by Chantal Macleod
Fake news abounds. Public trust is at an all time low. PR practitioners increasingly find themselves in the C-suite but unprepared. Yet, Dan Tisch, APR, FCPRS, author of the white paper, The elevation of public relations: A discussion paper on a profession’s present – and its possible future, is more optimistic and excited than ever.
Why? While there is no cure for this fake news contagion and its societal implications, our defence remains ethical, professional public relations. We know the ways in which we communicate are changing and content overload is leaving us unable to even process most of what is available. Cut out all the noise and Tisch argues that we as public relations practitioners are poised to claim our stake in elevating organizational success. To do so, we must assert our role as the critical thinkers dedicated to strategically fostering an organization’s most valuable resource: its relationships.
The line between marketing, public relations and everything in between has become blurred. Not just for practitioners, but organizationally. Ensuring our ability to effectively manage reputation requires a shift in thinking, a different conversation that must take place with the right people, at the right time. This isn’t a well-timed marketing campaign and the ad value equivalents achieved, but consistent and deliberate discussions to seize opportunities and mitigate risks in relationships with all stakeholders and in an organization’s place on the world stage. We must resist the urge to only focus on and measure tactics to move the needle, and take a more thoughtful approach to ensuring business relationship health. For Tisch, the C-suite is more open to public relations than ever before, but we as practitioners must be prepared to assert our lead.
Top down and cross function involvement positions our industry as leaders able to elevate business as a whole. But to lead, we must first believe that we deserve to be followed. To paraphrase Guy Versailles, whom Tisch cites, to convince the CEO we must first convince ourselves. How do we do this? We must capitalize on public relations’ strengthened credibility and further it by owning our place as drivers of organizational communications with all publics. This means less amplification, more active listening. It means continued measurement, but on the pulse of public opinion, not output. It means remaining vigilant stewards of all aspects of the relationships that impact organizational reputation.
Tisch’s white paper is opening a discussion on how we can get there. Not intent on providing definitive answers, Tisch puts accountability on us as professionals, peers and leaders, to rise to the occasion that current disruptions of industry have presented. This will rise and fall with collaboration, the key to innovation, knows Tisch. More than just playing nice in the sandbox, Tisch calls on us to build a united front that speaks less, listens more and isn’t afraid to adapt as needed without compromising our integrity.
If relationships are royalty, we must claim our crowns.
