#Leading & #Managing in PR.Getting the Balance #Right

- via @ValeryLev (@ria_novosti)

PR #Leadership Role #Ladder: - External #Adviser - Corporate #Adviser - #Project Manager- #Expert

Less/Fewer is #MorePeople #LeadershipManagement #LeadershipWords #Leadership

Trusted #Advisers may be invited to back or oppose Genuine #Leaders

#Social Media is about Vast #Audiences.#Leadership is about Vast #Goals

@NewspaperWorld President: In this #Uncertain Media #Landscape so much

depends on #Attitude

ǷȘȧȔȖȍșȖȗȖȌȟȐȕȍȕȐȍ

ǻșȓȖȊȕȣȍ�ȖȉȖȏȕȈȟȍȕȐȧ�

ǹȚȘȈȚȍȋȐȟȍșȒȖȍȗȓȈȕȐȘȖȊȈȕȐȍ�Ȑ�ȘȈȏȊȐȚȐȍ

ǶȗȍȘȈȚȐȊȕȖȍȐȕȜȖȘȔȈȞȐȖȕȕȖȍȊȏȈȐȔȖȌȍȑșȚȊȐȍ

ǹȚȘȈȚȍȋȐȧ�Ȑ�ȘȈȏȊȐȚȐȍ�ȔțȓȤȚȐȔȍȌȐȈ

ǴțȓȤȚȐȔȍȌȐȈ�ȊȏȈȐȔȖȌȍȑșȚȊȐȍ

ǶǸǫǨǵǰǯǨǾǰǶǵǵǨȇ�ǹǺǸǻDzǺǻǸǨ�ǹ���ǨǪǫǻǹǺǨ������ǫǶǬǨ

ȀǭdzǭǪǶDZ�ǫ�Ǩ�ǹȚțȌȐȧ�ZHE�ȌȐȏȈȑȕȈ

ȀǶǸǶǽ�Ƿ�Ƕ�ǹȚțȌȐȧ�ȐȕȜȖȋȘȈȜȐȒȐ

ǷǨǸǨǽǰǵǨ�Ƕ�Ǫ��ǹȚțȌȐȧȋȘȈȜȐȟȍșȒȖȋȖȌȐȏȈȑȕȈ

