行业正发生-PRSA主席安东尼·丹吉洛: 道德底线是企业制定战略决策的基础

热点聚焦

PRSA主席安东尼·丹吉洛: 道德底线是企业制定战略决策的基础

作者：17PR 2018-08-29 09:42:38

2018金旗奖评审专家系列访谈

#公共关系推动商业繁荣社会进步#

“公关与传播专家正处于一个史无前例的机遇之中，可以帮助所服务的组织提升业务和扩大影响。作为一种职业，我们促进了组织和它所对应的受众之间的互动，组织的成功依赖于所有参与方对于这种具有建设性的解决方案所作出的贡献。”

安东尼·丹吉洛美国公关协会主席

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。

第三位接受采访的国际专家是美国公关协会PRSA主席安东尼·丹吉洛先生，以下是英文采访原文(后附中文版)：

英文版

About PRSA

Q：As the Chair of the largest PR organization in the US, what is your understanding of PRSA? What role does it play in the PR industry in the US and the world? What is the future vision of PRSA?

A：The Public Relations Society of America (PRSA) is the largest professional association of public relations professionals in the United States, with nearly 22,000 members and 11,000 student members in the Public Relations Student Society of American (PRSSA). PRSA delivers professional development content and networking as primary benefits, as well as promoting its Code of Ethics as essential guidance to the communications industry.

Serving an industry undergoing accelerating change, PRSA’s future will be one of continuous adaptation and knowledge advancement so that its members can survive and thrive in the midst of rapid globalization, digital and social disruption, and massive convergence among several communications-related disciplines. PRSA’s mission is to make communications professionals smarter, better prepared and more connected through all stages of their careers.

In my travels I often ask public relations professionals “how different is your daily work today from what it was five years ago?” The answer has been, unanimously, “totally different.” I predict that in the next five years the rate of change will be even greater than in the last five, so we should all prepare for a journey that will be both exciting and challenging.

左：美国公关协会主席安东尼·丹吉洛先生

右：金旗奖组委会主席银小冬女士

Personal Experience and Industrial Thinking

Q：You are a remarkable PR mentor and an irreplaceable leader, you must have your unique, extensive insight for 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：Public relations and communications professionals have a great opportunity to help the organizations they serve promote business development and social progress. As a profession, we enable organizations to engage with the public they serve and on which their success depends so that all parties can contribute to constructive solutions. This takes strategic insight and capability, and considerable skill in communications methods.

Several years ago I participated in the PR Coalition Private Sector Summit on Public Diplomacy, held in Washington, D.C., at the U.S. State Department and the White House. It was held to discuss and strategize the role of business in public diplomacy, and to enhance diplomatic ties among nations through cooperative business connections. This sort of outreach would be impossible without skillful, strategic communicators, and I came away inspired by the power of our profession to enhance international dialogue, and simultaneously promote business development and peaceful relationships.

A powerful example of promoting social progress can be seen in a campaign honored with the PR Pro of the Year Award at PRSA’s Silver Anvil Awards this year. This award, which is presented to an individual or team, went to Procter & Gamble/My Black is Beautiful (MBIB) and the EGAMI Group for their campaign “The Talk—Creating a National Movement to End ‘The Talk’ and Racial Bias.” The Silver Anvil award recognized the campaign for driving meaningful conversations about the unique biases people of African ancestry face. The organizations insightfully applied research findings and developed inspiring creative execution to enlighten people about one of the most significant social issues of our time.

安东尼·丹吉洛先生金旗奖评委聘书

Q：Do you think that the moral bottom line of the public relations industry has repeatedly be compromised with the advancement of technology? Essential value for PR is Influence, create breaking news to attract more attention is nothing wrong. From your perspective, how to define the moral bottom line of PR industry? How to promote self-discipline? What is your opinions about these issues?

A：The moral bottom line for PRSA is embodied in our Code of Ethics, which serves our industry in the U.S. as the foundation for thoughtful, informed decision-making in our professional lives. PRSA’s Board of Ethics and Professional Standards studies and refines the Code of Ethics, periodically issuing Ethical Standards Advisories to provide helpful instruction and counsel.

Digital and social technologies make complying with a code of ethics, be it PRSA’s or another organization’s, increasingly challenging due to accelerating time pressure and increasingly contentious discourse in today’s fast-moving, 24/7 world. However, the radical transparency enabled by technology also encourages or even requires organizations to think carefully about their ethical foundations in actions they take or communications they issue because almost everything can become public knowledge instantly. Ultimately, organizational reputations are built on behaviors, not words, and all organizations will become known for what they repeatedly do.

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? Could you say something to our candidates?

A：I am honored to be able to attend the Golden Flag Awards to see what I can learn from them and the professional excellence they represent, and I would invite your organization to attend our Silver Anvil Awards in the U.S. as well. Both China and the U.S. are superpowers in an increasingly globalized environment for businesses and other organizations, and I think the professional communicators in each nation can play an essential role in establishing meaningful dialogue between us. We can share best practices, learn from each other and come to understand each better, and I would like to share what I learn at the Golden Flag Awards with my colleagues in the U.S. The late Patrick Jackson, a legendary figure in the U.S. PR industry, said that “relationships are the basic currency of public relations,” and I’m excited that we have an opportunity to build a strong and enduring relationship!

