Posts

Public Service Announcements

/in /by

Non-profit organizations and the causes they promote are greatly served by enlightening the public. Public education is an important part of the charge for those organizations.

The earliest PSAs promoted the selling of war bonds and were shown in movie theatres during World War I and II. The campaigns included: “Loose lips sink ships” and “Keep them rolling.” With the advent of radio in the 1920s and its popularity in the 1930s and 1940s, it was a natural sign-off for national shows to include public service messages. Local stations began airing PSAs during their programming to fill the holes when they had not sold all the commercial availabilities. Then, there were Community Calendar shows. Every disc jockey had their favorite causes, and talk shows often featured representatives of non-profit organizations to discuss their services.

When television hit in the late 1940s, public service advertising was institutionalized. PSAs were aired, just as had been done on radio. Local TV stations promoted non-profit organizations via recorded and live spots, ID slides and crawls of calendar items in local communities.

Some of the famous campaigns included annual United Way appeals, Smokey the Bear (“Only you can prevent forest fires”), McGruff, the dog (“Take a bite out of crime”), the United Negro College Fund (“A mind is a terrible thing to lose”), Just Say No to Drugs, the American Cancer Society (“Fight cancer with a check-up and a check”), anti-smoking campaigns, voter awareness, vaccinations, immunizations, educational programs, etc.

Many of the famous PSA campaigns were created by The Advertising Council. This was a consortium of advertising agencies who lent their creativity on a volunteer basis to a variety of causes. These ads won awards for creativity and spurred participating agencies to serve their clients and communities by their volunteer service. Other PSAs were devised by public relations agencies and the non-profit organizations themselves.

The Partnership for a Drug-Free America was founded in New York City in 1985. It was a consortium of advertising agencies who produced public service messages discouraging drug use. It coordinated campaigns with the federal government in its efforts to stem the spread of illegal drugs.

PSAs have had a massive impact on our culture. They steered many people into lives committed to community stewardship and leadership. In the old days, broadcasting was regulated. Stations had to reapply for their licenses from the Federal Communications Commission every three years. We were required to keep Public Files of correspondence from the listeners and community stakeholders. We were required to perform Community Ascertainment, a process by which we interviewed leaders on problems of the municipality and how our station might help to address them. Through all that, I became enamored with community service, developing trust relationships with stakeholders.

Newspapers began contributing space to non-profit causes back in the 1930s, plus writing stories on many of the programs. Community newspapers followed suit in the 1950s, 1960s and 1970s.

The billboard industry began offering free public service facings to non-profit organizations in the 1960s. As public opposition to billboards as environmental blockages increased, its industry made efforts to work with non-profit organizations to get their words out. In the 1990s, I testified to my city council on behalf of the billboard industry. I stated that they would never get rid of the signs, and their best strategy would be to work with the industry, assuring that local non-profits would be served through PSA boards.

Then came my next time to testify, and recalling this incident makes me sad. I testified before the U.S. Congress, begging them NOT to deregulate broadcasting. I was there in support of non-profit organizations and said that deregulation would be a death-knell to public service advertising on radio and TV. I said that unless the FCC requires PSA quotas to broadcasters, they would not deliver the time. I opined that a handful of mega-corporations would ultimately own broadcasting frequencies and would not have the same public service commitment as did the “mom and pop” broadcasters that they purchased. Sadly, history has proven me to be correct.

Because of deregulation, non-profit organizations were forced to buy time on radio and TV. Many got corporate sponsors to pay the freight. Others cut into programs and services in order to fund marketing. That is exhibited when you see every competing educational institution buying airtime to promote their services to the community. I performed a management study for my state comptroller’s office. I reviewed the costs of public awareness campaigns on behalf of state agencies. I opined that agencies felt compelled to spend funds to compete with each other in the arena of marketing.

New forms of public service announcements have emerged to take the place of lost free time on radio and TV. In the 1980s, I started producing filler ads for community newspapers. They were laid out in the style of paid advertising and were furnished as camera-ready copy for newspapers, in the most-needed space fillers as the newspapers had. Thus, they were used.