ǹǺǭǷǨǵǶǪ�Ǩ��Ƿ��ǹȚțȌȐȧ�ȌȐȏȈȑȕȈ�ȗȍȘȐȖȌȐȟȍșȒȐȝȐȏȌȈȕȐȑ

ǬȐȏȈȑȕ�ȞȍȕȚȘ

ǷȍȘȊȣȑ�ȏȈȔȍșȚȐȚȍȓȤȋȓȈȊȕȖȋȖ�ȘȍȌȈȒȚȖȘȈ��

ǼǰdzǰǴǶǵǶǪ�Ǵ�ǫ�

ǨǩǬǻdzdzǨǭǪ�ǵ�Ǩ�ǶȉȢȍȌȐȕȍȕȕȈȧ�ȘȍȌȈȒȞȐȧ�ǰȕȖȊȍȡȈȕȐȧ

ǶǸǰ

ǬȐȘȍȒȞȐȧ�ȗȘȖȌȈȎ

ǴǨȀǰǵǰǵǨ�Ƕ�Ǫ�ǬȐȘȍȒȞȐȧ�ȐȕȚȍȘȈȒȚȐȊȕȣȝ�ȗȘȖȍȒȚȖȊ

ǻȀDzǨǵǶǪ�Ǫ�Ǫ�ǫȍȕȍȘȈȓȤȕȣȑ�ȌȐȘȍȒȚȖȘ

ǭǼǸǶǹǰǵǰǵ�Ƕ�Ǩ�ǫȓȈȊȕȣȑ�ȘȍȌȈȒȚȖȘ

ǫǨǺǶǪ�Ǫ�Ǫ�ǫȍȕȍȘȈȓȤȕȣȑ�ȌȐȘȍȒȚȖȘ

ǷȘȖȍȒȚȕȣȑ ȒȖȔȐȚȍȚ

ǸȍȌȈȒȞȐȖȕȕȣȑ șȖȊȍȚ

ǯȈȔȍșȚȐȚȍȓȤ�ȋȓȈȊȕȖȋȖ�ȘȍȌȈȒȚȖȘȈ

ǫǸǻǯǬǭǪ�Ǭ�ǵ�

ǯȈȔȍșȚȐȚȍȓȤ�ȋȓȈȊȕȖȋȖ�ȘȍȌȈȒȚȖȘȈ

dzǭǪǿǭǵDzǶ�Ǫ�Ȇ�

ǷǭǵǿǰdzǶǪǨ�Ǭ�Ǵ�ǬȐȘȍȒȞȐȧ�ȗȘȖȌȊȐȎȍȕȐȧ�Ȑ�șȖȞȐȈȓȤȕȣȝ�șȍȚȍȑ

ǵǨǬǭǮDzǰǵǨ�Ǩ�ǵ�ǷȘȍșș�șȓțȎȉȈ�ǸǰǨ�ǵȖȊȖșȚȐ

ǯȈȔȍșȚȐȚȍȓȤ�ȋȓȈȊȕȖȋȖ�ȘȍȌȈȒȚȖȘȈ�±ǸțȒȖȊȖȌȐȚȍȓȤ�ǶǬǸ

ǹǭdzǰǪǨǵǶǪ�ǰ�Ǩ�

ǾȍȕȚȘ�ȊȕȍȠȕȐȝ�șȊȧȏȍȑ�ǸǰǨ�ǵȖȊȖșȚȐ

ǸȍȌȈȒȞȐȧ�ȗȖȧșȕȖȋȖ�ȊȍȡȈȕȐȧ

DzȖȘȘȍșȗȖȕȌȍȕȚșȒȈȧ�șȍȚȤ�ȗȖ�ǹǵǫ�Ȑ�ȏȈ�ȘțȉȍȎȖȔ�

ǹǰDzǶǸǹDzǰDZ�Ǩ�Ǩ�ǬȐȘȍȒȞȐȧ�ȔȈȘȒȍȚȐȕȋȈ

ǶȉȢȍȌȐȕȍȕȕȈȧ�ȌȐȘȍȒȞȐȧ�ȘȈȏȊȐȚȐȧ

ǪǶdzǶDzǰǺǰǵ�ǹ�Ǫ�ǬȐȘȍȒȞȐȧ�ȗȘȖȍȒȚȕȣȝ�Ȑ�ȗȘȖȋȘȈȔȔȕȣȝ�ȐȕȐȞȐȈȚȐȊ

