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Transcript of Presentation 20
#Leading & #Managing in PR.Getting the Balance #Right
- via @ValeryLev (@ria_novosti)
PR #Leadership Role #Ladder: - External #Adviser - Corporate #Adviser - #Project Manager- #Expert
Less/Fewer is #MorePeople #LeadershipManagement #LeadershipWords #Leadership
Trusted #Advisers may be invited to back or oppose Genuine #Leaders
#Social Media is about Vast #Audiences.#Leadership is about Vast #Goals
@NewspaperWorld President: In this #Uncertain Media #Landscape so much
depends on #Attitude
ǷȘȧȔȖȍșȖȗȖȌȟȐȕȍȕȐȍ
ǻșȓȖȊȕȣȍ�ȖȉȖȏȕȈȟȍȕȐȧ�
ǹȚȘȈȚȍȋȐȟȍșȒȖȍȗȓȈȕȐȘȖȊȈȕȐȍ�Ȑ�ȘȈȏȊȐȚȐȍ
ǶȗȍȘȈȚȐȊȕȖȍȐȕȜȖȘȔȈȞȐȖȕȕȖȍȊȏȈȐȔȖȌȍȑșȚȊȐȍ
ǹȚȘȈȚȍȋȐȧ�Ȑ�ȘȈȏȊȐȚȐȍ�ȔțȓȤȚȐȔȍȌȐȈ
ǴțȓȤȚȐȔȍȌȐȈ�ȊȏȈȐȔȖȌȍȑșȚȊȐȍ
ǶǸǫǨǵǰǯǨǾǰǶǵǵǨȇ�ǹǺǸǻDzǺǻǸǨ�ǹ���ǨǪǫǻǹǺǨ������ǫǶǬǨ
ȀǭdzǭǪǶDZ�ǫ�Ǩ�ǹȚțȌȐȧ�ZHE�ȌȐȏȈȑȕȈ
ȀǶǸǶǽ�Ƿ�Ƕ�ǹȚțȌȐȧ�ȐȕȜȖȋȘȈȜȐȒȐ
ǷǨǸǨǽǰǵǨ�Ƕ�Ǫ��ǹȚțȌȐȧȋȘȈȜȐȟȍșȒȖȋȖȌȐȏȈȑȕȈ
