Executive Development Center to Hold Media Seminar

FAYETTEVILLE, Ark. - How senior executives deal with the media can have a profound influence on how the public perceives their companies. The Center for Management and Executive Development at the Sam M. Walton College of Business, University of Arkansas, is offering a seminar for top executives to sharpen their strategic and tactical skills in working with the media.

Entitled, "Enhancing the Business-Media Relationship," the two-day program will be held Thursday and Friday, Nov. 11 and 12, at the Donald W. Reynolds Center for Executive Development on the University of Arkansas campus.

"This is the first in a series of strategy seminars we've developed for high-level executives. With corporate governance issues abounding and greater attention being paid to company communications, executives face the realities of having their words and actions discussed in all forms of media," said Tim Kizer, director, Center for Management and Executive Development.

The 1980s classic case of the Tylenol incident, in which seven people died, illustrates how executives' dealing with media can have long-term impact on a business. Johnson and Johnson's then-Chairman James Burke was widely lauded for his immediate response to the crisis and accessibility to the press. The way the company was perceived was positive, even in a crisis situation, and it continues to enjoy a good reputation today, more than 20 years later.

The objective of the seminar is to elevate senior-level executives' perception of the media as a strategic constituency and to teach relationship-building skills with the media.

"After all, executives are ultimately responsible for their organization's reputation," Kizer said. "We are pleased that two nationally recognized authors on the subject will be directing the program, which is designed to give participants intense hands-on experience with dealing with the media."

David Pincus, author of "Top Dog," a book about the CEO's changing communication and leadership roles, and Ron Rhody, author of "The CEO Playbook: Managing the Outside Sources that Shape Success" and past executive vice-president of Bank of America, will direct the class. In addition, Don Elkins, news anchor for NBC 24/51, Fayetteville, will be featured.

Participants will engage in challenging media interviews by working business media professionals and receive a follow-up debriefing. In addition, they will compete in a group case study and argue recommendations to a board of directors comprised of present/former CEOs. The seminar is a highly interactive, performance-driven experience, where participants will learn how to build good relationships with the media.

The seminar objectives include: bolstering awareness of media's influential role, idiosyncrasies and impact on business' mission; developing an in-depth understanding of media mentality and motivations (e.g., how they think and make decisions, what's important to them, their workplace pressures and limits and their perceptions of business people); deepening insights into the business-media conflicts endemic to building collaborative relationships; developing skills for integrating media issues into business analysis and strategic decision-making; and strengthening critical thinking and persuasion skills for use in media situations.

"This program can also benefit emerging leaders within an organization," added Kizer.

For more information about the seminar and travel information, call (888) 824-3933 or visit the Web at: http://cmed.uark.edu/execseries