Nielsen's viewpoint, as always, is from the most senior level of corporate communications. Meaning, his focus is less on the discipline itself, and more on macro, global topics that companies are facing right now.
"For example," he offers, "how do you compete in the local skin care market when a global corporate directive demands one standard of water quality in manufacturing, but local competitors can achive a comparable consumer benefit using a legally permissible lower quality of water at less cost? How does this affect the reputation of a global brand and the organization that stands behind it?"
In the midst of the many challenges facing the modern corporation, including the proliferation of media outlets, Nielsen calls for the industry to "define the character of PR around agreed values and responsibilities". He believes in this so much, he has drafted one himself. Have a look at the speech and send some thoughts about Nielsen's proposed Statement to this blog.