ǩǸȇǵǹDzǰDZ�ǫ��Ƕ�ǬȐȘȍȒȞȐȧ�ȌȍȓȖȊȖȑ�Ȑ�ȥȒȖȕȖȔȐȟȍșȒȖȑ�ȐȕȜȖȘȔȈȞȐȐ

ǫǸǶǯǶǪǹDzǰDZ�ǫ�dz�ǫȍȕȍȘȈȓȤȕȣȑ�ȌȐȘȍȒȚȖȘ

ǯȈȔȍșȚȐȚȍȓȤ�ȘțȒȖȊȖȌȐȚȍȓȧ�ǶǸǵ�±�ȋȓȈȊȕȣȑ�ȘȍȌȈȒȚȖȘ�ULD�UX

ǩǻdzǨǪǰǵǶǪ�ǰ�Ǫ�

DzǭǬǸǶǪǹDzǨȇ�ǰ�Ǩ�

ǷȍȘȊȣȑ�ȏȈȔȍșȚȐȚȍȓȤ�ȘțȒȖȊȖȌȐȚȍȓȧ�ǶǸǵ�ȗȖ�ȐȕȚȍȘȕȍȚ�ȗȘȖȍȒȚȈȔ

ǶȚȌȍȓ�ȐȕȚȍȘȕȍȚ��ȊȍȡȈȕȐȧ�Ȋ�șȚȘȈȕȈȝ�ǹǵǫ�Ȑ�ǩȈȓȚȐȐ

ǻȗȘȈȊȓȍȕȐȍȐȕȚȍȘȕȍȚ�ȊȣȗțșȒȈ

ǶǹǰǷǶǪ�Ƕ�ǹ�ǻȗȘȈȊȓȧȦȡȐȑ�ȌȐȘȍȒȚȖȘ�±�ȘțȒȖȊȖȌȐȚȍȓȤ�ǶǸǵ

ǶǸǵ

ǫǶǸǵǶǹǺǨǭǪ�Ǭ�&�ǯȈȔȍșȚȐȚȍȓȤ�ȘțȒȖȊȖȌȐȚȍȓȧ�ǶǸǵ�ȘțȒȖȊȖȌȐȚȍȓȤ�ǴȍȎȌțȕȈȘȖȌȕȖȑ�ȘȍȌȈȒȞȐȐ

ǴȍȎȌțȕȈȘȖȌȕȈȧ�ȘȍȌȈȒȞȐȧ

ǷȖȓȐȚȐȟȍșȒȈȧ�ȘȍȌȈȒȞȐȧ

ǸȍȌȈȒȞȐȧ�ȒțȓȤȚțȘȣ��ȐșȒțșșȚȊȈ�Ȑ�ȘȈȏȊȓȍȟȍȕȐȑ

ǸȍȌȈȒȞȐȧ�©ǶȉȡȍșȚȊȖª

ǸȍȋȐȖȕȈȓȤȕȈȧ�ȘȍȌȈȒȞȐȧ

dzǶǫǻǺDzǶǪ�Ǩ�Ǩ

ǯȈȔȍșȚȐȚȍȓȤ�ȘțȒȖȊȖȌȐȚȍȓȧ�ǶǸǵ�ȗȖ�ȕȍȕȖȊȖșȚȕȖȔț�ȒȖȕȚȍȕȚț

ǸȍȌȈȒȞȐȧ�ȈȊȚȖȘșȒȐȝ�ȔȈȚȍȘȐȈȓȖȊ�

ǶȚȌȍȓ�ǰȕȖǹǴǰ

ǻȗȘȈȊȓȍȕȐȍ�ȒȖȖȘȌȐȕȈȞȐȐ�Ȑ�ȖȗȍȘȈȚȐȊȕȖȋȖ�ȊȣȗțșȒȈ

ǩǨǸǺǶȀǭǪǰǿ�ǮǨǫǭdzȄ�ȇ�Ƕ�

ǯȈȔ�ȘțȒȖȊȖȌȐȚȍȓȧ�ǶǸǵ�ȗȖ�ȖȘȋȈȕȐȏȈȞȐȐ�ȘȈȉȖȚȣ�ȊȣȗțșȒȈ�Ȑ�ȚȍȝȕȐȟȍșȒȖȋȖ�ȖȉȍșȗȍȟȍȕȐȧ�ȘȍȌȈȒȞȐȐ

