It goes without saying that during his career, Mr. Robert Dilenschneider has been a master public relations and business communications practitioner. Your Blogter's opinion: These fields, involving both inside and external dealings with people, continue to be practiced miserably by many of today’s corporate leaders. Let's see what one of the "masters" in this field writes for the powerful and influential. (More might be helpful?)
Mr. Dilenschneider offers incites on how “power and influence” translate easily to ANY business. The power-broker first influences internal communications, group text messaging and email. Externally, he or she influences business’ dealings with the news media using new technologies, including sympathetic web sites, blogs and U-tube video-like things.
Mastery of these devices can immediately launch one into the senior-most ranks of a business. When the Wall Street Journal or Business Week Magazine come calling, trust me you Blogster notes, you’ll be standing right alongside the Chairman or the President of the company, who are determined to protect the business from these powerful communications giants. Here’s where character, knowledge of marketplace technologies in your field and a hands-on understanding of your business quickly pays off. Faker and BS’ers need not apply. It’s too late. They’ve already been spoken to by these news media. Now they want to hear from THE BOSS. It's assumed he or she lives and breathes these tools for competitive advantage.
Unfortunately, Mr. Dilenschneider shies away from the nuts and bolts of PR and other Communications tools that the power and influence seeker might utilize to their advantage. Your Blogster assumes there are other, more comprehensive sources of this sort of nuts and bolts information. However, many an organization’s power-players have been brought to the knees, event kicked out of the boardroom, for high-visibility “screw-ups” in the public relations arena.
Since bad news still sells newspapers, and investigative news can move stock prices, your Blogster would say that ALL powerful and influential leaders need well-rounded skills in these areas. Bring in some consultants from businesses such as Mr. Dilenschneider’s and learn from the experts. Working with the news media is a technique and skill that is both trainable and mandatory (assumed) for senior leadership, especially in today’s global communications networks.
A cough in Indonesia can roil markets; a misstep that changes the perception of a major corporation can cause havoc in the marketplace, especially it’s a rather slow news day (you’re not really competing against other stories - - you may become today’s headliner story).
The influential can bridge stories in positive directions and guide media representatives (using a velvet glove) to more interesting stories of consequence.
This sort of specialized training doesn’t come cheaply or grow on trees. Books don’t capture it very well. You’re talking serious discussions, followed by practice sessions and somewhat humiliating video-taping (seeing and hearing yourself on camera for the first time).
It doesn’t usually take much to convince the powerful and the influential the value of this sort of training, especially after being misquoted or ridiculed in today’s media by rival company chieftains. And, with today’s astonishing electronic archives (one can find stories in The New York Times going all the back to the Civil War), these sorts of negative stories can hang around a long, long, long time, retrievable. . . forever.
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