Creating A Better Public Relations Industry — Together !演讲人：银小冬女士

金旗奖组委会主席

中国公共关系网17PR总经理

2016年12月4日，中国公共关系行业的重要奖项之一——2016金旗奖颁奖盛典在香港城市大学圆满落幕！

金旗奖首次从中国大陆走向香港，走向世界。

金旗奖组委会主席、中国公共关系网17PR总经理银小冬发表了题为 Creating A Better Public Relations Industry — Together ! 的英文主旨演讲，号召全体同仁拥抱变化，成为变化的催化剂，同时更要回归初心，一起PR。

作为公关界的思想聚合器，金旗奖不但会继续以“每个出色案例都是一面旗帜”为目标，引导行业创新发展，更要成为全球化交流平台，在引领中国公关人走向全球的同时，更要让全球聆听更多中国的声音。

银小冬女士的精彩演讲得到了与会各国学者及业界人士的高度认可和赞扬。

以下为银小冬女士演讲文字实录：

Creating A Better Public Relations Industry – Together !

让我们携手，共创公关行业更加美好的明天！

Good afternoon !

下午好！

Standing on this stage today, I think back to the first conference organized by 17PR in 2004.

今天站在这个讲台上，我回想起2004年17PR第一次组织会议的场景。

Back then I was in a room of 500 people, speaking to those who were inspired to create a better public relations industry in China.

那时我站在一个500人的礼堂内，对着一些雄心勃勃想要创建更好的公关行业的专业人士演讲。

But to be honest, we really had no idea how we were going to do it.

但是说实话，当时我们真的没有概念要怎样去做。

Today I’m honored to speak to this international audience in the middle of some biggest social, economic and cultural changes of all times.

今天，我很荣幸，能够在这个史上最大的社会、经济和文化变革中，向各位国际听众发表我的感言。

I’m also very excited about presenting you with the winners of the 2016 Golden Flag Award later today.

我还非常兴奋，在今天稍晚时候为大家揭晓2016金旗奖。

14 years ago, back in 2002, I founded a small club for communicators in the IT industry called 17PR. You may wonder that 17 must be a lucky number.

14年前的2002年，我创建了一个IT行业传播人的小俱乐部，取名17PR。您可能认为，17肯定是个幸运数字。

But in fact, 17, as we pronounce it in Chinese Yi Qi, it sounds like 一起，which means: TOGETHER. We didn’t know how to master the art of communications, but we knew we would be better off if we stuck together.

但实际上，17，在中文里面的发音是YIQI，听上去很像“一起”，意思是：共同。那时，我们不了解传播艺术的真知，但是相信抱团会让我们更加强大，所以我们叫17PR，一起PR。

At the time，China’s information industry was at an early stage of development. Tencent was 4 years old, Baidu was 2，and the estimated national revenue of the public relations industry in China, was around 2.5 billion RMB. In 2015, it reached 43 billion RMB –17 times larger than when 17PR was founded.

那时，中国信息产业发展刚刚起步，今天著名的互联网企业腾讯当时4岁，百度2岁，整个中国公关行业的营业收入约为25亿人民币。到了2015年，这个数字达到了430亿人民币，比起17PR 刚成立那年，这个数字增长到17倍。

What a coincidence !

多么奇妙的一个巧合！

But it clearly reflects the rapid increase of the public relations industry in China.

但这确实清晰地反映了中国公关行业的快速增长。

In 2010 we launched the China Corporate Social Responsibility Award. It later became the Golden Flag Award.

2010年，我们创立了：“最具公众影响力企业社会责任奖” ，这个奖逐渐演变成现在的金旗奖。

In just a few years, Golden Flag Award has grown from a collection of cases in a single area, to one of the most prestigious communications awards in China.

在短短几年里，金旗奖就由一个在单一领域评比公关案例的奖项，成长为中国传播奖项里面最负盛名的品牌之一。

It now covers 10 case categories, 6 organizational categories, and one award for PR Person of the Year.

现在金旗奖涵盖了10种案例类别奖项，6种组织类别奖项，以及1个公关行业年度风云人物奖。

When we look back, we found The evolution of 17PR clearly reflects the growing trend of the communications industry 。

回首往事，我们发现17PR的发展历程，其实清晰地折射出传播行业的整个发展趋势。

Together, we are all progressing -- from what we have known public relations to be in the past -- to content-focused, integrated marketing communications.

我们在共同发展进步，从过去我们了解的公共关系，到以内容为核心的整合营销传播。

I think two things are important to our industry today.

我认为对于现在的公关行业，有两点非常重要。

First, we must embrace change and to be a change catalyst.

第一，我们必须拥抱变革，并且成为变革的催化剂。

Our industry is being transformed. Never before have we lived in a world that is so diverse and so fragmented. Mainstream media is still in power but it is losing its edge.

