UNIVERSIY OF DAR ES SALAAM

1. UNIVERSIY OF DAR ES SALAAM INSTITUTE OF JOURNALISM AND MASS COMMUNICATIONS

2. LIFE STRATEGIES “WHAT REAL MATTERS IN THE CORPORATE WORLD” A TALK By Innocent P.M. Mungy, MCIPR ,MIABC To UNIVERSITY OF DAR ES SALAAM IJMC 29th April 2010

3. Agenda: • Introduction: Me? • Burrell & Morgan Intellectual Journey; (1979) • Who are you? • What real is out there? Are you ready for it? • Life Experience and Strategies to adopt; Life Laws: • Paradigms and World Views in Media & Comms; • What real matters: • My Experience and situation analysis of the real professional world; • Today's Challenges; • Concluding Remarks;

4. SOME PROFFESSIONALS ATTENDED CHRISTOPHER COLUMBUS SCHOOL OF MANAGEMENT “When he left, he didn’t know where he was going. When he got there, he didn’t know where he was. When he got back, he couldn’t tell where he had been. Still, he got there and back three times in seven years.”

5. ABOUT IM • Full Member of The Chartered Institute of Public Relations (since 2003) To Date; • A member of International Association of Business Communicators – Vice President Tanzania Chapter – Admin (since 2007) To Date; • A mentor to 7 serious Communicators in Tanzania; • Married (one wife) • A father of 4 kids (Three boys and a Binti); • A believer of God Almighty; • Doesn’t believe in “life after” death; • Take life very seriously as I live once;

6. ABOUT IM • A PR and Communications Expert for 21 years (started as an Assistant PR in 1989 to Head of a Communications Department in 1997); • Worked for NBC as Ass. PRO to Principal PR (1989-1997); • Worked for Air Tanzania as a Head of PR (1997-2002); • Worked for Dept. For Constitutional Affairs UK as a Communication Coordinator in the Comms. Team; (2003-4) • Worked for Her Majesty’s Court Service (UK) as a Communications Planner and Events Coordinator; (2004-6) • Appointed Head of Information, Communications and Public Education at Vice President’s Office; (2006- 2008) • Seconded to TCRA in 2008 as Corporate Communications Manager!

7. INTRODUCTION: Burrell & Morgan (1979) In order to understand alternative points of view it is important that you are fully aware of the assumptions upon which your own perspectives are based. Such an appreciation involves an intellectual journey that will takes you outside the realm of your own familiar domain. It requires that you become aware of the boundaries which define your perspective. It requires that you journey into the unexplored. It requires that you become familiar with paradigms which are not your own. Only then can you look back and appreciate in full measure the precise nature of your starting point.

8. An Intellectual Journey ……… It is the aim of this presentation to take you on a journey that will change your world-view of your personal life and in your profession. This presentation will: • shake your beliefs and confuse you; • make you look at yourself in a new light, in a way that you have never looked at it before; • redefine your parameters for what you should or could be achieving in life as a professional after graduation; • enthuse you and want to make you dance when you come out there each day and change the world; • Make you think if this is your right choice for a carrier!

9. “WHO” Is Real “YOU”?: • At some point in life, you will feel like: • You are capable of more than you are accomplishing; • Frustrated that you are not making more money; • Stuck in a rut and not getting what you want; • Bored with yourself, • Silently enduring an emotionally barren life (or marriage); • Trudging, zombielike, through a dead and unchallenging career; • Just "going through the motions" of your life with no passion, no plan, and no goal; • Living in a comfort zone that yields too little challenge and too little of what you want, and too much of what you don't want; • Living a lonely existence with little hope for change ;