In the 21st Century, I believe that the future for public service announcements lies on-line. Every non-profit has its own website, and most have blogs in order to disseminate public awareness messages. Many non-profit organizations are producing videos for YouTube.

Now for something new, yet I’ve been advocating this since 1997. I believe that corporate websites are the most untapped source for public service messages. I encourage corporations to have a Community Corner on their homepages. Highlight the causes that they support. Put filler ads for non-profit groups on their websites. Encourage their customers and stakeholders to support their designated causes. Non-profit organizations need the support of Cause Related Marketing.

Here are some final tips for non-profit organizations in constructing their public service campaigns:

  • Carefully choose your topic. Create plausible narratives.
  • Research the marketplace and your cause for support.
  • Consider your audience. Get reactions from your audiences.
  • Get the attention of stakeholders carefully and tastefully.

About the Author

Hank MoorePower Stars to Light the Business Flame, by Hank Moore, encompasses a full-scope business perspective, invaluable for the corporate and small business markets. It is a compendium book, containing quotes and extrapolations into business culture, arranged in 76 business categories.

Hank’s latest book functions as a ‘PDR of business,’ a view of Big Picture strategies, methodologies and recommendations. This is a creative way of re-treading old knowledge to enable executives to master change rather than feel as they’re victims of it.

Power Stars to Light the Business Flame is now out in all three e-book formats: iTunes, Kindle, and Nook.

Your Most Important Business Strategy Is Culture

/in /by

How healthy is the quality of your business culture? Does your work environment ensure every player – leader, team member, customer, even supplier – is treated with trust, respect, and dignity in every interaction?

When I engage business leaders in discussion about their culture, most shrug their shoulders. “Our culture is OK,” most of them say. The reality is that most leaders don’t pay attention to the quality of their culture.

Deloitte’s recent Global Human Capital Trends report, found that “few factors contribute more to business success than culture.” 87 percent of business leaders who responded to their survey believe that culture is important. 54 percent believe culture is very important.

If that’s the case, why don’t leaders make culture a priority? They don’t know how. They’ve never been asked to manage culture. Deloitte’s study found that only 28 percent of respondents believe they understand their current culture well. Only 19 percent believe they have the “right” culture.

This data shows that most leaders don’t know what to look for. Few leaders know what to do if they discover their culture isn’t healthy.

What leaders do know is managing results. They invest more time, energy, and attention in results than they do in their business culture, yet culture drives everything that happens in their organization – for better or worse.

Don’t get me wrong – results are definitely important. But they’re not the only important thing. In fact, managing results is exactly HALF the leader’s job.

The other half? Managing the quality of their work culture.

Those leaders that invest time and energy in the quality of their culture reap tremendous benefits. A purposeful, positive, productive culture boosts employee engagement by 40 percent, customer service by 40 percent, and results and profits by 35 percent. I can prove it.

How can leaders create a healthy work culture? By making values – the way people treat each other – as important as results.

Just as leaders create clear performance expectations then hold people accountable for delivering those expectations, leaders must create clear values expectations and hold people – including themselves – accountable for acting in alignment with those values, every day.

To make values observable, tangible, and measurable requires that values – ideas like “integrity” or “teamwork” – be defined in behavioral terms. Why? Behaviors are measurable.

If you define your integrity value with a measurable behavior like “I keep my promises” or “I do what I say I will do,” everyone will know how they’re expected to behave to ensure they’re demonstrating that value, daily.

By formalizing values in behavioral terms, then requiring all leaders to model those behaviors themselves, you build credibility for your values. You build credibility in your leaders. And you model the purposeful, positive, productive culture you want.

In the absence of formalized values, your culture is one of default rather than one of design. Don’t leave the quality of your work culture to chance.

Make culture one of your critical business strategies – and implement valued behaviors as a means to creating a purposeful, positive, productive culture.

