CARING AND RESPECT 77 normal" to help keep them motivated after the tragedy. And he was part of the firm's global leadership team when we were named Large PR Agency of the Year by the industry's leading publication. The Art of Caring Caring needs to be viewed as a genuine outreach to make sure that those who work with you have both the guidance and encouragement to do their best. If you want to motivate people in the work environment, you first need to know enough about an individual's strength and weaknesses so that you can provide the purposeful kind of resources that help both the person and the organization to succeed. Accomplishing that starts with devoting the energy so that you do understand what makes people tick and you do understand what will motivate them. Your involvement with them makes them feel good about themselves--good about their potential to do great things and good about what they can contribute. It builds self-confidence. So how to do that?