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DBA Roundup


A roundup of industry expertise, exclusive resources, business support and tools for your design business.

18/05/2022


News


Read more >>
shortlist

Meet the DBA’s new Chair


At our recent AGM, we we were delighted to welcome a new Chair of the DBA Board, ELSE's Founder Warren Hutchinson.

17/05/2022


News


Read more >>

My Life in Design: new podcast series


Lifting the curtain on some of the design sector's most respected names, tune in to the Design Community Hub's new podcast.

17/05/2022


News


Read more >>

The biggest issues facing design agencies


There are a number of issues facing agencies at the moment which are applying pressure to everyday...

17/05/2022


News


Read more >>

DBA Members’ Forum | May summary


In the latest DBA Members' Forum we were joined by guest High-Stakes Leadership Mentor, Sally...

04/05/2022


News


Read more >>

Free Pitching: how to respond


How do you tackle client requests to free pitch? The DBA's Head of Services, Adam Fennelow shares valuable pointers on how best to respond.

04/05/2022


News


Read more >>

New appointees to the DBA Board of Directors


We're delighted to welcome three new Directors to the DBA Board. TDC PR Founder & Managing Director, Tim Duncan, A Better View...

28/04/2022


News


Read more >>

DBA Members’ Forum | April summary


In the latest DBA Members’ Forum we were joined by guests Matt Hocking, Creative Sustainability Officer and Founder at Leap, and Sigrid Brewka-Steeves, Head of Global Retail Environments at PUMA.

06/04/2022


News


Read more >>

Five key take-aways from the What Clients Think Report


The 2022 What Clients Think Report was launched recently in a DBA webinar with the results illustrating how the client/agency relationship has changed as the world emerges from the Covid pandemic. The report is packed with useful insights. Here are five key take-aways.

05/04/2022


News


Read more >>

Ukraine conflict | Resources for businesses


Keep on top of how the conflict in Ukraine is impacting business and how we can support the unfolding humanitarian crisis with these resources.

29/03/2022


News


Read more >>

Main Content

Leaders need to show who they are, what they value and where they are going. They need to set the tone, the destination and the direction. Their personal story and the story of the business must come together into something authentic, credible and commercially powerful.

Often the stories are left to the PR, comms and marketing people, whilst the leadership skills are in the hands of an army of coaches and trainers. The magic happens when you combine them: bring the story to the heart of the strategy. Then empower the leaders to deliver it.

The best stories are human stories. They are about people. Stories about companies, organisations and governments only take us so far. We usually want to know about the human beings leading them, and the people they serve.

In my experience of over 20 years as a BBC correspondent and communications consultant, I’ve thought a lot about why some individuals cut through and others drift in obscurity.

As a reporter, I interviewed presidents, prime ministers and global CEOs. Now I’m fortunate enough to advise some of the most senior business leaders in the world. So, what are the secrets to powerful leadership communication?

Two themes come up time and time again. The first is that stories are essential for effective PR, marketing, communication and leadership. Through stories, our species was able to mobilise over tens of thousands of years and achieve a dominant position on earth. Our brains are wired for storytelling. Those with the ability to tell the most powerful stories have hacked the path of history.

The second theme is that stories are about characters. It’s hard to find riveting stories about artificial constructs or legal entities. We want someone to play the lead role, and others to join the supporting cast. PR comes unstuck when the human element goes missing.

So, the challenge for any PR, comms or marketing campaign is this: does it make the business more human? Are we telling a story that’s going to work for an audience of real human beings?

Sounds obvious? I can tell you from my experience working on both sides of the TV lens that it’s amazing how frequently the human bit goes AWOL in the business world. Either the spokesperson doesn’t sound like a human being. Or the ‘key messages’ are robotic and clunky. Or the ‘PR strategy’ is an ‘engagement grid’ or ‘stakeholder map’, with no organic and characterful story.

To my mind, Leadership and Communications are inseparable disciplines. PR only really works well when the CEO understands that they need to be the Chief Story Officer. They must personally authorise and enable the business story creation and delivery. Plus, they have to be able to articulate it – in pitches, speeches, media interviews, videos and articles.   

 

In my new book PR for Humans: how business leaders tell powerful stories, I uncover the principles of effective leadership communication and weave them together with my own stories. From the corridors of Westminster to the war zones of the Middle East, I’ve been searching for the most potent storytelling secrets.

None of this is to say that technology is irrelevant. Far from it. As digital tools become more powerful, and data creation accelerates, the most effective PR people will be the ones who can master the analytics and measure their activities accurately. But it will be the union of high-speed, high-tech story propagation with timeless human story creation and ownership that will deliver exponentially powerful results.

My message to business leaders – tell better stories as well as utilising new PR technology.

My message to businesses and their advisers – embrace human storytelling and the most advanced digital tools.  

Robots will never beat us on storytelling. Because they can’t know what it is to be human. And stories will always be about that deeper connection to the nature of our species. But without the machines, we can’t make sense of this vast universe of code that we’ve created or try to navigate it. 