ǹǺǭǷǨǵǶǪ�Ǩ��Ƿ��ǹȚțȌȐȧ�ȌȐȏȈȑȕȈ�ȗȍȘȐȖȌȐȟȍșȒȐȝȐȏȌȈȕȐȑ
ǬȐȏȈȑȕ�ȞȍȕȚȘ
ǷȍȘȊȣȑ�ȏȈȔȍșȚȐȚȍȓȤȋȓȈȊȕȖȋȖ�ȘȍȌȈȒȚȖȘȈ��
ǼǰdzǰǴǶǵǶǪ�Ǵ�ǫ�
ǨǩǬǻdzdzǨǭǪ�ǵ�Ǩ�ǶȉȢȍȌȐȕȍȕȕȈȧ�ȘȍȌȈȒȞȐȧ�ǰȕȖȊȍȡȈȕȐȧ
ǶǸǰ
ǬȐȘȍȒȞȐȧ�ȗȘȖȌȈȎ
ǴǨȀǰǵǰǵǨ�Ƕ�Ǫ�ǬȐȘȍȒȞȐȧ�ȐȕȚȍȘȈȒȚȐȊȕȣȝ�ȗȘȖȍȒȚȖȊ
ǻȀDzǨǵǶǪ�Ǫ�Ǫ�ǫȍȕȍȘȈȓȤȕȣȑ�ȌȐȘȍȒȚȖȘ
ǭǼǸǶǹǰǵǰǵ�Ƕ�Ǩ�ǫȓȈȊȕȣȑ�ȘȍȌȈȒȚȖȘ
ǫǨǺǶǪ�Ǫ�Ǫ�ǫȍȕȍȘȈȓȤȕȣȑ�ȌȐȘȍȒȚȖȘ
ǷȘȖȍȒȚȕȣȑ ȒȖȔȐȚȍȚ
ǸȍȌȈȒȞȐȖȕȕȣȑ șȖȊȍȚ
ǯȈȔȍșȚȐȚȍȓȤ�ȋȓȈȊȕȖȋȖ�ȘȍȌȈȒȚȖȘȈ
ǫǸǻǯǬǭǪ�Ǭ�ǵ�
ǯȈȔȍșȚȐȚȍȓȤ�ȋȓȈȊȕȖȋȖ�ȘȍȌȈȒȚȖȘȈ
dzǭǪǿǭǵDzǶ�Ǫ�Ȇ�
ǷǭǵǿǰdzǶǪǨ�Ǭ�Ǵ�ǬȐȘȍȒȞȐȧ�ȗȘȖȌȊȐȎȍȕȐȧ�Ȑ�șȖȞȐȈȓȤȕȣȝ�șȍȚȍȑ
ǵǨǬǭǮDzǰǵǨ�Ǩ�ǵ�ǷȘȍșș�șȓțȎȉȈ�ǸǰǨ�ǵȖȊȖșȚȐ
ǯȈȔȍșȚȐȚȍȓȤ�ȋȓȈȊȕȖȋȖ�ȘȍȌȈȒȚȖȘȈ�±ǸțȒȖȊȖȌȐȚȍȓȤ�ǶǬǸ
ǹǭdzǰǪǨǵǶǪ�ǰ�Ǩ�
ǾȍȕȚȘ�ȊȕȍȠȕȐȝ�șȊȧȏȍȑ�ǸǰǨ�ǵȖȊȖșȚȐ
ǸȍȌȈȒȞȐȧ�ȗȖȧșȕȖȋȖ�ȊȍȡȈȕȐȧ
DzȖȘȘȍșȗȖȕȌȍȕȚșȒȈȧ�șȍȚȤ�ȗȖ�ǹǵǫ�Ȑ�ȏȈ�ȘțȉȍȎȖȔ�
ǹǰDzǶǸǹDzǰDZ�Ǩ�Ǩ�ǬȐȘȍȒȞȐȧ�ȔȈȘȒȍȚȐȕȋȈ
ǶȉȢȍȌȐȕȍȕȕȈȧ�ȌȐȘȍȒȞȐȧ�ȘȈȏȊȐȚȐȧ
ǪǶdzǶDzǰǺǰǵ�ǹ�Ǫ�ǬȐȘȍȒȞȐȧ�ȗȘȖȍȒȚȕȣȝ�Ȑ�ȗȘȖȋȘȈȔȔȕȣȝ�ȐȕȐȞȐȈȚȐȊ
ǩǸȇǵǹDzǰDZ�ǫ��Ƕ�ǬȐȘȍȒȞȐȧ�ȌȍȓȖȊȖȑ�Ȑ�ȥȒȖȕȖȔȐȟȍșȒȖȑ�ȐȕȜȖȘȔȈȞȐȐ
ǫǸǶǯǶǪǹDzǰDZ�ǫ�dz�ǫȍȕȍȘȈȓȤȕȣȑ�ȌȐȘȍȒȚȖȘ
