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Archive for the ‘Strategic Communication’ Category

Debating can teach you to argue your views and strive to out think your adversaries. But in the practical world of advancing institutions, nations, and causes I have learned that you can only move ideas forward by orchestrating win-win conclusions.

In the rare situation where you actually win the whole day, your adversary will inevitably and  immediately look for opportunities to reverse the situation, or at least just ignore the outcome. When it comes to countries, and even some aggressive organizations, the loser might actually go to the extreme of looking for revenge. The new communication landscape for all practical purposes then becomes more confusing and cluttered than ever.

Experience teaches that you are best advised to negotiate disagreements with a combination of persistence, patience and flexibility. As you proceed, your key objective should be to determine how you can improve your situation while agreeing to some improvements in your adversary’s situation as well.  The most stable outcome always will be one  where there is a clear “win-win.” 

At a later time, and on a new and different day, you might then consider new strategies for altering your previous agreement. Once the competitive moment passes, the climate is often much more conducive to  making additional incremental gains.

Today we tend to push positions to the extreme, and then fight for “my way or the highway.” But even when we win situations like this the loser is immediately plotting a complete reversal.  Your win then becomes no real win at all, and the lesson learned becomes “there must be a better way!”

So I suggest that you make sure you have a clear idea of your ultimate goal, but then be both patient and persistent as you go forward. Move your ideas ahead, but all the time look for what you can give up in order to make at least some progress. Structure a win-win proposal as you go, realizing that fully implementing big ideas must always be an ongoing process.

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The Easter weekend produced much discussion in the news media about the increasing role of religion in American discourse. Political candidates have certainly been testing its viability as a winning political theme. All this recent religion talk has stimulated me to think about the  role it often plays in institutional communication.   

So when developing a strategic communication plan today it seems more wise than ever to take into account the role religion may be playing. There are at least two kinds of religious affiliations that will influence the content and tone of all an institution’s communications. And just as importantly, the beliefs associated with these affiliations will also define the context and tone essential for communicating effectively with them.

The first perspective is where institutional religious beliefs or affiliations are firm and the intent is to convert non-believers to them, or at least to affirm those beliefs very aggressively. A second perspective is where institutional religious beliefs are clear and reinforced in the culture, but are not imposed on others. Tolerance for the beliefs of others is also often in this culture.  

But what both of these perspectives will have in common is that their beliefs are clearly embedded in all their  communications, and that successful communication with them will require a sincere respect for those beliefs. If progress is to be made on any issue or program you simply must approach them by respecting the values that they can accept. You don’t have to give up your own beliefs, but you will have to show respect for theirs. Otherwise, you will fail at every turn.

History is filled with stories where intolerance has destroyed relationships, and even entire civilizations. The “lesson learned” simply is that progress requires tolerance and respect. If you cannot do this, your best choice is to work only for organizations and causes that believe as you do. And even then you are likely to fail with many audiences. 

Bottom line: If you want to be successful communicating with a religious organization or individual, pay close attention to their beliefs and affirm them if you can. Or, at the very least make sure you avoid treading on them in any way!

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This week I had the honor of interviewing Jim and Kate Lehrer as a part of the Alan K. Simpson-Norman Y. Mineta Leaders Series at The Washington Center for Internships and Academic Seminars. Over 425 students from universities across the nation and abroad, their academic advisors, corporate supporters, and special guests, were in attendance.

Noted presidential historian, Michael Beschloss, has called Jim Lehrer a “national monument” for his contribution to TV News, and Kate is an award-winning writer of fiction. And so our conversation moved from the story behind the PBS News Hour, to the dramatic impact of new media on the journalism profession, to the role and future of books.

For Jim and Kate, life and work has been an active partnership. It all began when they met in Dallas, Texas. Jim was a newspaper man soon to move to noncommercial  television as the executive producer and host of a whole new concept in TV news. Kate was an English literature graduate from TCU in Fort Worth, Texas, and was instantly attracted by Jim’s intelligence and his surprising interest in literature.

The new concept in TV news was actually a simple one: Bring newspaper journalists together at the end of the day to sit around a table and report on what they found covering their beats… which included city hall, the public schools, higher education, neighborhood associations, the arts, and more. And it was this idea that would later form the foundation of a long running national broadcast. It would be an ongoing collaboration of Jim and colleague Robert McNeil. And from the very beginning it would be committed to balanced reporting, respect for the integrity of each guest, and dedicated to reporting stories in-depth. All of this has never changed.

