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GA联合创始人让·瓦林:期待与中国公关组织的深入交流和合作

作者:17PR 2018-08-10 09:52:45

2018金旗奖评审专家

  

系列访谈

  

让·瓦林

  

全球公共关系与沟通管理联盟联合创始人

  

从2016年开始,“金旗奖”得到了指导单位“Global Alliance for Public Relations and Communication Management”(以下简称GA)的鼎力支持,金旗奖组委会邀请了多位来自GA的国际公关专家担任金旗奖评委,并参与“金旗奖评审专家系列访谈”。希望通过采访听到来自国际化视角对公关价值、不同地域公关发展、人才教育,以及未来趋势的思考和观点。

  

第一位接受采访的国际专家是GA联合创始人让·瓦林先生,以下是英文采访原文(后附中文版):

  

英文版

  

01

  

About the Global Alliance

  

Q:As a co-founder of the Global Alliance, What do you think is the significance of the GA organization for the international development of public relations companies, practitioners, and the entire PR industry?

  

A:The reason the Global Alliance succeeded is that it was formed as platform for collaboration between equals. The vision is to unify the profession, raise standards of practice and share knowledge. Only by working together can professional bodies help the professionals and the profession achieve its true purpose which is to bring understanding and harmony in society working in the public interest.

  

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右:全球公共关系与沟通管理联盟联合创始人 让·瓦林先生

  

左:金旗奖组委会主席 银小冬女士

  

02

  

Personal Experience and Industrial Thinking

  

Q:As a recognized PR veteran and a remarkable influencer, you must have your unique, extensive insight into this industry. Would you share your ideas about how PR and communication are valued in promoting business development and social progress? Please kindly illustrate your opinion by giving 1 or 2 examples.

  

A:There can only be social progress by listening to the public. Business knows that to succeed, they need a license to operate from society and that also means being in touch, meeting needs, being responsible and listening. Good public relations start with building a listening infrastructure that feeds research and analysis which in turn, helps to develop public relations campaigns. Organizations that fail to grasp this concept have learned their lesson the hard way. Recent examples include Cambridge Analytica and the embarrassment experienced by Volkswagen after it was discovered they lied and covered up emissions from their diesel vehicles.There was a significant cost to the brand that hopefully is now leading to a cultural change within the company. Values are important, and society demands authenticity and true engagement and communication from its leaders. The millenniums in particular are voting with their wallets.

  

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让·瓦林先生金旗奖评委聘书

  

Q:The book you co-edited, had been published. You have examined many tops of the line campaigns from all over the world. Could you share 1 or 2 cases that impressed you the most? In your opinion, how can a brand overcome the cultural obstacles to achieve a successful cross-region, cross-cultural communication?

  

A:In the second edition, there is a simple, yet powerful, case based on the success of storytelling. The wine giant from Chile developed a global brand ‘Casillero del diablo’ based on a delightful fantasy story of the devil stealing wine. The company adapted this story to different cultural context by, for example, sponsoring the Manchester United football club and producing variations of a video telling their story. I was equally impressed with how Lufthansa was able to manage a difficult crisis when a co-pilot with mental issues took control of a passenger aircraft and crashed in the mountains. The company took care to react quickly and appropriately by being humble and sharing in the sorrow-ness that everyone was feeling when this happened. These cases illustrate why it is important to show empathy and analysis of the stakeholders.

  

03

  

About“Golden Flag Awards”

  

Q:About Golden Flag Awards, the most recognized and credited PR awards in China, what are your suggestions for its globalization in the future?

  

A:I believe in the success of partnerships and collaboration. Awards programs are a great way to have your company’s success celebrated and recognized by peers. My own collection of case studies includes many award-wining cases that caught my eye. It might be appropriate to partner with other organizations in Asia to offer awards pan Asia, then, if this is successful, build with other regions and perhaps help to revive the erstwhile Global Alliance ‘COMPRIX’ awards.

  

中文版

  

01

  

关于全球公共关系与沟通管理联盟”

  

Q:您作为GA的联合创始人之一,认为GA对于公关公司,从业者,以及整个行业的国际发展有哪些重大的意义?