About the Author

S. Chris EdmondsS. Chris Edmonds is a sought-after speaker, author of the Amazon best seller The Culture Engine, an executive consultant and founder and CEO of The Purposeful Culture Group. Named one of Inc. Magazine’s 100 Great Leadership Speakers and a featured presenter at SXSW 2015, Chris’ blog, podcasts, research, and videos are enjoyed by thousands at Driving Results Through Culture. Check out his daily quotes on organizational culture, servant leadership, and workplace inspiration on Twitter at @scedmonds.

7 Presentation Strategies to Skyrocket Your Career

/in /by

If you are a professional working in business today then regardless of your industry, age or position you will be called on regularly to present your ideas to others. If it hasn’t begun yet then be patient, it will soon.

Whether it’s a team meeting, monthly update, a new initiative or project briefing there will be moments when everything you say and the way you say it matters. It is precisely that significance which leaves many professionals dreading the thought of presenting to colleagues and clients.

Instead of letting the prospect of sharing your thoughts and ideas with others invoke such anxiety consider the opportunity and value it offers you.

Many people would agree that far too many business presentations are too long and extremely tedious. With such a perspective being so prevalent in organisations today there is a huge opportunity to challenge the status quo and to stand out from the crowd.

The ability to connect emotionally as well as intellectually with others at work is arguably the most important skill in the world today. Imagine how quickly and how far you could climb the corporate ladder if you presented your ideas with confidence, creativity and impact. Set aside any personal angst you may have about presenting and public speaking and follow these 7 strategies to take your career to the next level.

1. Lose the ‘crystal ball’

As former executive of some of the UK’s most successful brands I was called on to present to colleagues and clients a great deal. After many years of sleepless nights trying to second guess what my audience actually wanted from me and how much they already knew I had an epiphany.

I started to ask them.

I realised that I could craft and deliver what I considered to be the most relevant, powerful and even entertaining presentation but if it wasn’t what my audience wanted or needed I was wasting my time and theirs.

2. Build it like a Tipi

One of the many reasons that so many business presentations aren’t as engaging as they should be is because they lack focus and structure.

The aboriginal tipi is an amazing feat of indigenous engineering. It is constructed using a number of poles but its core strength emanates from the 3 largest poles which provide the support structure.

I often consider a great presentation akin to a well-constructed tipi which has been built using many poles. The 3 largest and most important poles of presenting will determine the impact and memorability of your presentation.

  • What do you want your audience to think?
  • How do you want your audience to feel?
  • What do you want your audience to do?

3. Think like a tweet

Have you ever had someone strongly recommend a book for you to read and when you ask them what it’s about they can’t really explain it. Business presentations can be a little like that as the speaker talks you through 30 slides without clarity of their message.

We live in a world of social media and a great practice to get into is clarifying and writing your key message down in less than 140 characters. That won’t be the way you present it of course but it will ensure that everything you say focuses around that core message.

4. Craft a conversation

Another reason many business presentations are considered tedious is because they are crafted and delivered as lectures. In other words the audience is spoken at for the full 20 minutes.

Craft a conversation instead.

Ask them questions, get them involved and seek their opinion don’t just talk at them.

5. Be different

If the information, insights or ideas you have can be communicated easily in an email then respect your audience’s time and send them one. If however, presenting to them face to face will help you to bring your message to life and really connect with them then make it different.

  • Don’t use bullet points – Use powerful images
  • Make it personal to them
  • Tell them something they don’t know
  • Tell them stories
  • Use video’s, props or get them doing something
  • Ask thought provoking questions

6. Practice

By practicing I don’t mean memorise a script. There are 3 central elements to work on when practising:

  • Content – Get to know your message, supporting points and content inside out.
  • Verbal – Stretch and challenge your voice as much as you possibly can. Try out a few vocal exercises on the internet. Read a few passages from your favourite book in as many different ways as you can. Read with, passion, excitement, as though you were angry, etc. Change your pace, volume, intonation and practice pausing.
  • Move – Practice the way you move. Get some feedback on your eye contact, facial expressions, hand gestures and the way you use the space you have.

