PRSAMay 1, 2009

THE DIGITAL AGECOMMUNICATOR

Don SpetnerExecutive Vice President, Corporate Affairs Korn/Ferry International

MY LIFE IN LOGOSMY LIFE IN LOGOS

CORPORATEEXPERIENCECORPORATEEXPERIENCE

8 Years at Nissan8 Years at Nissan

3 years at SunAmerica3 years at SunAmerica

9 Years at Korn/Ferry9 Years at Korn/Ferry

COMMUNICATIONS SEARCHEXPERIENCE

COMMUNICATIONS SEARCHEXPERIENCE

Words of WisdomWords of Wisdom

PROFOUND SHIFT TAKING PLACEPROFOUND SHIFT TAKING PLACE

TheOldModel

TheOldModel

EmployeesEmployees

IndustryAnalystsIndustryAnalysts

SecurityAnalystsSecurityAnalysts

MediaMedia

CustomersCustomers

TheOld

Strategy

TheOld

StrategyTargeted

CommunicationCampaigns

TargetedCommunication

Campaigns

“Gatekeepers”“Gatekeepers”

TheNewModel

TheNewModel

NEW DYNAMICS WHO NEEDS MEDIA?WHO NEEDS MEDIA?

One Million Followers on One Million Followers on

NEW DYNAMICSWHAT YOU DO IS MOREIMPORTANT THAN WHATYOU SAY!

WHAT YOU DO IS MOREIMPORTANT THAN WHATYOU SAY!

Michael PhelpsMichael Phelps Michael

RichardsMichael Richards

NEW DYNAMICS DIGITAL IS FOREVERDIGITAL IS FOREVER

NEW DYNAMICS Every Brand is at RiskEvery Brand is at Risk

Domino’sDomino’s ComcastComcast

Corporate Communications

Is Being Re-Defined!Corporate Communications

Is Being Re-Defined!

BACK IN THE DAYBACK IN THE DAY

“Above the “Above the

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

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

THE GOOD NEWS

1. Advertising is no longer king

2. PR/Communications is in the power seat

3. Corporations will pay forgood communications

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

THE TALENT DILEMMATHE TALENT DILEMMA

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.

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

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

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

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.

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

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

ADVICEADVICE

Embrace the digitalworld

Embrace the digitalworld

Master the business world

Master the business world

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

PRSAMay 1, 2009

THE DIGITAL AGECOMMUNICATOR

Don SpetnerExecutive Vice President, Corporate Affairs Korn/Ferry International