Key steps to effective executive communications

While working with C-suite and senior-level executives over the years, I’ve encountered plenty of style and personality differences, as well as varying degrees of business priorities and cultural concerns. However, one consistent theme I’ve found is that executives crave to be understood and allowed to “shine.” If you can facilitate that for the executives you support, you can become an integral member of their inner circle.

Here are some tips you may want to consider when trying to accomplish these goals.
Building the foundation

Before you go into an executive’s office with a proposal, step back and assess your current relationship with this person. Ask yourself the following questions:

• Do you know the executive’s current business objectives and priorities?
• What is the executive’s “appetite” for communications and his or her communications style preferences?
• Have you previously demonstrated your skill as a communications expert?

To firm up the answers to these questions, which will be necessary to create a solid foundation for your relationship, I recommend setting up an introductory meeting (preferably in person). The idea is for each of you to walk away with a better understanding of the other person’s goals and talents, and for you to discern how you can add value to the executive’s team.

I’ve developed a brief set of slides for these meetings to stay on track, however, you should organize your points in whatever way works best for you. The goal is to hear business priorities firsthand, gain insight into the executive’s personality and explain how you can make a difference.

Gaining trust

After the initial meeting, the next step is to develop a communications plan. This should clearly outline how the strategies and tactics you propose will deliver on the business objectives the executive has shared. The plan should include a comprehensive mix of traditional and progressive Web 2.0 communication vehicles, keeping in mind the executive’s unique personality and communication style.

For example, one executive I supported was extremely formal and polished. To help him feel comfortable and provide him with the best venues to shine, I recommended large-scale speaking opportunities and more written communications.

Another executive who I worked with had a different personality — she was more casual and folksy. For her, we looked at more intimate activities where she could personally interact with the audience. She was also a great candidate for writing a blog, which gave her an opportunity to display her down-to-earth personality to readers through regular postings.

Along the way, clearly show how your efforts are achieving results, both qualitatively and quantitatively. This can be achieved, for example, through conducting surveys and by showing the amount of positive coverage generated. Since most executives are numbers oriented, try to provide strong data when passing along results. Sharing that 65 percent of employees have a better understanding of the business strategy after attending the last employee meeting is a much more insightful statement than just saying the session was well attended.

Taking them out of their comfort zone

After your initial success, it’s time to use your earned reputation to take some risks. This may include proposing a new communications vehicle or suggesting coaching that would help to improve the executive’s communication skills. Whatever you decide to try, thoroughly research your idea before proposing it directly.

First, just as you use hard data to highlight your results, always try to provide third-party information that supports your proposal.

For example, I recommended moving away from traditional, one-dimensional memos to more-personal and progressive podcasts when sharing quarterly earnings results. The proposal included statistics of low readership from past earnings memos and results from current surveys that indicated employees would welcome the new approach. Because I had previously proven myself, the executive agreed to give it a try.

The results were outstanding: Employees liked the new format, and the executive enjoyed the live interview process and the elimination of the lengthy memo review cycle.

Another example is when an executive wanted to launch a new strategy that I strongly felt wasn’t ready for broad public consumption. Instead of voicing my personal opinions, I recommended that we meet with a handful of top-tier industry analysts under an agreement of nondisclosure to gain their insights. This meeting validated my concerns, and because the executive was influenced by their objective counsel, the decision was made to step back and take more time to polish the strategy.

Second, when proposing something new, share with the executive how his or her peers (or superiors) are implementing those tactics.

When I proposed launching an executive blog, I was met with resistance. When I explained that other organizations, including the competition, had incorporated blogs into their communications mix, the executive changed his tune.

Finally, always share how you’ll support the executives and their goals through the entire process, whether you’re implementing a new communication vehicle or introducing a new coaching technique.

Maintaining a positive relationship

Over time, you may become your executive’s most trusted adviser, helping him or her to achieve the greatest communications potential. This truly is the ultimate goal for an executive communicator.

To keep the relationship continually fresh and valuable, I recommend hosting “touch base” meetings on a quarterly basis. You may choose to use the original slides from the introductory meeting, along with a summary of results to date, to help structure the conversation.

In doing so, you’ll share the contributions that you’ve made over the past quarter, hear about what’s next from a business perspective and gain an understanding of what the executive found useful and enjoyable in terms of communication activities. Based on the new information and feedback from the executive, you can adjust your plans accordingly.

Make sure you stay on the executive’s radar and demonstrate that you understand his or her business. Regularly share interesting articles and blog postings, give detailed briefing information prior to any communication activity and provide a recap (along with any coaching) afterward.

