Working effectively with the media

Ron NicholsPublic Affairs Officer, NRCS

For the next few minutes

Think about your placeIn the universe.

Answer: >100,000,000,000

Number of stars in our galaxy?

Number of galaxies in the universe?

Answer: >100,000,000,000

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In our little galaxy, our solar system is here

Galactic habitable zone. And within our solar system were in something called the solar habitable zonenot too hot, not too cold. We got lucky.6

We got lucky

And luckier still because in our solar system, our planet is in the solar habitable zonenot too hot, not to cold.

Oh and we just happen to be on a planet with the right mix of oxygen, carbon dioxide and other gasesoh, and it just happens to have a swirling molten core of iron and nickel that creates an electro-magnetic force field that protects us from solar radiation.7

And luckier

And all of us got even luckier still by being born in this great country.8

Luckier still

And luckier, still because were all here together in our nations capital.

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4.5 5 billion years ago65 million years ago100,000 years ago200 years ago

Now lets think about your place in time

4.5 5 billion years ago Earth was formed65 million years ago age of dinosaurs ends with 70% extinction of all species100,000 years ago homo sapiens appear200 years ago we were an agrarian society; no electricity; no indoor plumbing; life expectancy was between 30-40.10

We are together.

At this amazing place in the universe at this amazing moment in history.

Look around youYou are sitting next to some of the most amazing people in the universe.

(or maybe not)

Here you are in a miracle of space and time

With a unique chance to make a difference.

Yes, you are living a miracle.

With a remarkable opportunity that few others will ever have or who even have the opportunity to choose what they want to do with their lives, their careersor how they will matter.14

The BIG questionsWhat will you do?What can you do?Brand Legacy?

What will you do with your miracle moment in time and place?What can you do, individually, to make the most of that moment?What will be your Brand Legacy?

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TodayProvide some perspectives....Organizational brandsPersonal brandsYour future

Provide some hopefully interesting perspectives on branding, and how your brand effects your organizations brand as well as your own career and your future. How personal and organizational brands and your future are intertwined.

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TodayExamine what you can achieve through the Branding Power of One

and why this simple concept is your & your organizations most important asset. When you leave here todayI want you to think as much about your personal brand reputation as you do about the brand reputation of the organizations you represent.

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TodayProvide tools to assess and steps to take to build brand value.

because your brand matters and well provide you with some tools to help assess how others perceive and value your brand.

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Branding basicsWhat comes to mind when you think of branding?

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Some common ideas about a brandA brand is a logo. A brand is a tag line.A brand is a mission statement.A brand is an organizations image.

What is a brand?Beyond visual representationsExpectationsCustomers experienceFeelings beyond the products

Brands exist as feelings that extend beyond the product itself.

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Expectations and promises

vs.

A brand isAn emotional relationship with your customers.Within the brand is an implicit value proposition.

Guess this brand

Guess this brands tag line

How is that brand conveyed?

Why is brand important?Within the business, your brand serves as an internal compass of focusDictates actionsDictates decisionsUltimately dictates value

Its an awareness that dictates actions. All decisions, not just marketing, are made in alignment with the brand.Brand affects the value of the organization and its bottom line.

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Top 10 GLOBAL brands 2015 Write down what you believe are the top 10 brands in the world.

Yes, there will be a prize for the winner!

No. It will not be this cool.

Top 10 global brands 2015 Evaluates brands much the way analysts value other assets: On the basis of how much they're likely to earn in the future.

#10

# 9

Capital Assets: $2.5 BillionBrand value: $83 billion# 8

# 7

#6

# 5

# 4

# 3

#2

Brand value $173 billion

# 1

Brand value $246 billion

Our winner is

What some marketers dont want you to know about branding.

Its about the pie. Its about you. Its about your employees.

Not this

But what happens when good brands go bad?

When brands go bad

When bad things happen to good brands

When bad things happen to good brands

What causes good brands go bad?FailureOf product or serviceTo adapt to new markets/trendsOf managers to manageOf workers to work properly (bad behavior)Of leaders to lead or lead with integrity

Failure of product or serviceFailure to adapt to new markets/trendsFailure of managers to manageBad behavior of individual worker(s)Failure of leaders to lead or lead with integrityGreed, arrogance, corruption, fraud

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Why should you care?Your organization is doing something worthwhileYoure invested in the organization (time, energy, passion)Personal brand linkFinancial dog in the fight

Your organization is doing something worthwhile something that provides value and purpose.Youre invested in the organization.Your personal brand is linked to the organizations brand.You probably have a financial dog in the fight.

