he Public Relations industry has long argued for a place at the top table. We’ve been held back in this ambition by the perception that we become useful only at the tail end of the corporate value chain and by our lack of rigour with regards to measurement. Social Business and Big Data offer PR the opportunity to reposition itself at the strategic heart of the businesses and organisations we serve.
Communication, not as a siloed organisational function but as a human behaviour, has always been central to how organisations and brands, from political bodies to major industrial manufacturers, organise themselves and progress – creatively, politically and economically.
Humans identify, through communication, a need or market to address. We establish partnerships around shared objectives and build alliances of shared meaning. Communication allows us to nurture advocates and embrace diversity. In the commercial realm, this isn’t something we see only within more collaborative, horizontally organised businesses – even the military, probably the most top down, command and control of all organisations, is communication-centric: orders are given, targets identified, firing authorised, seize-fires negotiatiated, and amnesties granted.