As for the impact of new media, the Lehrer’s find it generally positive. Jim is a first amendment advocate, and  aggressively defends free speech.  In answer to a question from the floor he said he believes “candidates have the right to label a portion of health legislation as “death panels,” if they wish,” because he is confident that other points of view on the issue will follow. As for social and new media, the News Hour is working hard to utilize all the tools, so long as the original culture and integrity of the program can be maintained.

We agreed that our collective challenge will be to make sure that each person in today’s media world realizes he or she must become an active editor. Each one of us can choose only the media we agree with if we wish. Or, we can challenge ourselves with all points of view and sources of information.  In the end, we agreed that “media literacy” courses on the topic in public schools and universities are a good idea.

Both Jim and Kate write fiction, and they also talked about how important it was in their lives.  Both agreed that writing fiction allows “getting at the truth” in a way that day-to-day journalism does not. However, Jim’s latest book, Tension City, is a nonfiction “inside look” at the presidential debates.  Jim has moderated eleven of the debates, far more than any other journalist. He believes debates are a very important opportunity to see candidates perform under pressure, which the job of the presidency will require of them every day.  The title came from the senior George Bush, who used those words to describe his entire experience!

Our time together went by far too quickly.  There was so much to talk about, and so little time.  But it was seventy-five minutes I will never forget.  I was in the presence of one of the giants of broadcast journalism, and an award-winning author. And together they demonstrated the power of life partnerships when setting out to do great things.

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When a crisis breaks you should think immediately about protecting your brand.  Before creating your fact sheet and writing talking points you should review your branding themes in your mind.  What differentiates us from our competition? And most especially, which of our branding themes define our culture and values? Now think, how will I reinforce these themes through the crisis talking points I choose?

Consistency of message, product, and distribution is the lifeblood of brand stability.  Once defined, the key to brand effectiveness is to always deliver the same experience, and the same quality. One bad meal in a restaurant and the business can lose a customer forever. And what’s more, the word-of-mouth of that one customer can literally destroy that brand for a huge number of people. You can either be admired because the way you handled a crisis is compatible with perceptions of brand expectations, or you can destroy all trust in your organization with a disappointing level of performance.

Once the crisis moment fades you should launch a “post crisis” initiative. Your purpose should be to re-build and reinforce your fundamental brand themes, with special emphasis on those that articulate your culture and values. State the themes, and then find and tell stories that reinforce them. Repeat the themes often to remind employees and constituents what your organization is all about.  And don’t forget to continue your new-found relationships with the news media so that you have journalists who know your values when other crises strike.

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Teaching is why I got into higher education in the first place. Even with the many administrative positions I held over the years, I continued to teach and lead professional development programs along the way. If there is any lesson I learned about teaching, it is that you cannot “teach to a test.” It creates an ever-expanding negative atmosphere, and eventually learning  is no longer satisfying and fun.

Teaching is about finding the talent potential within each student and working hard to develop it. Some do best with abstract thinking, or artistic expression. And they are likely to demonstrate it better by writing essays, or expressing themselves artistically, or presenting material orally. Some subjects lend themselves to memorizing facts, but many others require seeing big picture trends, thinking critically, or solving problems that have more than one right answer. This type person has the same potential for long-term career success as anyone else. He or she, however, is likely to become unmotivated in a quantitative testing environment that features threats of punishment for everyone involved–students, teachers, and administrators. 

Students with learning difficulties, no matter their cultural background, generally lack basic self-confidence and will not respond well to calculated discipline and pressure.  But an ideal teacher will find their special abilities and interests, use intellectual freedom to nurture them, and locate other mentors and influencers to reinforce them. In schools like this, pure magic can happen.

And what’s more, the teachers become energized.  This is when teaching becomes an art, and teachers get hooked on a way of life.  They sacrifice to stay in their profession rather than burn out and bail out as so many are doing today.  Most new teachers in a “teach to the test” environment last only a few years because threats out balance emotional and professional rewards.

My story as a student is a case example. A professor in junior college helped me discover that if I would pick the courses where I could write essays and term papers I could excel. Armed with this self understanding, the further along I progressed in school the better I performed. And when I eventually learned that being a teacher was really a wonderful life of “living a subject matter I could master,” I was hooked on the very profession that earlier was turning me off.

The key, therefore, to improving K-12 education is to find young people early who want to make a difference, and then help them see they can really do this as teachers. Encourage them in developing their own best talents, and make  sure they are in a learning environment that supports their quest. Simply put, teaching excellence requires the flexibility to deal with each student and situation individually, and getting to do it in a system that rewards doing it well.

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Everyone is concerned about the cost of higher education. Make no mistake, institutions are concerned too.  But finding solutions will be difficult.

