PR professionals will increasingly see themselves as the conscience of their organizations
This article appeared previously in the Public Relations Society of America’s “PR in 2014″ series on January 23, 2014.
The Nestle Cocoa Plan and DHL are two examples of how to communicate with conscience.
In both public relations and marketing, the idea of using content to engage audiences was everywhere in 2013, marking a shift from transaction-driven communication to brand storytelling that provides information, education or entertainment to audiences, and to those who influence them.
As this trend accelerates in 2014, senior PR professionals will give more thought to what makes our profession distinct in this new environment. Because our core function is rooted not in the sale of products and services but rather in the building of relationships for mutual benefit, PR will see itself more and more as the conscience of the organization, as summed up in the theme of the 2014 World Public Relations Forum: Communication with conscience. more »