leah Zuber @LJZuber, Grand Valley State Univ.,
PRSSA Chapter President, blog– Michigan State University PRSSA’s
YouTube Channel (@courtneycurran – campus agency)
– Sarah Siewert @ssiewert Young PR Pro’s blog
Relationships & Conversations– Know thy journalist ahead of time (build Personas?!)– Phone only if you’ve got the goods– Email specific pitches, not group blasts– Styles: offer aid, praise via social, share sources etc.– When you do follow, correspond or meet… find a
common interest outside business (but don’t force it)– Use the tools you’re helping popularize: SMRs etc.– Get to know some Media now, before your graduate:
follow, pitch ideas, offer to be citizen journalist on call
“Ideal for me … is a short paragraph telling what the thing is. So the best pitches I’ve ever gotten are, ‘David, I see you’ve been covering digital cameras a lot. Wondering if you’d be interested in one that shoots underwater and costs less than $100? Press release below. Contact me if any questions.’”
David Pogue, New York Times, @Pogue
Source: Ragan.com, Michael Sebastian
Excellent example: NBA’s Phoenix Suns Tweetup
Bridged virtual and reality by engaging
via social media and bringing 150 fans to U.S. Airways Center
for more than a game!
Still getting coverage
Source: Krystal Temple @sunsprgirl, Phoenix Suns
World Wide Rave, David Meerman Scott
Putting The Public Back In Public Relations Brian Solis & Deirdre Breakenridge
The Media Savvy Leader, David Henderson
PRSA Blogs: PRSAY & ComPRehension
Ragan’s PR Daily & Ragan.com
PRSA co-sponsors Ragan’s Social Media conference
Ryan Zuk’s Tactics articles & criticalmasspr.com
Ryan Zuk, APR
Twitter: @ryanzuk
Blog: criticalmasspr.com
LinkedIn: www.linkedin.com/in/ryanzuk
602-821-3165ryanzuk at gmail dot com
Thank You
@PRSSANational members, @brandiboatner for inviting me!Brandon Zeuner – slide preso advice. @bzkicksJohn Elsasser – PRSA Publications Director, editorial guidance. @JohnElsasserKelly Zuk – inspiration and preso assistance.