ǸǭǯǵǰǿǭǵDzǶ�Ǩ�ȇ�

ǯȈȔȍșȚȐȚȍȓȤ�ȘțȒȖȊȖȌȐȚȍȓȧ�ǶǸǵ

ǸȍȌȈȒȞȐȧ�©ǵȖȊȖșȚȐ�ȕȈțȒȐ��ȥȒȖȓȖȋȐȐ�Ȑ�ȚȍȝȕȖȓȖȋȐȑª

ȀǨǸǨǷǶǪ�Ǵ�ȅ�ǯȈȔȍșȚȐȚȍȓȤ�ȘțȒȖȊȖȌȐȚȍȓȧ�ǶǸǵ�ȗȖ�ȘȍȈȓȐȏȈȞȐȐ�șȚȖȓȐȟȕȣȝ�ȗȘȖȍȒȚȖȊ�

ǸȍȌȈȒȞȐȧ�©ǴȖșȒȊȈª

ǸȍȌȈȒȞȐȧ©ǵȖȊȖșȚȐ�ȕȍȌȊȐȎȐȔȖșȚȐª

ǸȍȌȈȒȞȐȧ�șȐȓȖȊȣȝ�ȊȍȌȖȔșȚȊ

ǸȍȌȈȒȞȐȧ�ȗȘȖȐșȠȍșȚȊȐȑ

ǷȍȘȊȣȑ�ȏȈȔȍșȚȐȚȍȓȤȋȓȈȊȕȖȋȖ�ȘȍȌȈȒȚȖȘȈ�±ǫȍȕȍȘȈȓȤȕȣȑȌȐȘȍȒȚȖȘ

ǩǰǸȆDzǶǪ�ǵ�Ǭ�

ǫȓȈȊȕȣȑ�ȉțȝȋȈȓȚȍȘ

ǩǨDzdzȃDzǶǪǨ�ǭ�Ȇ�

ǯȈȔȍșȚȐȚȍȓȤ�ȋȍȕȍȘȈȓȤȕȖȋȖ�ȌȐȘȍȒȚȖȘȈ�±�ȌȐȘȍȒȚȖȘ�ȗȖ�ȐȕȜȖȘȔȈȞȐȖȕȕȣȔ�ȚȍȝȕȖȓȖȋȐȧȔ

ǨǵǺǶǵǶǪ�Ǩ�Ǫ�

ǯȈȔȍșȚȐȚȍȓȤ�ȋȍȕȍȘȈȓȤȕȖȋȖ�ȌȐȘȍȒȚȖȘȈ�ȗȖ�ȖȉȍșȗȍȟȍȕȐȦ�ȎȐȏȕȍȌȍȧȚȍȓȤȕȖșȚȐ�ȏȌȈȕȐȧ

ȇDzǶǪdzǭǪ�Ǫ�ǵ�

ǯȈȔȍșȚȐȚȍȓȤ�ȋȍȕȍȘȈȓȤȕȖȋȖ�ȌȐȘȍȒȚȖȘȈ

ǿǭǷǻǸǵȃǽ�ǭ�ǭ�

ǯȈȔȍșȚȐȚȍȓȤ�ȋȍȕȍȘȈȓȤȕȖȋȖ�ȌȐȘȍȒȚȖȘȈ��

dzǨǪǸǭǵǺȄǭǪǨ�ǵ�Ǫ�

ǺǸȃǵDzǶǪǨ�Ǻ�ǹ�ǹȗȍȞȐȈȓȤȕȣȑ�ȖȚȌȍȓ�

��ȣȑ�ȏȈȔȍșȚȐȚȍȓȤ�ȋȍȕȍȘȈȓȤȕȖȋȖ�ȌȐȘȍȒȚȖȘȈ���ǼȐȕȈȕșȖȊȣȑ�ȌȐȘȍȒȚȖȘ

DzǶǮǰǵǨ�ǫ�ǰ�

ǴǶǸǶǯǶǪǨ�ǹ�Ǩ�ǬȐȘȍȒȞȐȧ�ȏȈȒțȗȖȒ�Ȑ�ȌȖȋȖȊȖȘȕȣȝ�ȖȉȧȏȈȚȍȓȤșȚȊ

ǬȐȘȍȒȞȐȧ�ȉțȝțȟȍȚȈ�Ȑ�ȖȚȟȍȚȕȖșȚȐ

ǷǸǶǺǨǹǶǪǨ�Ǵ�Ǫ�DzȖȕȚȘȖȓȤȕȖ�ȘȍȊȐȏȐȖȕȕȖȍ�țȗȘȈȊȓȍȕȐȍ

DzǰǹǭdzǭǪ�Dz�Ǩ�ǬȐȘȍȒȞȐȧ�ȥȒȖȕȖȔȐȒȐ��ȜȐȕȈȕșȖȊ�Ȑ�ȉȐȏȕȍș�ȈȕȈȓȐȏȈ

ǹǶdzǶǬǶǪǨ�ǭ�Ǩ�ǨȌȔȐȕȐșȚȘȈȚȐȊȕȈȧ�ȌȐȘȍȒȞȐȧ

ǬȐȘȍȒȞȐȧ�ȗȖ�ȒȖȖȘȌȐȕȈȞȐȐ�ȔȍȘȖȗȘȐȧȚȐȑ

DzǻǯȄǴǰǵǨ�ǫ�Ǵ�ǷȈșȗȖȘȚȕȖ�ȊȐȏȖȊȣȑ�ȖȚȌȍȓ�

ȇǹǰǵǨ�ǰ�ǭ�ǾȍȕȚȘ�șȖȞȐȈȓȤȕȣȝ�ȘȍȑȚȐȕȋȖȊ

ȁǭǸǩǨDzǶǪ�Ǻ�Ǫ��ǶȉȢȍȌȐȕȍȕȕȈȧ�ȗȘȈȊȖȊȈȧ�ȌȐȘȍȒȞȐȧ

ǷǸǭǹǵȇDzǶǪǨ�ǭ�Ǫ�ǾȍȕȚȘ�ȖȘȋȈȕȐȏȈȞȐȖȕȕȖȋȖ�ȖȉȍșȗȍȟȍȕȐȧ�ȕȖȊȖșȚȕȣȝ�Ȑ�ȐȕȜȖȘȔȈȞȐȖȕȕȣȝ�ȘȍșțȘșȖȊ�

dzǨǩǭǮǰǽǰǵ�Ǵ�ǵ�ǻȗȘȈȊȓȍȕȐȍ�ȘȍȎȐȔȈ�Ȑ�ȉȍȏȖȗȈșȕȖșȚȐ�

ǪǶǸǶǵǾǶǪ�Ƕ�Ǩ��ǻȗȘȈȊȓȍȕȐȍ�ȌȍȓȈȔȐ�

ǹȍȒȘȍȚȈȘȐȈȚ

DzdzȆǿ�Ǩ�Ƕ�ǾȍȕȚȘ�ȒȖȘȗȖȘȈȚȐȊȕȣȝ�ȗȘȖȋȘȈȔȔ

ǺǸǭǺȄȇDzǶǪ�Ǫ�Ǫ�ǫȍȕȍȘȈȓȤȕȣȑ�ȌȐȘȍȒȚȖȘ

ǫǨǵǰǵ�ǹ�Ǫ�ǬȐȘȍȒȞȐȧ�ȐȕȜȖȘȔȈȞȐȖȕȕȣȝ�ȚȍȝȕȖȓȖȋȐȑ

ǹǺǶȇǵǶǪǹDzǰDZ�Ǩ�Ǩ�ǬȐȘȍȒȞȐȧ�ȘȈȏȘȈȉȖȚȒȐ�ȗȘȖȋȘȈȔȕȖȋȖ�ȖȉȍșȗȍȟȍȕȐȧ�

ǹǨǪǿǭǵDzǶ�ǰ�Ǫ�ǸȍȌȈȒȞȐȧ�ȊȐȌȍȖȐȕȜȖȘȔȈȞȐȐ

ǴǶǸǶǯǶǪ�Ǩ�Ǫ�ǺȍȓȍȊȐȏȐȖȕȕȖ�ȚȍȝȕȐȟȍșȒȐȑȞȍȕȚȘ

ǯȈȔȍșȚȐȚȍȓȤ�ȋȓȈȊȕȖȋȖ�ȘȍȌȈȒȚȖȘȈ

dzǨǯǨǸǭǪ�ǰ�Ƕ�

ǹǻǩǩǶǺǰǵ�ǹ�Ǫ�ǺȍȝȕȐȟȍșȒȈȧ�ȌȐȘȍȒȞȐȧ

ǰșȗȖȓȕȐȚȍȓȤȕȣȑ�ȌȐȘȍȒȚȖȘ�ȗȖ�ȔȍȎȌțȕȈȘȖȌȕȖȑ�ȌȍȧȚȍȓȤȕȖșȚȐ

ǨǵǬǸǭǭǪ�Ƿ�Ǫ�

ǾȍȕȚȘ�ȔȍȎȌțȕȈȘȖȌȕȣȝ�ȗȘȖȍȒȚȖȊ

ǯȈȔȍșȚȐȚȍȓȤ�ȋȓȈȊȕȖȋȖ�ȘȍȌȈȒȚȖȘȈ�±�ǨȘȚ�ȌȐȘȍȒȚȖȘ

ǸǻǬǭǸǴǨǵ�ǰ�ǫ��ǶȉȢȍȌȐȕȍȕȕȈȧȌȐȘȍȒȞȐȧ

ȜȖȚȖȐȕȜȖȘȔȈȞȐȐ

ǰșȗȖȓȕȐȚȍȓȤȕȣȑ�ȌȐȘȍȒȚȖȘ�±�ȜȖȚȖȌȐȘȍȒȚȖȘ

ȀǷǨDzǶǪǨ�Ǩ�ǵ�

ǩǨǸǨǵǶǪ�Ǫ��Ǫ�ǸȍȌȈȒȞȐȧ�ȜȖȚȖȐȕȜȖȘȔȈȞȐȐ

ǵǰDzǶdzȄǹDzǨȇ�Dz�ǫ�ǶȚȌȍȓȊȣșȚȈȊȖȟȕȣȝ�ȗȘȖȍȒȚȖȊ

ǹȓțȎȉȈ�ȜȖȚȖȗȘȖȍȒȚȖȊ

DzǰǸDzǨǿ�ǹ��Ǫ�ǼȖȚȖșȓțȎȉȈ�ȖȕȓȈȑȕ�ȐȏȌȈȕȐȑ

ǶdzǭDZǵǰDz�Ƕ�ǼȖȚȖșȓțȎȉȈ�ȗȍȘȐȖȌȐȟȍșȒȐȝȐȏȌȈȕȐȑ

ǫȓȈȊȕȣȑ�ȘȍȌȈȒȚȖȘ

ǴǰǸǶǵȆDz�ǹ�Ǫ�

DzǶǵǶǪ�Ǫ�Ǩ��ǸȍȌȈȒȞȐȧ�©Ǹ�ǹȗȖȘȚª

ǼǸǶdzǶǪǨ�ǭ�Ǩ�DzȖȘȗȖȘȈȚȐȊȕȣȑțȟȍȉȕȣȑ�ȞȍȕȚȘ�

ǰșȗȖȓȕȐȚȍȓȤȕȣȑ�ȌȐȘȍȒȚȖȘ�

ǺǻǫǨǸǰǵ�Ǭ�Ƕ

ǰșȗȖȓȕȐȚȍȓȤȕȣȑ�ȌȐȘȍȒȚȖȘ�

ȁǭǬǸǶǪ�Ƕ�ǰ�

dzǰǷDzǶǪǰǿ�Ǵ�Ǫ�ǬȐȘȍȒȞȐȧ�ȌȖȒțȔȍȕȚȈȓȤȕȣȝ�ȗȘȖȍȒȚȖȊ

ǹdzǰǵȄDzǶ�ǭ�Ǫ�ǾȍȕȚȘ�ȐșșȓȍȌȖȊȈȕȐȑ

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DzǶǹǺȃdzǭǪ�Ǩ�ǰ�ǷȘȖȌȦșȍȘșȒȐȑ�ȞȍȕȚȘ�ǸǰǨ

@ria_novosti #Leadership priorities

ideas, images: @ValeryLev

inspiration: @ria_novosti,

@WorldCommForum

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