업의 최고봉 언니에게 배우는 철학

[후기] Breaking Through by Sally Susman

Communicating to Open Minds, Move Hearts, and Change the World

Sally Susman, Chief Corporate Affairs Officer, Pfizer

홍보업만 30년 넘게한 화이자 홍보 대관 총괄 Sally Susman의 커뮤니케이션 원칙들이다.

공감되는 내용도 많았고,

이런 말을 이렇게 표현한다고?

배운 것도 꽤 있었다.

명확한 의도를 세워라,

솔직해져라 (용기가 필요하다)

호기심 잃지 마라 (제발, BORING해지지 말자)

친절하라,

신중해라,

알아듣게 입장 바꿔서 메시징하라 (피칭)

겸손해라 (그게 진짜 자신감이다)

공은 팀에게

조직의 역사가가 되는 걸 즐기자

조화롭게 만들어가자

비단 홍보 뿐 아니라 조직에서 일한다면 모두 적용되는 메시지다.

하지만 회사 영상을 만드는거나, 커뮤니케이션 조직을 운영하는 것이나, 기자를 상대하는 것등

좀 더 전문적인 부분도 많다.

다시 줄 친 부분만 읽으면서, 현재 내 상황에 비추어, 아이디어도 얻었다.

자신의 흰머리가 (이제는) 전혀 부끄럽지 않다는 문구에서

나중에 이렇게 늙으면 멋지겠다, 라는 생각도 들었다.

본인이 원하는 바가 명확하고, 또 그걸 잘 표현할 줄 아는 사람이다.

Internal Com의 Podcast에서 화이자의 코로나백신으로 회사 명성을 어떻게 단숨에 (바닥으로 내동댕이 쳐질수도 있었던 그 상황을) 올렸는지, 이제 시골 할머니도 다 안다는 화이자라는 회사의 홍보를 어떤 원칙으로 해왔는지, 잘 설명한다. 배운다.

나랑 비슷한 점이 많아서 반가웠다.

걷고

요가하고

명상하고

읽고

쓰는 걸 즐긴다. 나도 잘 하진 못하지만 이런것들을 할때가 joyful하다.

나도 일하는데 나만의 원칙이 상당히 많다는 것을 알게 되었고,

이걸 꾸준히 지켜나가서

나중에 이런 누군가에게 도움이 되는 걸 남기면 좋겠다. 라는 생각을 해본다.

Under Line

My days are full of crafting narratives, analyzing politics, and advocating for policies. Now I'm sixty and have become a cheerleader for my profession.

I liked to believe I was making a steady, if slow, progress to build the company's profile, always mindful of the adage that "reputation is earned in drops and lost in buckets"

I am devoted to helping you...break through to a wider audience with a deeper connections.

...but the intense engagement with the public as well.

We had to reintroduce ourselves.

The power of a meaningful intention

Forget the old rules of how we operate. Imagine we are founders of a startup, not a 171-year-old company.

We had to turn these potential detractors into advocates.

Guided by my intention to shatter the status quo, we shifted from defense to offense.

Albert's bespoke management of senior leaders

Capitalize our scientists' rich and varies experiences, allowing their personal interests to shine through.

I drew energy from the quite pursuits of reading and writing.

What am I really trying to say? Write it down, scribble it in your journal.

Social change requires social exchange

Those of us who communicate on behalf of companies have a duty to reject empty, bureaucratic language and connect with clarify.

Don't hesitate. Have courage and let candor be your lifeblood. Deliver it with care and respect.

Moving my body jogs my mind. I also enjoy the solitude of walking. I always carry a small notepad so I can quickly jot down observations as they float into mind.

makes the ritual of writing thank you notes easy and enjoyable

Almost every big mistake I make is the result of the rushing

A pause is not a period. It's a comma. A moment filled with so much opportunity to make the next right decision. (그러니까 그걸 다 채우려고 하지 말자, 쉼표다)

A strong comm leaders will interrogate the problem and probe for what the public needs to know. Having a crisp understanding of the situation with a transparent timetable for updating the public is essential.

I hope to be received as calm, welcoming, and measured (important in my profession, where crises are around every corner)

All for one, One for all.

Our goal was not to fight with facts but move hearts with emotion and empathy.

The only bad mistake is one you stick by. I make mistakes, Don't we all.

If we are not regularly failing, perhaps we aren't trying hard enough.

Ultimately, humility is a self-confident expression of admiration of (even love for) people.

Simple, humble, truthful expressions pave the pathway toward the most meaningful and memorable communications.

My department received low scores on a culture survey-stymied by an array of unhelpful workplace behaviors ranging from unclear expectations to fear of retaliation for mistakes.

Drawing on Humor for change

I thought about what gives me joy - I love nothing more than long walks, and intimate conversation.

I realized that even though I can't tell a joke or be overtly funny, I can still be lighthearted and playful.

I enjoy playing the part of company archivist, and I am also humbled by it.

In moviemaking, long hours of filming are required to yield a few minutes of tape that make it into final production

Facilitate memories that illuminate our future.

By sharing his memories, Jonathan revealed his truest self. His vulnerability led to credibility.

Create a forum for honoring past achievements and imaging what new heights we could reach.

Pressure is a privilege - it only comes to those who earn it

The man in the arena - it's not the critic who counts; not the man who points out how the strong man stumbles or where the doer of deeds could have done better. The credit belongs to the man who is actually in the arena, whose face is marred by dust and sweat and blood… who spends himself in a worthy cause.