Ebook: The Art of Public Speaking Dale Carnagey 9

Inside The Minds McDonald’s is known as the world’s best quick-service restaurant experience that makes you smile every time. The fifth element relates to the Architecture that helps you monitor, manage, and lead for success. It’s understanding who defines strategy, who controls the budget, what resources exist, where they are, and who controls them, as well as the processes that are in place. It’s critical to remember that this must be changed often. If it isn’t changed, you are falling behind, or you run the risk of maintaining an environment that is not stimulating to your most important asset, your people. The organization that works must include a foundation for knowledge management. Develop the systems that ensure information is collected, transferred, updated, and accessible. The sixth truth is Integrated Communications, or the understanding that the best way to communicate is integrating all forms of communications. It is determining who will take the lead or who will help decide the role that each of these communications disciplines will play. You have to remember the target audience doesn’t know or remember or care how they were informed. So the integration or the interconnected nature of the disciplines is an important criterion to ensure you are using resources effectively. 80 The Art of Public Relations As mentioned earlier, since public relations people tend to take a comprehensive view of the world, there is a real opportunity for public relations people to be in the center of all these other communications disciplines. Public relations professionals tend to think in a more media-neutral way, which helps qualify them to lead all the others. We think strategically and holistically and can be trusted to develop fact-based plans. As public relations professionals, we know the interactive arena better, because we are famous for interactive communications. The seventh truth is the role of Multidimensional Communications. This is a corollary to the “integrated” truth. Communications today must work on a variety of levels. The “experiential” dynamic is critical, for example – reaching the target audience in an environment that is most compelling to receive and act upon the message. Is it the point of sweat? Is it the point of stroke? The point of hunger? The point of romance? The point of fun? The point of family? Getting to that critical place ensures that you are using a variety of emotions and senses to communicate most effectively – feeling, thinking, sensing, smelling, hearing, and most importantly, being involved, or acting. For many of our clients, public relations professionals show what it takes to create programs that provide an opportunity for the target audience to actually experience the product, the 81 Inside The Minds message, or the excitement, so they not only listen, but they also remember it and act on it. Making a Difference in the Future In the future, public relations will more fully evolve into a management discipline that will be treated very seriously and importantly by everybody. The role of communications and the exchange of information will be seen as the most critical indicators of a company’s success. People who understand how to influence the process will be critical to senior management and, more often, will become the most senior management. The roles that communications people will play will be much broader than they are today. It will be assumed that the public relations professional will deliver the policy-making counsel that leads to the strategic planning. The public relations person will also have access to a wider variety of communications tools and tactics than ever before to execute against the strategies. Because the practitioners will participate in critical decisions at very senior levels, the entire profession will be elevated and motivated by the opportunity to make a real difference in everything we do. 82 The Art of Public Relations And public relations will still be fun because it’s “fun” to be important and to be involved in important issues. And it’s fun to be the expert in understanding how to develop trust with people that leads to achieving your goals. Rich Jernstedt is chief executive officer of Golin/Harris International. He has played a lead role in the growing success of the company since his appointment in 1991. From its origins as a single Chicago office to its current place among the world’s top marketing communications firms, under Mr. Jernstedt’s leadership G/H has become a growing, dynamic enterprise that builds strong, trust-based relationships with its clients and employees. On the client side, Mr. Jernstedt has proved himself one of the preeminent strategic and tactical thinkers in the world of consumer branding and product marketing. Throughout his 24-year career at G/H, Mr. Jernstedt has overseen client programs in such specialty areas as crisis management, consumer marketing, health and medical, corporate communications, branding, and reputation management. His counseling to clients has represented some of the world’s leading brands, including McDonald’s Corporation, Levi Strauss & Co., Sony Corporation, Campbell’s Soup, Citicorp, and DaimlerChrysler. Mr. Jernstedt plays an integral role in G/H’s aggressive acquisitions initiative, further extending the company’s 83 Inside The Minds reach and its ability to serve clients around the globe through new resources in Europe, the Middle East, Africa, Latin America, and Asia. Before joining Golin/Harris, Mr. Jernstedt spent five years in corporate marketing communications with Container Corporation of America. He also served for three years as a Navy public affairs officer on aircraft carriers in the Western Pacific and the Mediterranean. Mr. Jernstedt is a member of the boards of directors of the Council of Public Relations Firms and Off The Street Club and the board of trustees of the University of Oregon Foundation. He is listed in Who’s Who in America. He is a frequent speaker on agency management and communications counseling at professional meetings and college campuses around the country. A native Oregonian, Mr. Jernstedt is a 1969 journalism graduate of the University of Oregon. 84 ... - tailieumienphi.vn