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How To Be (and Make) a Hero2013 NC PR & Marketing SeminarPresentation byEva R. HornakS.T. Wooten Corp.

Roger M. Friedensen, APRForge Communications

@RogerFriedensen | @ForgeComm@NCCommsSem 2013 Forge Communications, LLC. All Rights Reserved.PRESENTATION TO NPRSA| CONFIDENTIAL | PAGE #1Name Your Hero?PRESENTATION TO NPRSA| CONFIDENTIAL | PAGE #Throw out some names of heroes. Real or imagined. Fast.2Joseph Campbell: Heros JourneyA hero ventures forth from the world of common day into a region of supernatural wonder: fabulous forces are there encountered and a decisive victory is won: the hero comes back from this mysterious adventure with the power to bestow boons on his fellow man. PRESENTATION TO NCPRSA| CONFIDENTIAL | PAGE #Joseph Campbell, one of the greatest theorists on myth and archetypes, described the heros journey more than 50 years ago. Wont go into details here other than to point out that.One of the key players in the heros journey is always3The Mentor

PRESENTATION TO NCPRSA| CONFIDENTIAL | PAGE #The word mentor comes to us from Homers The Odyssey, after a character who guides Telemachus on his heros journey. The mentor is usually a positive figure who aids or trains the hero. The mentor often possesses divine wisdom and has faith in the hero and shows great enthusiasm, as a result. So.. Mentors make Heroes.

4Everyone (yes, everyone) can use a mentor

PRESENTATION TO NCPRSA| CONFIDENTIAL | PAGE #5How to Be (and Make) a HeroBenefits of Being a Mentee Obvious and not-so-obviousBenefits of Being a Mentor(Ditto)What Makes a Successful Mentoring RelationshipPRESENTATION TO NCPRSA| CONFIDENTIAL | PAGE #6First, the ObviousPRESENTATION TO NCPRSA| CONFIDENTIAL | PAGE #7Being a Mentee: The ObviousEven the very wise cannot see all ends.

PRESENTATION TO NCPRSA| CONFIDENTIAL | PAGE #8Being a Mentee: The Obvious

You learn by doingPRESENTATION TO NCPRSA| CONFIDENTIAL | PAGE #ROGER Ray quote I know how to do this.9Being a Mentee: The Obvious

PRESENTATION TO NCPRSA| CONFIDENTIAL | PAGE #You learn from someone elses prior mistakes

10Being a Mentee: The Obvious

Ready-made networkingPRESENTATION TO NCPRSA| CONFIDENTIAL | PAGE #You benefit from the connections.

Steve Jobs and Woz11Being a Mentee: The ObviousSomeone has your back

PRESENTATION TO NCPRSA| CONFIDENTIAL | PAGE #Job security current and future. No matter if people leave and move on, etc.

12Now, the Not-So-ObviousPRESENTATION TO NCPRSA| CONFIDENTIAL | PAGE #13The Not-So-ObviousI am convinced that had it not been for the counsel of my mentors, I would not have made some of the best decisions in my career and personal life.

~ Debra A. Miller, Ed. D., APR, Fellow PRSA; first African-American president of PRSA

PRESENTATION TO NCPRSA| CONFIDENTIAL | PAGE #14Being a Mentee: The Not-So-ObviousYou never know

PRESENTATION TO NCPRSA| CONFIDENTIAL | PAGE #You may be able to tap into an established network and be introduced to the right people. YOU NEVER KNOW WHERE IT WILL LEAD AND REAL RELATIONSHIPS NOT JUST SURFACE NETWORKING

15Being a Mentee: The Not-So-ObviousIncrease your value

PRESENTATION TO NCPRSA| CONFIDENTIAL | PAGE #Increase your value Also makes you more valuable to company. Mentors looking at long term value of company

so now you have a networkThat KNOWS the caliber of your work. And youre working with someone they trust. That can lead to them hiring you, helping find you a job, act as a reference.

16Being a Mentee: The Not-So-ObviousConfidence

PRESENTATION TO NCPRSA| CONFIDENTIAL | PAGE #Confidence!! It doesnt mean youre perfect, it means be confident in your strengths. Stand on the shoulders of those who came before you. Or you learn to understand what to do, and then you KNOW.

Also, you know they see something in you. Roger they have plans for youEvie IA story of the bad boss -- You ask too many questions. No one likes you.. (verification by someone who knows you are good. So when you find someone who is not good, you can step back and know that you are right. )

17And now, the flip sidePRESENTATION TO NCPRSA| CONFIDENTIAL | PAGE #18Being a Mentor: The ObviousPass on what you have learned

PRESENTATION TO NCPRSA| CONFIDENTIAL | PAGE #Evie - Some fear teaching others because they are worried that the junior will replace them.

you WANT them to replace you. Because youll move up. Everyone will do better. especially when they work in your area.19Being a Mentor: The ObviousFree labor

PRESENTATION TO NCPRSA| CONFIDENTIAL | PAGE #20Being a Mentor: The ObviousYou get to pick with whom you work

PRESENTATION TO NCPRSA| CONFIDENTIAL | PAGE #Might be in your company but often better if its not.

