Chapter 10 Chapter Ten Business PR Eloquence

The publicist is interested in everything that's going on, everything that's being said, who he's talking to, and what he's doing.Interest should be expressed not only in acquaintances, but in all.Your eyes should meet everyone's eyes one by one.Find the person who doesn't talk much, he may seem uncomfortable, and you should pay special attention to talking to him. Know how to let your face and gestures express your vitality.But there is also often a sense of stillness, of relaxation, in healthy conversation.This is not work in the true sense, but a kind of "entertainment" activity, a refreshing rest after work.

Of course, this kind of smile should be an interested and friendly smile, and when you speak, you should show your good opinion of others.Be sure to leave your sad looks at home, don't make yourself look like a damaged, misunderstood wretch, and let others offer to comfort you. If you find fault with the people present, or are sarcastic about what they say, or show a look of contempt for them, the conversation will fail.Don't make the mistake of imitating the mutual insults between certain cross talk actors.The quarrel between them was carefully fabricated by joke writers. If it weren't for such gags, there might be no laughter in the cross talk.

Elegant speech itself is polite.That doesn't mean just remembering to say "please" when asking someone, or saying goodbye to someone by thanking them for a good evening, not just that.This refers to keeping in mind the principle of "the way of being a man". The topic is changing, the person talking and the emotional atmosphere of speaking are changing.A person who is good at public relations must be good at adapting.We admire the tenacity and integrity of tough guys, but in the public relations process, these are not used. Follow that old adage: think before you act.Thinking ahead, not after the fact, is an essential element of strategy.Because we don't know people's sensitivities, sometimes it is inevitable to hurt people's feelings.But we should try to avoid situations where we touch other people's pain points because of our own lack of thinking.

Of course you have to express your opinions, and you have to express your reactions, but don’t give people the impression that you think the earth is revolving around you, and there are "I think...", "I don't think so", "My opinion of the world". The view is clear...", "You all have to listen to me..." etc. Almost everyone likes to fight -- on the sporting field or in the mall.But no one will be too happy if a belligerent emerges from the PR campaign.When you are with others, don't be domineering and quarrel at every turn.Don't debate for debate's sake.Learn to be a "friendly dissenter" when there are disagreements.

Avoid generalizations such as "I think all businessmen are unconscionable."Speak appropriately, avoid using the words "all" and "always" and use "some people" and "sometimes" instead, and you can use "some", "many", "many", "occasionally" and "occasionally" Rare” etc.In short, learn to use words that can save face and not cause controversy, such as: "maybe", "do you think", "I heard about it last week", "maybe I was wrong", "but" and so on.More importantly, don't be assertive when speaking.Some people can often say: "There will definitely be a heavy rainstorm in another thirty-five minutes!"-the meteorological station dare not say that.

We admire storytellers who are intelligent, humorous and contagious, and can make the whole scene laugh.But never should this lead us to think that every word we say must be a joke, that the main purpose of conversation is to laugh. Helpful conversation can be lighthearted or serious. The attitude that you think you are above all and superior to everyone will immediately isolate you. When speaking, the other person will expect you to respond to his one-liners.You don't want him to do all the talking by himself.Also, your response is more than the monosyllabic "um" and "huh".Conversation requires at least two people to participate in this activity.It's no fun if one participant is half-hearted.

When speaking, the articulation should be clear and the voice should be loud.If you want others to understand you, to answer your questions, and to laugh out loud, you must first be heard, and you must hear clearly. Compliment others, but don't overdo it.Don't be eloquent, exaggerated, or disgusting, but praise what should be praised.If the dishes at the banquet are extremely exquisite, but the cups and plates used are mediocre, then praise the dishes without mentioning the cups and plates. According to surveys, the appearance rate of some well-known entrepreneurs on television is even higher than that of many performing arts stars.It can be seen that entrepreneurs have become non-professional "TV stars".Because entrepreneurs are the best in economic competition, because of their own status, wealth, and work needs, they often become the focus of attention of the news media.And the most common situation is to appear on TV.

At the same time, television is also the most important media for entrepreneurs to shape their image and expand their image influence and communication power. Through the TV network throughout urban and rural areas, it can quickly transmit every move and smile of entrepreneurs to thousands of households.Therefore, no entrepreneur will give up the opportunity to "show his face" on an influential TV station. Because of the large coverage and influence of TV, if an entrepreneur has some omissions or poor performance in terms of image, the negative impact caused by it will be difficult to recover.Therefore, entrepreneurs must pay attention to the image of any TV screen appearance.

