Global perspectives: what is the best advice you ever received relating to the practice of communication or the profession?

Hong Kong 

"It's not what you say, but how you say it." Over the years, various mentors and colleagues have shared this valuable advice with me. Communicators spend huge amounts of time crafting key messages for CEOs or companies, explaining the rationale behind every message and finding proof to support them. However, we often don't pay sufficient attention to how these messages are delivered. In Asia, where there are different cultures, languages, customs and nuances, how messages are conveyed through translation into local languages, tone and manner, and the communication channels used can have a big impact on how the messages are interpreted and received. There are many instances where issues or even crises have arisen as a result of miscommunication. Communicators, especially those who need to communicate to multicultural stakeholders, should bear in mind this important criterion.

Emily Chen

Managing director, Prestige Communications Consultancy

Hong Kong

India

Due to my career background in marketing and sales, I became obsessed with goals (i.e., reach targets!). Through my initial years in the communication field, completing a task with the sole objective of achieving a set goal was my top priority. What I later realized was that the goal could have been achieved any which way, but a better-quality output would have been achieved had I followed a process. This is exactly what my mentor and boss, B. Sudhakar, advised me to do: "When you are in a profession that is people-related and when a lot of thinking goes behind an activity, it's better to be a process-oriented person. If the process is right, the goal will surely be met." I realized this is true for everything that one does. I cherish this advice and make it a point to pass it on to all my associates.

Sujit Patil

Manager, corporate communications, Tata Chemicals Ltd.

Mumbai, India

Seychelles

In 1992, I was sitting in the office of our managing director, Mukesh Valabhji, at the Seychelles Marketing Board with communication consultants of international repute from Hill & Knowlton, and brainstorming about the com pany's image relaunch. We were combing through the research on the company's brand equity and putting together strategies based on global practices. That's when Mr. Valabhji gave me a simple piece of advice on communication the Seychelles way: "Beat the radyo banbou!"

This was very relevant, market-specific advice. Seychelles, a small island state with a population of a little over 80,000, is a closely knit community where news travels through "radyo banbou," which in Creole literally means "radio bamboo." People are aware of what's happening even before the news is disseminated through formal media. The downside is that if organizations are not on their toes, information can get distorted and deal negative blows to their image.

This is a challenge for a communication practitioner, because one has to preempt negative publicity, even if it is only based on perception. The solution is simple: a homegrown, vibrant and dynamic communication program with consistent flow of information to the different publics. Only then in the Seychelles can you "beat the radyo banbou."

Amitesh Banerjee

Communications manager,

Seychelles Marketing Board

Mahe, Seychelles

Spain

In my more than 20 years of communication practice, I have been very fortunate to have been guided and nurtured by great professionals with strong qualities in very diverse working environments and sectors. Each one of them has helped me to constantly challenge myself and give the best I can. Instead of telling people what they should do, they themselves "walk the talk" by being consistent and great, hardworking role models. Their advice can be summed up in one simple statement: If you want to be a great professional, never stop learning from others.

Rose-Marie Losier

Managing director, Spanish Association of Communicators (Dircom)

Madrid, Spain

What's your perspective?

Topic for a future issue: Describe the best rebranding or brand revitalization effort you've seen. E-mail your perspective (in 125-150 words) to [e-mail].