PR behind closed doors
When public relations is discussed – in newspapers, on Twitter, in coffee shops – conversation most commonly focusses on the latest public disaster, ethical practices, or how someone needs the magic wand of PR (if only there was one) to promote something for them. What is less-often talked about is what goes on behind closed doors and the role that PR practitioners play in an organization’s decision-making process. One of the key tenets that I hold to be true of the job of PR is that we must always provide our best possible advice. But what does that mean exactly and how does that play out in the boardroom? In my experience, providing my best advice means first that I have to understand the business of my client or employer, know what the bottom line is and how the organization plans to achieve it. I have to know whether staff is engaged in the business and what clients/audiences think about the organization. Next, I must be able to articulate this knowledge in co...