  

A:“全球公共关系与沟通管理联盟”的成功要归功于它建立了一个平等的合作平台。它的愿景是联合行业专家、提升业务水平和共享知识。只有通过合作,才能让专业团体为专业人士提供协助并且实现它的行业使命——为社会带来理解与和谐并服务于公众利益。

  

02

  

个人经验以及行业思考

  

Q:作为行业精英和领袖,您一定对于这个行业有着更加深刻和全面的感受,您认为公共关系或者沟通对促进商业发展和社会进步的价值是如何体现的?可以举1-2个例子来说明。

  

A:只有通过倾听大众的声音才能促进社会的发展。商人们明白,想要成功,需要从社会获得一个许可,也意味着对于社会的各种需求保持关注和不断地满足,保持责任心并且坚持倾听。出色的公关要始于建立倾听机制服务于随后的调研,调研结果会反过来为公关活动的开展提供帮助。对于没能奉行这项基本原则的组织,他们为此付出了高昂的学费和代价。近期的例子就是“剑桥分析公司事件”和令大众汽车蒙羞的“排放门”事件,他们对于旗下柴油汽车的排放情况的谎言和掩饰最终东窗事发。品牌为此付出了巨大的代价,希望这些事件会导致公司内部文化的转变。价值很重要,同时民众也要求真相并且与领导人建立真实的对接和沟通。特别是“举着钱包投选票”的千禧一代。

  

Q:您联合编纂的《世界公关案例集》已经出版到第二版了。您看到了来自全球不同区域的公关案例,可否介绍1-2个印象深刻的案例?您觉得品牌如何才能突破文化壁垒,成功达成跨地区、跨文化的传播?

  

A:在《世界公关案例集(第2版)》中,收录了一个简洁、又成效显著的“故事陈述式”案例。来自于智利的葡萄酒巨头新开发了一个全球品牌“Casillero del Diablo”,并为之杜撰了一个受人喜爱的“恶魔偷酒”故事。公司借用了这个故事并融合了不同的文化背景,举个例子,赞助曼联足球队并制作了一系列视频广告来讲述这个故事。近来汉莎航空对于患有精神疾病的副驾驶操纵客机蓄意撞山的危机处理方式同样令我印象深刻。公司实施了快速反应并且态度也是恰如其分的谦逊,并且当灾难发生时对于相关人士的悲伤情绪感同身受。这些案例充分说明了对于相关人员的分析和同情为何如此重要。

  

03

  

关于“金旗奖”

  

Q:“金旗奖”作为中国最具公信力和影响力的公关行业奖项,您对于“金旗奖”的国际化有哪些建议?

  

A:我相信合伙与协作就能成功。奖项计划是让贵公司的成功得到同行认可并共同庆祝的好方法。我的案例集锦中也有很多令我侧目的获奖案例。与亚洲的其他组织合作并为泛亚地区颁发奖项也是很好的选择,如果成功的话,可以与其他地区一起建立,将会有助于恢复昔日的GA联盟'COMPRIX'奖项。

  

2018金旗奖

  

案例征集已全面启动

  

咨询电话

  

13011870823

  

13810184235

  

010-51293166-1020

  

关于金旗奖评审专家系列访谈

  

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金旗奖,创办于2010年,遴选引领公共关系创新发展、彰显公共关系在社会政治、商业生活中独特价值的经典案例,通过优秀案例展示公共关系影响力价值,推动商业繁荣和社会进步。

  

为了正确诠释“金旗奖”所弘扬的价值观,金旗奖组委会独家策划了“2018金旗奖评审专家系列视频访谈”。

  

本届金旗奖评委均为国内外一流学者、权威专家、知名企业及专业媒体人士,对公关领域有着的深刻洞察,在公关实务领域取得了辉煌成就及深厚影响力,他们将用专业的素养、丰富的经验,为中国公共关系行业发展提出自己的真知灼见!

  

参评咨询

  

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邮箱:zhoudan@17pr.com

  

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