奥美教你如何做好公关人员

SoYouWanttoWorkinP.R.?..SOYOUWANTTOWORKINP.R.?OnasunnySaturdayafternoonmanyyearsago,TBSong,OgilvyGroupChairmanforGreaterChina,cameintomyofficeandcommented,“PRpeoplearereallyaspecialbreedofpeople.”TBfollowedhisstatementwitharequest,“Willyouwritemeanarticleonwhatyouthinkmakesupagoodpublicrelationsperson?”Thequestionremainsascurioustodayasitwasbackthen.Certainlytherearecommonalities,butthepublicrelationsbusinessisnotonewherepeoplearerequiredtofitintoacertainmold.Infact,justtheoppositeistrue.Oneofthefirstthingsweneedtodoistodefinethequalitiesofthetalentwearelookingfor.Toroundoutmythinkingonthis,Iaskedanumberofbosses,colleagues,andclientswhattheythinkmakesupagoodpublicrelationsperson.Theirresponses,enclosedinthisbooklet,areasdiverseasthedefini-tionofpublicrelations.Enjoytheread!ScottKronickPresidentOgilvyPublicRelationsWorldwide/China许多年前一个阳光明媚的星期六下午，奥美集团大中华区董事长宋秩铭（TBSong）来到我在台北的办公室。他说道：“公关人员真是一群特殊的人。”TB接着问道：“你能写一篇文章，谈谈你认为一名出色的公关人员应该是怎样的吗？”这个问题今天听起来仍然像当年一样新奇。当然这里是有一些共性的东西，但公关行业并不要求从业人员都像一个模子里刻出来似的。实际上，情况恰恰相反。我们首先要做的是，明确我们要找何种素质的人才。为了完善我在这方面的想法，我曾向一些上司、同事和客户询问过他们认为一名出色的公关人员应该是怎样的，他们的回答和公关的定义一样不尽相同。以下与您分享的就是他们的真知灼见！柯颖德89Toputtheworldrightinorder,wemustfirstputthenationinorder;toputthenationinorder,wemustfirstputthefamilyinorder;toputthefamilyinorder,wemustfirstcultivateourpersonallives;wemustfirstsetourheartsright.古之欲明德于天下者，先治其国；欲治其国者，先齐其家；欲齐其家者，先修其身；欲修其身者，先正其心。Confucius5thCenturyBCChinesePhilosopher孔子公元前5世，中国哲学家ATTITUDE度Confucius5thCenturyBCChinesePhilosopher孔子公元前5世纪，中国哲学家AgreatPublicRelationsprofessionalisonewhoremainsfocusedontheclient–achievingresults,whileconstantlyremainingopentonewapproaches.MarciaSilvermanCEOOgilvyPublicRelationsWorldwideMarciaSilvermanCEO,奥一位伟大的公关专业人士要始终关注客户-追求结果，同时愿意尝试新的方法。1011ATTITUDE度ATTITUDESuccessfulPRpeoplehave‘passionate-smarts’–it’snotgoodenoughtobeoneortheother,youhavetohaveboth.Whetheryouaretalkingaboutmayonnaiseoranoveractivebladder,yougottaloveit!KateCroninManagingDirectorOgilvyPublicRelationsWorldwide/NewYorkKateCronin董事总经理奥美公关国际集团/纽约成功的公关人员要有‘激情和智慧’-仅有一点还不够，必须两者兼备。不管你在讲蛋黄酱还是泌尿系统疾病，你都要迷上它才行！态度13ATTITUDE态度12ATTITUDETheultimatePRpersoncaresmoreaboutmakingsomeoneorsomethingelsefamousthantheydoaboutmakingthemselvesfamous.Thereisamaturitythatseparatesthegoodfromthebad,doingittherightwaybuildscredibilityandcreatesopportunity.DavidR.PetrouGlobalPublicCommunicationsManagerJonesDayDavidR.Petrou全球公关经理JonesDay律师事务所最好的公关人员并不想着如何使自己出名，而是更多地想着如何让别人或别的事情变得更广为人知。他们具有明辨是非的成熟心智,处事得体。凭借良好的信誉，他们总是机会多多。