Finally, don’t be afraid to challenge the executive if you believe it is the right thing to do. Executives worth your support will appreciate your communications expertise and commitment to helping them and their businesses succeed.

Career Opportunities in Corporate Communication

Career Opportunities in Corporate Communication

Globalization of economy is the basic trend of 21st century. In this age of globalization, most of the academic discussions concentrating on communication management. This is important in the application of marketing techniques and overall development in the industry. The purpose of communication management is the accessibility of information flow from top management to bottom and vice-versa. It will be effective only when all parties (both internal groups as well as stakeholders) in the organization should be communicate and transfer the necessary information meaningfully and resourcefully. Communication is the cornerstone function of every organization to build up its status in the corporate world as well as its stakeholders. Communications is one of the most important link between an organization and the public. Communication generating from an organization and going out of its various audiences­­ – whether within or beyond – is termed as corporate communication.

Communication is the key factor in the creation, implementation, monitoring and reporting on all corporate activities. Through communication, stakeholders understand company’s purpose, goals and values. Communication also aimed to influence employee’s attitude toward the workplace loyalty and pride in the company in which they are working.

Major companies are considered communication as an effective tool to intensifying its scope and rationalizing its service. They have renewed their communication strategy to expand their business empire. Leading organizations have their own communication team with efficient communicators who are responsible for communication function with various national and international organizations.

What is Corporate communication?

Theoretically speaking, Corporate Communication plays a critical role in building and maintaining relationships with the stakeholders of a corporation. Media communications are an essential channel through which all stakeholders receive information and develop perceptions of a company. Corporate communications are effective in the successful business and its effects identified by the leading companies. It is equally important as technology since application of technology need to communicate effectively in the corporate world. Without effective communication corporate relationship will be impossible.

Corporate Communications is the processes; a company uses to communicate all its messages to key constituencies. It encodes and promotes a strong corporate culture, a coherent corporate identity, an appropriate and professional relationship with the media, and quick, responsible ways of communicating in a crisis. It also defines how an organization communicates with its stakeholders and how that brings a company's values to life. Corporate Communications are often defined as the products of communications, memos, letters, reports, Web sites, community engagement, social and environmental initiatives or programs. These make up most importantly an aggregate of messages that a company sends to its audience whether internal or external.

To put it simply, corporate communication is an umbrella that encompasses fields like advertising, public relations, internal communications, investor relations, crisis management, brand management, events and in some cases can extend to marketing as well.

Communication in changing corporate sector

Just until a few years ago, companies communicated with their consumers via press releases, and with their employees through internal bulletins. Today however, the importance of communication has gone up manifold.

Now-a-days information technology and management are the recent trend in the career field. Most of the company is looking for the people who are able to make some changes. Communication skill is an essential element in this new generation job. Also employees should be able to take new challenges and to perform the job responsibility effectively. In this competitive world, employees should be able to understand the situation and to communicate the meaningful information in time.
The field of corporate communication serves as an excellent example of the evolution of corporate functions and its subsequent impact in terms of career prospects. The field has undergone radical developments over the years and has become a full-fledged career option today. The number of job openings has increased what with more companies taking notice of its importance in business objectives, and a rise in competition.

As competition grows and as reputation becomes more important, any company serious about its image will always have a need for corporate communication. This is one among a few areas where career opportunity is going upwards.

Till about a decade ago, one would have never ordinarily followed a career in corporate communication. However, the influx of multinational companies (MNCs) has brought in new trends that are followed in developed countries. Several large, medium and even small sized companies now employ a full time executive dedicated to image building. With companies realising the potential benefits from corporate communication, there is no looking back for professionals in this field. In fact even NGOs have started hiring communication professionals to look at their ‘corporate image’.

Duties of Corporate Communicator

As a corporate communicator, an individual becomes the face of the organisation. The skill sets required in corporate communications are an ability to articulate ideas, ability to write lucidly and above all… being a people’s person. The corporate communicators are involved in internal communication with employees and are responsible to effectively transmit information originating from the management. For a stock market listed company, the communication department within the organisation is responsible for channelling investor queries as well as ensuring a constant flow of information between various stakeholders. In large organisations, the advertising and PR strategies also fall within the ambit of corporate communication.

Corporate Communication experts are the advocates for organisations in managing the complex communications that take places between organisations and their external and internal audiences. These specialist communicators are representing the organisation and make the organisation to aware of public views and attitudes. Other responsibilities of corporate communicators include media contacts, drafting press release, arrange and conduct programmes of internal and external communications. Corporate communication is responsible for creating and maintaining the brand and looking after the organisation's reputation. It works towards projecting an excellent image at all times. The positive image a company projects helps in moulding public opinion in its favour in times of an actual crisis.

