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"The 12 things I learned working 52
years at GolinHarris … and a few other things, too."
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| Al Golin explains the benefits a "cold
call" can bring |
August 11th: Al imparts his
wisdom from a career spanning more than half a century in PR.
During Al Golin's recent tour
of Asia he took time to share some of his knowledge gained
from over 52 years in the industry.
According to Al the most
important career lessons he learned can be distilled into just
12 simple statements:
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1. "Cold" Calls
Work
"In October 1957, I made a 'cold' phone call to Ray Kroc, who had a handful
of red and white restaurants in the Chicago area. That was the beginning of a
52-year partnership that has helped McDonald's expand into 37,000 locations around
the world. Don't be shy about picking up the phone."
2. Trust Isn't Everything—It's
the Only Thing
"Trust is the most basic element of social contact. It's the great intangible
at the heart of every long-term business or personal relationship."
3. Fix It Before It Breaks
"Whenever I hear some executive say, 'If it ain't broke, don't fix
it,' my
blood begins to boil. We should all have the courage to change things before
we have to. Otherwise, it is too late."
4. Don't Let High Tech Replace High Touch
"Technology is rapidly changing the way we communicate—but we can't
let high tech take over. Personal interaction is still the key to building and
maintaining relationships."
5. Walk the Halls
"I always found that the best HR program is getting out of the office and speaking
to people face-to-face to find out what's really happening at a company. Too
many executives live in their ivory towers, too far from the real heartbeat of
their companies."
6. Selling is Not a Dirty Word
"Some of the best executives I know are great salespeople. This not only applies
to a company's products or services, but its culture, internally and externally.
Ideas are worthless - until someone sells them."
7. Go for Broke
"Legendary Chicago architect Daniel Burnham said it best: 'Make no little
plans; they have no magic to stir men's blood.'
My biggest mistakes were when I followed my clients' directions to the letter—and
only gave them what they asked for—rather than sticking my neck out for
the big idea that would really make a difference."
8. You Won't Get Away With It
"With the transparent society we live in today, people and companies can't
get away with the misdeeds and unethical behavior they once practiced. Conduct
your business as if your reputation depends on it. It does."
9. If You've Got It, Don't Flaunt It
"Humility is a powerful trait that many of the world's most successful companies
have embraced. Arrogance has landed more than one executive in trouble."
10. Doing Good is Good Business too
"Doing the 'right' thing—from protecting the environment to investing
in the community—is
a legitimate business strategy that pays off in customer and employee loyalty."
11. Don't Over-Promise
"If you don't believe it, don't say it. Failing to meet unrealistic expectations
can kill a business. Wall Street and Main Street don't like to be disappointed."
12. Love It or Leave It
"
I've lived with the advice someone gave me as a youngster: 'Find a job you like,
and you'll never work a day in your life.' We all spend most of our lives working
- and we have to look forward to Monday mornings as well as Friday afternoons."
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