奥美金玉良言手册【公关手册】【品牌公关】

So You Want to Work in P.R.?.. SO YOU WANT TO WORK IN P.R. ? On a sunny Saturday afternoon many years ago, TB Song, Ogilvy Group Chairman for Greater China, came into my office and commented, “PR people are really a special breed of people.” TB followed his statement with a request, “Will you write me an article on what you think makes up a good public relations person?”The question remains as curious today as it was back then. Certainly there are commonalities, but the public relations business is not one where people are required to fit into a certain mold. In fact, just the opposite is true. One of the first things we need to do is to define the qualities of the talent we are looking for. To round out my thinking on this, I asked a number of bosses, colleagues, and clients what they think makes up a good public relations person. Their responses, enclosed in this booklet, are as diverse as the defini-tion of public relations.Enjoy the read!Scott KronickPresidentOgilvy Public Relations Worldwide/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（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。 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 89To put the world right in order, we must first put the nation in order; to put the nation in order, we must first put the family in order; to put the family in order, we must first cultivate our personal lives; we must first set our hearts right.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ATTITUDE度Confucius 5th Century BC Chinese Philosopher孔子 公元前5世纪，中国哲学家 A great Public Relations professional is one whoremains focusedon the client – achieving results, while constantly remaining open to new approaches.Marcia SilvermanCEOOgilvy Public Relations WorldwideMarcia SilvermanCEO,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。1011A T T I T U DE度 ATTITUDESuccessful PR people have‘passionate-smarts’ – it’s not good enough to be one or the other, you have to have both. Whether you are talking about mayonnaise or an overactive bladder, you gotta love it!Kate Cronin Managing DirectorOgilvy Public Relations Worldwide/New YorkKate Cronin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12 ATTITUDEThe ultimate PR person cares more about making someone or something else famous than they do about making themselves famous. There is a maturity that separates the good from the bad, doing it the right way builds credibility and creates opportunity.David R. Petrou Global Public Communications ManagerJones DayDavid R. Petrou全球公关经理Jones Day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௽Ր๟ݥ的ׯຄ႐዇,处事得体。凭借良好的信誉，他们总是机会多多。态度ATTITUDE态度1415 A can do attitude – a willingness to go above and beyond. A good PR person will recognize the value of delivering the extra 10%, and go out of his or her way to achieve success.John Gardner Managing DirectorSavage and Partners/SydneyJohn Gardner 董事总经理John Gardner –Savage and Partners/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1617 Public Relations requires tact, diplomacy, and a never-say-die attitude to getting it right;but most of all, it requires being thought-ful and culturally sensitive with a healthy appreciation for getting things done. If you take deep interest and pride in creating custom solutions in the modern communications world, you will thrive and be happy.Paul Hicks CEOPaul Hicks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以ํ၄ణՔ;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1819Paul Hicks CEO奥美公关国际集团/美洲 态度2021We don't accomplish anything in this world alone ... and whatever happens is the result of the whole tapestry of one's life and all the weavings of individual threads.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'Connor Former US Supreme Court Justice桑德拉·戴·奥康纳 前美国最高法院大法官关系网NETWORKING A good PR person usually has aand relationships with different types of people. He or she knows how to leverage those connections strategically in order to benefit his or her work. To a greatextent, what matters is the ability to manage people, manage relationships, and manage expectations.solid social networkDaphne LiAssociate DirectorOgilvyPublic RelationsWorldwide/Shanghai李嘉仪 /上海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。NETWORKING系网2223 NETWORKING人际网络2425Seemingly, PR people need to have the largest address lists, entertainment budgets, and phone bills. The lines of influence spread far and must rise above client expectations; the more connected an agency is, the more delighted the client. The best compliment seems to be, ‘How did you get them?’ or ‘You know who?’Stephen Fraser Worldwide Business DirectorOgilvy & Mather/Asia PacificStephen Fraser 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