Sheehan, Mark 2012, Introduction. In Manallack, Stephen (ed), Soft skills for a flat world, Tata McGraw-Hill, Delhi, India, pp.1-8.

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Title Introduction
Author(s) Sheehan, Mark
Title of book Soft skills for a flat world
Editor(s) Manallack, Stephen
Publication date 2012
Chapter number 1
Total chapters 11
Start page 1
End page 8
Total pages 8
Publisher Tata McGraw-Hill
Place of Publication Delhi, India
Keyword(s) management
Summary For a long time we held the view that if you had a particular skill – such as accountancy, trades, engineering, IT, management – all you needed to make a success of life was to learn some “soft skills”. These soft skills included communication, presenting and speaking, team building and so on.
Yet the continuing problem with this approach has been that despite lots of training, many people never actually improved their ability to communicate, get on with others, make good speeches or build teams.
Public relations professionals around the world must find the “flat world” message very encouraging. This message is telling corporations that in a flat world, the biggest differentiator is your people. How do people effectively differentiate? We differentiate ourselves by becoming better communicators. PR campaign skills can come to the forefront as organisations seek to thrive in this new world using a strategic planning approach.
ISBN 1259028232
Language eng
Field of Research 200105 Organisational, Interpersonal and Intercultural Communication
Socio Economic Objective 910402 Management
HERDC Research category B1 Book chapter
Copyright notice ©2012, Tata McGraw-Hill
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Created: Mon, 04 Feb 2013, 08:28:19 EST by Mark Sheehan

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