The president’s recent proposal that institutions that fail to keep tuition low will be punished by receiving less student financial aid will only be constructive if it leads to honest industry and government dialogue. Otherwise, it sets a totally negative tone, and demonstrates no comprehension of the management realities facing today’s colleges and universities. 

First, it must be acknowledged that diversity of type is what distinguishes US academic institutions in all the world. Second, that diversity means that even now there is a quality institution somewhere accessible to most everyone desiring an education. That said, virtually every institution I know is also working hard to cut expenses, and to keep its net price as low as possible.

For solutions to be found, it must first be acknowledged that each institution has a different set of factors each year that determine budget and pricing.  For example, each  one  serves a specific market, and must respond to the expectations of those in that market. For many, maintaining a high level of academic productivity with top performing faculty and state of the art facilities is expensive. Also, certain types of programs cost more to offer than others, and so financial parameters will vary widely among institutions.

For everyone the cost of maintaining buildings and grounds moves higher every year. When utilities and vendors increase prices, everything else is affected. Universities are really small cities and have similar constantly increasing maintainance challenges. And it also must be noted that costs driven by the need to monitor and comply with over 25 categories of government regulations is counterproductive to keeping costs lows.     

An acknowledgement that each institution is different, that government-funded financial aid is critical, that the amount of regulation should reconsidered, and that universities are capable of creative cost-cutting initiatives, is the constructive way forward. As with so many of the issues facing this country, if government and higher education  will  accept that each has a role to play in this solution, and will sit down together to collaborate, I have no doubt that we can make higher education available to everyone.

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There has been much talk this year about how polarized US politics has become. The intensity of the situation has reminded me of why many universities ended their debate programs over the years.

Some institutions were concluding that while competitive debating taught students how to stick with an extreme position until the bitter end, argument to that extreme rarely if ever produced actionable conclusions. One could devise a way to score the competition, but the result was winners and losers based on a point scale, and not a framework for collaborative decision-making.

In my work, I have found that super intelligent people can chose to use their superior talent in one of two ways: They can use it to be more cleaver than the other person, thereby out-maneuvering their competition. Or, they can use it to find constructive ways to solve real problems. The result of the first approach is always a polarized environment where everything becomes a horse race with people taking sides, and the second approach is much more likely to enable teamwork and eventual progress.

The problem-solving approach requires learning the art of compromise. And while partisan politics may require clarifying ideology during campaigns, the business of governing requires frequent teamwork once the campaign is over. So what does learning the art of compromise require?

My experience suggests that compromise first requires a commitment to clarify and understand all the action possibilities. Teamwork requires a willingness to brainstorm ideas first, and then analyze the pros and cons of each alternative. It means having a predisposed willingness to follow the directions careful analysis dictate, and a fundamental belief that when a solution with more pros than cons is finally articulated, that a decision to act never has to be final. It can always be revised along the way based on actual experience.  

In other words, compromising to win means that you are able to see beyond what you gave up now to what can happen later on through experience and revision. And I believe this applies to finding revenue to offset a nation’s debt, as well as to important decision-making in organizations.

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This is the time of year communicators are tempted to do the standard “year in review,” and sometimes follow it a bit later with resolutions for the coming year.  “I resolve to fix this, and to do better at that…” we promise the whole world! 

Following that custom, this is the time of year when my current “lessons learned” exercise first came to life.  My editing approach was to identify only the “best” and the “worst” happenings each year… but sometimes I must confess I ended up just putting my notes aside!  None of it seemed very important.

But this year the worst happenings clustered  under the general theme “our awful polarized politics.” And I must say I have been emotionally struck by the degree to which this horrible national condition has affected my thinking, and therefore my work!

Our totally dysfunctional congress has eliminated any possibility of finding resources to support important research and projects. But that almost seems irrelevant now. Even more, our legislators have embarrassed us terribly in the eyes of the rest of the world!  Our leadership role is fading fast.

Polarization totally eliminated any hope of influencing narrow thinking on important national issues. Extreme ideologies drove otherwise honorable representatives and senators to the most unattractive behavior and name-calling  imaginable. Real experts were never truly engaged. Jobs were cut in the name of creating jobs, without revealing detailed analysis. Budgets were cut to generate revenue, all without any details on how this kind of plan will actually work. 

And, of course. there never was a respectful reference to days when genuine statesman could put differences on hold and achieve reasonable compromise. We have forgotten that this actually worked for the good of the country. Our  society has been sadly soured by all this, and the world disappointed. And now we are even losing confidence in our own economic future.

But the best of the year was my delightful discovery of the high potential of my own industry, higher education.  Indeed, the internationalization of higher education is establishing a solid framework for world problem-solving, and therefore has the potential to transcend petty national politics.

