few agency people are leaving their jobs for greener pastures since
for the most part other pastures don’t look so green today.
But, that’s going to change and faster than most people think.
It’s not the down economy you should be worried about, it’s
the coming up market!
As the economy and the stock market improve, your best people will
begin to search for better opportunities. We call it a coming storm
and it’s gathering momentum off on the horizon. We believe
that employee motivation and retention is more important now than
While building morale is critical to a well-run firm and there are
countless inexpensive ways to do it — from awards, to celebrations,
to after work social gatherings, to special perks — motivating
your stars is a lot tougher.
In this column and our next we’ll offer some suggestions and
ideas for motivating your stars in this kind of environment: Create
a new culture of leadership — David Maister defines leadership
in professional service firms as the ability to “influence
other people’s emotions, feelings, attitudes...the ability
to connect on a human level....” We call it creating a coaching
mindset — focusing on the needs of others to ensure the success
of your firm.
We know a CEO of a mid-sized firm who never wants to know how his
people are doing and what they need because he’s afraid of
what he’d hear. Instead he figures if they don’t complain
We believe in the opposite approach: “if you don’t ask,
how will you know?” How can you possibly know what’s
on the minds and in the hearts of the people you want to keep if
you don’t talk with them. Smart agency CEOs are having deeper,
more personal conversations with their stars and following up on
what they hear to ensure that their staff knows how important they
are to the success of the agency.
Motivation can’t be delegated. Attend meetings you used to
pass up. Open your door and your phone lines. Practice “walking
the halls” management. Make a conscious effort to give instant
feedback. Enlist your key players and ask them to help create a
new vision for the firm as you enter 2003. Then share the vision
for your firm with the rest of the staff. Ask for their ideas and
suggestions and then act on them.
more than ever keeping your stars happy is arguably your number
one responsibility. So ask yourself: what’s holding me back
from giving more time to my most valuable assets?
CONTINUED: CLICK FOR PART 2
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PR Coach is NAIPRAS new interactive feature
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Rosenberg Group Inc., a coaching and consulting company
serving the public relations community.
PR Coach will feature a regular column on a key subject
of critical concern to owners and managers of PR firms, a
link to submit questions/comments and receive personalized
responses and, in the near future, a free monthly teleconference
with George and Arlene to address, as a group, some of the
issues of greatest concern to our members.
invite your comments and suggestions.