Brian Brodrick

Easy strategy for excellence: look up

Exercise has always cleared my mind. Any good ideas and mental organization that occurs often happens during the 30-90 minutes of exercise I squeeze in most mornings before the world awakens.

This mental nourishment once came solely from a heaping plate of distance running. But after years of fidelity to pounding pavement, my body rebelled. I was forced to embrace the “Runner’s Wheelchair” – more commonly known as the bicycle – for part of my exercise diet.

Cycling in turn has offered freedom and the ability to travel much further – and to the chagrin of my wife – to be gone much longer.

Riding is different than running. A key difference is the temptation to keep your head down. Focus on the white line just ahead, take a glance at the tiny odometer and watch the miles spin away. Grind, push, get it done, and hammer home. Good workout. Mission accomplished.

Not really.

First of all, the joy in riding is often the scenery. Rolling hills, fog-shrouded forests, and moving water. Cattle waking up and roosters crowing. Anticipating and climbing the hill, and enjoying an easy descent.

Secondly, looking down is plain dangerous. Focusing on the white line prevents you from seeing the dead armadillo, the stalking Doberman, or the sleepy driver that can put a bloody end to a once-glorious ride.

The same temptations loom in business. Make the list, get it done, and do it well. The opportunity sits in front of most productive people each day. Many would argue that finishing your list and doing each task well is a good day’s work. But the problems are the same.

First, you miss the scenery: the pride in an intern the first time he works a press event, the first front page hit for a promising colleague, the progress of a mentee against challenging goals, the evolving esprit de corps of a team who grow together to accomplish more as a group than they can individually.

Danger also looms for leaders and professional communicators who focus too tightly on the white line. Leaders must have their eye on the outside world for their clients and their organizations. We must look further ahead than others, projecting around the curve, over the hill, or into the next day’s ride. We must focus on a balanced training program that yields success in terms of people, profit, and philanthropy.

So the next time you work through your list (or the next time you’re exercising), take a deep breath. Look around. Examine the road ahead. Anticipate the curves, the hills, and the years of training to come. Focus on the environment in your office and in your community. Are you considering the true race before your organization?

6 Rules for Local Politicians

As the only public servant (or politician, as some might say) at Jackson Spalding, life often takes me to places where public relations and public service overlaps, and provides some interesting lessons in communications strategy.

As a professional communicator, I am constantly amazed at some of the basic mistakes local politicians and public servants make when attempting to educate their constituents.

Here are six simple rules for effective political communications for city, county, and state politicians:

  1. Write it before you say it. Taking time to write out your position – particularly on a complex topic or controversial subject matter – helps you better understand and defend your position and prepare for inevitable debate. While politicians at a local and state level have to be able to think on their feet in public settings, having written and reviewed positions on controversial issues – whether it is a land use challenge, an alcohol vote, or controlling the population of feral cats (yes, this is a controversial issue in several Georgia municipalities) – is key to consistency and veracity. Providing a written copy of your position to the local press can also help improve the accuracy of coverage as well.
  2. Throw out the polls. When it comes to local government, voters expect (and respect) leadership more than someone with their finger to the wind seeing which way the wind blows.
  3. Skip the Republican/Democratic national party talking points. Aspirational politicians fired up by their local party organizations often bring up issues like posting the Ten Commandments, national health care, or abortion at local government settings in an effort to build a record for an eventual run for higher office. This is a quick way to end a career before it gets started. Local voters are often skeptical of national positions and the parties that push them, and legal counsel is going to be sweating law suits as soon as these types of topics are introduced.
  4. Watch the e-mail. While state legislators’ e-mails aren’t subject to open records requests, those of local politicians are, even if they come from a work or personal e-mail. Keep all of your electronic communication professional, above board, and in line with what you would want to see in the newspaper or on your favorite (or least favorite) blog.
  5. Bring your “A game” to meetings. I can’t count the times I have watched televised meetings or attended public meetings where politicians arrive unprepared, give off negative body language, dress poorly, act disinterested, are disrespectful, or succumb to exhaustion after a long meeting. Even if poorly attended, public meetings are the public’s primary chance to participate in the democratic process outside of elections. Public servants who do not prepare and are disrespectful of these opportunities are selling themselves and their communities short.
  6. Avoid overt emotion — especially anger – in public meetings. Public meetings can be emotional, especially when times are tough. But there is nothing more offensive to voters than a haughty or impatient elected or appointed official. Sometimes, you just have to take it, no matter how unjustified an accusation or comment might be.

If you’re a local elected official, following these tips is even more important as revenues disappear and budgets shrink. Good communications is more important than ever.