Building Trust &Inspiring Passion

PRSSA National ConferenceOctober 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

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!

TRUSTIt’s more

than getting attention or

making a sale.

It’s about loyalty

over the long-haul.

Customer TrustCustomer TrustIt’s about Everything!

TRUST

TRUST

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“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

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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

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The ValueTop 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

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 HsiehCEO, Zappos

Author, “Delivering Happiness”

Employee Engagement

Nationwide Survey

Workers ManagersInteresting workJob securityTactful disciplineBeing “in” on info & decisionsGood wagesLoyalty to employeesAppreciation of work doneChance to advanceGood working conditionsSympathetic help w/problems

Kenneth A. Kovach

George Mason University

Employee Engagement

Nationwide Survey

Workers Managers

Interesting work 1 5Job security 4 2Tactful discipline 9 7Being “in” on info & decisions 3 10Good wages 5 1Loyalty to employees 8 6Appreciation of work done 2 8Chance to advance 6 3Good working conditions 7 4Sympathetic help w/problems 10 9

Kenneth A. KovachGeorge Mason Univ.

Employee Engagement

TRUST

ManagementCredibility 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 & PRINCIPLESVALUES & PRINCIPLES

Building Success - Inside Out

Interaction

Availabilityof

Information

Access to

InformationRelevance

Inclusion

Authenticity

“Real-Life, Real-Time

Communication”

Speed

Real-life, Real-time Communication

Interaction

Employees are NOTa “target audience!”

Real-life, Real-time Communication

Interaction

Employees are NOTa “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

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“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 ofthe communication loop islike cutting off the bloodsupply 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, APRPresident

Landes & Associatesleslandes@landesassociates.comwww.landesassociates.com 314-664-6497

Joe Hice, APR, CPRCVice President, Public Relations and Marketing

Moffitt Cancer Center and Research Institutejoseph.hice@moffitt.org813-745-1539

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