The Art of Public Speaking Dale Carnagey 15

Inside The Minds recognize the “circle of cross-influence.” They must expand their knowledge of the new stakeholders, such as NGOs, and investigate every possible means of communicating with them. PR professionals must assure substantive, factual content to ensure acceptance of material by end users. Given a continuously improved offering, we have the ability to become the primary communications methodology for the complex business issues coming in the years ahead. Richard Edelman was named president and chief executive officer, Edelman Public Relations Worldwide in September 1996. Before that, he served as president of Edelman Public Relations, U.S. operations, regional manager, Europe, and manager of the New York office of the firm. Mr. Edelman has extensive experience in marketing, with current assignments for American Home Products and FujiFilm. He has particular interest in the technology and media areas, where he has worked for Bertelsmann, Time Warner, and Viacom. He has advised global firms on financial relations, including the recent New York Stock Exchange listing of VEBA, the fourth largest company in Germany. He managed the communications for the “deal of the year” in 1994, the merger of Viacom, Blockbuster, and Paramount, and assisted Deutsche Bank on its 1999 acquisition of Bankers Trust. He has assisted several 140 The Art of Public Relations countries on economic development programs, including Egypt, Israel, and Mexico. Mr. Edelman won the Silver Anvil, the highest award in the public relations industry, in 1981. He was named “Best Manager of the Year” by Inside PR magazine in 1995. Serving on the boards of directors of the New York Historical Society and Centers for Disease Control Foundation, Mr. Edelman is also a member of the World Economic Forum, the Arthur Page Society, and PR Seminar. He has worked on several political campaigns, including Jim Thompson for Governor and Ed Koch for Mayor. Mr. Edelman graduated from Phillips Exeter Academy in 1972. He has a Bachelor of Arts degree from Harvard College and an MBA from Harvard Business School. 141 The Art of Public Relations SUCCESS IN PUBLIC RELATIONS LOU RENA HAMMOND Lou Hammond & Associates Founder and President 143 Inside The Minds The State of PR The art of public relations is one of influencing public opinion. It relies on our ability to identify clear goals, think strategically, and display impeccable judgment in developing and implementing our plans. First and foremost, we must have an intimate knowledge of our clients’ businesses – and of their customers, their employees, and their shareholders. Only then can we truly understand what approaches will be effective in our public relations efforts and which audiences we need to reach. Knowing the audience is key. We must continuously ask ourselves: Who are we trying to reach? The acceptance of public relations as a business, a trade, and a service that can bring results and affect the bottom line is a relatively new phenomenon. There was a time when we in public relations were called “publicists,” and our profession was on the fringes of key business priorities. Today that has changed. Virtually all organizations now consider public relations vital to their success and have a greater appreciation of what public relations efforts can achieve. When we do encounter a misunderstanding of the profession, it tends to be with people who have difficulty distinguishing between the practices of public relations and advertising. Those who have not previously used public relations in their business plans have a tendency to blur the line between the two. 144 ... - tailieumienphi.vn