7. Have some fun

Unless you are reading a eulogy or making people redundant business presentations don’t have to be deadly serious all of the time. You can deliver a really important and serious message whilst still lightening up a little, adding a touch of humour and making sure that both you and your audience enjoy it.

About the Author

Maurice De CastroMaurice De Castro is a former corporate executive of some of the UK’s most successful brands. Maurice believes that the route to success in any organisation lies squarely in its ability to really connect with people. That’s why he left the boardroom to create a business helping leaders to do exactly that. Learn more at https://mindfulpresenter.com/

The Strategic Leader’s Roadmap

/in /by

The financial situation for Japanese automaker Nissan Motor Company could not have been more dismal in 1998. The company had chalked up losses in seven of the past eight years, and it was now paying a billion dollars annually just to service its $19-billion debt.

Not that Nissan’s management had not been trying to make the right decisions to staunch the losses. It had earlier set an ambitious target of taking a quarter of Japan’s auto market, but to achieve that, the chief executive had said that the old way of making and selling cars would no longer suffice. A new strategy was required.

The CEO called for a redoubled effort to resurrect its ailing American arm, a market where customers had been flocking to sports utility vehicles. The company, the Nissan chief had urged, must also focus more on earnings than sales, slash its car “platforms,” and close its least profitable models. In short, he had warned, the company could never recover if it continued doing business the same old way. And his new way seemed the right way – providing he could deliver on it. But so far he had not. Nissan’s market share in Japan had stalled at just 16 percent, it was faring little better abroad, and losses were mounting everywhere.

Nissan sought an international partner, finally hooking up with France’s Renault. Renault agreed to infuse $5.4 billion into Nissan, but in return it required more than 36 percent of the company’s ownership and a commitment from Nissan to appoint Renault executive Carlos Ghosn as Nissan’s chief operating officer. With that, Renault inserted a very different kind of leader into the top ranks of Nissan – more confident, more determined, and more resolute.

Carlos Ghosn make clear that he had come to Japan “not for the good of Renault but for the good of Nissan,” and that would entail a new combination of not only a more aggressive execution of the company’s strategy but also a more demanding manager in charge of it. Under his leadership, Ghosn said, the struggling automaker would return to profitability in a year and halve its debt a year later. The company would close three assembly plants in Japan, increase factory utilization from 53 to 77 percent, cut suppliers by nearly half, eliminate 14 percent of the workforce, and reduce administrative costs by 20 percent.

Fifteen years later, Nissan under Ghosn’s strategy and leadership was indeed back on its feet. It had more than recovered to now outperform its industry in Japan, China, Europe, and even North America.

Nissan’s experience reminds us that firms with good strategy but weak leadership can remain rudderless. We also know that firms with good leadership but weak strategy can lurch directionless. Neither a restructuring strategy nor a turnaround leader alone could have engineered Nissan’s historic rebound. It required an individual who could both think and act strategically, a person who brought a strong sense for strategy and a personal capacity to lead its execution.

Becoming a strategic leader is an acquired capacity that can, in our view, be mastered by managers at all levels. As a prerequisite, it is important for aspirants to first appreciate the separate principles of strategy and leadership and then to combine them. We provide a six-step checklist for doing so:

The Strategic Leader’s Checklist

  • Integrate Strategy and Leadership. Master the elements of strategy and leadership both separately as a combined whole.
  • Learn to Lead Strategically. Pursue directed learning, one-on-one coaching, and instructive experience to develop an integrated understanding of strategy and leadership.
  • Ensure Strategic Fit. Arrange a strong match between the strategic challenges of a managerial position and the individual with the leadership skills to fill it.
  • Convey Strategic Intent. Communicate strategic intent throughout the organization and empower others to implement the strategy.
  • Layer Leadership. Ensure that leaders at every level are capable of appreciating strategic intent and implementing it.
  • Decide Deliberatively. Focus on both short- and long-term objectives, press for disciplined analysis, and bring the future into the present.

Adapted from The Strategic Leader’s Roadmap: 6 Steps for Integrating Leadership and Strategy, by Michael Useem and Harbir Singh, copyright 2016. Reprinted by permission of Wharton Digital Press.