ǯȈȔȍșȚȐȚȍȓȤ�ȘțȒȖȊȖȌȐȚȍȓȧ�ǶǸǵ�±�ȋȓȈȊȕȣȑ�ȘȍȌȈȒȚȖȘ�ULD�UX
ǩǻdzǨǪǰǵǶǪ�ǰ�Ǫ�
DzǭǬǸǶǪǹDzǨȇ�ǰ�Ǩ�
ǷȍȘȊȣȑ�ȏȈȔȍșȚȐȚȍȓȤ�ȘțȒȖȊȖȌȐȚȍȓȧ�ǶǸǵ�ȗȖ�ȐȕȚȍȘȕȍȚ�ȗȘȖȍȒȚȈȔ
ǶȚȌȍȓ�ȐȕȚȍȘȕȍȚ��ȊȍȡȈȕȐȧ�Ȋ�șȚȘȈȕȈȝ�ǹǵǫ�Ȑ�ǩȈȓȚȐȐ
ǻȗȘȈȊȓȍȕȐȍȐȕȚȍȘȕȍȚ�ȊȣȗțșȒȈ
ǶǹǰǷǶǪ�Ƕ�ǹ�ǻȗȘȈȊȓȧȦȡȐȑ�ȌȐȘȍȒȚȖȘ�±�ȘțȒȖȊȖȌȐȚȍȓȤ�ǶǸǵ
ǶǸǵ
ǫǶǸǵǶǹǺǨǭǪ�Ǭ�&�ǯȈȔȍșȚȐȚȍȓȤ�ȘțȒȖȊȖȌȐȚȍȓȧ�ǶǸǵ�ȘțȒȖȊȖȌȐȚȍȓȤ�ǴȍȎȌțȕȈȘȖȌȕȖȑ�ȘȍȌȈȒȞȐȐ
ǴȍȎȌțȕȈȘȖȌȕȈȧ�ȘȍȌȈȒȞȐȧ
ǷȖȓȐȚȐȟȍșȒȈȧ�ȘȍȌȈȒȞȐȧ
ǸȍȌȈȒȞȐȧ�ȒțȓȤȚțȘȣ��ȐșȒțșșȚȊȈ�Ȑ�ȘȈȏȊȓȍȟȍȕȐȑ
ǸȍȌȈȒȞȐȧ�©ǶȉȡȍșȚȊȖª
ǸȍȋȐȖȕȈȓȤȕȈȧ�ȘȍȌȈȒȞȐȧ
dzǶǫǻǺDzǶǪ�Ǩ�Ǩ
ǯȈȔȍșȚȐȚȍȓȤ�ȘțȒȖȊȖȌȐȚȍȓȧ�ǶǸǵ�ȗȖ�ȕȍȕȖȊȖșȚȕȖȔț�ȒȖȕȚȍȕȚț
ǸȍȌȈȒȞȐȧ�ȈȊȚȖȘșȒȐȝ�ȔȈȚȍȘȐȈȓȖȊ�
ǶȚȌȍȓ�ǰȕȖǹǴǰ
ǻȗȘȈȊȓȍȕȐȍ�ȒȖȖȘȌȐȕȈȞȐȐ�Ȑ�ȖȗȍȘȈȚȐȊȕȖȋȖ�ȊȣȗțșȒȈ
ǩǨǸǺǶȀǭǪǰǿ�ǮǨǫǭdzȄ�ȇ�Ƕ�
ǯȈȔ�ȘțȒȖȊȖȌȐȚȍȓȧ�ǶǸǵ�ȗȖ�ȖȘȋȈȕȐȏȈȞȐȐ�ȘȈȉȖȚȣ�ȊȣȗțșȒȈ�Ȑ�ȚȍȝȕȐȟȍșȒȖȋȖ�ȖȉȍșȗȍȟȍȕȐȧ�ȘȍȌȈȒȞȐȐ
ǸǭǯǵǰǿǭǵDzǶ�Ǩ�ȇ�
ǯȈȔȍșȚȐȚȍȓȤ�ȘțȒȖȊȖȌȐȚȍȓȧ�ǶǸǵ
ǸȍȌȈȒȞȐȧ�©ǵȖȊȖșȚȐ�ȕȈțȒȐ��ȥȒȖȓȖȋȐȐ�Ȑ�ȚȍȝȕȖȓȖȋȐȑª
ȀǨǸǨǷǶǪ�Ǵ�ȅ�ǯȈȔȍșȚȐȚȍȓȤ�ȘțȒȖȊȖȌȐȚȍȓȧ�ǶǸǵ�ȗȖ�ȘȍȈȓȐȏȈȞȐȐ�șȚȖȓȐȟȕȣȝ�ȗȘȖȍȒȚȖȊ�
