Don Spetner_Korn/Ferry
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PRSAMay 1, 2009
THE DIGITAL AGECOMMUNICATOR
Don SpetnerExecutive Vice President, Corporate Affairs Korn/Ferry International
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MY LIFE IN LOGOSMY LIFE IN LOGOS
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CORPORATEEXPERIENCECORPORATEEXPERIENCE
8 Years at Nissan8 Years at Nissan
3 years at SunAmerica3 years at SunAmerica
9 Years at Korn/Ferry9 Years at Korn/Ferry
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COMMUNICATIONS SEARCHEXPERIENCE
COMMUNICATIONS SEARCHEXPERIENCE
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Words of WisdomWords of Wisdom
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PROFOUND SHIFT TAKING PLACEPROFOUND SHIFT TAKING PLACE
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TheOldModel
TheOldModel
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EmployeesEmployees
IndustryAnalystsIndustryAnalysts
SecurityAnalystsSecurityAnalysts
MediaMedia
CustomersCustomers
TheOld
Strategy
TheOld
StrategyTargeted
CommunicationCampaigns
TargetedCommunication
Campaigns
“Gatekeepers”“Gatekeepers”
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TheNewModel
TheNewModel
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NEW DYNAMICS WHO NEEDS MEDIA?WHO NEEDS MEDIA?
One Million Followers on One Million Followers on
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NEW DYNAMICSWHAT YOU DO IS MOREIMPORTANT THAN WHATYOU SAY!
WHAT YOU DO IS MOREIMPORTANT THAN WHATYOU SAY!
Michael PhelpsMichael Phelps Michael
RichardsMichael Richards
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NEW DYNAMICS DIGITAL IS FOREVERDIGITAL IS FOREVER
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NEW DYNAMICS Every Brand is at RiskEvery Brand is at Risk
Domino’sDomino’s ComcastComcast
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Corporate Communications
Is Being Re-Defined!Corporate Communications
Is Being Re-Defined!
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BACK IN THE DAYBACK IN THE DAY
“Above the “Above the
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Times Have ChangedTimes Have Changed
•J&J took six days to announce the recall
•Six additional people died after the first victim
•J&J took six days to announce the recall
•Six additional people died after the first victim
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New World RealitiesNew World Realities
I've already told you about personnel troubleinside all-shook-up NBC. Now I'm told that Ben Silverman is holding a big meeting at hisnew Pacific Palisades home for all the top NBC
I've already told you about personnel troubleinside all-shook-up NBC. Now I'm told that Ben Silverman is holding a big meeting at hisnew Pacific Palisades home for all the top NBC
eBay PR chief bullshits own staff on layoffseBay PR chief bullshits own staff on layoffs
Editorial: John Thain and his golden commodeEditorial: John Thain and his golden commode
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THE GOOD NEWS
1. Advertising is no longer king
2. PR/Communications is in the power seat
3. Corporations will pay forgood communications
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FORTUNE 200CHIEF COMMUNICATIONS OFFICER
2008 Average Compensation
FORTUNE 200CHIEF COMMUNICATIONS OFFICER
2008 Average Compensation
BASE SALARY:
CASH BONUS:
EQUITY GRANT:
BASE SALARY:
CASH BONUS:
EQUITY GRANT:
$ 357,000$ 357,000
$ 262,000$ 262,000
$ 480,000$ 480,000
AVERAGE ANNUAL COMP:AVERAGE ANNUAL COMP: $1,099,000$1,099,000
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THE TALENT DILEMMATHE TALENT DILEMMA
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OLD SCHOOL STILL RULESOLD SCHOOL STILL RULES
The top communications job demandsexperience, judgment and a keenunderstanding of business.
The top communications job demandsexperience, judgment and a keenunderstanding of business.
