Currently, the gang of creatives like Don Draper from "Mad Men" are writing less copy.
Trying to Influence the Influencers
Instead they are struggling to figure out how to get the Influencers aboard.
The objective is to tap into that pull force as a platform for building trust in their product, service, idea, cause, or political candidate.
In its annual Barometer, Edelman Public Relations outs how low trust is globally around the world.
No surprise, when it come to search engines, it's the user-generated content, not the company's website, which receives the high rankings. Yes, Google, it can be said, has become the business' home page.
No one believes what corporations say about themselves. That's just the way it is.
Influencer, Right Up There in Marketability with Coding
So, the pursuit is: Becoming an Influencer. Probably that's the most marketable role in 2017, standing-toe-to-toe with coding.
Of course, the prerequisite is always having down cold the right tone, content, and point of view at the right time for the right social networks and social media. Among the masters is Ana Marie Cox. She started building that know-how as the Wonkette at now-gone Gawker. Her voice of Influence is: soft and soothing.
In counseling clients how to rebuild trust-and their brand-during and after a crisis-kglobal partner Gene Grabowski helps them see themselves as the world perceives them. Crisis, as so many professionals have experienced, can drive frightened players into themselves.
That seems where Harvey Weinstein may be at this moment. Also, I have a hunch, it prevented the late Roger Ailes from engineering a comeback.
Seeking to Understand versus Being Understood
St. Francis of Assisi (1181-1226) nailed those down in his iconic Peace Prayer. Baby Boomers recall how the late Mario Cuomo transfixed a group of hardened politicos with it.
The Prayer is about getting out of oneself and opening the heart to the needs of one's fellow humans. The human condition, as every artist knows, is about suffering.
That plea to whatever one considers a higher force begins:
"Lord, make me an instrument of your peace:
Where there is hatred, let me sow love ..."
The most seminal line is:
"... Grant that I may not so much seek to be understood as to understand."
This ethos is played out daily among Influencers on the now-powerful LinkedIn Updates. The postings, likes, comments, and shares focus on others. That ranges from others' accomplishments to their thought leadership.
First Aid for Exiting Self
A more detailed presentation of the ability to exit the self (a declining skill in the era of selfies) is contained in the Dale Carnegie book "How to Win Friends and Influence People."
Hands-on coaching on how to practice those guidelines comes through enrolling in a local Dale Carnegie Systems Seminar.
Whenever I have turned inward because of anxiety about my communications boutique I have parachuted into a Carnegie course or one-day tune-up session. The instructor has been Michael Francoeur. He also does stand-alone one-on-one coaching.
Essentially the takeaway from both St. Francis and Dale Carnegie is: Ego is not an amigo. Not if players want to take that next step of being an Influencer.
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