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Introduction

chapter
posted on 2012-01-01, 00:00 authored by Mark SheehanMark Sheehan
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.

History

Title of book

Soft skills for a flat world

Chapter number

1

Pagination

1 - 8

Publisher

Tata McGraw-Hill

Place of publication

Delhi, India

ISBN-13

9781259028236

ISBN-10

1259028232

Language

eng

Publication classification

BN Other book chapter, or book chapter not attributed to Deakin

Copyright notice

2012, Tata McGraw-Hill

Extent

11

Editor/Contributor(s)

S Manallack

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