Specific responsibilities of a corporate communicator include:

Supervise the status of the organization
Develop, execute and evaluate communications strategies
Ensuring effective two-way internal communications
Taking the lead on media handling, proactively placing good news stories, dealing with enquiries and producing media releases
Developing links with other departments, which enhances the smooth functioning.
Planning proactive communications
Leading public relations, including customer services
Playing a key role in issue management and planning
Ensuring that other health organizations are kept fully briefed on developments, plans and any incidents in your organization
Producing high quality information service
Advising senior colleagues on strategic communications and related issues
Engaging in business promotion campaigns

Typically, the following skills would be necessary for a communications role:

Ability to work equally well both on your own and within a team
Ability to write, speak and brief others clearly
Ability to assess and select appropriate communications routes for different messages and audiences
Ability to remain calm under pressure
Ability to recognize sensitive situations and act appropriately
Negotiating and influencing skills
Ability to work well with others at all levels both within and outside your company
Ability to gain the trust and respect of senior colleagues
Ability to provide creative input to projects
Ability to think strategically

Above all, corporate communicator represents the corporation's voice, its reputation, integrity and the images it projects of itself on a global and regional stage populated by its various audiences and stakeholders.

What do aspirants need for it?

There are no defined qualifications for entering this field. Those with the gift of the gab and the ability to write have an edge. Soft skills like networking, inquisitiveness and time consciousness are also important. Graduates in English literature and mass communication with some hands-on experience are preferred at the entry level, so are MBAs.

A degree or diploma in mass communication helps for a career in corporate communication. However, many professionals agree that more than the degree, it is your personal skills that matter the most. "It helps to have a degree in communication, but it is not essential. What matters is being able to understand issues related to your organisation, an understanding of current affairs, and an eye for any development that could affect the organisation. A degree or diploma in communication, no doubt, helps get an entry into the field. Also, language skills and the ability to see opportunities are important qualities.

Ideally before getting into this field one should have a relevant degree in communication. A formal degree in journalism & mass communication can help you get an easier access into this sector. Communication education gives you an understanding and helps to grasp things faster.” Armed with degrees job seekers can directly consider entering the sector. In today’s a job market students can easily start a rewarding career in this field.

A degree would not give you the strategic thinking and the ability to make and maintain contacts that matter a lot in corporate communication. You also need an ability to understand the business, ability to network within and outside the organisation and the ability to make people believe you as well as believe in you. It is only after that your audiences trust you.

Future prospect in the field

There is enormous scope for corporate communication in India. Industries are expanding and need to recognise the importance of having to communicate with the public that matters to the most. With the kind of development we are witnessing in India and abroad, corporate communication is here to stay. Prospects in the field are plentiful for more than one reason. Firstly, competition has grown. The need to maintain the brand has grown considerably, with regard to Indian as well as global consumers, as more foreign companies are coming to India than never before. Secondly, the need to communicate has exploded. Even the target audiences have expanded radically. We have come to use more and developed tools of communication to reach out to them. Finally, the external scenario has become extremely dynamic.
More variables affect the image of the company now than before. Also, the number of tools of communication has increased significantly. Television and internet have changed the communication scenario. What would reach the public in 24 hours in case of newspapers or 12-14 days in case of magazines earlier, now reaches them in a matter of seconds. The tasks formerly being taken care of with a couple of press releases are now being handled by entire departments.

The size of the corporate communication department is dependent upon the size of the company. Large organisations have a full fledged department that works on their communication objectives. While small companies may have just one individual managing the entire show. In such a scenario, fresh talent is always welcome. A fresher can earn anything between three to five lakhs per annum. And from there, the sky is the limit.

The pay package

The pay scales in the sector vary based on the organisation and experience on part of the candidate. A candidate with a relevant degree and good communication skills can also get remuneration in the range of Rs 3.5 lakhs per annum. Once you have relevant experience of 4-5 years in the field, the annual remuneration can easily go up to Rs 5-6 lakhs. While talented people can make their way up to the level of vice-president in a company, at the entry level, corporate communicators usually draw salary of Rs 15,000-20,000.

The demand from organisations is only going to increase given the growth we are witnessing. If you feel that communication is your strength and have an ability to understand businesses then this is the career for you. After all, like finance and marketing professionals, a corporate communication professional too is not restricted to a specific industry.

Persuasion Theory Definition & Description.

