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THE BEST PR PROGRAMS & TOOLS, First Edition

Edited by Bong Osorio

This is a milestone casebook for the local PR industry. The "live" or actual and documented cases are among the most recent and because of the consistent format, they can very instructive to the reader. To be sure, there are publications, articles and other reading or representation materials that discuss PR or communication cases. But they are either heavily edited or even "fictionized" for valid or doubtful reasons, or are so dated that the consideration s taken by the PR strategist are no longer applicable or even surprising to the reader. Furthermore, such cases may not be outstanding in themselves unlike these Gold Quill winners, all of which have been adjudged by veteran communicators as excellent programs or tools. The reader may note that the best cases show how communication adds value to business. These cases invariably demonstrate the effective communication strategies, and their implementation through various tools, enable managers to accomplish business objectives either in a shorter time, at less expense or effort, or with less opposition from or contentiousness among stakeholders. To make it easier for students or new practitioners to get to the meat of the cases, some guide questions are appended to the cases. The guide questions should serve as starting points or should we say stimulants to what we hope to be full-blown discussions or analysis of each case. Communication has become so integral to the success of individuals or organizations in our modern age. It is hoped that the publication of these examples of outstanding PR programs and tools would advance the learning and the career of today's communicators.

THE BEST PR PROGRAMS & TOOLS, Second Edition

WINNING HEARTS AND MINDS

Speeches are not for the fainthearted. They can be very revealing of how a leader leads and gets the most out of his people. It can define the values he holds and upholds for others. It can unmask prejudices or show wondrous aspects of personality. This is understood well by the CEOs and leaders whose speeches are in this book. Their permission for IABS Philippines to print their speeches shows their generosity in sharing their ideas and experiences with others. Not many people are prepared to do that, much less people of such stature and dignity. We thank them for their trust and support for IABC. In the beginning, we fully intended to edit the speeches, working closely with the contributors or their staff. Then, as we read and re-read the speeches which had been chosen for this book, we began to realize we should leave them intact. All these speeches have impact. They carry the compelling force of clear business strategy and deep industry insights. In the case of the socio-political reformers, their speeches are rich and enriching not so much in their rhetoric as in their content, not style but sincerity, not words per se but the ideas behind the words. These speeches illumine the value of the organization from where they sprang, but perhaps more accurately the character of the person who made them. This is why these speeches can be very instructive, inspiring, and consequently, value-creating for everyone. Especially for people whose business is business communication.