21Being a Mentor: The ObviousPractice your leadership (and mentoring) skills

PRESENTATION TO NCPRSA| CONFIDENTIAL | PAGE #Cuz as you get more senior, you get rewarded for being better manager or better coach. But now, you are not being graded on it, if it is more voluntary. E NCPRSA president have learned more about leadership than I thought I brought to table. 22Being a Mentor: The ObviousExponential growth of network

PRESENTATION TO NCPRSA| CONFIDENTIAL | PAGE #You train them they move on --- you meet their mentees23Now, the Not-So-ObviousPRESENTATION TO NCPRSA| CONFIDENTIAL | PAGE #24The Not-So-ObviousThere is a great deal of value to having multigenerational mentors. While most of mine have been older, now many are younger, especially as [the relationship] relates to technology and its uses and potential.

~ Mike Herman, APR, Fellow PRSA, S.A.G.E., CEO of Communication Sciences Intl; Gold Anvil winnerPRESENTATION TO NCPRSA| CONFIDENTIAL | PAGE #25The Not-So-ObviousImprove the profession

PRESENTATION TO NCPRSA| CONFIDENTIAL | PAGE #26The Not-So-ObviousNetwork of allies

PRESENTATION TO NCPRSA| CONFIDENTIAL | PAGE #Broad web of allies --- that YOU have trained. And the network is rising. Cuz then they trickle down too.

27The Not-So-ObviousDiverse perspectives

PRESENTATION TO NCPRSA| CONFIDENTIAL | PAGE #As tech changes and business practices, if you have a good mentee, you can tap into that emerging stuff. Not just generational but interests. (Evies G example)Dont dismiss someone who is young, or out of town, or old, or different industry or whatever. plus You have access to their network. I have gotten brownie points by hooking up people in my network28The Not-So-ObviousReciprocal access

PRESENTATION TO NCPRSA| CONFIDENTIAL | PAGE #29The Not-So-ObviousWhat goes around comes around**Karma is a bitch

PRESENTATION TO NCPRSA| CONFIDENTIAL | PAGE #30The Right MatchTrust isnt everything; its the only thing.

~ Al Golin, Fellow PRSA, Gold Anvil winner

PRESENTATION TO NCPRSA| CONFIDENTIAL | PAGE #31What Makes It a Success

It is our choices, Harry, that show what we truly are, far more than our abilities.

PRESENTATION TO NCPRSA| CONFIDENTIAL | PAGE #Everyone is smart and talented. Learn what to do with it. and find the right match32What Makes It a Success

Guess what? Its not about birthing a mini-me.

PRESENTATION TO NCPRSA| CONFIDENTIAL | PAGE #Dont do this. Dont abuse peopleand dont let yourself be abusedIf you put your heart in and get stomped, its not worth it

This person might be a great pro, but if they suck as a mentor, or donnt have time for you, that is not the right match. And vice versa. 33What Makes It a Success

HonestyPRESENTATION TO NCPRSA| CONFIDENTIAL | PAGE #Honesty with each other and with yourself. You have to know when you were wrong or what is not your strength. DONT get defensive

34What Makes It a Success

PRESENTATION TO NCPRSA| CONFIDENTIAL | PAGE #35What Makes It a Success

TimePRESENTATION TO NCPRSA| CONFIDENTIAL | PAGE #Time to mentor and mentee. And time to reflect on what you learn. And feedback to each other.

View as a long term relationship.

36What Makes It a Success

Open-mindednessPRESENTATION TO NCPRSA| CONFIDENTIAL | PAGE #If you know it all, you have nothing to learn.

And if you know it all, you have nothing to teach. 37What Makes It a Success

Shop aroundPRESENTATION TO NCPRSA| CONFIDENTIAL | PAGE #Sometimes the relationship just develops. But sometimes you need to speed date. sell yourself like you would. What are they offering you and what are you offering. No rules for what works. Might be formal, might not. You might reach out to them, they might find you. Be good mentor ------- if youre not the right one, find the right person for them!!!!! In some ways, you still get the benefits. And you get stronger network.

38What Makes It a Success

Outside insidePRESENTATION TO NCPRSA| CONFIDENTIAL | PAGE #doesnt have to be inside your work. again, sometimes you make more connections outside of work.

Doesnt even have to be industry or career. Could be with teaching kids baseball, etc. impt for juniors!Can be someone who has only slightly less experience then you.

E mentoring other junior writers as only an account manager

39The Sage and the HeroNo such thing as bad student. Only bad teacher.

PRESENTATION TO NCPRSA| CONFIDENTIAL | PAGE #.sometimes sages or mentors, are where we least expect them.

And the hero may not look like much before the mentor gets hold of them

40And from a couple thousand years agoIf I am not for myself, who will be?I am for myself only, what am I?And if not now, when?

PRESENTATION TO NCPRSA| CONFIDENTIAL | PAGE #41Thanks!Eva R. HornakS.T. Wooten Corp.EvieHornak@gmail.com919.264.7424/in/EvaRoseHornakRoger M. Friedensen, APRForge Communicationsroger@forgecommunications.com919.349.3206/in/RogerFriedensen@RogerFriedensen | @ForgeCommPRESENTATION TO NCPRSA| CONFIDENTIAL | PAGE #42