10. There are no Big Ups Without Big Downs!! To be a better Person: You have to come from your Lawless; Struggle; Be Intimidated; Suffer; Endure; Fight; Sacrifice; Understand yourself; Accept who you are; Change; Know yourself; Be a Go getter; Believe in your self; Fight odds; Acknowledge defeats; Play games, win some, lose some; • Guide the tour of your life: Truthfully label the problems and causes that control your destiny; • Life struggles will give you the most honest explanation of your life and how you can get where you want to be; • Results are based and measured by success in terms of changed lives, not rhetoric;

11. Learn to Take Control of Your Life, Today! • Get to know what it takes to move on in a situation; • The purpose of your being; • Accept who you are and take action; • Be “Accountable” and “Effective”: • Achieve your goals no matter what; • Control your life strategically; • Don’t get frustrated with any situations; • Pick up your self, don’t wait for help; • It doesn’t matter how you started, but how you finish; • Go on, and on, and on, and on, and on; • Take appropriate action to change your life toward satisfaction, fulfillment, and success; • Be persistent as a hungry dog with a bone’

12. Learn to Take Control of Your Life, Today!........ • "There's a lot of “dogs” after them “bones“; • The real world is competitive; • "Get real" is the essential message. Stop excusing yourself, stop whining about your situation; • Start taking “responsibility” and be "accountable" and get into action; • Sounds hard? • Do you remember Akwari? • What about Hoyte Team? • Get back Up like Nicky! • Videos Demo: Do Not Crying Please!

13. The 10 Life Laws & Life Strategies • Dr. McGraw's 10 Life Laws: • These laws are like the laws of gravity - they exist; • Learn them, use them, and improve virtually every aspect of your life, from work to home to spiritual to physical life; • Ignore them and you'll continue to pay the price; • Full of excellent advice for people whose lives are "not working" in any area, whether in relationships, motivation, money matters, careers, raising children, whatever; • “Get" that life is real, actions have consequences, causes have effects, what goes around comes around, this real world is not rehearsal;

14. The 10 Life Laws - Life Strategies….: • Life Law #1: You either get it, or you don't; • Strategy:Become one of those who gets it; • Life Law #2: You create your own experience; • Strategy:Acknowledge and accept accountability for your life; • Life Law #3: People do what works; • Strategy:Identify the payoffs that drive your behavior and that of others; • Life Law #4: You cannot change what you do not acknowledge; • Strategy: Get real with yourself about your life and everybody in it;

15. The 10 Life Laws - Life Strategies…. • Life Law #5: Life rewards action; • Strategy: Make careful decisions and then pull the trigger; • Life Law #6: There is no reality; only perception. • Strategy:Identify the filters through which you view the world; • Life Law #7: Life is managed; it is not cured. • Strategy: Learn to take charge of your life. • Life Law #8: We teach people how to treat us. • Strategy: Own, rather than complain, about how people treat you.

16. The 10 Life Laws - Life Strategies…. • Life Law #9: There is power in forgiveness; • Strategy:Open your eyes to what anger and resentment are doing to you; • Life Law #10: Youhave to name it before you can claim it; • Strategy:Get clear about what you want and take your turn; • Doing What Works Doing What Matters; • I have followed them and have made me what I am; Trust Me…….

17. World Paradigms in Communications and Media World Paradigm: A set of forms, pattern, overall concept: • In the natural sciences, a new paradigm replaces an existing paradigm (telex to fax, typewriter to PC); • In the social sciences, several contrasting paradigms may be found in any discipline at any given time (publicity, public information, participatory communication). A new paradigm offers some new insights which others lack, but is seldom discarded altogether; • Many say that Communications and Media are not a science because we don’t have one overarching paradigm; Really? Or Just a World View?