ǸȍȌȈȒȞȐȧ�©ǴȖșȒȊȈª
ǸȍȌȈȒȞȐȧ©ǵȖȊȖșȚȐ�ȕȍȌȊȐȎȐȔȖșȚȐª
ǸȍȌȈȒȞȐȧ�șȐȓȖȊȣȝ�ȊȍȌȖȔșȚȊ
ǸȍȌȈȒȞȐȧ�ȗȘȖȐșȠȍșȚȊȐȑ
ǷȍȘȊȣȑ�ȏȈȔȍșȚȐȚȍȓȤȋȓȈȊȕȖȋȖ�ȘȍȌȈȒȚȖȘȈ�±ǫȍȕȍȘȈȓȤȕȣȑȌȐȘȍȒȚȖȘ
ǩǰǸȆDzǶǪ�ǵ�Ǭ�
ǫȓȈȊȕȣȑ�ȉțȝȋȈȓȚȍȘ
ǩǨDzdzȃDzǶǪǨ�ǭ�Ȇ�
ǯȈȔȍșȚȐȚȍȓȤ�ȋȍȕȍȘȈȓȤȕȖȋȖ�ȌȐȘȍȒȚȖȘȈ�±�ȌȐȘȍȒȚȖȘ�ȗȖ�ȐȕȜȖȘȔȈȞȐȖȕȕȣȔ�ȚȍȝȕȖȓȖȋȐȧȔ
ǨǵǺǶǵǶǪ�Ǩ�Ǫ�
ǯȈȔȍșȚȐȚȍȓȤ�ȋȍȕȍȘȈȓȤȕȖȋȖ�ȌȐȘȍȒȚȖȘȈ�ȗȖ�ȖȉȍșȗȍȟȍȕȐȦ�ȎȐȏȕȍȌȍȧȚȍȓȤȕȖșȚȐ�ȏȌȈȕȐȧ
ȇDzǶǪdzǭǪ�Ǫ�ǵ�
ǯȈȔȍșȚȐȚȍȓȤ�ȋȍȕȍȘȈȓȤȕȖȋȖ�ȌȐȘȍȒȚȖȘȈ
ǿǭǷǻǸǵȃǽ�ǭ�ǭ�
ǯȈȔȍșȚȐȚȍȓȤ�ȋȍȕȍȘȈȓȤȕȖȋȖ�ȌȐȘȍȒȚȖȘȈ��
dzǨǪǸǭǵǺȄǭǪǨ�ǵ�Ǫ�
ǺǸȃǵDzǶǪǨ�Ǻ�ǹ�ǹȗȍȞȐȈȓȤȕȣȑ�ȖȚȌȍȓ�
��ȣȑ�ȏȈȔȍșȚȐȚȍȓȤ�ȋȍȕȍȘȈȓȤȕȖȋȖ�ȌȐȘȍȒȚȖȘȈ���ǼȐȕȈȕșȖȊȣȑ�ȌȐȘȍȒȚȖȘ
DzǶǮǰǵǨ�ǫ�ǰ�
ǴǶǸǶǯǶǪǨ�ǹ�Ǩ�ǬȐȘȍȒȞȐȧ�ȏȈȒțȗȖȒ�Ȑ�ȌȖȋȖȊȖȘȕȣȝ�ȖȉȧȏȈȚȍȓȤșȚȊ
ǬȐȘȍȒȞȐȧ�ȉțȝțȟȍȚȈ�Ȑ�ȖȚȟȍȚȕȖșȚȐ
ǷǸǶǺǨǹǶǪǨ�Ǵ�Ǫ�DzȖȕȚȘȖȓȤȕȖ�ȘȍȊȐȏȐȖȕȕȖȍ�țȗȘȈȊȓȍȕȐȍ
DzǰǹǭdzǭǪ�Dz�Ǩ�ǬȐȘȍȒȞȐȧ�ȥȒȖȕȖȔȐȒȐ��ȜȐȕȈȕșȖȊ�Ȑ�ȉȐȏȕȍș�ȈȕȈȓȐȏȈ
ǹǶdzǶǬǶǪǨ�ǭ�Ǩ�ǨȌȔȐȕȐșȚȘȈȚȐȊȕȈȧ�ȌȐȘȍȒȞȐȧ
ǬȐȘȍȒȞȐȧ�ȗȖ�ȒȖȖȘȌȐȕȈȞȐȐ�ȔȍȘȖȗȘȐȧȚȐȑ
DzǻǯȄǴǰǵǨ�ǫ�Ǵ�ǷȈșȗȖȘȚȕȖ�ȊȐȏȖȊȣȑ�ȖȚȌȍȓ�
