What does 2003 have in store for your communication function?  published February 02 2003 promises to be a challenging year for business. Here’s some essential food for thought that’s applicable to both providers and users of PR and communications support. Corporate & Marketing executives need to: Understand the difference between ‘image’ (how we choose to portray ourselves) and ‘reputation’ (what we do to build relationships). The trend is definitely away from image towards reputation. Embrace the two most appropriate words in today’s business vocabulary - ‘disclosure’ and ‘transparency’.  No-one likes surprises any more.  Indeed, for some industries, basic compliance with statutory requirements will not be enough.  Management and Boards have to overcome their natural tendency to want to hide the bad news. Think ‘psychographics’ (how your target thinks and acts) when marketing rather than ‘demographics (the facts about your target) to reach and persuade customers.  The days of simply bombarding consumers with repetitious advertising are over. In dealing with the media recognise that: Media is more skeptical and suspicious of business than ever before - especially in financial markets. Media is getting sick of celebrity-driven products/remedies/fitness programs and endorsements generally. The proliferation of media provides more ways than ever to communicate corporate and marketing messages beyond paid advertising. When it comes to using PR in the corporate or marketing mix, the bar has been raised. The emphasis is changing from PR simply being event driven and ‘carriers of messages’ to playing a more vital role in deciding corporate or marketing strategy If PR is to get greater budgets it has to be able to demonstrate how it contributes to corporate reputation and how that benefits the organisation - plus how an investment in PR will build brand equity. To cope with these growing opportunities PR, like legal and accounting, now requires getting the right mix of skills, experience and knowledge.  Increasingly this is coming from a mix of internal (core) and external (specialist) resources.

PR Influences Australian Public Relations Newsletter. Article: Planning issues for your corporate communication function. Information Content: Marketing, Corporate Communications, Managing PR