I had the privilege of sitting in on all the sessions of the American Council on Education’s (ACE) Blue Ribbon Panel on Global Engagement.  Twenty university CEO’s from around the world were invited to meet in Washington over an entire year to consider the issues related to internationalization.  And several of us “expert presenters” and observers were invited to join them.  That experience, combined with two trips to Australia and one to India, convinced me that higher education is now a truly global enterprise, and we should now all see our individual institutional missions in a global problem-solving context.

My past resolutions tended to be more building on the best of the year, rather than on trying to fix the worst.  Focusing on the worst tends to reinforce the negative and result in a kind of plateau-type feeling in institutions.  But building on the best, making it even better and more visionary, tends to reinforce the positive and an overall institutional  feeling of moving ahead.

So this year I say: “I resolve to achieve a better understanding of the potential of my industry of higher education to be a world problem-solver, and to do what I can to advance the cause.” 

I know from experience that when educators meet our tendency is to get more interested in each other’s culture,  religion, food, and ideas.  I, of course, realize that political ideologies exist in these forums as well. But the ” we agree to disagree” academic standard still persists.  And, in the final analysis, I know that if we are ever to produce truly internationally savvy world leaders, and make headway on solving our looming life-threatening problems, it will be the world’s great academic institutions, large and small, that lead the way!

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Every year I seem to run into this same issue somewhere:

Is it better just to say “Happy Holidays”  than to run the risk of saying “Merry Christmas” to someone who does not observe the Christian holiday?  This year I had a colleague raise the question rather seriously. His position was simply: “It’s Christmas time damn it!”

I must confess that most of the time I have made what seems to be the safer “Happy Holidays” choice, especially with professional colleagues where there might be some mystery as to their preference.  But I must also say I am very much aware that “Christmas” for many people is mostly “a season,” a season of celebrations and parties, of giving gifts to friends and family, of going to see Santa, of taking countless trips to the mall, and of feasting on wonderful traditional family recipes.  And so saying “Have a wonderful Christmas” these days might very well be an acceptable greeting for most everyone.  Yes, Christmas day is indeed a Christian holiday, but those who say “Merry Christmas” can  mean to deliver a positive message of best wishes to everyone.

From a professional communicator’s perspective, I submit that making sure your intent and sincerity comes through what you say is what matters most at this wonderful time of the year.  It is a season to celebrate our common humanity, and not our differences.  It’s a season for us all to call for Peace among all men and women, in all parts of the world.  

So I say, go the extra mile to communicate all of what you really mean. If  you do that, it shouldn’t matter whether you also add Merry Christmas, Happy Holidays, Happy New Year, give another religious holiday greeting, or mean all of the above!  Come to think of it, my friends, all of them is what I really wish for you!  And a better 2012, as well.

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I argued in last week’s post that standard crisis management procedures go out the window when there is no way to quickly find and report the truth about what happened. In crises like the one at PSU, facts dribble out over time. Sometimes it takes a long period of time. All that professional communicators can do in a situation like this is to report the facts as they come to know them.

There are always people who think they knew there were problems for a long time, and they were being covered up.  But in the case of truly professional communicators, there is a difference between this kind of “knowing,” and knowing for certain. I remember a situation where a television news director said to me, “You and I both know there are problems in that program.” And I replied, ” If you could prove it you would have already reported it, and the same goes for me!”    

A retired PSU professor wrote me following my last post pointing out that while I may be right about knowing all the facts at the moment a crisis breaks, “the ‘myth’ of  ‘JoePa’ was officially endorsed and nurtured by the PSU PR people and used for fund-raising for years.  What part does communication play, he asked, in repairing the damages?”

My response is that a two-part initiative is required.  The first part is to handle each moment when new facts emerge as a new crisis: Prepare a fact sheet, appoint the most appropriate spokesman, tell the whole story as now understood, and do it quickly. 

But a second part is now most critical: Clarify your brand identity message points, find student and academic stories that reinforce those points, and tell those stories aggressively in all your media platforms. Focus your efforts on your most important publics, and be prepared to sustain the effort indefinitely. In short, you must treat the situation as if you are building a new brand.

When both parts are implemented separately, but concurrently, eventually added crisis facts decline and brand reinforcement stories dominate.  In time, the brand is indeed restored. How long it takes will vary related to how long it takes to get all the crisis facts out, and exhausted.

Some have reported this week that PSU crisis repair will not take as long as many think.  I say, if all the bad apples disappear quickly, and legal proceedings unfold efficiently, these reporters could be right as far as the general public is concerned.

But, I speak from experience when I said last week that many associated with the institution will feel personally betrayed, including those professional communicators who bought into the myth. For them, deep and sour feelings will continue for a long time.

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