Persuasion Theory Definition & Description.

Persuasion Theory is a mass communication theory that deals with messages aimed at subtly changing the attitudes of receivers.

The concept of Persuasion has been developed between the 1940s and 1950s after studies aimed at defining the optimal persuasive effectiveness of Propaganda, being it political or an advertising campaign. Like the Hypodermic Needle Theory, it considered audiences passive although the scope of a campaign switched from manipulation into persuasion. Researches on Limited Effects of mass communication demonstrated that messages are successful only if they embed the same opinions of their receivers. Therefore, the focus of any campaign has to be on individual psychological factors.

Unlike the Hypodermic Needle Theory, Persuasion Theory considers the Stimulus-Response model as interposed by a filter: individual’s specificities, i.e. psychological characteristics of an individual. In this perspective, persuasive messages are thus able to activate an attitude change that can modify behaviors of consumers, voters and individuals in general.

According to Persuasion Theory, the communication process consists of a three phase model: Communication-Attitudes-Behavior. See also the communication process of: Limited Effects Theory and the Two-Step Flow Model. Unlike the Play Theory of Mass Communication, the concept underlying persuasion is that information is provided to influence receivers’ behaviors. Once they had developed the concept of persuasion, researchers on Persuasion Theory focused on the audiences and the content of messages.



Audiences in Persuasion Theory

4 psychological factors of audiences have been identified: An audience is interested in getting information. To reach a bigger audience (including those who seem to be not interested in certain
information at that moment) the message has to be designed to capture people’s attention.

Selective exposure. People are more interested in a message if it supports the same opinions and ideas that they already have. Selective perception. Audiences select information that is right for them, and a message can be voluntarily misunderstood or simply not caught if audiences haven’t chosen to receive that piece of information. A receiver perceives opinions embedded in a message according to

variable assimilation effects depending upon:

Lack of big difference between the opinion delivered by a message and the receiver’s one. Level of involvement of a receiver in the communication process. A receiver’s attitude towards the message producer.

See also: Balance Theory, Congruity Theory, Cognitive Dissonance, Social Judgment Theory.

Selective memorization. Opinions transmitted by a message will be better memorized if they are coherent with those of receivers’. There is also a link between the message length and its memorization in a receiver's mind: the longer a message is, the more effective the persuasion on the receiver will be. This statement, in media literature, is supported by 2 thesis: A) Bartlett’s Effect: a longer message requires more time for a receiver to research and select opinions coherent with his mindset. B) Latent Effect: as time goes by from the reception of a message, receivers tend to forget the source and remember only the content of the message. Latent effect is exploited in case of communicators with low credibility. Compare with: Sleeper Effect.

Messages in Persuasion Theory

Regarding the message, Persuasion Theory identified 4 factors that facilitate and reinforce the persuasion process:

The credibility and reputation of the communicator. It implies the acceptance of the message by a receiver: the level of persuasion is low if the producer of the message is considered not credible or reliable. The order of statements. In this respect there are two different schools
of thought: some consider it more effective to put opinions supporting a defined position at the beginning of the message transmitted (primacy effect); others sustain the opposite (regency effect). Completeness of statements. If receivers are not in favor of a certain opinion, the persuasion increases when a message contains both supporting and contrasting statements regarding the opinion.

If receivers agree on a certain opinion or are not knowledgeable or educated, it is better a message includes only pros of the opinion supported. In any case, it has negative effect in terms of persuasion if any relevant topic about an opinion is omitted in the content of the message. Announcement of conclusions. If a receiver is interested in a message it is better not to barely state the conclusions of the message, but to leave them implicit.

Persuasion Formula

Following a rational approach to persuasion a scientific formula has been identified. Values, Beliefs and Motivation are key generators of people’s attitudes; while attitudes influence behaviors. Value + Beliefs + Motives = Attitudes è Behavior

Application of Persuasion Theory

Persuasion Theory can be applied in:

Politics: to promote certain candidates, persuade voters to switch their preference, convince masses about needed changes or about the validity of certain political commitment for society.

Business: in advertising, to position products or services in consumers’ mind, to persuade prospects to switch supplier, to create a need for new products, to sustain sales of cash cows businesses, to change organizational culture, to support or implement a change project. Conflicts and negotiations.

Steps in Persuasion Theory. Process

The first phase of the application of Persuasion Theory requires an audience analysis to determine beliefs, values, motives and attitudes on a selected topic. It is common in this phase to make use of surveys, interviews, or applied knowledge of the audience. The second phase requires the communicator or the message (if that is the purpose of the communication) to change an attitude. There are possible two ways: 1) Try to change a belief. 2) Modify values or
motives that drive an audience to mature a belief. This is much more difficult then changing a belief as values and motives play a key role in a individual's identity. What can be more easily done is the attempt to add a new value or motive.


