Most PR and communications executives have realized by now that their professional roles in their organizations are a potent cocktail of approximately one part tactics and two
parts psychology (this data is not scientific). There is the hand-holding of clients who are apprehensive about a new strategy or who are resistant to change; the therapy sessions
with C-suite executives about an of-the-moment crisis and ways it can be fixed; and the analysis of peers' strengths and weaknesses when it comes to a new project.
For the modern PR/communications professional, a key driver of success rests on their ability to lead and manage people. If they cannot manage junior associates, communicate
messages to superiors or interact effectively with clients, the point is moot: Failure is almost inevitable. But, although strong management and leadership skills are a
combination of such elements as business know-how, strategic thinking and problem-solving capabilities, a big part of the battle is understanding what makes each person on your
team tick.
Why doesn't Bob work well with Sue? How could Project X be executed more efficiently? Who should spearhead Campaign Y? Each question has a number answers; it's just a matter of
identifying the best possible one.
A presentation by Debbie Mason, president of Strategists, Inc., at the Public Relations Society of America's 2006 International Conference last month offered one avenue for
doing so: Entitled "Managing Cross-Functional Teams to Win," it suggested that Psycho-Geometrics, a science-based personality assessment process founded by Dr. Susan Dellinger, is
a good way to build and manage a diverse, successful team.
The assessment process is based on a collection of personality types that any communications manager can identify based on a person's tendencies. Each type is distinguished by
a specific shape -- box, rectangle, triangle, circle and squiggle -- and can be a combination of more than one (see sidebar with shapes and defining characteristics). The shapes
follow a linear model beginning at one extreme with the "box" -- organized and methodical, but picky and resistant to change -- and ending at the other extreme with the
impractical but creative, "think-outside-the-box" squiggle type. No one type is preferable to any other; rather, PR managers are wise to build a team that includes a well-balanced
combination, and to maximize the strengths and offset the weaknesses of each personality. Once all types have been identified, consider the following tactics for managing a team
to succeed:
Manage The Shapes
As Mason said during her presentation, managing "is supervising and coaching to reach the organization's goals and objectives." Strong managers:
- Work with people's strengths;
- Nullify weaknesses; and
- Match each personality to the proper task: Boxes are good for detail work; Triangles are ideal team leaders; Rectangles stick to the rules; Circles are good with group-
oriented tasks; Squiggles are creative and generate new ideas.
Motivate The Shapes
Mason identifies motivation as "recognizing and providing what individuals need to thrive in their best environment, and evoking their best." Keep these tendencies in mind when
motivating each "shape."
- Boxes like consistency, so focus encouragement on slow-and-steady progress and predictability.
- Circles like to be recognized publicly for accomplishments; managers should do so (when praise is due) to keep their morale high. They also embrace personal relationships
with co-workers.
- Triangles are very businesslike; motivate them with a sharp focus on business without forcing "small talk."
- Rectangles often need more hand-holding than other types. Approach this need with patience, and be conscious of their desire to have everything spelled out in black and
white.
- Squiggles like freedom and fun but aren't "detail people." Be sure to coach squiggles on the details of a projects, to make sure the fine points are not overlooked.
Using Psycho-Geometrics is an off-the-beaten-path way for communications executives
to lead their teams and, in turn, gain the trust of C-suite executives and clients.
The same identification process can be used for these groups of people, as well,
and it can open doors of communication based solely on a practitioner's ability
to appeal to someone's personality. After all, the mark of a truly gifted psychologist
is the ability to analyze a person without said person ever knowing they are
under the microscope.
(To find out more, visit Dellinger's site, http://www.drsusan.net/)
Contact:
Debbie Mason, 850.578.2119
Psycho-Geometrics Personality Shapes
The Box
Belief: "I need a predictable world -- Control -- No surprises."
Positive Traits:
- Organized
- Detailed
- Knowledgeable
- Analytical
- Perseveres
- Perfectionist
- Patient
- Hard Worker
Negative Traits:
- Overly Meticulous
- Nit-picky
- Procrastinating
- Cool and Aloof
- Resistant to Change
- Loner
- Complains
The Triangle
Belief: "God helps those who help themselves."
Positive Traits:
- Leader
- Focused
- Decisive
- Ambitious
- Competitive
- Bottom-line Oriented
- Athletic
Negative Traits:
- Self-centered
- Over-loaded
- Dogmatic
- Status-oriented
- Political
- Driven
- Impatient
The Rectangle
Belief: "I know there is a pot of gold at the end of the rainbow - if I can just discover how to get there."
Positive Traits:
- Exciting
- Searching
- Inquisitive
- Growing
- Courageous
Negative Traits:
- Confused
- Low Self-Esteem
- Inconsistent
- Gullible
- Ingenuine
- Unpredictable
The Circle
Belief: "Do unto others as you would have them do unto you."
Positive Traits:
- Friendly
- Nurturing
- Persuasive
- Empathetic
- Generous
- Reflective
- Stabilizing
Negative Traits:
- Overly Personal
- Melancholy
- Manipulative
- Gossipy
- Lazy
- Indecisive
- Passive/Aggressive
- Self-blaming
The Squiggle
Belief: "The world is complex, exciting, always something to learn."
Positive Traits:
- Creative
- Conceptual
- Futuristic
- Intuitive
- Expressive
- Motivated
- Witty
- Sensuous
Negative Traits:
- Disorganized
- Impractical
- Uninhibited
- Evangelical
- Naive
- Illogical
- Eccentric