New Year, New Focus

My New Years wish is that I would wake up in 2012 and find that the businesses world is filled with people that understand communications. A gorgeous, happy world where I eat bonbons and drink coffee with my clients and they all understand that communication – internal and external – is what makes their companies succeed.

Cue scratchy, back to reality music here!

As digital media takes over the digital world in ways that most people are barely grasping (myself included, sometimes) I still find it hard to believe how many people think that they can make it in business – in any capacity – without taking a moment to try to understand communications. I know it’s not fair for me to judge when I have worked in communications all of my life, but the unending parade of scenes and scenarios that people present to me leave me in a constant state of wonder:

Why do they not get it? Or worse, try not to get it?

Business is constantly changing. Start-ups and small companies tend to emulate large organizations except for one function – there seems to be a lack of interest in managing communications. Strategizing messaging, implementing communication plans, and understanding the new tools of communications are requirements for business – every business, at every level. I understand that the world has thrust millions into unemployment and entrepreneurship is at an all time high. I’ve worked for myself for ages, so I understand the drive to stop working for The Man and to start working for yourself, but I have to say, I did some of my best work when I worked for The Man – he had a budget, and resources, and teams of experts.

If you have resolved to go into business for yourself or are going to try to run a business for someone else, you need to understand:

• Resource requirements for mass communications
• Design and implementation of communications plans
• Communications & social media tools
• Attitude formation and change
• Communications data (surveys, campaigns, forms)
• Persuasion theory
• Marketing within a global-local mix

Now, I don’t want to make it sound like I am an expert in all of these things. Sometimes, I feel like I’ve worked in PR for 15 minutes, not 15 years. And I would never ask my clients to do something that I am not willing to do. My New Year’s resolution is to work harder to help my clients and those that come to me for advice to have a deeper understanding of strategic communications.  A lot of this comes easily for me, but lots will be new and exciting. I am focusing on the business implications of communications and the strategies that are required for the succeeding now. Glad you’re here and looking forward to learning more and sharing with you as I explore:

• The psychology of tactical communications
• Consumer buying process
• How we really interact with technology
• How globalization is affecting the media
• Change management and organizational behavior
• Communicating corporate responsibility and sustainability issues
• And whatever hot-topic business topics come to my attention over the year.

The world is changing and public relations professionals are at the leading edge of business for a reason: to lead our clients over the edge – in a good way!

Happy New Year to you and yours. All the best,

Jules

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