我们这个行业正在被改变。我们正处在一个前所未有的多元化及碎片化的世界中，主流媒体仍然占主导地位，但是正在逐渐丧失统治力。

At the same time, every individual can run his or her own media, and influential individuals can exercise their power like a network TV or a major newspaper.

同时，每个独立的个人都可以拥有自己的自媒体，有影响力的个人，甚至可以像电视台和主流纸媒那样发挥自己的影响力。

We must develop different mindsets, different methods and different approaches in this world of change.

我们必须转变心态、运用和发展新的实践和方法论来跟上这个变革的时代。

Secondly, we must restart from what first inspired us.

第二、我们必须保持初心，回到当初激励我们开启这项事业的起点，重新出发。

When we founded 17PR in 2002,. We didn’t realize that we would become deeply involved in discussions about the future of our industry.

2002年17PR成立初始，我们并没有意识到自己将深入地参与到关于公关行业未来的讨论中。

We learned about bad practices from time to time, such as faking on-line traffic numbers, some people create negative stories as a way to attack their competitors.

我们时常听说一些不好的事情，比如伪造在线流量数字，比如制造和传播负面新闻打压竞争对手。

These bad practices are causing alarm. They have made us think about how we can sustain good PR practices and stop these unprofessional behaviors from doing further damage to our industry.

这些有害的做法引起了大家的警惕和思考：我们该如何保持好的公关实践，同时阻止那些缺乏职业道德的行为进一步破坏我们的行业。

In 2005, 17PR conducted a campaign called “Reinforce the True Name of PR”. Over the years we’ve been working with our members and partners to deliver the message that:

2005年，17PR发起了一个名为“为PR正名”的活动。这些年，我们不断努力向我们的会员及合作伙伴传达这样的信息:

We must not only do things right --but also do the right thing.

我们不仅要正确做事，更要做正确的事。

Technology and capital can help deliver quick results in sales numbers, it make some of us focus too much on short-terms buzz while forgetting the fundamental role of PR in building brand reputation for the long term.

技术和资本可以使销售业绩快速增长，这使得某些人过分关注短期轰动效应，而忘记了PR的根本职责是建立长期的品牌美誉度。

PR is not a quick fix, nor an easy solution. It takes strategy, courage, perseverance and patience to make great things happen.

PR不是捷径，也不是一个简单容易的解决方案。策略、勇气、坚持不懈的精神以及耐心，只有做到这些，伟大和奇迹才会在我们身边发生。

The famous writer Oscar Wilde once said: “There is only one thing in the world worse than being talked about, and that is not being talked about.” This is more accurate now than in the time of Wilde.

著名作家奥斯卡·王尔德说过：“世界上只有一件事比被人议论更加糟糕，那就是不被议论。”这句话在当今时代比在王尔德的时代更加准确。

Today, getting attention is the most important thing, we in PR help create well-deserved, well-purposed attention and sustain it.

在当今这个注意力至上的世界，我们公关行业帮助创造有价值、有目标的注意力并使之持续。

It’s our responsibility to set examples and lead for the future. and this is why we created the Golden Flag Award .

树立典范，引领行业未来是我们的责任，也是我们创建金旗奖的理由。

our intent was to make every good case to be like a flag in the wind, and every PR professional a flag bearer .

我们的目标是：每个出色案例都是一面旗帜，每个公关人都是一名旗手。

And we know we cannot stop here. While we celebrate the seventh year of the Golden Flag Award, we must continue to work hard, and I need YOUR help.

我知道我们不能就此停下脚步。今天我们在这里庆祝第七届金旗奖颁奖典礼，我们还必须更加努力，继续前行，我需要你们的帮助和支持。

I’d like to call on more collaborations among PR professionals, academia and the government, to create an environment with good regulation, to create effective ways of developing people and sharing good practices.

我希望在公共从业者、学术界及政府之间倡导更多合作，创造一个政策对行业友好、人才迅速成长、成果不断得到有效分享的大环境。

And we can only achieve it by doing it together. It’s about 17PR and about each and every one of us.

要实现这个目标，我们需要共同努力。这关乎17PR以及我们每一个人。

17PR, YI QI PR. Together PR,

17PR，一起PR，共同PR，

Thank you !

谢谢！

最后，我要感谢金旗奖的合作伙伴们，中国新闻史学会公共关系分会(PRSC)、全球公共关系及沟通管理联盟(GLOBAL ALLIANCE PR)、以及来自各个高校的公共关系研究机构，同时感谢香港浸会大学、香港城市大学的鼎力支持。

你们的支持使得金旗奖成为一个更加专业和国际化的平台，成为链接全球PR人的聚合器，你们的支持使得2016年的金旗奖颁奖典礼更加灿烂辉煌！

谢谢！