In the 10 years since the first edition of Communication Director magazine, developments in society and business have revolutionised the work of communication professionals. We asked some of the leaders of the APACD Working Groups to draw upon their expertise to discuss these developments and the future path of communications.
Crisis is a word that no communicator wants to hear. However, Ron Jabal, president of the Public Relations Society of the Philippines and co-leader of the APACD Risk and Crisis Working Group explains that with the rising influence of stakeholder voices, communicators must be prepared to face crisis at any time.
How has the relationship between you as a communications leader and the outside world changed over the years
The communicator 10 years ago is no longer the same communicator as today. Then, communicators grappled with whether the message is really the message or the medium is the message. While we are still debating this dilemma, we also need to face the reality that the consumer, the audience, the stakeholder is the now the message. Our engagement and conversations with them are king. We no longer just communicate but negotiate as well. Meaning-making, reputation management, behavioural change, and that last push for adoption and/or purchase are the result of a strategic exchange of symbols between consumers and brands. Communicative linearity gives way to multidimensionality of exchanges and instantaneous feedback. However, even a minute kink in the exchange can result in disaster and crisis – when this happens, containment is not easy. In an ‘always on’ milieu, a crisis can become a nightmare for communicators.
So communicators are living in a more crisis-prone period?
The problem is compounded by an environment where quantity, quality and spread of information has worldwide reach; where multimedia technologies are used to shape public opinion either to promote or destroy public good; where availability of options from competing brands abound; and where knowledge, values and behaviours of consumers flip flop thanks to crowd-sourced values. Additional challenges for the 24/7 communicator are the weakening public policy due to varying interpretation between national and local governments; constant scrutiny or, worse, attack of corporate behaviour from the seemingly all-knowing public; and the almost non-existent womb-to-tomb mentality and company loyalty.
Given the multi-directional risks you’ve mentioned, how can professional communicators work to protect the reputations of their organisations?
Surprisingly, the solution is not a difficult one. It’s fundamental in every communications campaign: authenticity. Short of that is a crisis in varying magnitude and levels. In an environment of disintermediation, disaggregation, big data and constant mobility, tailoring the four Ts (techniques, tools, technologies and terminologies) to consumers has become imperative. Creating multi-dimensional profiles and a multi-platform strategy will enable communicators to truly understand and engage influencers and stakeholders. Communicating is just half the battle. Today, more than ever, listening to engage is the central role of communicators.
