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DBA Roundup


A roundup of need-to-knows, industry expertise, and exclusive resources, along with details of the direct support the DBA can provide to your design business.

28/09/2020


News


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Inside the judging room


Celebrating two years chairing the Design Effectiveness Awards judging panel, Clive Grinyer takes a look behind the judging process. Read on for insight to help you grab the judges' attention, prepare your submissions and enter by 27 November 2020.

28/09/2020


News


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The DBA interviews Diageo’s Jeremy Lindley


Delve into the business of design with Diageo's Global Design Director Jeremy Lindley, as he discusses the company's approach to design effectiveness in this interview with the DBA.

28/09/2020


News


Read more >>
dba-dea-judges-at-work

DBA Design Effectiveness Awards: Take a look inside the judging


Take a look at the people who determine who takes home a Bronze, Silver or Gold DBA Design Effectiveness Awards. Nowhere is the quality and effectiveness of the design industry’s offer more evident than across the case studies recognised in the DBA Design Effectiveness Awards.

09/09/2020


News


Read more >> >>
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DBA member catch-ups: a glimpse into the moments that shape our week


Amongst the idea-churning, problem-solving and lively discussions, agency leaders use our regular member catch-ups to share a little creative inspiration. Take a glimpse into some of the moments that have shaped past weeks within the design industry through 2020.

26/08/2020


News


Read more >>
The Arçelik Experience Centre, Fitch

DBA Design Effectiveness Awards 2021: Open for entries


The DBA Design Effectiveness Awards 2021 is now open for entries. Download your entry pack to evidence your success and demonstrate the results that your design delivers.

20/07/2020


News


Read more >>
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DBA Design Effectiveness Awards 2021: A note on COVID-19 as an influencing factor on your entry


Read the latest update to entry rules for the DBA Design Effectiveness Awards 2021.

17/07/2020


News


Read more >>
training-workshops-2-22

DBA community: we are listening


A message from the DBA team.

11/06/2020


News


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Thoughts and insight from DBA CEO during COVID-19


Coronavirus resource: Our weekly roundups include a message from DBA Chief Executive, Deborah Dawton. If you have missed any of her key takeaways or pointers from previous weeks, watch them here.

08/06/2020


News


Read more >>
image-4

Guinness Hero Harps wins Grand Prix


Guinness restored its impact at bar with the disruptive new Hero Harp fount, which has won Diageo, Bompas & Parr, Design Bridge and Dolmen the prestigious DBA Design Effectiveness Awards Grand Prix.

03/06/2020


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

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DBA Roundup


A roundup of need-to-knows, industry expertise, and exclusive resources, along with details of the direct support the DBA can provide to your design business.

28/09/2020


News


Read more >>
beazy-unsplash

Inside the judging room


Celebrating two years chairing the Design Effectiveness Awards judging panel, Clive Grinyer takes a look behind the judging process. Read on for insight to help you grab the judges' attention, prepare your submissions and enter by 27 November 2020.

28/09/2020


News


Read more >>
image-1

The DBA interviews Diageo’s Jeremy Lindley


Delve into the business of design with Diageo's Global Design Director Jeremy Lindley, as he discusses the company's approach to design effectiveness in this interview with the DBA.

28/09/2020


News


Read more >>
dba-dea-judges-at-work

DBA Design Effectiveness Awards: Take a look inside the judging


Take a look at the people who determine who takes home a Bronze, Silver or Gold DBA Design Effectiveness Awards. Nowhere is the quality and effectiveness of the design industry’s offer more evident than across the case studies recognised in the DBA Design Effectiveness Awards.

09/09/2020


News


Read more >> >>
ian-schneider-tammbr4okv4-unsplash-1

DBA member catch-ups: a glimpse into the moments that shape our week


Amongst the idea-churning, problem-solving and lively discussions, agency leaders use our regular member catch-ups to share a little creative inspiration. Take a glimpse into some of the moments that have shaped past weeks within the design industry through 2020.