And if you want to be a better, more credible leader, then the work usually starts with finding a clearer, more powerful story – for you and your business.

About: Mike Sergeant

Mike Sergeant is an author, consultant and international leadership communications adviser. He provides media training, pubic speaking training, reputation advice and PR strategy for world-leading corporations and globally prominent individuals.

Read more about his work at www.sergeantleaders.com and www.prforhumans.com

 

Image credits:

Mike Sergeant

Rita Vicari | Unsplash

DBA Roundup


A roundup of industry expertise, exclusive resources, business support and tools for your design business.

18/05/2022


News


Read more >>
shortlist

Meet the DBA’s new Chair


At our recent AGM, we we were delighted to welcome a new Chair of the DBA Board, ELSE's Founder Warren Hutchinson.

17/05/2022


News


Read more >>

My Life in Design: new podcast series


Lifting the curtain on some of the design sector's most respected names, tune in to the Design Community Hub's new podcast.

17/05/2022


News


Read more >>

The biggest issues facing design agencies


There are a number of issues facing agencies at the moment which are applying pressure to everyday...

17/05/2022


News


Read more >>

DBA Members’ Forum | May summary


In the latest DBA Members' Forum we were joined by guest High-Stakes Leadership Mentor, Sally...

04/05/2022


News


Read more >>

Free Pitching: how to respond


How do you tackle client requests to free pitch? The DBA's Head of Services, Adam Fennelow shares valuable pointers on how best to respond.

04/05/2022


News


Read more >>

New appointees to the DBA Board of Directors


We're delighted to welcome three new Directors to the DBA Board. TDC PR Founder & Managing Director, Tim Duncan, A Better View...

28/04/2022


News


Read more >>

DBA Members’ Forum | April summary


In the latest DBA Members’ Forum we were joined by guests Matt Hocking, Creative Sustainability Officer and Founder at Leap, and Sigrid Brewka-Steeves, Head of Global Retail Environments at PUMA.

06/04/2022


News


Read more >>

Five key take-aways from the What Clients Think Report


The 2022 What Clients Think Report was launched recently in a DBA webinar with the results illustrating how the client/agency relationship has changed as the world emerges from the Covid pandemic. The report is packed with useful insights. Here are five key take-aways.

05/04/2022


News


Read more >>

Ukraine conflict | Resources for businesses


Keep on top of how the conflict in Ukraine is impacting business and how we can support the unfolding humanitarian crisis with these resources.

29/03/2022


News


Read more >>

Main Content

DBA Chief Executive, Deborah Dawton, will be speaking at the event alongside industry leaders from Visa, UCB Pharmaceuticals, Lloyds Banking Group, Siegelvision, GE and Space150 and more on wide-ranging topics such as:

    •    Maintaining your brand voice through disruption 
    •    AR, AI, and the next computing revolution
    •    Brexit and discontinuity 
    •    Design for prosperity

DBA members receive a 10% discount when using a members promo code. Login to the Members Area to access the discount code.

Find out more about the dmi conference, register and book your place.

Image credit: 

John Salzarulo on Unsplash

DBA Roundup


A roundup of industry expertise, exclusive resources, business support and tools for your design business.

18/05/2022


News


Read more >>
shortlist

Meet the DBA’s new Chair


At our recent AGM, we we were delighted to welcome a new Chair of the DBA Board, ELSE's Founder Warren Hutchinson.

17/05/2022


News


Read more >>

My Life in Design: new podcast series


Lifting the curtain on some of the design sector's most respected names, tune in to the Design Community Hub's new podcast.

17/05/2022


News


Read more >>

The biggest issues facing design agencies


There are a number of issues facing agencies at the moment which are applying pressure to everyday...

17/05/2022


News


Read more >>

DBA Members’ Forum | May summary


In the latest DBA Members' Forum we were joined by guest High-Stakes Leadership Mentor, Sally...

04/05/2022


News


Read more >>

Free Pitching: how to respond


How do you tackle client requests to free pitch? The DBA's Head of Services, Adam Fennelow shares valuable pointers on how best to respond.

04/05/2022


News


Read more >>

New appointees to the DBA Board of Directors


We're delighted to welcome three new Directors to the DBA Board. TDC PR Founder & Managing Director, Tim Duncan, A Better View...

28/04/2022


News


Read more >>

DBA Members’ Forum | April summary


In the latest DBA Members’ Forum we were joined by guests Matt Hocking, Creative Sustainability Officer and Founder at Leap, and Sigrid Brewka-Steeves, Head of Global Retail Environments at PUMA.

06/04/2022


News


Read more >>

Five key take-aways from the What Clients Think Report


The 2022 What Clients Think Report was launched recently in a DBA webinar with the results illustrating how the client/agency relationship has changed as the world emerges from the Covid pandemic. The report is packed with useful insights. Here are five key take-aways.

05/04/2022


News


Read more >>

Ukraine conflict | Resources for businesses


Keep on top of how the conflict in Ukraine is impacting business and how we can support the unfolding humanitarian crisis with these resources.

29/03/2022


News


Read more >>
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