Purposes of Persuasion

It has been proven that persuasion works well only if its purposes are realistic, taking into account an audience values, beliefs, motives and attitudes. Persuasion can be effective to achieve the following 5 main purposes.

Creating Uncertainty. In case a communicator is faced with an audience who is strongly opposed to her view, the most viable way is to destroy some certainties in the audience mind. This scenario is typical of audience with closed mentality. What is achievable in such situation is a decrease of comfort with a defined audience attitude. Reducing Resistance. When an audience opposition to the communicator’s view is moderate it is possible to move an audience from a negative position to a neutral one. This is often achieved by asking only to accept the validity of the communicator’s opinion, even if audience doesn’t endorse it.

Change Attitude. If a communicator is faced with a neutral and open-minded audience, not strongly committed to any attitude, this goal is accomplishable.

Amplify Attitude. This applies in situations where an audience is already moderately favorable to the persuader's view. It would be adequate to design a message aimed at reinforcing the validity of an opinion to sustain the current attitude and prevent competitor persuaders to influence an audience already conquered.

Gain Behavior. In the presence of an audience strongly favorable to a persuader's position, the goal is to get those people to take actions in line with the shared attitude. Typical examples are brainwash to militaries and sales people: even though they already are convinced on an attitude, it is needed to reinforce their commitment in order to make them act. It is can be expected from such audiences that they will persuade less convinced or weaker individuals via word-of-mouth.

Strengths of Persuasion Theory. Benefits

The main advantage of Persuasion Theory is that it offers cost-effective approaches for various uses. It can help in many different kind of situations: from resolution of conflicts to solve organizational, advertising, sales and marketing issues, but can also help in interpersonal relationships.

Limitations of Persuasion Theory. Disadvantages

An authoritative source of limitations of Persuasion Theory is a book "Power and Persuasion: Ideology and Rhetoric in Communist Yugoslavia: 1944-1953" from Carol S. Lilly. The author analyzed the most frequently used Persuasive Techniques to sustain a long-term cultural transformation of society. Lilly’s conclusions are: 1) Persuasion is most effective when a communicator builds on existing values and beliefs. The attempt to change people's values or create new ones has proven to be highly ineffective. It is often impossible to radically transform an existing culture. 2) Since persuasion is predominantly utilized in newspapers, radio, television, education and arts, those who don’t enjoy these tools are less likely to be persuaded.

10 Commandments for Media Consumers

Definition 10 Commandments for Media Consumers. Description.

10 Commandments for Media Consumers is a checklist that provides media consumers the awareness needed to correctly evaluate mass media communications.

The Ten Commandments for Media Consumers is a checklist developed by Cees Hamelink in his article “Ethics for Media Users”, published in the European Journal of Communication, December 1995. Hamelink, active in the field of ethical journalism and media accountability, suggests awareness to three categories of media consumers: viewers, readers and listeners. He
argues consumers must severely question the freedom, quality and responsibility of media. They must not only beware of the nature and scope of media messages, but also take on proactive behavior when called to respond to persuasive messages. For this reason he developed the following

Ten Commandments:

Be an attentive and discriminating media consumer.

Actively fight against any form of censorship.

Do not obstruct editorial independence.

Do not accept or endorse any form of racism and sexist behaviors

undertaken by media.

Always look for alternative sources of information.

Claim multiple supplies of information.

Protect your own privacy.

Be yourself a reliable source of information, in order to provide an
accountable Word-of-Mouth.

Do not involve yourself in mercenary, corrupted or biased journalism.

Demand accountability from media producers.

The author recognizes a lack of flexibility and intuitiveness as a main limitation in the use of his 10 Commandments. He argues that his framework must be contextualized and adapted to each situation. The primary goal of Hamelink’s Ten Commandments is to provide general guidelines to media consumers and not strict rules. Consumers’ responsiveness to media can depend upon demographic variables, culture, values and lifestyles.

CAREER PATHS IN A PUBLIC RELATIONS FIRM

THE DIVERSITY OF OPPORTUNITIES

At public relations firms creates a wide variety of paths for you to follow. They give you the chance to specialize or to experience a broad array of work challenges. All give you management responsibilities early in your career, and all provide excellent learning opportunities that will be invaluable, even if you eventually move to a different field or return to school for post-graduate studies.

The diversification or generalist track.

