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58 The ability to influence, negotiate, and collaborate to create enthusiastic cooperation between clients, colleagues and business partners, as well as the media. The best people I have worked with in my more than 20 years of PR experience are the ones that are not only clever enough to have great ideas, but also clever enough to make the client and the whole team feel like it is also their idea. Michael Hatcliffe Executive Vice President US Corporate Practice, Ogilvy Public Relations Worldwide/Chicago AGILITY 具有影响他人、谈判和协作的能力，从而形成与客 户、同事、业务伙伴和媒体间的 真挚合作。 二十多年来我在公关经历中曾经共过事的最优秀的 人才，不仅聪明到能蹦出大创意，而且有足够的智 慧能让客户与团队都觉得那是他们自己产出的创意。 Michael Hatcliffe 执行副总裁 美国公司事务 奥美公关国际集团/芝加哥 机智 59 60 Ideas are useless unless they are carried by the right people. You need to be able to impart your ideas on anyone from a CEO to a pikey little blogger. Jim Dowling Director Strategy and Planning Ogilvy Public Relations Worldwide/Asia Paci?c AGILITY 创意如果不是由合适的人来讲述就毫无价值。你要 能向任何人 讲述创意, 从一个CEO到一个不起眼的小人物。 Jim Dowling 策略和规划总监 奥美公关国际集团/亚太区 机智 61 62 When you can juggle a burning crisis, a client in search of a higher personal profile, an angry journalist, a shampoo launch, a stock market listing, and an event with heads of state, you are almost ready. Christopher Graves President and CEO Ogilvy Public Relations Worldwide/Asia Paci?c AGILITY 严重的危机、想提高个人知名度的客户、愤怒的记 者、一种洗发水的推出、股票上市、有国家元首出 席的活动，如果你能 从容地同时应对 所有这些，你就差不多准备好了。 Christopher Graves 总裁兼CEO 奥美公关国际集团/亚太区 机智 63 / 64 The PR professional needs to be able to understand communications strategies broadly – not a singular focus on media relations. The person must know market dynamics and how certain things can lead to a cascade of variables. Jennifer Scott Managing Director of Insights and Research Ogilvy Public Relations Worldwide/New York AGILITY 公关专业人员要从更广的角度来 理解传播策略 — 而不是单单注重媒体关系。此类人员必须了 解市场发展动态，