26/08/2020


News


Read more >>
The Arçelik Experience Centre, Fitch

DBA Design Effectiveness Awards 2021: Open for entries


The DBA Design Effectiveness Awards 2021 is now open for entries. Download your entry pack to evidence your success and demonstrate the results that your design delivers.

20/07/2020


News


Read more >>
maddi-bazzocco_unsplash

DBA Design Effectiveness Awards 2021: A note on COVID-19 as an influencing factor on your entry


Read the latest update to entry rules for the DBA Design Effectiveness Awards 2021.

17/07/2020


News


Read more >>
training-workshops-2-22

DBA community: we are listening


A message from the DBA team.

11/06/2020


News


Read more >>
lina-silivanova-6ykbeudk7rm-unsplash-2

Thoughts and insight from DBA CEO during COVID-19


Coronavirus resource: Our weekly roundups include a message from DBA Chief Executive, Deborah Dawton. If you have missed any of her key takeaways or pointers from previous weeks, watch them here.

08/06/2020


News


Read more >>
image-4

Guinness Hero Harps wins Grand Prix


Guinness restored its impact at bar with the disruptive new Hero Harp fount, which has won Diageo, Bompas & Parr, Design Bridge and Dolmen the prestigious DBA Design Effectiveness Awards Grand Prix.

03/06/2020


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

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DBA Roundup


A roundup of need-to-knows, industry expertise, and exclusive resources, along with details of the direct support the DBA can provide to your design business.

28/09/2020


News


Read more >>
beazy-unsplash

Inside the judging room


Celebrating two years chairing the Design Effectiveness Awards judging panel, Clive Grinyer takes a look behind the judging process. Read on for insight to help you grab the judges' attention, prepare your submissions and enter by 27 November 2020.

28/09/2020


News


Read more >>
image-1

The DBA interviews Diageo’s Jeremy Lindley


Delve into the business of design with Diageo's Global Design Director Jeremy Lindley, as he discusses the company's approach to design effectiveness in this interview with the DBA.

28/09/2020


News


Read more >>
dba-dea-judges-at-work

DBA Design Effectiveness Awards: Take a look inside the judging


Take a look at the people who determine who takes home a Bronze, Silver or Gold DBA Design Effectiveness Awards. Nowhere is the quality and effectiveness of the design industry’s offer more evident than across the case studies recognised in the DBA Design Effectiveness Awards.

09/09/2020


News


Read more >> >>
ian-schneider-tammbr4okv4-unsplash-1

DBA member catch-ups: a glimpse into the moments that shape our week


Amongst the idea-churning, problem-solving and lively discussions, agency leaders use our regular member catch-ups to share a little creative inspiration. Take a glimpse into some of the moments that have shaped past weeks within the design industry through 2020.

26/08/2020


News


Read more >>
The Arçelik Experience Centre, Fitch

DBA Design Effectiveness Awards 2021: Open for entries


The DBA Design Effectiveness Awards 2021 is now open for entries. Download your entry pack to evidence your success and demonstrate the results that your design delivers.

20/07/2020


News


Read more >>
maddi-bazzocco_unsplash

DBA Design Effectiveness Awards 2021: A note on COVID-19 as an influencing factor on your entry


Read the latest update to entry rules for the DBA Design Effectiveness Awards 2021.

17/07/2020


News


Read more >>
training-workshops-2-22

DBA community: we are listening


A message from the DBA team.

11/06/2020


News


Read more >>
lina-silivanova-6ykbeudk7rm-unsplash-2

Thoughts and insight from DBA CEO during COVID-19


Coronavirus resource: Our weekly roundups include a message from DBA Chief Executive, Deborah Dawton. If you have missed any of her key takeaways or pointers from previous weeks, watch them here.

08/06/2020


News


Read more >>
image-4

Guinness Hero Harps wins Grand Prix


Guinness restored its impact at bar with the disruptive new Hero Harp fount, which has won Diageo, Bompas & Parr, Design Bridge and Dolmen the prestigious DBA Design Effectiveness Awards Grand Prix.

03/06/2020


News


Read more >>
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