中文版

关于"美国公关协会"

Q：您作为美国最大的PR组织的主席，您对PRSA的理解是怎样?它对于美国的PR行业，甚至于对于全世界的PR行业起到了什么样的作用?PRSA未来的愿景是什么?

A：美国公关协会(PRSA)是美国最大的公共关系专业协会，拥有近22000名会员，并且在美国公关学生协会中(PRSSA)拥有11000名会员。PRSA传达关于职业发展的内容，并将人际网络作为会员的主要利益，并且倡导道德规范为传播行业基本指导原则。

服务于不断加速变革的行业，美国公关协会的未来必将持续地接受知识的进步，借此其会员才能在快速发展的全球化浪潮、数字与社交混乱、许多与宣传相关规则的大规模融合的环境中生存、发展、壮大。PRSA的使命就是让传播专家们更专业、准备更充分、在他们的职业生涯的各个阶段有着更加广阔的人脉。

在我的旅途中，我经常问一些公关专家：“与5年前相比，你的日常工作有了多大的改变?”通常答案出奇的一致：“完全不同”。我猜想在下一个五年后，变革的速度会比之前更快，因此我们应该为了一场激动人心又充满挑战的旅途做好准备。

个人经验以及行业思考

Q：作为行业资深导师和杰出领袖，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?您可以举1-2个例子来说明。

A：公关与传播专家正处于一个史无前例的机遇之中，可以帮助所服务的组织提升业务和扩大影响。作为一种职业，我们促进了组织和它所对应的受众之间的互动，组织的成功依赖于所有参与方对于这种具有建设性的解决方案所作出的贡献。

几年前我赴华盛顿参加了由美国国务院和白宫举办的公关联盟内部公共外交峰会。这个峰会是为了讨论和规划商业在公共外交战略方面所起的作用，并且通过商业机构之间的合作加强国家之间的外交。这种外联工作如果缺少了战略沟通专家的话将是不可能完成的，我受到专业能力的激励致力于加强国际对话，同时促进业务发展与平和关系。

今年，一个获得了PRSA银砧奖年度公关专家奖的项目可以作为一个有力的证明了“公共关系推动商业繁荣社会进步”的例子。该奖项旨在奖励个人或团队，颁发给了宝洁公司的 My Black is Beautiful(MBIB)项目中EGAMI集团的公关活动“对话 - 开展结束‘对话’与种族偏见的全国运动”。银砧奖认为这个项目推动了关于拥有非洲血统的人民，面临独特偏见之际的深刻对话。此组织深刻地运用了调研成果并开展了激动人心的创意执行，劝导民众关注我们这个时代中最显著的社会问题之一。

Q：您认为公关行业的道德底线是否随着科技的进步而屡屡“突破下限”?公共关系的核心是制造影响力，制造话题引发关注无可厚非。但是如何界定行业的道德底线?如何倡导行业自律?您对于这些问题有什么样的想法?

A：在服务我们的行业中作为专业工作过程中，PRSA的道德底线是制定缜密决策的基础，也在《道德准则》中充分体现。PRSA的道德董事会和对于行业标准的研究会进一步完善《道德准则》，在现阶段“道德标准顾问团”会提供有用的指导和忠告。

数字与社交科技应遵守一个道德准则，无论是PRSA的还是其他组织的，都在日益加快的生活节奏中，变本加厉的时间压力下和日益增长针对争议的讨论中而变得越来越具有挑战性。虽然如此，科学技术导致的信息透明也鼓励，甚至是要求组织们仔细考量他们采取的行动或者是对于问题沟通中的道德基础，因为几乎所有的事情都会立即成为公众认知。最终，组织的声誉将建立在行为，而不是言语之上，而且所有的组织都会因他们周而复始的所为而被人们所熟知。

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：我很荣幸能够参加金旗奖并且借此相互学习并进行专业交流，我也邀请你们17PR参加我们在美国举办的银砧奖。现在美国和中国在不断增长的全球化氛围中都是超级大国，我认为各个国家的传播专家们可以在双方之间建立极具意义的沟通中扮演一个不可或缺的角色。我们可以共享最好的实践经验，相互学习，加深理解，我也很高兴能够将我在金旗奖的活动中所见所想分享给我在美国的同事。正如美国公关行业中的传奇人物Patrick Jackson所言：“关系是公共关系的基本元素”，我很高兴能够有机会与17PR建立一个稳固持久的合作关系。

2018金旗奖

案例征集已全面启动

咨询电话

13011870823

13810184235

010-51293166-1020

鸣谢

【印记●传播人物】摄影团队提供人物拍摄

【北京良图数码快印】提供独家评委聘书创意设计

关于金旗奖评审专家系列访谈