Some of the reputed factors behind the demise of Prime Minister Kevin Rudd provide plenty of food-for-thought about the PR and communications implications it might have for corporate and business Australia and for those who manage a corporate PR function or a PR Department.
Obviously political PR or communications is very different from the corporate or business environment.
However, as a professional communications advisor or over 30 years here’s what I would be saying to my boss if I was asked “are there any PR or communications learning’s we should take from the Rudd failure?”
1. Beware when ego takes over.
It’s an easy trap for PR Managers – and their leaders – to fall into, and getting the balance right is always a challenge. However, excessive focus around an individual is dangerous. In many cases you want a CEO or Chairperson to be a thought leader and an advocate, but in the corporate world there are a number of individuals whom I am sure we can all think of who have, over the years, actually done their organisation harm by taking on too much of the spotlight. So don’t let your leader fall into the trap of believing his or her own PR!!
2. Get the focus on the long term – not tomorrow’s headlines.
Corporations, unlike political parties, are seldom drivers of daily – or even weekly- news cycles. Nonetheless the task of the responsible PR or communications professional is to focus those who lead, and publicly front the organisation, on the journey and the horizon, not tomorrow’s opportunity or reacting to what the competition is doing or saying today.
3. Good PR and communication is about ‘building blocks’ with stakeholders and those whose opinions they value.
Communication theory is about identifying stakeholders, understanding their needs and building consensus and goodwill progressively. Any new directions or policies have to be go through a ‘building blocks’ process. And part of that involves recognition that any stakeholder group will always have advocates, opinion formers or influencers who perspective they value. Ignore them at your peril!
4. Language and tone create the expectation.
It’s not just what you say, but how you say it. Inappropriate choice of language and tone can be dangerous and create wrong expectations. Be careful- and sparing- with your use of superlatives (if you choose to use them at all!). Pick those initiatives that you need to excite people about and those that you want to simply make them feel comforted about. Remember that more often that not people prefer to be pleasantly surprised when something exceeds their expectations.
5. PR is as much about what to avoid and what not to do!
PR is meant to be about two-way communication – which means understanding what key audiences and stakeholders are feeling or thinking. Therefore the best PR or communications professionals have the uncanny knack of acting as the devils advocate. Conversely the best leaders have the capacity to seek, listen and take on board matters that few others in the team might be prepared to say. And act accordingly!
6. It starts with the internal communication.
No external communication from any organisation is believable in the long-term unless the thoughts, beliefs and aspirations are understood and endorsed by the whole management team. A talented leader can create the momentum, but he or she, supported or lead by the PR and communications professionals, has to start the process internally. And keep the internal audiences ‘in touch’ all the time!
7. Don’t confuse image with reputation.
Don’t let your leader get caught with the image disease. Image is about today – being seen in the right places, looking the part, using the right tools and using the right jargon. It’s also often talking about what you intend to do and if necessary buying advertising to show how different you are. Reputation is about tomorrow – actually having going out there doing ‘stuff’, building relationships and being judged by what you have done. Image is easy and superficial. Reputation building takes character, commitment and time.
8. The best PR is when others say it!
Smart leaders – and PR people – recognise that simply talking with a megaphone won’t necessarily convince people to your way of thinking. That’s why some leaders achieve more by saying less. They recognize it is often more effective to be the conductor in the orchestral pit than the singer on the stage. That’s achieved working quietly behind-the-scenes convincing, and empowering, others to act as advocates or influencers. In the PR industry it’s called the power of third party opinion.
My purpose has not been to analyse and comment on the specific communication-related failings of Rudd as Prime Minister – I’m just not close enough to the political process.
I’ve simply tried to take what I’ve seen and read and relate that to a business environment.
I’m sure others may have plenty of other twists on these – and other very valid thoughts, opinions and observations. Comments are welcome.
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