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Judgment CallsJudgment Calls
• 20% decline in revenue• 10% headcount reduction planned• Meeting held to identify cuts• Rumors flying internally• Can’t notify all parties in U.S. for two weeks• European layoffs will take longer• Another round is possible – won’t know for 8 weeks
Do we wait two weeks to announce anything?Should we hold an open Town Hall Call?Should we issue a press release?How do we control the message?
• 20% decline in revenue• 10% headcount reduction planned• Meeting held to identify cuts• Rumors flying internally• Can’t notify all parties in U.S. for two weeks• European layoffs will take longer• Another round is possible – won’t know for 8 weeks
Do we wait two weeks to announce anything?Should we hold an open Town Hall Call?Should we issue a press release?How do we control the message?
LAYOFFSLAYOFFS
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Judgment CallsJudgment Calls
Product Liability: C22 VanProduct Liability: C22 Van
•Self-Combusting•Four Recalls•Slow-burning fires•No clear fix•No injuries or deaths•No legal requirement
to recall
•Self-Combusting•Four Recalls•Slow-burning fires•No clear fix•No injuries or deaths•No legal requirement
to recall
•Class action suit•18 State Attorney Generals•ABC World News•NY Times; Major News•Demand for “buyback”•Buyback: $180 Million•32,000 on the road
•Class action suit•18 State Attorney Generals•ABC World News•NY Times; Major News•Demand for “buyback”•Buyback: $180 Million•32,000 on the road
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Judgment CallsJudgment Calls
•Complex issues•Tense room•Conflicting viewpoints•High visibility/high risk decisions•Digital is Forever
•Complex issues•Tense room•Conflicting viewpoints•High visibility/high risk decisions•Digital is Forever
High Profile Judgment Calls canDefine a CEO’s Legacy
High Profile Judgment Calls canDefine a CEO’s Legacy
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OLD SCHOOL STILL RULES, BUT……OLD SCHOOL STILL RULES, BUT……
But it also demands a tech “nerd”who understands the brave newdigital world.
But it also demands a tech “nerd”who understands the brave newdigital world.
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What’s ourSocial networking
Strategy?
What’s ourSocial networking
Strategy?
Should we letour employees
Blog?
Should we letour employees
Blog?
Our intranet sucks.Why isn’t it more
like Facebook?
Our intranet sucks.Why isn’t it more
like Facebook?
Who should driveour digital
communicationsstrategy?
Who should driveour digital
communicationsstrategy?
Senior managementis grappling with
digital
Senior managementis grappling with
digital
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EMERGING DEMAND FORDIGITAL MEDIA SKILLS
EMERGING DEMAND FORDIGITAL MEDIA SKILLS
LATEST LATEST
JOB:
COMP:
LOCATION:
COMMENT:
JOB:
COMP:
LOCATION:
COMMENT:
Director of Internal Comms
$200 - $225K
Los Angeles
“The current guy in the doesn’t get the digital
Director of Internal Comms
$200 - $225K
Los Angeles
“The current guy in the doesn’t get the digital
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ADVICEADVICE
Embrace the digitalworld
Embrace the digitalworld
Master the business world
Master the business world
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FINAL THOUGHT: YOU CAN TEACH AN OLD DOG NEW TRICKS
The Hobson and Holtz Report - Podcast #439: April 13, 2009Posted on April 13, 2009 at 9:09 pm (UK)
in: For Immediate Release
The Hobson and Holtz Report - Podcast #439: April 13, 2009Posted on April 13, 2009 at 9:09 pm (UK)
in: For Immediate Release
Korn/Ferry EVP of Corporate Affairs, Don Spetner, advises PR Job Seekers on Job Hunting in a Recession.Get the
podcast: http://bit.ly/alMUH
Korn/Ferry EVP of Corporate Affairs, Don Spetner, advises PR Job Seekers on Job Hunting in a Recession.Get the
podcast: http://bit.ly/alMUH
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PRSAMay 1, 2009
THE DIGITAL AGECOMMUNICATOR
Don SpetnerExecutive Vice President, Corporate Affairs Korn/Ferry International