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Exercise #2

When brands do goodCan you guess this brand? This brand doesnt have a logo, but its impacts are known worldwide5,000 people running orphanages, AIDS hospices, charity centersThese centers care for refugees, the blind, disabled, aged, alcoholics, the poor and homeless and victims of floods, epidemics and famine.

Pope John Peace PrizeNobel Peace PrizeU.S. Medal of FreedomHonorary U.S. citizenshipBalzan PrizeAlbert Schweitzer International PrizeAwarded

The brand is

Mother Teresa

Seriously? The Mother Teresa brand?Product or service?Unique market niche?Brand promise?Advertising budget, web site, logo?Brand legacy?

Did she provide a valuable product or service?Did she have a unique market niche?Did she leave a brand legacy? What was Mother Teresas brand promise? (Was it implied, expressed, demonstrated?)Did Mother Teresa have a logo? Web site?Did she have an advertising budget?

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God doesn't require us to succeed; he only requires that we try.

Can personal brands go bad?

We see it happen all the time and it can be very costly.61

Your personal brandStep 1.If you know yourself, you can grow yourself.Step 2.Build your personal brand.

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Brand YouAssessing your personal brandWorksheet: Attributes (from your perspective)

Your personal brand says more than just what you know it represents your values and your value to the organization.

Each person is not just the face of the brand, they ARE the brandthey deliver the organizations value proposition.

So how do we make your brand more valuable?

We make the brand more valuable by focusing on brand YOU! And that begins by thinking of your personal brand. And like corporate brands, what you do can affect the value of your personal brand. How do we start?63

Personal brand assessmentExercise #3Attributes worksheetFeatures of your personality that add value to your team or organization.Skills worksheetWhat you do wellGreatest strengthsGreatest weaknesses

How do others see your brand?To conduct your free 360 profile on your personal brand:

http://www.reachcc.com/360reach

What youll learnHow others assess your Brand attributesBrand skillsStrengthsWeaknessesHow others value your team role

Building your brand.

Exercise #4What is your personal brand promise?What is the greatest compliment you could receive from your colleagues?What is the greatest compliment you could receive from your customers?

Exercise #4What would you like your brand legacy to be?How would you like to improve your personal brand?Write down ONE thing you will do this year to improve the value of Brand YOU! (Make it a promise with a due date.)

EVERYTHING!Brand YOUWhat does your personal brand mean to your organizations brand?

Your brand is a reflection of and ON your organizations brand.72

You are the single most important asset to your organization its brand ambassador.Your personal brand value is linked to your organizations brand value and vice versa.Brand YOU

Leaders must do all they can to nurture and develop their employees personal brands.Select your brand ambassadors carefully. Brand YOU

Brand YOU... Strengthen your personal brand strengthen your organizational brand.

Brand YOU...

Be true to your personal brand. If its not a good fit, become a free agent.

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What a wonderful metaphor for life

How will you choose to use the crayonsthe blessings and the talents youve been given?77

Box of 64 or 8?

64 or 8, you can make a difference.

So the question is how are you going to color your life? What will your brand legacy be? What will you do with the crayons youve been given?

Maybe you dont have a box of 64. But it doesnt mean you and your brand cant make a difference a big difference. If you dedicate yourself to always improving your brand.

Mother Theresa said In this life we cannot do great things78

In this life we cannot do great things.

We can only do small things with great love.

Build your brand with great love

you will make a difference

There are no guarantees in life to be sure. But I know that if build your brand with great love in your homes, in your communities and in the world your brand can and will make a difference.

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In this miracle moment

we call life.

Thank YOU!

And finally, let me add a genuine thank you for all you do. For

Though most of you do not wear a uniform, and though you are operating in increasingly challenging times I want you to know that your service is meaningful and valuable and important to this country and to your fellow Americans.

When a natural disaster strikes, or an epidemic breaks out or our environment is threatened, Im the government and Im here to help you, is not the scary phrase a former President once quipped it wasits a welcomed onean essential one.

I wish you well in making the branding power of one work for you and your organization. 82

Ron NicholsPublic Affairs Officer, NRCS

Author, Ron Nichols

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