18. What is World-View? • World View: A set of images and assumptions about the world • Attitudes, beliefs, values or points of views of social groups (e.g. the Communications or Media fraternity in Tanzanian) ; • Views of non- scientific groups - (as views of scientific groups such as academics are called paradigms. Different universities often uphold different paradigms e.g. UDSM, SAUT); • A conceptual framework/ a mind-set, a large block of knowledge that people develop to make sense of their world; • Abstract structures of knowledge that people use to organise what they know, make sense of new information (e.g. using publicity lens versus participatory communication lens);

19. World-View ……. … • Specific world-views result in certain patterns of behavior (and not in others); • World-views can be changed only by identifying them and choosing to adopt one, or to change to another; • World-views held by senior Gov. officials/politicians have big influence on how life is practiced - such people try and force specialists to perform according to their own world-views; Why is this important? Because people’s actions are best explained by the ideas they have in their heads. Your world-view of Communications or Media, determines what you focus on, how you act and work in the real world.

20. What Real Matters • The 21st century is a time of extraordinary complexity, opportunity and risk; • Business is a 24 x 7 activity; • Markets are global, competitors are increasingly hostile, and change occurs faster than at anytime in history; • Things need more thought, but there’s less time to turn ideas into action; • Today’s real world in our profession;

21. Mobile devices has taken the world communications

22. ….Television has made the world closer to people….

23. Internet has changed the World....

24. What Real Matters……. • A Few Truisms: • It is an age of accountability: • Best Practice • Benchmarking • Balanced Score Cards • Management are bottom-line focussed & numeric: • The ‘Language of the Dominant Coalition’ is numbers • Demand for measurement is growing in the wake of: • Recession – world economic trends • Enron, etc • Increasing regulation • Consumer cynicism • Today’s Challenges……

25. What Real matters……. • Success: • Successful practitioners needs to apply both strategic and tactical thinking; • Strategic Thinking: (the bridge between analyses and objectives); • Tactical Thinking: (the bridge between strategy and programmes); • Today’s Challenges……

26. What Meal Matters…… • Perception: • Is reality; • Image is everything, you are what you are; • You are as good as you appear!; • Everything & Everyone Communicates efficiently; • Today’s Challenges……

27. What Real Matters…… • Image Building; • Reputation Management; • Publicity; • Marketing PR/Communications; • Media Relations & Management; • Event Management/Sponsorship • Investor Relations; • Consumer Relations/Education; • Crisis and Issues Management; • Corporate Brand Management; • Today’s Modern Scope of Media and Communications is All About: ;

28. What Real Matters……. • Today’s Intricacies of Image Building: • What you think you are – mirror; • What the Publics think you are; • What you really are – research; • What you would like to be – normally “what you think you are”

29. What Real Matters…….……. In today’s competitive world, you cannot carve a rotten wood. If a service is bad, PR or an article of feature story cannot make them good; • It is not puffery – empty boast; • It is not propaganda. Propaganda is an open or veiled suggestion to secure acceptance of attitudes, ideas or acts – the true purpose of which is not apparent to the receiver; • It is not a one-way communication; • It is not cover-up; It is not distortion; It is not subterfuge. (Comical Ali – Iraq War II); • It is not about bribe facilitation; • You are a “bridge builder” and not “a drum beater”. • Realities are really:

30. Concluding Remarks: • Finally...........: • Effective strategic thinking in media and communications, is inevitable, • Team work is an ambassador to every professional, including ours; • What really matters is honesty, truth, integrity, change, hard work, actions, transparency and openness;

31. Concluding Remarks… • Finally...........: • “Nothing, with public opinion on its side, can fail” – Abraham Lincoln • “The metaphysics of global power has changed. Markets are now more valuable than territory, Communications AND The media is now more powerful than military hardware” - Time Magazine • The biggest challenge for us today is to make the Media, PR and Communications, a Strategic Management issue and making sure that it is an important and ongoing concern for everyone in our profession (PR/CC/Journalists/Reporters) – IJMS, and YOU:

32. Concluding Remarks… • Finally...........: Lesson learned…… • If you can’t get through the front door, use the back door.... • ...If still no access through the back door, use the window,..... • .....or break in!

33. I would be happy to answer your questions ... THANK YOU FOR YOUR ATTENTION

34. NEXT TIME!!!!! MORE VIDEOS?????