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.