Every now and again you come across a piece of writing that hits the nail squarely on the head. An article that resonates so strongly with you that you find yourself nodding furiously in agreement as you read it.
This is one such article. Alistair Campbell who most will know from New Labour has written a brilliant piece on why the world of PR is changing – It’s a must read piece for anyone working in the practice of communications.
There are a couple of key points that stand out for me but the one that really struck a chord was this:
I get calls from people out of the blue – again the new world. I am on Facebook, Twitter and people can email me direct on my website. Helps me cut out middle men and agents and get better deals for what I do. Makes people feel you are accessible – which I am. But when a government or company or a big brand comes on, I always assume two things – they have a problem, and they think it is about the communications. They think they need a spin doctor.
So I go and see them and the first thing I do is say who are your key people, and I ask to see them too, at the same time. And I get out some plain white postcards.
And on each one is written the words ‘The main objective of our organization is…’ and I ask them to end that sentence. Then I ask them to turn over the postcard, and it says ‘The strategy to meet our objective is…’ and I ask them to fill that out too. Then I gather them in. And nine times out of 10, I gather in a stack of different objectives, strategies which are tactics, or strategies which are objectives, and I say to them… you don’t have a spin problem, you have a reality problem. And I say if you are not aligned on strategy, you the key people running the show, why should the public be expected to know and hear what you are trying to say or sell to them, and why should the media not take every chance it can get to make your life more difficult, pore over your errors, ignore your successes?
So good public affairs is not about spin; it is about strategy, and reputation.
However, how does a PR manager or agency partner even begin to address this? As Campbell rightly points out the role of communications within many organisations is treated as a luxury. Very few in the industry are able to command the level of trust and respect required to get senior executives to ‘align on strategy’. I daresay you need to be an old, white man with grey hair which knocks out a lot of those currently working in the profession.
There are ways and means though. And I believe this is where the notion of social business can really come into it’s own (and by social business I mean something akin to this definition).
One of the best ways of helping a company sort out its reality problem is to objectively show it what its community thinks of it (and by that I don’t mean Facebook fans. I mean customers, employees, partners, suppliers, shareholders, competitors and pretty much anyone with someone to gain or lose by that company).
Knowing what your stakeholders think of you has always been good business. The beauty of the technological world we live in means we now have the tools to cost effectively capture that intelligence and then analyse it and work it into a strategic approach (and no I’m not just talking about social listening. I mean in-depth community analysis both inside and outside an organisation).
Taking this one step further, those in PR/comms advisory roles should add running strategic workshops to their offerings as well as tactical creative implementations (I highly recommend this book called Gamestorming as a good place to start). Then they need to start speaking the language of business (ie how can I help you make money or how can I help you save money).
I’ve long believed the world of PR goes further than press, media and spin. It’s good to read the alleged king of spin echo that sentiment.