ȇǹǰǵǨ�ǰ�ǭ�ǾȍȕȚȘ�șȖȞȐȈȓȤȕȣȝ�ȘȍȑȚȐȕȋȖȊ
ȁǭǸǩǨDzǶǪ�Ǻ�Ǫ��ǶȉȢȍȌȐȕȍȕȕȈȧ�ȗȘȈȊȖȊȈȧ�ȌȐȘȍȒȞȐȧ
ǷǸǭǹǵȇDzǶǪǨ�ǭ�Ǫ�ǾȍȕȚȘ�ȖȘȋȈȕȐȏȈȞȐȖȕȕȖȋȖ�ȖȉȍșȗȍȟȍȕȐȧ�ȕȖȊȖșȚȕȣȝ�Ȑ�ȐȕȜȖȘȔȈȞȐȖȕȕȣȝ�ȘȍșțȘșȖȊ�
dzǨǩǭǮǰǽǰǵ�Ǵ�ǵ�ǻȗȘȈȊȓȍȕȐȍ�ȘȍȎȐȔȈ�Ȑ�ȉȍȏȖȗȈșȕȖșȚȐ�
ǪǶǸǶǵǾǶǪ�Ƕ�Ǩ��ǻȗȘȈȊȓȍȕȐȍ�ȌȍȓȈȔȐ�
ǹȍȒȘȍȚȈȘȐȈȚ
DzdzȆǿ�Ǩ�Ƕ�ǾȍȕȚȘ�ȒȖȘȗȖȘȈȚȐȊȕȣȝ�ȗȘȖȋȘȈȔȔ
ǺǸǭǺȄȇDzǶǪ�Ǫ�Ǫ�ǫȍȕȍȘȈȓȤȕȣȑ�ȌȐȘȍȒȚȖȘ
ǫǨǵǰǵ�ǹ�Ǫ�ǬȐȘȍȒȞȐȧ�ȐȕȜȖȘȔȈȞȐȖȕȕȣȝ�ȚȍȝȕȖȓȖȋȐȑ
ǹǺǶȇǵǶǪǹDzǰDZ�Ǩ�Ǩ�ǬȐȘȍȒȞȐȧ�ȘȈȏȘȈȉȖȚȒȐ�ȗȘȖȋȘȈȔȕȖȋȖ�ȖȉȍșȗȍȟȍȕȐȧ�
ǹǨǪǿǭǵDzǶ�ǰ�Ǫ�ǸȍȌȈȒȞȐȧ�ȊȐȌȍȖȐȕȜȖȘȔȈȞȐȐ
ǴǶǸǶǯǶǪ�Ǩ�Ǫ�ǺȍȓȍȊȐȏȐȖȕȕȖ�ȚȍȝȕȐȟȍșȒȐȑȞȍȕȚȘ
ǯȈȔȍșȚȐȚȍȓȤ�ȋȓȈȊȕȖȋȖ�ȘȍȌȈȒȚȖȘȈ
dzǨǯǨǸǭǪ�ǰ�Ƕ�
ǹǻǩǩǶǺǰǵ�ǹ�Ǫ�ǺȍȝȕȐȟȍșȒȈȧ�ȌȐȘȍȒȞȐȧ
ǰșȗȖȓȕȐȚȍȓȤȕȣȑ�ȌȐȘȍȒȚȖȘ�ȗȖ�ȔȍȎȌțȕȈȘȖȌȕȖȑ�ȌȍȧȚȍȓȤȕȖșȚȐ
ǨǵǬǸǭǭǪ�Ƿ�Ǫ�
ǾȍȕȚȘ�ȔȍȎȌțȕȈȘȖȌȕȣȝ�ȗȘȖȍȒȚȖȊ
ǯȈȔȍșȚȐȚȍȓȤ�ȋȓȈȊȕȖȋȖ�ȘȍȌȈȒȚȖȘȈ�±�ǨȘȚ�ȌȐȘȍȒȚȖȘ
ǸǻǬǭǸǴǨǵ�ǰ�ǫ��ǶȉȢȍȌȐȕȍȕȕȈȧȌȐȘȍȒȞȐȧ
ȜȖȚȖȐȕȜȖȘȔȈȞȐȐ
ǰșȗȖȓȕȐȚȍȓȤȕȣȑ�ȌȐȘȍȒȚȖȘ�±�ȜȖȚȖȌȐȘȍȒȚȖȘ
ȀǷǨDzǶǪǨ�Ǩ�ǵ�
ǩǨǸǨǵǶǪ�Ǫ��Ǫ�ǸȍȌȈȒȞȐȧ�ȜȖȚȖȐȕȜȖȘȔȈȞȐȐ
ǵǰDzǶdzȄǹDzǨȇ�Dz�ǫ�ǶȚȌȍȓȊȣșȚȈȊȖȟȕȣȝ�ȗȘȖȍȒȚȖȊ
