Public relations: the long view

After looking at a scenario planning game called Superstruct, I’ve been thinking a lot about the role public relations can play in terms of how large and influential multinational corporations can improve and open up the relationship that they have with communities on the long term.

I have come to the conclusion that this will have to be achieved not by focussing on ‘reputation management’, but by actually doing things differently, being authentic about how things went wrong in the past and using process transparency to help build  narrative around what they are doing to change their ways. To risk sounding clichéd, it’s about a kind of migration from business 1.0 to business 2.0. It’s not about building a research community to find out how you can ‘engage’ people and pretend you’re on their wavelength with the hope that they’ll keep consuming, and more about using two way conversations for the  tailoring of your company’s R&D so that what you’re flogging matches what this world needs today.  And if this video is anything to go by, we’ll have to get to it pretty soon:

All of this has got me thinking: could or should scenario planning be integrated within PR campaigns?


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