【转载《职场》】15位P.R.领袖的金玉良言 （2）

Aedhmar Hynes（韩艾萌）

科闻100

全球CEO

只为17PR网友内部分享学习哦，严禁商用！！详见《职场》杂志。

18年前，韩艾萌在伦敦加入科闻100公共关系有限公司。11年前，就任科闻100美国地区负责人。8年前，担任起科闻100全球CEO的重任。

1.      In your opinion, what kinds of applicants are most suitable for this occupation?

您觉得这个行业需要什么样的人才？

The great thing about the public relations industry is that the options are never ending. No matter what your interest, you can specialize in it – public affairs, health care, finance, technology, fashion, travel and so on. You then have the choice of being part of an in-house team or agency.  I prefer the variety of not only clients but colleagues that an agency provides. PR offers employment options to an incredible range of people.

Applicants at the junior levels must demonstrate a willingness to listen, learn and participate. This is a job which demands multi tasking, out of the box thinking and enthusiasm to engage with a variety of audiences. You need to be people focused and company minded.

2.      What kind of story made you have these feelings? (why do you say the above?)

什么样的故事让您产生了这样的感悟？

I have been a member of the public relations industry for more than 18 years and I am still not bored! Being part of such a dynamic industry has created who I am today. 

I collaborate closely with client executives, coaching them on their company’s reputation, stakeholder value, customer loyalty, brand status and critical business drivers. I work directly with many of Text100’s key accounts such as IBM, Cisco, Xerox, and Fujifilmand I have made many lasting friendships along the way.

3.      How to become the talented person for this occupation?

如何成为这个行业最需要的人才？

It is great to have the big creative ideas that will make a splash and really impress and wow your clients. It is even more important to master the skill of listening. Listen and digest what your clients, target audience, industry influencers and media are saying and then act. Often we jump into the big ideas too early and miss out the strategy, goals and objectives.

4.      What is the most attractive part for this occupation?

您觉得这个行业最吸引您的地方是什么？

For me it is about being able to make a difference in many ways. 

We can help resolve a crisis, position a brand across the globe, launch a new product, or implement an internal comms program for a client with disgruntled staff. We can give confidence to a company spokesperson to speak with the media and we can create online communication strategies, all in the name of PR.

What is also important is to provide rewards to our own staff. In addition to the benefits we already provide, we have recently developed our own CSR program that is providing self motivating reward for staff who want to help entrepreneurs in developing countries.

5.      What issue attracts you most in P.R. industry recently? Why? What’s the solution?

您最近正在关注行业的什么问题？为什么？解决方式是什么？

It is interesting to note that even very experienced and savvy journalists and influencers sometimes do not understand the breadth of service that PR offers. It is increasingly hard to comprehend that the myth of PR equating to liars or story tellers is still alive. As our industry continues to evolve into PR 2.0, it is a timely reminder that we must not forget the fundamentals of our industry and ensure key stakeholders are educated on our role and the benefits of using all elements of PR. It is important for PR professionals to listen to critics and engage with them to reach an understanding and develop a progressive relationship.

6.      comparing to past, what kind of changes happened to P.R.? How’s the future about P.R.?

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？

Too much is written these days about how technology is changing the way we communicate. The focus needs to be less on technology and more on how the world as a whole is changing. It is a societal change, not a technology evolution, which is profoundly impacting communications – in particular how professional communicators interact with various publics.

Individuals now trust less in what they hear and read. This fundamental shift in trust and power is changing the focus of communications, requiring companies to engender trust with their key audiences more so now than ever before.

More does not equal better. With the emergence of social media tools such as blogs and wikis, drumming to be heard in the media battle for awareness won’t be enough anymore. Trends such as consumerization, virtualization and visualization mean the communications function of the future will have to engage with the whole ecosystem of influence in a radically new way and to new ends. It will be important to first listen, and to then prepare and engage with all influencers. This is probably one of the best times for the communications industry – a new start and a chance to change perceptions about the industry.

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