奥美金玉良言手册【公关手册】【品牌公关】

On a sunny Saturday afternoon many years ago, TBSong, Ogilvy Group Chairman for Greater China,came into my office and commented, “PR people arereally a special breed of people.” TB followed hisstatement with a request, “Will you write me an articleon what you think makes up a good public relationsperson?” 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（TB Song）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。 The question remains as curious today as it was backthen. Certainly there are commonalities, but thepublic relations business is not one where people arerequired to fit into a certain mold. In fact, just theopposite is true. 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。 One of the first things we need to do is to define thequalities of the talent we are looking for. To round outmy thinking on this, I asked a number of bosses,colleagues, and clients what they think makes up agood public relations person. Their responses,enclosed in this booklet, are as diverse as the defini-tion of public relations. 以下与您分享的就是他们的真知灼见！ Enjoy the read! Scott KronickPresidentOgilvy Public Relations Worldwide/China To put the world right in order, we must firstput the nation in order; to put the nation inorder, we must first put the family in order;to put the family in order, we must firstcultivate our personal lives; we must first setour hearts right. ATTITUDE度 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。 Confucius5th Century BC Chinese Philosopher孔子公元前5世，中国哲学家Confucius5th Century BC Chinese Philosopher孔子公元前5世纪，中国哲学家 一位伟大的公关专业人士要 A great Public Relationsprofessional is one whoremains focusedon the client – achieving results, whileconstantly remaining open to newapproaches. 始终关注 客户 - 追求结果，同时愿意尝试新的方法。 Marcia SilvermanCEO,奥 Marcia Silverman CEOOgilvy Public Relations Worldwide 成功的公关人员要有 Successful PR people have‘passionate-smarts’ ‘激情和智慧’ – it’s not good enough to be one or theother, you have to have both. Whetheryou are talking about mayonnaise or anoveractive bladder, you gotta love it! - 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！ Kate Cronin董事总经理奥美公关国际集团/纽约 Kate Cronin Managing DirectorOgilvy Public Relations Worldwide/New York 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 The ultimate PR person cares more aboutmaking someone or something elsefamous than they do about makingthemselves famous. There is amaturitythatseparates the goodfrom the bad, 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。 doing it the right way builds credibilityand creates opportunity. David R. Petrou David R. Petrou全球公关经理Jones Day律师事务所 Global Public Communications ManagerJones Day 进取的态度 - A can do attitude – a willingness to goabove and beyond. 不断超越 A good PR person will recognize the valueof delivering the extra 10%, and go out ofhis or her way to achieve success. 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。 John Gardner John Gardner董事总经理John Gardner –Savage and Partners/悉尼 Managing DirectorSavage and Partners/Sydney 公关人员需要机智，外交手腕和永不言败的态度以 Public Relations requires tact, diplomacy,and a never-say-die attitude to 实现目标; getting it right; 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。 but most of all, it requires being thought-ful and culturally sensitive with a healthyappreciation for getting things done. Ifyou take deep interest and pride increating custom solutions in the moderncommunications world, you will thriveand be happy. Paul Hicks区域CEO/美洲区Paul HicksCEO奥美公关国际集团/美洲 Paul Hicks We don't accomplish anything in this worldalone ... and whatever happens is the resultof the whole tapestry of one's life and all theweavings of individual threads. 态度关系网NETWORKING 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。 Sandra Day O'ConnorFormer US Supreme Court Justice桑德拉·戴·奥康纳前美国最高法院大法官 一名优秀的公关人员通常拥有 A good PR person usually has asolid social network 稳固的社会关系网, and relationships with different types ofpeople. He or she knows how to leveragethose connections strategically in order tobenefit his or her work. To a greatextent, what matters is the ability tomanage people, manage relationships,and manage expectations. 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。 李嘉仪/ Daphne Li Associate DirectorOgilvy Public Relations Worldwide/Shanghai 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， Seemingly, PR people need to have thelargest address lists, entertainmentbudgets, and phone bills. Thelines of influence 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？’ spread far and must rise above clientexpectations; the more connected anagency is, the more delighted the client.The best compliment seems to be, ‘Howdid you get them?’ or ‘You know who?’ Stephen Fraser Stephen Fraser全球业务总监奥美集团/亚太区 Worldwide Business DirectorOgilvy & Mather/Asia Pacific 在保持沉默的同时能够让别人说话和表达自己的意在保持沉默的同时能够让别人说话和表达自己的意 Capable of making others speak andexpress