When you engage my services, you buy in to my beliefs of what public relations is, what it can achieve, and how it should be done … according to best practice principles.
When we work together, I promise to bring to your organisation the three important elements of a PR professional.
1. Strategic thinker and doer
Public Relations is a strategic function and to relegate it to tactical delivery of decisions made elsewhere in the organisation is to do your organisation a disservice. If you value your organisation’s reputation then PR needs to be at the heart of decision-making: “If PR is not at the (board) table, it needs to at least be in the room.” – a derivation of the Michael Enzi quote: “If you’re not at the table (making decisions), you’re on the menu (waiting to be eaten).”
2. Trusted Advisor
Public Relations is the conscience of your organisation. It champions your stakeholders to ensure your organisation does its best for them. PR is not a’Yes’ function – to be its most effective it needs to challenge decisions to make sure PR activity is in the best interest of the organisation. Expect some push-back if I believe a decision will negatively impact reputation or not influence the behaviour of stakeholders in the way the organisation needs it to. Think of PR as your critical friend / trusted advisor.
3. Natural Connector
Empowering your public relations function by allowing it to be embedded at all levels, and across your organisation, enables the PR team to do what it is best at … connecting the dots. With such close contact, the team will identify trends and stress points across the organisation and connect what is happening. By matching this insight with organisational needs, the team’s natural story-telling and communications skills will reap results.