Most agency professionals choose to work on a variety of assignments for clients in different industries. They find the variety of experiences to be the best learning opportunity and the most stimulating intellectual challenge. A generalist works with all stakeholders and influencers, whether they are employees or customers, interest groups or investors. They become experts in every type of media — TV, radio, print and Internet. Generalists are called on for all kinds of communications and research assignments — researching the competitors in a client’s industry, drafting a company brochure, preparing presentations at town meetings or tracking specific industry blogs.

And generalists get to learn firsthand the full range of global industries, from telecommunications to toys, energy to entertainment. Perhaps the greatest benefit of choosing a generalist track is the chance it provides to discover one’s special talents and interests and to guide you for future assignments in specialty fields or in agency management. The hot specialties track. Some professionals prefer to focus right away in an area like high tech, healthcare or consumer products and services. You’ll find yourself becoming an authority on the issues of that field, getting to know personally its opinion leaders, analysts, bloggers and media, and understanding the business strategies and market dynamics of the industry and its companies. While you will be developing your professional skills by attending conferences and other educational forums, your greatest learning opportunity will be in working alongside bright, experienced colleagues in tackling challenging assignments for your clients.

C A R E E R S I N P U B L I C R E L A T I O N S

If, for example, your interest is biology or health sciences, you could be helping a biotech company launching a new drug: training experts to be spokespeople; educating opinion leaders and groups with a special interest in the drug; obtaining FDA approval; building acceptance among physicians; educating patients about health management issues; and maintaining investor confidence in the company’s strategy for the product.

Those in high-tech specialties find a similarly rich diversity of assignments as the Internet continues to create new opportunities for the practice of public relations. Clients cover the spectrum from major infrastructure companies like Cisco, Oracle and Microsoft to fledgling startups hoping to be the next Google or eBay. Newer Internet platforms — blogging, podcasts and wikis, to name a few — have added to the tools that PR pros need to understand and master. Whatever the specialty, you will be communicating and establishing relationships with the trusted opinion leaders, analysts and media that cover those fields. Perhaps the world of consumer products and services is what captivates your interest.

New Horizons – New Sectors

Two popular and growing sectors in PR are fashion and sports marketing. Although the two are seemingly on opposite ends of the consumer spectrum, you will find that many of the skills required to succeed are similar. High profile clients “ whether a major designer or a professional sports franchise will draw upon”

Your skills to promote their interests to their respective stakeholders in a variety of ways. Skilled specialists have an important role in most public relations firms, providing vital support to clients in many different ways. Event planners, for example, are indispensable when it comes time to organize and manage a client’s event. Their talents might be applied to produce a modest ribbon-cutting ceremony or a global event such as the Olympics or the Academy Awards. When a client’s CEO is addressing



“Tremendous opportunities exist for people
looking to gain experience that comes from
working with a cross-section of clients on
a variety of timely issues.”

JAYA BHUMITRA, Associate, APCO Worldwide

C A R E E R I N P U B L I C R E L A T I O N S

C A R E E R S I N P U B L I C R E L A T I O N S

Public Relations Defined

HELPING AN ORGANIZATION tell its story, building good will and understanding, forging and nurturing strong bonds with the public and those who influence the public … that’s what public relations does.

Who is the public?

The “public” could be anyone — or all — of the many groups that have a mutual stake in an organization’s future. Those stakeholders could be a company’s customers, distributors or suppliers. They usually are its employees and investors, but they also could be government officials who regulate the company’s industry and interest groups who seek greater regulation. A university’s stakeholders are its faculty, students and their families, its contributors, and its prospective students.

Who are influencers?

“Influencers” are third parties who have an impact on stakeholders. For a university they could be high school teachers and guidance counselors. For a company they could be stock analysts who advise investors, union leaders who represent employees, customers and consultants who comment publicly on products and services, government officials and opinion leaders who affect public policy. The ultimate influencers are the media who report on and interpret an organization for stakeholders and third parties alike.

What’s the media’s role?

Public relations seeks to earn the endorsement or support of respected third parties and to ensure the media presents the organization’s story accurately. Because there is no control over those endorsements and the media is independent in its reporting, successful public relations creates far more credibility than advertising. Very simply, advertising is purchased media; public relations is earned media.

Credibility is the ultimate PR goal.

Credibility is why public relations plays such a valuable strategic role in today’s businesses and other organizations. And it is why public relations is such an intellectually challenging and professionally rewarding career. C A R E E R S I N P U B L I C R E L A T I O N S


Is PR a Good Fit for You?

