Dear X:
People say we’re the same, an ironic statement given how often we disagree. Our polarized views on communication leave me wondering if organizations will ever be able to understand their stakeholders, and develop true relationships with them.
It seems we both want the same thing: Better outcomes, just our methods are so different. In fact, we do things so differently that I have often given up on you. As life so often does, it’s when I give up that you seem to show a little promise; that maybe, just maybe, you’ll get the concept of open, honest and transparent communications.
If my time were to end on this earth today, I would not do so with my back turned to you. So I am writing this letter. You may not be ready for it. You may never be. That’s OK.
Brand image is important, and in this world of many media forms — established and new — manifesting a good image can be quite a challenge. Your method to address this has been message control. But I want to tip you off on a little secret. It has much less to do with posturing, positioning, controlling, and saying the right thing, and much more to do with simple, right actions. In fact, if you focus on communicating organizational actions and initiatives, and specifically how they impact your stakeholders, then you may be surprised how strong your image is.
I know how scary this is. By its very nature, the human condition will cause all organizations to be fallible. That means our images are subject to self deprecation, or worse, permanent damage at our own hands.
Lord knows my own personal fallibility has caused me great pain on and offline. But being honest about those fallacies, seeking to correct them when I could, being willing to accept progress instead of perfection, and yes, upholding the many assets I bring to the table has allowed me to by and large overcome those fallacies. And so it is possible to move forward in spite of my fears.
You must be thinking, “But, what about those naysayers, the ones who are still angry?” There will always be detractors, those who do not agree with us. It’s impossible to please everyone, and in fact trying to do so will only make you crazy. Instead, focusing on your positive actions and mindfully addressing errors will allow you to fortify the majority, and even attract additional allies.
Courage, my friend, is the ability to act in accordance with one’s beliefs in spite of fear and criticism. In this brave new digital world where word of mouth can spread like wildfire, courage is needed. With courage and a willingness towards honesty, openness and transparency, your communications with stakeholders will strengthen. In fact, you will be amazed by this brave, new world.
But if you keep trying to make these new tools play by your old rules, I fear for you. Not that negativity will happen, but instead continued poor relations with your stakeholders. They see through the contrived imagery, and they reward you with silence, contempt, and once in a while, public scorn.
Worse, because you publish “social” content you may actually think you are successful. That’s the saddest part. The relationships you have will be shallow and vain. You will never know how great your relationships could be.
So, in parting my friend, please consider your actions and not your image. The image will follow your actions. Go forth courageously with progress in mind and a willingness to build relationships. And yes, if you stumble, correct your wrongs openly and keep your assets in mind. You may be surprised how people will become attracted to your strengths and look beyond your shortcomings.
May your faith grow with every step you take,
Geoff
Very thought-provoking post Geoff – all of my prior PR training and education cringes at this letter, as at first glance, it seems you’re telling me that PR is no longer needed. However, in reading your letter more closely, I think you’re saying quite the opposite, you’re saying PR is no longer needed, but public relations is. PR has one connotation – “that’s good PR” or “look at this horrible writeup – that’s bad PR” – like it’s a tangible trait that can be controlled. Public relations needs to return to what it’s name and actually re-learn how to relate with the public. As the Cluetrain Manifesto states, “Public Relations does not relate to the public. Companies are deeply afraid of their markets.”
Yeah, the training issue is a huge problem for this sector of the communications industry. Unfortunately, mass communications training no longer applies in a world of a micro media.
Image follows action. Right on! So many times do people put the cart in front of the horse.
Interesting open letter. Not sure of the back story that led to it. But it’s been my experience that many of the more traditional PR execs have only recently discovered social media and find it a bewildering world. That’s because they are so accustomed to pushing messages rather than engaging and listening.
Hey Geoff,
Excellent post. So many brands are concerned with image and creating ways to manipulate and control their image that the consumer has distrusted them. Great lesson for those brands trying to recreate themselves in the minds of the consumer.
Geoff,
Nice job suggesting the problem might not be with public relations as much as how some people define it and/or how they look at various publics. It makes a difference.
Social media at it’s best tends to build a public from individuals (although plenty forget and get strapped to concept of ‘my readers’) … whereas authentic public relations tends to reach out to grouped publics, whereas publicity tends to target everybody … hoping their publics will be include in the mass. I’m offering up the distinction because I think too many public relations professionals still confuse public relations with publicity.
Best,
Rich
Nicely put Geoff. I wonder what percentage of the PR world, or their clients, still thinks the message can be controlled? Social media makes it increasingly hard to spin or control the message, much to the chagrin of many folks. I think Lauren’s comment says it all, Image follows Action.