Posts Tagged ‘Harvard Business Review’

New Year’s Goals Driven by Grasping the Process, Not Just the Outcomes

Monday, January 3rd, 2011

By Mary Beth West, APR

There’s nothing quite like the turn of a New Year.  The dawn of that next 365 days can breathe much-needed renewal into the perspectives we hold of our work, our organization and where opportunities exist for both. 

By late December, the business media is awash in Top 10 lists ranging from the trends that were to those that are approaching, the winners, the losers and how to reach for the next brass ring. 

For me, the end-of-year introspection is a good thing . . . as long as it leads to the next step: a feeling of motivation and “can-do” to take on the next 12 months armed with a fresh approach that enhances the things I’m doing well and helps me turn the corner on things to improve.

A few items that inspired me over the long New Year’s weekend included a friend’s blog post as well as the most recent edition of Harvard Business Review.

Regarding the post, Greg D’Amico of Knoxville-based Efficience wrote of making affirmative changes for the New Year, “You have to make the most of the emotional state while you’re still in it. Instead of committing to the end result, commit to a process that will get you there…one that will become habit over time.”

That point resonated with me.  As a business owner, it’s all too easy to focus solely on the end game, without really creating and managing the roadmap that both you and your team members need to make certain outcomes happen.  Like Greg points out, achieving the right process is so fundamental to achieve results, and yet it’s often overlooked.

To the latter point, HBR included in its January-February issue, “Are you a Good Boss – Or a Great One?”, and it’s a must-read for just about any manager of teams. 

Linda A. Hill and Kent Linebeck present three imperatives for measuring effectiveness as a team leader: 1) Manage yourself. 2) Manage your network. 3) Manage your team. 

Don’t be fooled by the simplicity – the approaches tied to these three tasks are not one-stop-shop action items.  They are indeed processes that require managers to keep reassessing themselves amid the continuous changes and, yes, chaos that typify today’s business environment.

Going back to Greg’s point, it’s all about establishing and committing to a process . . . in this case, of becoming innately connected with what you are doing now, what you can do and what you need to do to be a great leader, not just a good one. 

It’s all good advice, not just for any manager, but certainly any public relations professional as well.

So here’s to a Happy New Year to all our clients, team members and colleagues – and may the paths we all choose be driven by the purpose and process we need for success in 2011.

The PR Impact of “Externalities”

Tuesday, April 13th, 2010

By Mary Beth West, APR

The current issue of Harvard Business Review features as its cover article, “The Big Idea: Leadership in the Age of Transparency.”  In it, Christopher Meyer and Julia Kirby delve into the issues of managing “externalities,” defined by economists as “the side effects – or, in the positive case, the spillover effects – of a business’s operations.”  

An example of an externality as cited in the article: “A smokestack in Akron may send particulates into the air that descend on farmlands downwind, but in the absence of any measurement of those, the factory isn’t charged for ensuing crop damage.”

Of course, we all know that the company may not be charged a monetary fine by a government agency (yet), but if the matter is brought to public attention, there can be an even higher price to pay.

In public relations, we are confronted every day with managing the reputation and relationship impacts of our employers’ and clients’ externalities.  In more cases than not, we are called upon to mitigate negative outcomes.  And as the Harvard Business Review article title suggests, we operate in an age of transparency wherein every negative externality is in full public view and subject to vast scrutiny – even activism – via social as well as traditional media.

As “In the Profession” focuses on sustainability this month, the issue of externalities in the realm of environmental impact is timely.  My firm advocates for the role of public relations to help guide management leaders in not only identifying and managing the outcomes of externalities – but perhaps more importantly, to be proactive by avoiding practices and decision-making that give rise to negative externalities in the first place. 

That company with the Akron smokestack, for example, might be counseled to seek out cleaner production processes to cut particulate emissions and then communicate with stakeholders about its efforts.  Of course, most decisions are not so clear-cut.  Many costs and complications can make the “right” decision difficult, if not nearly impossible, for a company to make and still be profitable – or even be able to exist as an entity. 

Managing these complicating factors effectively makes the case that public relations professionals should be at the table, influencing decisions and policy.  Our profession seeks out and understands the attitudes, opinions and behaviors of all stakeholders to an organization – particularly relative to externality impacts in the court of public opinion.  As such, we’re best prepared to represent those views in the context of decision-making. 

Whether an externality is environmental or not, the voice of public relations can enable organizations to balance their business objectives with serving the public good.  And this approach can help companies consciously strive for externalities that are positive rather than negative.