In the dreaded vernacular of government, the corporate affairs or corporate communications role within most major institutions is no longer fit for purpose. Predicated on the illusion of control – the idea that a corporate reputation can be protected by tight news management and the careful nurturing of a handful of key opinion formers – the role no longer bears scrutiny in the era of consumer empowerment.
The last 20 years has seen the elevation of the once humble in-house press officer to the uber powerful role of corporate affairs chief – the person responsible for polishing the corporate reputation, keeping the critics at bay and the stakeholders happy. They have done their job so well that far too many of their internal audiences (especially those occupying the c-suite) have bought into the idea that the world around them can be controlled, critics silenced and crises managed.
Unfortunately, in a world in which trust is at a premium, influence is dispersed and criticism is cheap, these masters (or mistresses) of corporate spin are struggling. Stories can no longer be buried with a quiet word to your mate on the city desk. Analysts are no longer reliant on your personal briefings and are picking up their information from the web. And the CEO is starting to ask why sites critical of the company are starting to appear at the top of the Google rankings. You are paid a big salary to stop this type of stuff from appearing … or at least that’s what you told them.
Welcome to the new world of the public affairs director … chaotic, complicated and largely unspinnable. It requires a completely new set of skills, in which an understanding of social media, behavioural psychology and influencer marketing is far more important than a bulging contacts list on your Blackberry. It is a world in which many of the people currently occupying the leading corporate affairs roles are going to struggle.
I am ranting on this topic at a free breakfast workshop on 26th March, hosted by Glasshouse Partnership. If you fancy taking part, here’s the link.