Ebook: The Art of Public Speaking Dale Carnagey 2

Lou Rena Hammond 143 SUCCESS IN PUBLIC RELATIONS Anthony J. Russo, Ph.D. 153 THE ART AND SCIENCE OF PUBLIC RELATIONS Thomas L. Amberg 171 CRITICAL ELEMENTS OF SUCCESS IN PUBLIC RELATIONS Robyn M. Sachs 193 SMALL BUSINESS BANG! DESIGNING AND LAUNCHING A SUCCESSFUL SMALL BUSINESS PR CAMPAIGN Patrice A. Tanaka 227 PR: A KEY DRIVER OF BRAND MARKETING David Finn 243 AN ESSENTIAL FUNCTION IN A DEMOCRATIC SOCIETY The Art of Public Relations WINNING COMMUNICATIONS FOR TOMORROW’S LEADERS: THE TOOLS AND TECHNIQUES FOR SUCCESS CHRISTOPHER P.A. KOMISARJEVSKY Burson-Marsteller Worldwide President and Chief Executive Officer 11 Inside The Minds The CEO as Chief Communications Officer An important challenge for the public relations industry is helping people understand that a company’s chief executive is actually the company’s chief communications officer. No one else in the company has the responsibility the chief executive has; no one has the platform the chief executive holds; and most importantly, no one has the understanding of the goals and ultimate vision of the company like the chief executive. From the public’s perspective, the chief executive symbolizes the company, speaks for the company, and is seen as possessing the company’s brand values. A strong CEO – delivering the right messages – makes an enormous difference in the valuation of a company, while inaction or missteps can have dire, instantaneous consequences. We recommend that CEOs take the following steps to maximize their effectiveness: Set an agenda and create a vision for the future; then become the architect of the company’s vision and values. If successful, they will be better able to recruit and retain the best talent that they need to execute their agenda and gain respect nationally and internationally. Build a strong senior management team, and keep team members acting in unison. 12 The Art of Public Relations Measure – and manage – what matters: quality service and products, the level of stock recommendations, and “best-in-class” and “employer-of-choice” status. Listen carefully to word of mouth and online activity – about their company and about themselves. Communicate regularly and proactively with internal and external audiences, using all appropriate channels and methods of communication. Listen to customers, clients, employees, financial community members, and shareholders, so that they meet expectations. Know the type of information that shareholders need, and deliver it personally. Keep pace with change, and use technology to their competitive advantage, so they can operate on a global scale, accelerate change and decision-making, and be recognized as forward-thinking, innovative leaders. At a Chief Executive magazine CEO roundtable, Dana Mead of Tenneco asked other CEOs, “How many of you have talked to institutional investors about your company, spending time on leadership development, employee training or environmental performance?” Not many had, as it turned out. CEOs who make the time to communicate 13 Inside The Minds with stakeholders can gain a competitive advantage; those who do not run the risk of letting others manage their fate. The chief executive’s visibility and ability to articulate his or her company’s unique niche in the market are essential to shaping public perception. When people look at a company and to the chief executive, they look at the chief executive’s values, and then they wait to see if those values and beliefs are reflected in production processes, employee treatment, customer relations, and other company operations and practices. Public relations professionals are responsible for using communications to encourage a company to perform in a manner consistent with its mission and values. Public relations is, therefore, not only a matter of communication, but also a matter of behavior. Communications CapitalTM All business professionals know that the value of a corporation is built upon tangible assets – plants and machinery – and intangible assets, or its intellectual capital. In fact, in tomorrow’s business environment, intangible assets will grow significantly in importance. Although opinions differ on how to categorize intangibles, we divide them into four categories: 14 ... - tailieumienphi.vn