Public relations and corporate communications have evolved into proven drivers of business strategy, and corporate leaders with budgetary oversight should demand a meaningful return on their investment in the work of these increasingly critical functions. To be truly effective, however, communications teams must have clear line of sight across the organization, tightly aligning strategy, messages, and tactics with the priorities of business functions and the vision of leadership.
Such an approach requires not only keen integration with individual business units, but also broad access to C-Suite executives and senior leadership responsible for delivering on the company’s mission. Gone are the days when PR teams acted independently from their colleagues in Advertising, Marketing, and Customer Service; those functional lines have long since blurred, ushering in heightened levels of collaboration and knowledge-share as “custody” of the corporate reputation and brand becomes unmistakably dispersed. In this operating environment, there is no room for “spin” and nor should there be. Ethical issues aside, it rarely, if ever, creates long-term positive results.