Tuyển tập nghệ thuật nói trước công chúng – phần 2

Tài liệu trong BST: Tuyển tập nghệ thuật nói trước công chúng – phần 2

1. The Art of Public Speaking Dale Carnagey 16

   10p 110 21

   Inside The Minds Finally, you must be optimistic and, at the same time, honest and realistic. Your relationship with clients, as with colleagues and employees, is built on trust. Be fair. Be upfront and totally truthful about what can be delivered. All of this leads to long-term client and employee loyalty – in my opinion the true measure of success in any business. As founder and president of Lou Hammond & Associates, Lou Rena Hammond has transformed a three-employee, three-client company into an award-winning independent marketing communications agency with 35 employees and more than 30 prestigious clients. Over the past 16 years,...

2. The Art of Public Speaking Dale Carnagey 17

   10p 77 7

   Inside The Minds To help a company achieve its visibility goals, we look at many factors. These include the unique aspects of their product or product portfolio, points of differentiation from the competition, or a unique method of producing a product. We examine corporate strategy, looking to see if the company was built using an interesting business model, or, better yet, a model that’s never been used before. Our job is to leverage the unique aspects of the company to establish the perception of leadership in a niche area, wherever possible. It might be a new food item from McDonald’s, for...

3. Critical elements of success in public relations

   10p 60 7

   Inside The Minds During his career, Dr. Russo achieved remarkable success in obtaining superior quality news coverage for biopharmaceutical and healthcare service companies. He has held senior level posts at several public relations firms, including Adams & Rinehart and Gavin Anderson & Company. Earlier, he was the assistant to the chairman of Mocatta Metals Corporation, the world’s largest bullion trading company. He is the recipient of the PRSA Philip Dorf Award for mentoring young public relations professionals. Dr. Russo received a MA and a Ph.D. in psychology from Columbia University and Claremont University, respectively. He has also held research positions at...

4. The Art of Public Speaking Dale Carnagey 19

   10p 70 6

   Inside The Minds information is directed to the media, seeking to create greater awareness for various products and companies and services. The only way you can distinguish them and make one stand out from another – and get them onto a short list for the media – is by having a real knowledge of the product itself and the company, as well as a real understanding of the media you are dealing with. Reporters can tell very easily if the person they are talking to doesn’t really understand the industry or the product itself. Likewise, in trying to gain greater awareness...

5. Small business bang! designing and launching a successful small business pr campaign

   10p 76 6

   Inside The Minds and more mandatory accreditation, but either way, the end result would be a more professional, more qualified work force. Thomas L. Amberg is president and CEO of Cushman/Amberg Communications, a national public relations agency headquartered in Chicago, with additional offices in St.

6. The Art of Public Speaking Dale Carnagey 21

   10p 73 10

   Inside The Minds $ Cost Per Lead Sales Call © Telemarketing Tradeshows Direct Mail Web Advertising Public Relations Reach ©RMR & Associates, Inc. As you can see from the tactical implementation triangle, the most expensive way to sell your company is one-on-one sales calls. The most recent estimate is that one sales call costs $500. On the other hand, public relations can reach far more people at a much lower “cost per thousand.” A good public relations campaign can result in articles in several different newspapers and publications and reach millions of people. The other benefit of using some of the broader-reaching vehicles, such as...

7. Beyond the Campaign: Consistency is Key

   10p 74 6

   Inside The Minds The first “how” is to conduct another round of market research to determine whether your target audience was affected by your communications and outreach efforts. Are consumers more aware of your company name and product? Has there been an increase in demand for your product or service? Is your Web site getting more traffic and inquiries? The marketing agency you used before launching the PR campaign can help you with the followup market research. Tracking results can include tangible figures, such as the number of placements, hits, and speaking engagements, and hard numbers, such as advertising equivalencies –...

8. The Art of Public Speaking Dale Carnagey 25

   10p 81 8

   Inside The Minds practitioners. Right now we do have an APR accreditation that the Public Relations Society of America offers, but it is strictly voluntary. Public relations agencies should also avoid taking on questionable clients, as this may create divisiveness within the agency and crises of conscience for their employees. I feel strongly also that public relations agencies should not do spec PR programs for prospective clients because, essentially, we are just giving away our work, our intellectual property, and devaluing it in the process for the sake of winning a piece of business. PR agencies should also be paid royalties...

9. The Art of Public Speaking Dale Carnagey 26

   10p 73 8

   Inside The Minds Fifth Amendment, and he was fired. He applied for a job with us, and we hired him, as well. We were a small company at the time, perhaps 25 or 30 people, so word soon got around that if you took the Fifth Amendment and got fired, go to Ruder Finn for a job. Soon a third man who took the Fifth Amendment applied for a job, and we began to worry about what we should do. Three of us were managing the company then, Bill Ruder and I together with Paul Zucker, who was our executive vice...

10. The Art of Public Speaking Dale Carnagey 27

    6p 60 4

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