Building Trust & Inspiring Passion PRSSA National Conference October 15, 2011

Common View of Public Relations  Reporter  Promoter  Apologist

Common View of PR People  Reporter  Promoter  Apologist Aspirations for PR People  Leader  Change agent  Relationship builder

Fundamental Question When it comes to delivering on the promises you make and the expectations you create, does your organization know how to walk the talk?

TRUST

Be a champion of trust!

TRUST A belief that people will do the right thing in the right way at the right time Be a champion of trust!

TRUST It’s more than getting attention or making a sale. It’s about loyalty over the long-haul.

Customer Trust It’s about Everything!

TRUST

12 “ A heightened emotional connection that an employee feels for his or her organization … and that influences him or her to exert greater discretionary effort to his or her work ” Employee Engagement

13 The Value “Actively disengaged” workers in total cost U.S. over $300 Billion per year! Individually, “disengaged” workers cost their employers $13,000 per year! Only 29% of U.S. workers considered truly “engaged” ( 71% “disengaged!”) Employee Engagement

14 The Value Top performing companies are actually raising employee engagement levels in the present economy These organizations are increasing revenue growth by 4.5 times more than poor performers Employee Engagement

“Only when people know what it feels like to be first in someone else's eyes can they sincerely share that feeling with others. We're not saying choose your people over your customers. We're saying focus on your people first because of your customers. That way, everybody wins." Employee Engagement

What does it take to build a high-trust workplace and an engaged workforce? Employee Engagement

“The brand is simply a lagging indicator of the culture.” -- Tony Hsieh CEO, Zappos Author, “Delivering Happiness” Employee Engagement

Nationwide Survey WorkersManagers Interesting work Job security Tactful discipline Being “in” on info & decisions Good wages Loyalty to employees Appreciation of work done Chance to advance Good working conditions Sympathetic help w/problems Kenneth A. Kovach George Mason University Employee Engagement

Nationwide Survey Workers Managers Interesting work 1 5 Job security 42 Tactful discipline 97 Being “in” on info & decisions 3 10 Good wages 5 1 Loyalty to employees 86 Appreciation of work done 28 Chance to advance 63 Good working conditions 74 Sympathetic help w/problems 109 Kenneth A. Kovach George Mason Univ. Employee Engagement

TRUST Management Credibility Factors Caring Honesty/Openness Responsiveness Competence Reliability Apology People-First Systems, Policies & Practices Measurement Rewards & Recognition Communication Learning & Development Continuous Improvement Goals - Strategies - Planning VALUES & PRINCIPLES Building Success - Inside Out

Interaction Availability of Information Access to Information Relevance Inclusion Authenticity “Real-Life, Real-Time Communication” Speed

Real-life, Real-time Communication Interaction

Employees are NOT a “target audience!” Real-life, Real-time Communication Interaction

Employees are NOT a “target audience!” “Propaganda ends where dialogue begins.” (Marshall McLuhan) Real-life, Real-time Communication Interaction

Organizational communication has to operate at the speed of life. Real-life, Real-time Communication Speed

27 “An individual without information cannot take responsibility. An individual with information cannot help but take responsibility.” (Jan Carlzon) Real-life, Real-time Communication Availability of information

Availability without access is like having a key without knowing what door it opens. Real-life, Real-time Communication Access to Information

Avoid the trap of giving people too much of the information they don’t need – and too little of what they do. Real-life, Real-time Communication Relevance

Cutting someone out of the communication loop is like cutting off the blood supply to part of the body. Real-life, Real-time Communication Inclusion

“The use of buzzwords anesthetizes you to the truth.” (Warren Bennis) Real-life, Real-time Communication Authenticity

Real-life, Real-time Communication Mission Control

1.Always approach people as the source of the solution … not the cause of the problem Golden Rules of Communication

1.Always approach people as the source of the solution … not the cause of the problem 2.The only terminal communication breakdown is disengagement … so keep the dialogue going Golden Rules of Communication

1.Always approach people as the source of the solution … not the cause of the problem 2.The only terminal communication breakdown is disengagement … so keep the dialogue going 3.Communication is too important to be left in the hands of professional communicators … so share the know- how and build broad connections and relationship Golden Rules of Communication

1.Always approach people as the source of the solution … not the cause of the problem 2.The only terminal communication breakdown is disengagement … so keep the dialogue going 3.Communication is too important to be left in the hands of professional communicators … so share the know- how and build broad connections and relationship Be the champions of trust! Golden Rules of Communication

Les Landes, APR President Landes & Associates Joe Hice, APR, CPRC Vice President, Public Relations and Marketing Moffitt Cancer Center and Research Institute Contact Us