Entrepreneurs must be there on time when they appear in front of the TV, so that they have a period of emotional adjustment and mental preparation.Don't be in a hurry to avoid making mistakes in your rush.When the mood has not been adjusted to the best state, appearing in front of the TV audience must have a bad image. Posture is correct during TV interviews, and don't put your hands between your knees or under your legs.Slight head movements and well-placed gestures can reinforce the message, but not too much.Overly exaggerated moves can only backfire.When speaking to the TV audience, don't look right and left, speak at a moderate pace, not too fast, and keep a steady rhythm.It should also be noted that the mind should focus on the issues discussed, do not stare at the camera in front of you, and try to avoid mantras when speaking.

If the TV station requires to shoot images at work, or to make a speech while working, try to be natural, generous and decent. There are many reports of entrepreneurs sitting in neat suits in extremely tidy offices, delivering speeches to subordinates. After the speech, the subordinates expressed their opinions one by one in order, all agreeing with the entrepreneur's speech, but the version is slightly different.Some of them hurriedly glanced at the camera after speaking. This kind of production, people can tell at a glance that it is deliberately arranged in advance, and it is acting for everyone to see, which will arouse the public's rebellious psychology.The stronger the influence of such appearances and the wider the spread, the greater the negative effects.

So, how to make a better speech, so as to create a good entrepreneurial image? Gain a comprehensive understanding of the subject of interviews and conversations.Even if these questions are already clear to you, you have to practice them several times in advance.At the same time, don't copy the original words of the manuscript written by the secretary, because most of the secretary's work is in written language.What entrepreneurs have to do is to understand these things thoroughly, and then use their own language and images to express them humorously and vividly.Here, the language should pay attention to daily life. An entrepreneur who can only memorize scripts or speak according to scripts will make people feel more like a bureaucrat. Avoid protracted sounds such as "Ah——", "Is it——" and "This question——" in conversation, otherwise others will get bored with the official accent. Many knowledgeable and practical entrepreneurs will win rounds of applause from discerning reporters when they answer questions from reporters.The reason for this is that apart from their outstanding eloquence, quick thinking, and profound knowledge, the most important thing is that they answer questions sincerely, kindly, concisely, and simply; Three word answer.In this way, a good image of frankness, sincerity and hard work will be established. For questions that cannot be answered, entrepreneurs should bluntly say: "Sorry, I can't answer your question." Or "This question is too complicated, and I can't explain it clearly here for a while. If you are interested, you can come to our company and we will discuss this question individually." Answer questions with a smile on your face, even if the questions asked by reporters and audience are not When you are ready to answer, you should also be calm. You can keep your mouth shut for now, but you must listen carefully and correct the mistakes in your speech in time. Because in the case of many reporters and audiences, no matter how long the time is, there are many people asking questions, after all, only a small number of people can directly ask questions.Then, others will feel left out.At this time, entrepreneurs should properly look around and communicate with everyone with their eyes, so that everyone feels that you have noticed him.For those who wave to you, whether it is an old friend or a stranger, try to nod in return or use your eyes to respond to each other. In contact with the media, whether it is a topical dialogue, answering reporters' questions, or a TV interview, it is inseparable from the response.Response is a difficult and demanding form of eloquence, and it is a sharp weapon for hand-to-hand combat in the social arena.A person who can answer intelligently does not answer whatever is asked, nor does he answer how to ask. He always tries to use the question-and-answer skills and take the initiative to answer well and cleverly. Sometimes, out of ulterior motives, the questioner often sets up a trap in the question, causing embarrassment. At this time, he cannot answer bluntly. For some sensitive questions that are inconvenient or unanswerable, you should avoid answering them and refuse them skillfully. Faraday, the master of experimental physics, once performed an experimental performance of electromagnetism in a large audience.As soon as the experiment was over, someone stood up and asked loudly: "What's the use of this?" Faraday looked at the questioner, and asked, "Excuse me, what's the use of a newborn baby?" In this example, the questioner exposed his ignorance of science, and Faraday's question instead of answer implied a mockery of the questioner's lack of foresight in science. Sometimes questioners ask tricky and outlandish questions for a variety of reasons.At this time, creative thinking should be exerted, and the normal thinking mode should be jumped out.He asks strange questions, and you have to answer them strangely. In 1935, at the doctoral dissertation defense meeting at the University of Paris, the examiner asked a young Chinese student Lu Kanru a strange question: "In the poem "The Peacock Flies Southeast", why doesn't it say 