Regaining our seat at the table

In the past few weeks, a smattering of policy and economic experts have forecasted the end of the recession. If true and business conditions are...

In the past few weeks, a smattering of policy and economic experts have forecasted the end of the recession. If true and business conditions are easing, then it’s imperative that corporate management be consistent in how they communicate both internally and externally.

Since September 2008, we’ve seen a vast dichotomy in actions and reactions with regards to corporate behaviors. From auto executives taking private jets to AIG throwing lavish parties in Las Vegas and now a concerted effort to usher in an era of contrition, reputations have suffered greatly. These developments have only increased the importance of clear communication around positions in issues and consistent messaging.

Which brings us to a moment of inflection: while PR has strived over the last two decades to have a seat at the executive table, the past year has shown that blind mismanagement does not check their ego at our door. So how do we get our mojo back?

An essential starting point must be to use a commonly-cited fiscal motto – “Cash is King” – and emphasize its messaging parallel - “Trust is King.” Customers, rank and file employees, and the general public have all become widely disenchanted with corporate America and are looking for unvarnished truths to be told. Execution is key, as both new and old mechanisms and tools will help to bridge the gap in customer relationships. How social media intertwines (new) itself in the world of communications, along with the expressions of thought leadership (old) strengthens and reinforces that sacred bond and will ultimately lead to us righting the ship in the eyes of our publics.

A look at both methods to come soon.

Rob Shapiro, EVP and GM of Greentarget in New York

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