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Influence and Change Agent

Influence and Change Agent. 9. Eileen Fink Laci Williams. Major Responsibilities of the PR Influencer and Change Agent. Flexible & open minded in peer-to-peer relationships as the relations built are very valuable Think differently and apply new skills

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Influence and Change Agent

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  1. Influence and Change Agent 9 Eileen Fink Laci Williams

  2. Major Responsibilities of the PR Influencer and Change Agent • Flexible & open minded in peer-to-peer relationships as the relations built are very valuable • Think differently and apply new skills • Move away from the numbers…focus on traits to “create” influence • Be strategic & keep the end goals in mind • Influencers are change agents – become the champions of information

  3. 7 Characteristics of Influence • Pure passion • Winning attitude • Giving spirit • Trust • In-depth knowledge • Industry expertise • Intense Motivation

  4. Avoiding What Influence is Isn’t Influence is NOT… • a mathematical score • a measure of ones ego • a right • a “popularity contest” • a one-time award • the power to push one’s own agenda • static;it changes each day. • made up of only one characteristic • exclusive to social media • an “end Game”

  5. Change Agent Scale Where are you?

  6. Dot TesoAmerican Heart Association • How do you build trust with peers, co-workers and volunteers? • Be yourself, be honest and be transparent. Your job should be in your top 5 priorities. In other words, you need to really care about what you do. When you care you’re driven and when your driven it’s easier to build trust in a non-profit organization. • How do you use your knowledge and expertise to solve problems? • Working in non-profits requires tact and problem solving abilities which I gained overtime while working in my previous careers. The difference with non-profits is being careful with volunteers and be willing to take responsibility as a leader. Fundraising is like a chess game, I try to learn the rules and the players very well. • How do you drive yourself and others to achieve goals each day? • I have a bit of a type “A” personality. I like to lead the pack and take charge, but it’s also important to know that you need to move out of the way and let others do what they do. I try not to micro-manage or hover. In non-profit organizations you really have to lead with passion. • Are you passionate about what you do? How does passion help you attain your goals? • I am passionate about my job. Money isn’t the reason I do my job, I truly believe in what I do –I think philanthropy helps you attain your full potential. • What is your opinion on social media verses traditional media? • Social media is very important to American Heart Association. I can’t compare the two media because we do use both. We use press releases, radio, and television along with Facebook and Twitter. I think it depends on the audience you want to reach and we need both types due to the diversity of our audience.

  7. Interview Continued… • What values do you have in common with your peers? • My peers have similar values; we see a value in improving health for improved lives. We are all giving and caring at our office and most of my peers are fully vested in working for the common good. • What characteristics do you believe make an effective influencer? • The traits of honesty, integrity, and moral correctness. I would also say restraint matters because at my level mistakes made outside of work can haunt you. Always protect your credibility. • How involved are you in your industry as a speaker, a content provider, and association leader? • I am fairly new to the American Heart Association executive position, but in my other careers as a consultant and a fundraiser for catholic charities, I have given speeches, chaired meetings, and written handbooks. In the near future I will be speaking as part of my new position. • Where are you on the change agent scale? • I work in a high level of change. I have to convince people to come volunteer, get training, donate, and improve health. I think every day about how important this job is and go throughout my day with that thought. • How does this affect your position as an influence or change agent? • We are using traditional media and new forms of media to push for new legislation in improving ER. Data bases. We are starting a new social media campaign aimed at Hispanic women, again using multiple types of Medias. As influencers this makes us think about who will see what type of message. The KenJeong YouTube video is an example of what we do.

  8. Key to Remember • Focus on characteristics to build an Influencer rather than the numbers • Foster and demonstrate the 7 influencer traits • Define what influence is NOT • Know where you are on the change agent scale and let your new influence motivate you towards becoming a True Change Agent • Believe in change and transformation

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