PR’s unique gift is its ability to build mutually beneficial relationships with an organisation’s stakeholders to help it achieve its goals. No other comms discipline has such influence or can complement and even correct other marketing techniques in the way PR can.
This was dependent on practitioners recognising ‘the opportunities presented by the environment and management needs’ and taking ‘steps to educate and train themselves’, as well as making ‘full use of communication technology, to provide reliable, if not indispensable, services to managers as they seek to deal with complexity and manage successful businesses.’
The aim of the #FuturePRoof books and community is to remind ourselves of the inherent value of PR and to increase awareness of the role it plays in driving business success.
Alongside this, the books are designed to provide a practical guide to some of the key issues facing the managers of comms teams today.
#FuturePRoof and #FuturePRoof: Edition Two team with best practice advice and guidance thanks to the wealth of talent featured within them. They provide context on the world in which we operate today. They offer practical solutions to daily challenges while scanning the horizon and looking at how to identify and navigate ‘what’s next’.
My thanks also go to Stephen Waddington for helping to shape #FuturePRoof from concept through to fruition. Stephen has a special talent for building highly engaged communities for the greater good. It is by following this collaborative model that #FuturePRoof was realised.
The next part of the journey is to communicate to employers and the business community why PR should form part of the strategic management function and its importance to organisational success. It needs strong leadership and decisive action. If you’d like to get involved with this part of #FuturePRoof’s work, I’d love to hear from you.