We’ve seen PR and communications grow up as a profession. During our careers we’ve seen it go from being a secondary concern for leaders to being central to their thinking. The status and quality of the people running communications functions today reflects the value they can add to reputation, organisational performance and change.
And when they need management advice, where do they turn?
The effectiveness of communications functions is open to subjective interpretation; they need someone who understands the world of PR and communications. Their regular PR agency may be geared up to advise on stakeholder management and creativity but may be less experienced in matters of team effectiveness, processes, skills and evaluation.
Our view is that communications leaders need to turn to someone who can focus on outcomes and ask searching questions of the systems and people who can deliver those results.
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