【转载《职场》】15位P.R.领袖的金玉良言 （1）

Chris Graves（柯锐思）

奥美公关

亚太区总裁兼CEO

柯锐思在道琼斯任职了18年，参与了华尔街日报电视部的创办，担任过《亚洲商业新闻》的执行编辑，CNBC亚洲的新闻和节目制作部副总裁，CNBC欧洲的新闻和节目部副总裁，以及《远东经济评论》的董事总经理。他曾获得包括一次“艾美奖”提名，以及“纽约电影电视节”和“亚洲电视大奖”等十多个奖项。在从事商业新闻工作23年之后，柯锐思加入了奥美公关。

1、What types of person are the most needed in PR industry?

您觉得这个行业需要什么样的人才？

First imagine what PR needs to do when it is effective: raise awareness; change perception; alter mindsets; win approval or licensing; build a reputation or rescue one; align groups with goals (especially employees); contain and rebuild after a crisis; grow market share. So what kind of person can do all that? First one who cannot wait each day to find out what is going on in the world. Someone with a drive and hunger, an aggressive curiosity to not only see the general news, but to dig into niche sectors. But that’s not enough. They also need to be able to connect what they see in the news with history, literature, tech trends and rumor and build scenarios that might affect their clients. Next they need to be able to be a detective. They must dig deeply into their clients business—not just a communications plan—but the business itself. They have to imagine they want to be the next CEO of the client’s business and what really drives it or keeps it from optimal growth. Next they need to be great storytellers. Presenting facts to others is noise. We are inundated in information. But being able to craft a story that interweaves fact and evidence with emotion and aspiration—now you have a story. Then you need to be great at relationships. Cold calling a reporter does not work. You need to know them, their personalities, their sense of humor, their hobbies, their interests and especially what stories they are dying to tell. Only then can you connect them with your clients selectively to help the journalists by giving them the examples they need to write about. You must learn the skills of crisis management, handling limited and rapidly changing information. Finally, as a senior PR counselor, you need to overcome fear, speak your mind and earn the right to be a trusted advisor. The only way you can do this is live the company’s fears and aspirations--as David Maister says: the client doesn’t care what you know until they know you care.

2、What experience makes you think this way?

什么样的故事让您产生了这样的感悟？

对不起，这个问题Chris没有回答

3、How to become this type of person?

如何成为这个行业最需要的人才？

Read and wonder. Look for the connections. Devour the news, read history referred to in the news. Read trade magazines—a fantastic source of information that leverages the jargon, micro-culture and even humor of each industry. Then practice telling stories. The shorter the better. See if you can tell a story in just 6 words!

4、What attracts you the most in PR industry?

您觉得这个行业最吸引您的地方是什么？

At its best, PR gives you many thrills and deep satisfaction. From the adrenaline rush of a crisis, to the high of a marketing win, to the rewards of knowing you have changed the world in some small way for the better. When our teams helped win approval for free cervical cancer vaccines, they saved many lives. When our teams taught thousands how to improve hygiene in villages inIndonesia, they helped reduce a top killer of children there. It is hard to see many other jobs that allow you to on the one hand celebrate marketing victories and on the other get a deep sense of satisfaction at improving things. It is the best of marketing & advertising and the world of journalism. Great PR professionals not only bridge those two worlds—they leverage both of them.

5、What kind of issues are you focusing on recently regarding PR industry?

您最近正在关注行业的什么问题？为什么？解决方式是什么？

High staff turnover. Especially at the entry levels. This is a combination of many things. First, whenever you have 10 straight years of a booming economy, you grow a generation of people knowing they hold all the cards when it comes to job leverage. Unfortunately—but true—if you see generations that have experienced very tough economic times, they are far more likely to stay with a company that has stood by them. Today, the traditional notion of corporate loyalty seems to have evaporate; an employee may send you a love letter on the way out the door –“no hard feelings, I really loved this job but just want to try something new…” The so-called Generation Y now entering the workforce embodies all of this.

We strongly believe that staff retention should be a key focus and therefore talent development is one of our key differentiators. We put great time and effort into our training programs and making sure that we do this to stay ahead of the industry is our key reason for doing so.

6、What do I believe is the future of the PR industry?

您觉得今天的P.R工作和过去相比，发生了怎么样的变化，未来P.R行业的发展趋势是什么？

Traditional news media is changing rapidly. The idea of a strong media brand controlling a linear channel is nearly gone. Most people get their news in bits and pieces, fragments that come out of a Google News blender or passed along as digital word-of-mouth from a blog or chat. So media relations must change to cope. Additionally, PR needs to become more of a thought leader and content creator rather than mere service provider. The future of PR is not only bright, it is perhaps the brightest of all traditional marketing disciplines. This is because people trust “earned media” more than paid in shaping their own views. PR is embracing digital social media very rapidly, but those who do it best will be clever, transparent storytellers and good connectors rather than imposters writing phony comments. PR must earn its place at the boardroom table through a deeper understanding of the client’s business itself and not just communications plans.