2. • Role 1: Represent the opinions of all our
organization’s stakeholders.
• Role 2: To counsel management on how
various scenarios will be viewed as decisions
are made
3. So what is the reality of today’s business
world?
• There is often skepticism of corporation
leaders.
• Nonprofits have also had scandals. Ex:
American Red Cross and United Way
4. What are hot button issues?
• Corporate governance issues
• Executive compensation
• Misuse of funds
• Personnel practices
5. What does the public view during
these times?
• That PR people continue to write statements
that are more based on fiction than fact.
• That the big guys take care of themselves,
while the average workers and small
shareholders use.
6. What are the PR counselors to do?
Be active COUNSELORS
7. Advice for PR professionals
• “PR is 90 % doing and 10% talking about it”
(Arthur Page)
• PR counselors used to be asked, “How should I
say it?” today the questions is, “What should I
say?” (Harold Burson, Burson-Marsteller).
• PR people need to better understand the
business.
8. • Link up with human resources to find out
what is happening with middle managers, to
better understand the organization.
• Publish internal news and progress from
management to everyone.
