奥美公关圣经.pdf

So You Want to Work in P. R. . ? . otherk otherk SO YOU WA NT TO W ORK IN P.R ?. otherk otherk On a sunny Saturday afternoon many years ago, TB 许多年前一个阳光明媚的星期六下午，奥美集团大中华区董事 Song, Ogilvy Group Chairman for Greater China, 长宋秩铭（TB Song）来到我在台北的办公室。他说道：“公关 came into my office and commented, “PR people are 人员真是一群特殊的人。” TB接着问道：“你能写一篇文章， really a special breed of people.” TB followed his 谈谈你认为一名出色的公关人员应该是怎样的吗？” statement with a request, “Will you write me an article on what you think makes up a good public relations 这个问题今天听起来仍然像当年一样新奇。当然这里是有一些 person?” 共性的东西，但公关行业并不要求从业人员都像一个模子里刻 The question remains as curious today as it was back 出来似的。实际上，情况恰恰相反。 then. Certainly there are commonalities, but the public relations business is not one where people are 我们首先要做的是，明确我们要找何种素质的人才。为了完善 required to fit into a certain mold. In fact, just the 我在这方面的想法，我曾向一些上司、同事和客户询问过他们 opposite is true. 认为一名出色的公关人员应该是怎样的，他们的回答和公关的 One of the first things we need to do is to define the 定义一样不尽相同。 qualities of the talent we are looking for. To round out my thinking on this, I asked a number of bosses, 以