Yeah, I said it. In this “era of the PR problem,” it’s time to stop pointing fingers and start looking in the right direction.
Here is a brutal truth: so many PR problems could be avoided by bringing communications experts closer to the decision, rather than just the crisis. Why? Nobody is better at understanding and navigating stakeholder change. Nobody has the same “outside in” perspective. And nobody better understands the power of real influence and change.
“More smart, less stupid” is a pithy way to capture the effect that good communicators can have on an organization. When their skills are deployed effectively, communicators help companies and institutions act in ways that are better informed, more savvy and in touch with their constituents. In a word, they’re smarter.
This catchy phrase also makes a good title. This Saturday (3/10), the Council of Public Relations Firms is sponsoring a panel at SXSW Interactive called “More Smart, Less Stupid: PR for Better Business,” at which professional communicators will examine five real-world examples and discuss where organizations did it right, or could have done it better.
Despite the provocative title (thanks, SXSW, for limiting us to 50 characters), the session won’t be about pointing fingers, but learning lessons – the most critical of which is this: How can organizations use strategic communications to make better business decisions?
If you’ll be at SX this weekend, come by one of the sessions on Saturday morning. And if you’ve got a topic you’d like the panel to address, let me know here or @garystockman.
Hope to see you in Austin.