THE PUBLIC RELATIONS INDUSTRY offers many career opportunities with corporations, agencies or consultancies, not-for-profit organizations, the public sector and academia. The skills described below are necessary for a career in any one of these areas.

Writing, Writing, Writing … and other Communications skills.

The ability to write well is probably the most important of all public relations skills. You don’t need to be a creative writer; rather you must be able to express yourself clearly, concisely and coherently. You’ll be drafting business memos, news releases, fact sheets, interview guidelines, Web site content, speeches, brochures, newsletters and dozens of other kinds of written communications. Listening and speaking are also very important. You will be the eyes, ears and voice of your organization or your clients.

Relationship-focus.

Whether we refer to publics, stakeholders, third-party influencers or the media, we’re talking about people. Successful public relations professionals are curious about what motivates human behavior, they like to build relationships, and they enjoyed their humanities and social sciences courses.

Issues-oriented.

Public relations professionals craft and execute campaigns for social issues like the war on drugs and smoking, and they sometimes help organizations take positions that are unpopular with some audiences. During major changes like company restructurings and mergers, and in times of crisis, public relations professionals are — like the Marines — the first in and the last out. Successful public relations professionals have the strong intellect, sense of urgency and cool-headedness to address the most complex situations under tremendous pressure. That’s why former government officials, attorneys and management consultants thrive in public relations.

Strength of character.

Public relations professionals are often the company’s face to the outside world. Because their character becomes the most visible representation of their organizations’ values and credibility, their integrity must be unquestioned. Often in the probing eye of the media, they have the personal courage to tell the truth, to avoid spin and evasiveness. C A R E E R S I N P U B L I C R E L A T I O N S Throughout this book, there will be an emphasis on attracting the best and brightest to the public relations industry. That includes attracting a more diverse workforce, because having a wide variety of perspectives and talents in the workforce is imperative for doing business in today’s highly competitive and increasingly global marketplace.

Entrepreneurial.

A career at a public relations firm requires management skills for running accounts and counseling clients; in essence you will be running a business. At a public relations firm, virtually every successful professional is an entrepreneur. While you serve your clients, your time and efforts represent revenue for the firm; when you serve them well, you inevitably create new revenue sources from pleased clients. It doesn’t take long for a capable professional to rise to managing an account, with responsibilities for controlling costs, building revenue, and contributing to the bottom-line profits of the firm. Whether managing an account, an office or an entire firm, business-savvy professionals will find the ideal entrepreneurial opportunity in the public relations industry.

“A public relations professional is part business manager,
part sociologist, part cheerleader, part confessor and
part pit bull. The trick to being successful is to be prepared
for anything. And you can always count on the fact that tomorrow will bring new and exciting challenges.”
SARA HARMS, Account Executive, Waggener Edstrom, New York

NERVOUSNESS—CAUSE AND CURE

Nervousness—Cause and Cure
Circa 1927
Nervousness is a malady that can be overcome by a specific medicine: calmness. The disturbance of mental equilibrium, which results in nervous disorders, is caused by continuous states of excitement or excessive stimulation of the senses. Indulgence in constant thoughts of fear, anger, melancholy, remorse, envy, sorrow, hatred, discontent, or worry; and lack of the necessities for normal and happy living, such as right food, proper exercise, fresh air, sunshine, agreeable work and a purpose in life, all are causes of nervous disease.

Any violent or persistent mental, emotional, or physical excitement greatly disturbs and unbalances the flow of life force throughout the sensory-motor mechanism and the lamps of the senses. If we connect a fifty-watt bulb with a two-thousand-volt source, it would burst out the bulb. Similarly, the nervous system was not made to withstand the destructive force of intense emotion or persistent negative thoughts and feelings.

Far-Reaching Effects of Nervousness
Nervousness is no simple problem; it is a deadly enemy with far-reaching effects. Physically, it is difficult to heal any disease so long as it is aggravated by nervousness. Spiritually, an imbalance of life force in the body makes it extremely hard for the devotee to concentrate or meditate deeply enough to acquire peace and wisdom. But nervousness can be cured. The sufferer must be willing to analyze his condition and remove the disintegrating emotions and negative thoughts that are little by little destroying him. Objective analysis of one's problems, and maintaining calmness in all situations of life will heal the most persistent case of nervousness.

