BECOMING A STRATEGIC COMMUNICATIONS

ROCK STAR

Canadian Public Relations Society Webinar February 19, 2014

top 3

challenges

communications seen as

overhead

under recognition of the value

ghettoization

5 skills of a communications

rock star

driving alignment

1

adopt a strategic state of mind

2

outside-in thinking

3

connect the dots

4

ask questions that count

5

Client Management Complaint Box

People don’t talk to each other

Everyone thinks they’re a communicator

Approval gridlock

Stop-and-go orders

Short timelines

Inconsistent policies

People who can’t/won’t articulate what they want

Lack of direct access to decision-makers

Brought on board at the end, not the beginning

Breaking the Frustration Trap

• Meet audiences where they are

• Be prepared

• Manage expectations

• Add value

• Ask good questions

Unleash Your Inner Consultant

•Trust •Alignment •Credibility