dealing with names If you have a bad
案例: 人名 dealing with names If you have a bad name, change it: • • Allen Konigsberg became Woody Allen Margaret Hyra became Meg Ryan Tom Mapother became Tom Cruise Stefani Joanne Angelina Germanotta became Lady Gaga
公關人員的特質 語文能力 寫作技巧 人際溝通 Writing Skill Research ability Planning expertise Problem-solving ability
專業公關公司 The 15 Largest PR Firms • Burson-Marsteller (WPP Group) • Hill & Knowlton (WPP Group) • Shandwick International (Interpublic) 萬博宣偉公關 • Porter/Novelli (Omnicom) 理登公關 • Fleishman-Hillard (Omnicom) • Edelman PR Worldwide 愛德曼公關
• • Ketchum (Omnicom) 凱旋先驅公關 BSMG Worldwide (True North) Ogilvy PR (WPP Group) 奧美公關 GCI / APCO Associates (WPP) Weber PR Worldwide (Interpublic)萬博宣偉公關 Manning, Selvage & Lee (Mac. Manus) Brodeur Worldwide (Omnicom) Golin/Harris Communications (Interpublic) 高誠 公關 • Ruder Finn
全球20大行銷傳播集團 1. Omnicom集團 英國 2. WPP集團 美國 3. Interpublic集團（或 IPG）美國 4. Publicis集團 法國 5. Dentsu電通集團 6. Havas集團 7. Aegis集團 8. Hakuhodo DY控股 9. ADK 10. Carlson行銷集團 11. MDC夥伴 12. Incepta集團 13. Monster 14. Digitas 15. Health. STAR傳播 16. Alloy 17. Cheil 傳播 18. Aspen行銷服務 19. G 2 R 20. Tokyu
Omnicom 美國 BBDO 上通黃禾廣告 DDB 伊登廣告 Porter/Novelli 理登公關 Fleishman-Hillard Ketchum 凱旋先驅 公關 Brodeur
Interpublic Group (IPG) 美國 Foote Cone & Belding 博達華商廣告 Mc. Cann Erickson 麥肯廣 告 Shandwick International Weber PR 萬博宣偉公關 Golin/Harris 高誠公關
services they provide • Executive speech training • Research and evaluation • Crisis communication • Marketing Communications – Promotion of products and services
• Media analysis • Public Affairs • Community • Branding and relations corporate • Events reputation management • Financial relations
成功實踐公關公式四部曲 RACE • • John Marston, 1963 Research Action (program planning) Communication (execution) Evaluation
巴納姆 ( Barnum , 1810 -1891)
Ivy Lee 1877 -1934
《麥克盧爾》Mc. Clure's Magazine (cover, Jan, 1901) 著名的「扒糞」刊物
Rockefeller
Edward Bernays 1891 -1995
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