'The Peacock Flies Northwest'?" He answered in response: "There are tall buildings in the northwest." Lu Kanru quoted a famous Chinese saying "There are tall buildings in the northwest, and the top is as high as the floating clouds". Naturally, the peacock couldn't fly over, so he had to fly to the southeast.It's really a strange question, and a strange answer, which is hilarious. When answering, due to face or other reasons, when it is inconvenient to speak directly, cleverly use "overtones" to answer tactfully. British writer Oscar Wilde was very poor when he was not famous, and a nobleman wanted to hire him as a tutor. When talking about the conditions of food and accommodation, the nobleman asked him if he would like to have a meal with his family.Wilde replied: "It all depends on whether you know how to be polite at dinner." Although he didn't answer directly, it actually euphemistically expressed Wilde's potential concerns-seeing whether the noble family respected him. Impromptu intelligent answering requires the respondent to respond quickly, think sharply, make quick judgments on sudden questions, and answer with subtle punchlines in a hurry.One of its characteristics is to answer quickly, and the other is to answer well. In 1972, former US President Nixon visited the Soviet Union.Once, when the plane was about to take off at the Soviet airport, one of the engines suddenly failed to start.At this time, Brezhnev, who was present, was anxious and annoyed. He pointed to the Minister of Civil Aviation and asked Nixon: "How should I punish him?" Nixon replied: "Promote him. Because it is better to have a failure on the ground than in the air." Nixon's impromptu quizzes were profound and funny, surpassing Brezhnev in terms of "point of view", and saved face for the host. At times, leaders may suddenly be mobbed by journalists.For example, if you have just finished an important meeting, you walk out of the conference hall, open the door, and instead of sunlight, you are greeted by white lights flashing from camera lenses. This is an important moment to test the image of a leader.Leaders should pay attention to psychological preparation in advance. Leaders being mobbed by reporters shows that they and their companies have been one of the focuses of media interest recently.It is very likely that something happened to me or the company that can attract media interest: such as rumors about my private life in the society, changes in the company's personnel, changes in the company's operating conditions, and so on.Entrepreneurs should be aware of these situations, or at least have heard of them.At this time, you should think that you may be besieged by reporters, so you should prepare in advance, reason about how to answer, or seek the opinions of others to find the best solution. If you encounter a sudden interview by a reporter, you should avoid panic, be at a loss, or even speak rudely, as this will have a very bad impact on the image of yourself and the company.The first thing you should do at this time is to keep calm, take a few deep breaths, and clear your mind.You must know that what should be faced is always to be faced, what should come is always to come. For questions that can be answered, try to give journalists cooperation, and answer reporters' questions in an orderly, restrained, and cautious manner.If you really can't answer, it is best to make an appointment with the reporter to accept the interview, so as to eliminate the resentment in the reporter's heart.Such as: "I'm going to attend an important meeting today, so I can't answer this question. If you are interested, I will hold a reception tomorrow to answer your questions." This way you gain a day of consideration and relief.If you really can't speak, don't get angry, but try to control your emotions and maintain a decent demeanor.Such as: "I'm sorry everyone, I have important things to deal with, so I can't answer your questions today." We should receive the news media with an open and equal attitude, and neither excessive restraint nor superior arrogance is advisable.It is necessary to make the best use of the situation so that the content of interviews and conversations is always within a controllable range.Be aware of the key points of what you are talking about, and have a concise and clear outline of the conversation. On the premise that the conversation is closely related to the topic, interesting content can be interspersed.Entrepreneurs' conversations tend to be serious and numerical.If you keep talking about this kind of content with a straight face, it is easy to make journalists feel cold.After publishing and broadcasting through the news media, the public will naturally have a sense of distance, and the image of entrepreneurs must be rigid, boring, and impersonal.No matter whether in newspapers or in radio and television, the dissemination effect of a serious conversation is very limited.On the contrary, if you intersperse some interesting content from time to time to relax, the communication effect is often better. When answering a question from a female reporter, an entrepreneur said: "This lady is from Sichuan, and the questions she asked are very tricky." The audience laughed.The lady was also very happy, because saying that her question was "hot" was tantamount to saying that her question was right on point.Then, the entrepreneur said: "Tricky is tricky, but I have to answer. I'm sorry if I don't answer. Everyone has been waiting for me for a long time, but it's disappointing to see me slurring half a sentence. Now , I will tell you the ins and outs of this matter in detail." To achieve communication and dialogue with reporters and audiences, some humane content can be interspersed.