Revolution in microtechnology.
As we "cross over" to everyday application of integrated technology in both our
homes and businesses, society has changed so drastically that the way we acquire
information has a dramatic effect on our lifestyle. By embracing change in applying
the most effective systems in this new forum, the most aggressive companies will lead the
Term public relations misused.
Unfortunately, the label for our industry has become tainted with misperceptions about the
integrity and purpose of the communications process. The next generation will more
appropriately use terms such as reputation management and persuasive communications.
Professional skills underutilized.
Due largely to the strong marketing-driven public relations programs in
the past, many
clients see the process as the delivery of tactics rather than for the important role our
industry plays in leading management through the communications process and message
Communications content the key.
The hardware and software is in place to carefully define audiences and provide direct
delivery of messages. It is the content, however, in assuring the verbal translation for
all targets that is key to the success of new media applications. We feel our industry is
ideally suited to offer counsel on message delivery as our programs are based on
Research role growing.
Research has always been the first step of intelligent program planning and delivery.
However, in the past costs have forced many programs to skip the vital research step in
the communications process. Today technology allows such efficient access to data that a
program planned and executed without research is inexcusable.
Developing byte size messages.
With information overflow and speed of technology influencing message
delivery, the need for clear-cut, powerful messages is mandatory.
Focus on the CEO.
As business news has become entertainment and in times of economic
crisis, the role of the CEO has escalated
significantly. The personality, public speaking skills, media interview finesse, and
importance of personal style in developing corporate culture have been elevated in
importance. The CEO and senior management need strategic communications counsel in order
to craft and deliver their vision to all stakeholders.
Policy and issues management play a role.
Decisions made each day in business have a profound outcome on the future of any
organization. Showcased by media, reputation issues are influenced by policy decision and
must be monitored.