On a sunny Saturday afternoon many years ago, TB
Song, Ogilvy Group Chairman for Greater China,
came into my office and commented, “PR people are
really a special breed of people.” TB followed his
statement with a request, “Will you write me an article
on what you think makes up a good public relations
person?”
The question remains as curious today as it was back
then. Certainly there are commonalities, but the
public relations business is not one where people are
required to fit into a certain mold. In fact, just the
opposite is true.
One of the first things we need to do is to define the
qualities of the talent we are looking for. To round out
my thinking on this, I asked a number of bosses,
colleagues, and clients what they think makes up a
good public relations person. Their responses,
enclosed in this booklet, are as diverse as the defini-
tion of public relations.
Enjoy the read!
Scott Kronick
President
Ogilvy Public Relations Worldwide/China
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
长宋秩铭(TB Song)来到我在台北的办公室。他说道:“公关
人员真是一群特殊的人。” TB接着问道:“你能写一篇文章,
谈谈你认为一名出色的公关人员应该是怎样的吗?”
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
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
出来似的。实际上,情况恰恰相反。
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
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
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
定义一样不尽相同。
以下与您分享的就是他们的真知灼见!