To manager hoping to blossom as a business leader must develop the skill to communicate effectively. One of the foremost tasks of a leader is to create
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to a cause. To do that he must first communicate to build mutual understanding.
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a manager communicates mostly to
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information, a leader uses communications to build relationships. A manager overwhelms others with details and still
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them cold. A leader
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their hearts by combining his vision with their
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in a common cause.
Most Asian business leaders are instinctively
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relationship building
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direct communications. But they don"t use the mass media so well. While face to face communications is
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, it is not enough in today"s big business.
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their western
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, they are not so much frightened by mass media"s potential to magnify, distort, and expose. The problem lies more in the
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of professional support
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to them. In most Asian companies the public affairs function either does not exist or is
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routine chores removed from helping the CEO to communicate with wider audiences. The reason primarily is that the
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communications officers are placed quite low in the organizational hierarchy.
Asia"s need for business leaders who are
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in using mass media to involve the public
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the economic development dream has never been greaten. Television and the print media have an enormous
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on the public"s perception of business. Our business leaders have not yet faced an unsympathetic press. They should start now
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the day not be too far away
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they are suddenly forced to enter the perilous arena of public communications.