态度ATTITUDE态度1415Acandoattitude–awillingnesstogoaboveandbeyond.AgoodPRpersonwillrecognizethevalueofdeliveringtheextra10%,andgooutofhisorherwaytoachievesuccess.JohnGardnerManagingDirectorSavageandPartners/SydneyJohnGardner董事总经理JohnGardner–SavageandPartners/悉尼进取的态度-不断超越的意愿。一名优秀的公关人员会认识到超越既定目标的重要性，为了争取成功，义无反顾。ATTITUDE态度1617PublicRelationsrequirestact,diplomacy,andanever-say-dieattitudetogettingitright;butmostofall,itrequiresbeingthought-fulandculturallysensitivewithahealthyappreciationforgettingthingsdone.Ifyoutakedeepinterestandprideincreatingcustomsolutionsinthemoderncommunicationsworld,youwillthriveandbehappy.PaulHicksCEOPaulHicks区域CEO/美洲区公关人员需要机智，外交手腕和永不言败的态度以实现目标;但更重要的是，需要思考周详，有文化敏感度，同时拥有积极的处事态度。在当今的公关界，如果你对打造量身定制的解决方案有着浓厚兴趣并引以为豪，那你就会成长起来并乐在其中。ATTITUDE度1819PaulHicksCEO奥美公关国际集团/美洲态度2021Wedon'taccomplishanythinginthisworldalone...andwhateverhappensistheresultofthewholetapestryofone'slifeandalltheweavingsofindividualthreads.在这个世界上，独往独来会一事无成……所有的事情都体现了丰富多彩的人生和千丝万缕的联系。SandraDayO'ConnorFormerUSSupremeCourtJustice桑德拉·戴·奥康纳前美国最高法院大法官关系网NETWORKINGAgoodPRpersonusuallyhasaandrelationshipswithdifferenttypesofpeople.Heorsheknowshowtoleveragethoseconnectionsstrategicallyinordertobenefithisorherwork.Toagreatextent,whatmattersistheabilitytomanagepeople,managerelationships,andmanageexpectations.solidsocialnetworkDaphneLiAssociateDirectorOgilvyPublicRelationsWorldwide/Shanghai李嘉仪/一名优秀的公关人员通常拥有稳固的社会关系网,与各类人员建立关系。他或她善于策略地运用这些关系，以便有益于自己的工作。在很大程度上，不管是内部还是外部，关键在于管理人员、关系和期望值的能力。NETWORKING2223NETWORKING人际网络2425Seemingly,PRpeopleneedtohavethelargestaddresslists,entertainmentbudgets,andphonebills.Thelinesofinfluencespreadfarandmustriseaboveclientexpectations;themoreconnectedanagencyis,themoredelightedtheclient.Thebestcomplimentseemstobe,‘Howdidyougetthem?’or‘Youknowwho?’StephenFraserWorldwideBusinessDirectorOgilvy&Mather/AsiaPacificStephenFraser全球业务总监奥美集团/亚太区从表面上看，公关人员需要有大量的地址簿、接待预算和电话账单。事实上仅有这些还不够，影响范围要大，必须超越客户的期望;一个机构联系越广，客户就越高兴。最好的表扬似乎是‘你们是怎么搞定他们的？’或者‘你们认识谁？’关系网NETWORKING2627Capableofmakingothersspeakandexpressthemselveswhileremainingsilent;thiscallsforapersonthatcaneffortlesslysocializewithothers.AlexandraOikonomidouDirectorOgilvyPublicRelationsWorldwide/BeijingAlexandraOikonomidou在保持沉默的同时能够让别人说话和表达自己的意见;这需要你能够轻松地与别人相处。系网AlexandraOikonomidou总监奥美公关国际集团/北京在保持沉默的同时能够让别人说话和表达自己的意见;这需要你能够轻松地与别人相处甚欢。NETWORKING2829Peopleskills:becausetheworldisfullof‘spin’,itneedspeoplewhoareabletotouchtheheartstringsinagenuineway–bothwithclientsandthepublic.Highhumantouchpeoplehaveanaccurateemotionalcompass.KentWertimeCEOOgilvyOne/AsiaPacificKe