About the Authors

Harbir SinghHarbir Singh is Professor of Management, Co-Director of the Mack Institute for Innovation Management, and Vice Dean of Global Initiatives at the Wharton School of the University of Pennsylvania.

Michael UseemMichael Useem is Professor of Management, Director of the Leadership Center, and Faculty Director of the McNulty Leadership Program at the Wharton School.

How To Be More Influential By Negotiating Better and Reading Body Language

/in /by

Are you a small business leader or midlevel corporate manager that seeks to advance your business, or your career? Do you find your initiatives challenged by information and resource gaps by those that don’t “get you” at times?

If so, this article will be of value to you as it highlights ways to cast a greater level of influence, gives insight into how you can negotiate better, and raises your awareness per being able to read body language.

Let’s examine influence, how you acquire it, why you’re not influential at times, and how to use it once you have it.

What makes you comfortable? What makes those that you’d like to have influence with comfortable? How do they view you in comparison to those with whom they seek comfort when being around those people? All of these and more, are questions you need to pose to yourself to assess where you are in your mind per those questions, and where you might be perceived to be by others. Remember, people like people that are like themselves. Thus, the more you appear to be like those you wish to influence, the easier it will be to do so.

How do we acquire influence and what should we do with it once we have it? Influence is a state of mind whereby you’re able to get people to act on your behest. Take note of what just occurred! I gave you my definition of influence. It may be slightly or drastically different from yours or someone else’s. The point is, once you know how someone views a situation, or the definition they give to a word, you have insight into the way they think and the meaning they assign to aspects in their environment. Then, you need to couple that with their perspective of what value is for them. Once you’ve acquired that insight, genuinely match your request to a goal/quest that they wish to obtain. Let them feel the emotions of your sincerity while showing them the benefits of adopting/addressing your suggestions. That will lead to you becoming more influential and having others readily seeking to assist you in acquiring your goals and theirs.

How do we lose or not acquire influence?

With some people, no matter what you do, it will not be good enough to draw them closer to you. If you identify that you’re in such a situation get away from it, to the degree you can. There will be situations in which some people will not like you. That can be due to their unconscious biases or biases that they’re well aware of. In such situations, sometimes you have to leave an environment to have people appreciate you for the value you possess. The perception of your value is what will allow people to perceive you as being influential.

When it comes to negotiations, the way you set it up and the strategies you employ have a great impact on how successful you’ll be. Remember, you’re always negotiating. Thus, when setting up an official negotiation, take into account the activities you’ve engaged in with the person/people you’ll be negotiating with and the impact that past impressions will have on the current negotiation. As mentioned above with influence, in a negotiation, the more influential you appear to be the more trusting you’ll be perceived as being. Don’t squander that perception. In a negotiation trust is a major factor per how far someone is willing to believe in what you say, compared to what you’ll do. Thus, if you’re perceived as being trustworthy, the opposing negotiator may think that something might not work out, but they know they’ll be able to trust that you’ll make them whole. That one aspect will allow you to gain more from every negotiation than you otherwise would have been able to achieve. There are also negotiation tactics and strategies that go into ways to maneuver in a negotiation to reach more favorable outcomes (i.e. when to concede, how slowly to appear when doing so, etc.), but those purviews will be left for another article to explore.

Now let’s discuss a very small component of body language. Body language and nonverbal signals move us emotionally more than most people are aware. In general, watch for hand movements that are not aligned with the words being spoken (e.g. words-this is going to increase your sales, hand action-pointing downward), pace of speech (i.e. slowing down might indicate one being more reflective, speeding up might be a point of excitement), and when such occurs. In particular, take note of what you said that stimulated the person to perform the mentioned gestures. Therein will lie insight into how well their body language is synchronized with their words.

Remember, you’re always negotiating!

About the Author

Greg WilliamsGreg Williams, known as, “The Master Negotiator & Body Language Expert,” is the author of the newly released book Body Language Secrets to Win More Negotiations.