NERVOUSNESS—CAUSE AND CURE
Realization that all power to think, speak, feel, and act comes from God, and that He is ever with us, inspiring and guiding us, brings an instant freedom from nervousness. Flashes of divine joy will come with this realization; sometimes a deep illumination will pervade one's being, banishing the very concept of fear. Like an ocean, the power of God sweeps in, surging through the heart in a cleansing flood, removing all obstructions of delusive doubt, nervousness, and fear. The delusion of matter, the consciousness of being only a mortal body, is overcome by contacting the sweet serenity of Spirit, attainable by daily meditation. Then you know that the body is a little bubble of energy in His cosmic sea.

The victim of nervousness must understand his case, and must reflect on those continual mistakes of thinking which are responsible for his maladjustment to life. When the nervous man once admits to himself that his disease is not mysterious in its cause, but the logical outcome of his own habits, he is already half cured.

The Nervous System
The nervous system is the telephonic outlet and inlet of die body, providing man with his response to outer and inner stimuli. Excitement upsets the nervous balance, sending too much energy to some parts and depriving others of their normal share. This lack of proper distribution of nerve force is the sole cause of nervousness. The calm man—he who avoids excitement because he is not overly attached to his ego and is aware that God, and not he, is running this universe—is always able to meet any situation in life because his nerve force is equilibrated. Lord Krishna said: "With unwavering discrimination, free from delusion, neither jubilant at pleasant experiences nor downcast by unpleasant experiences, the sage be-comes established in God."* This is the goal we must strive for and attain.
The nervous system supplies life current to the brain, heart, and other parts of the body. It distributes energy to the five senses of sight, hearing, touch, taste, and smell. Nerves are our medium of contact with the outer world and the' Bhagavad-Gita V:20.

source of all our sensory reactions. How important it is, therefore, to keep the nerves in a state of perfect balance, not shocking one part of the body with too much energy and consequently limiting the supply to other regions. Not by restlessness or emotional reactions, hut by calmness, by deep trust in God, we reach the yogic state of an equilibrated being.

The yogis have special techniques by which one can revive tissues burned out by nervousness, by sending life energy into nerves partially destroyed by mistreatment. Each cell and tissue in the nervous system is a living, intelligent structure. Life energy can always renew it.

Overcome Nervousness by Good Company Nervousness is of two kinds—psychological and mechanical, or superficial and organic. The psychological or most common variety is due to mind excitement. This condition, long continued in, and accompanied by association with uninspiring people and wrong diet and health habits, causes the chronic or organic manifestations of nervous diseases.
The diet should be simple, balanced, and not too plentiful. Exercise should be regular. Too much sleep drugs the nerves, and too little sleep is hurtful to them. But all-important is the choice of company. Tell me what kind of friends a man has and I will tell you what he is. Flatterers do not help us. We should seek the society of superior men—those who tell us the truth and help us to improve ourselves. He is our best friend who humbly suggests how we may benefit our life by worthwhile changes.

Strong criticism, delivered in a mean or heartless way, is like hitting a man on the head with a hammer. The power of love is infinitely more effective. Kind suggestions, given with love and understanding, can accomplish wonders; mere faultfinding accomplishes nothing. One is fit to judge others only after he has perfected his own nature. Till then, judging oneself is the only profitable analysis.

Association with calm, wise people is one of the quickest ways to banish nervousness and realize our innate divinity. Nervous people should stay away from those suffering from similar troubles.

Calmness Is the Best Cure
The best cure for nervousness is the cultivation of calmness. One who is naturally calm does not lose his sense of reason, justice, or humor under any circumstances. He can always separate sentiment or wishful thinking from fact. He is not led astray by the honeyed tongues of dishonest men with improbable schemes for acquiring unearned wealth. He does not poison his bodily tissues with anger or fear, which adversely affect circulation. It is a well-proven fact that the milk of an angry mother can have a harmful effect on her child. What more striking proof can we ask for, that violent emotions will finally reduce the body to an ignominious wreck?

Poise is a beautiful quality. We should pattern our life by a triangular guide: calmness and sweetness are the two sides; the base is happiness. Every day, one should remind himself: "I am a prince of peace, sitting on the throne of poise, directing ray kingdom of activity." Whether one acts quickly or slowly, in solitude or in the busy marts of men, his center should be peaceful, poised. Christ is an example of the ideal. Everywhere, he demonstrated peace. He passed through every conceivable test without losing his poise.

Harmony Thoughts
God is everywhere, controlling planets, galaxies; yet He is not disturbed. Though He is in this world, yet He is above this world. We must reflect His image and likeness. We must meditate often and hold on to the peaceful aftereffects. We must send out thoughts of love, goodwill, harmony. In the temple of meditation, with the light of intuition burning on the altar, there is no restlessness, no nervous striving or searching. Man is truly home at last, in a sanctuary not made with hands, but with God-peace.