ǹȓțȎȉȈ�ȜȖȚȖȗȘȖȍȒȚȖȊ
DzǰǸDzǨǿ�ǹ��Ǫ�ǼȖȚȖșȓțȎȉȈ�ȖȕȓȈȑȕ�ȐȏȌȈȕȐȑ
ǶdzǭDZǵǰDz�Ƕ�ǼȖȚȖșȓțȎȉȈ�ȗȍȘȐȖȌȐȟȍșȒȐȝȐȏȌȈȕȐȑ
ǫȓȈȊȕȣȑ�ȘȍȌȈȒȚȖȘ
ǴǰǸǶǵȆDz�ǹ�Ǫ�
DzǶǵǶǪ�Ǫ�Ǩ��ǸȍȌȈȒȞȐȧ�©Ǹ�ǹȗȖȘȚª
ǼǸǶdzǶǪǨ�ǭ�Ǩ�DzȖȘȗȖȘȈȚȐȊȕȣȑțȟȍȉȕȣȑ�ȞȍȕȚȘ�
ǰșȗȖȓȕȐȚȍȓȤȕȣȑ�ȌȐȘȍȒȚȖȘ�
ǺǻǫǨǸǰǵ�Ǭ�Ƕ
ǰșȗȖȓȕȐȚȍȓȤȕȣȑ�ȌȐȘȍȒȚȖȘ�
ȁǭǬǸǶǪ�Ƕ�ǰ�
dzǰǷDzǶǪǰǿ�Ǵ�Ǫ�ǬȐȘȍȒȞȐȧ�ȌȖȒțȔȍȕȚȈȓȤȕȣȝ�ȗȘȖȍȒȚȖȊ
ǹdzǰǵȄDzǶ�ǭ�Ǫ�ǾȍȕȚȘ�ȐșșȓȍȌȖȊȈȕȐȑ
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ǬȐȘȍȒȞȐȧ�ȘȍȋȐȖȕȈȓȤȕȖȑ�ȐȕȜȘȈșȚȘțȒȚțȘȣ�Ȑ�ȗȘȖȍȒȚȖȊ
ǯȈȔȍșȚȐȚȍȓȤ�ȋȓȈȊȕȖȋȖ�ȘȍȌȈȒȚȖȘȈ
ǨǵǨǵȄǭǪ�Ƕ�Ǫ�
DzǶdzǭǪǨ�Ƕ�ǵ�ǴȍȎȌțȕȈȘȖȌȕȣȑ�ȔțȓȤȚȐȔȍȌȐȑȕȣȑ�ȗȘȍșș�ȞȍȕȚȘ
ǷȍȘȊȣȑ�ȏȈȔȍșȚȐȚȍȓȤ�ȘțȒȖȊȖȌȐȚȍȓȧ�ǶǸǵ
DzǨǸǨǮǨǹ�ǹ�dz�
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ǸȍȌȈȒȞȐȧșȈȑȚȈ5,$�58
ǯȈȔȍșȚȐȚȍȓȤ�ȘțȒȖȊȖȌȐȚȍȓȧ�ǶǸǵ
DzǻǷǸǰȇǵǶǪ�Ǩ�Ǵ�
DzǶǹǺȃdzǭǪ�Ǩ�ǰ�ǷȘȖȌȦșȍȘșȒȐȑ�ȞȍȕȚȘ�ǸǰǨ
@ria_novosti #Leadership priorities
ideas, images: @ValeryLev
inspiration: @ria_novosti,
@WorldCommForum
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