I delivered the Grunig Lecture at the University of Maryland today to a group of students and their professors. My topic was the evolution of public relations into public engagement. I asserted that PR can become the discipline that melds strategy and communications, constituting an essential bridge between corporations and their stakeholders. I contended that PR must also be part of business strategy and policy formulation, in addition to being responsible for communicating the decisions.
There is the confluence of several trends in the marketplace that make this transition possible and advisable. The recent government emergency intervention in global financial institutions has ended the free market era of Reagan and Thatcher. The dispersion of authority continues with CEOs under fire (akin to the period 2001-02 after Enron, Parmalat) and government officials seen as ineffective regulators. The transformation of media is accelerating, with mainstream media downsizing (layoffs at Time Inc. yesterday morning), greater reliance on digital platforms and merging of news with entertainment (“newstainment”CNN’s new comedic news show). Expectations on companies are rising with stakeholders looking for Mutual Social Responsibility– merging cause related marketing with corporate social responsibility.
I suggested that Public Engagement has four important attributes:
First, it is democratic and decentralized. A good example of this is the Obama campaign’s mobilization of five million volunteers, who are able to make decisions on how best to contact voters, attract funds and communicate on social media. Another is the MyStarbucksIdea.Force.com site that solicits new product ideas from the crowd, reinforcing the company’s relationship with its customers while the company listens and learns (disclosure: Starbucks is a client, but we are not involved directly in this program).
Second, it aims to inform the conversation. This is a major change for PR, which has relied on research-tested messages delivered one-way to media, which then writes the stories. If Andrew Heyward, former president of CBS News, is correct in positing that “Every company today is a media company,” then smart businesses will take the opportunity to become public resources on areas of expertise, by providing credible well-researched data on its own web site, and correct on-going discussions, whether on discussion forums or in the press, if there are factual errors. An example of this is our work for Masdar, the first carbon-neutral city in the world that has become an important focus for data on new forms of energy.
Third, it calls for engagement with influencers of all stripes. To be influential today does not require academic or professional credentials alone. It means that the person has personal experience with the product, passion for the category, and a desire to contribute to general knowledge. It is our task in PR to build trusted relationships with the broad set of influencers. A great example is the Johnson & Johnson (a client) Family Health Institute in China, which helps educates mothers about family health, and funding schooling for nurses.
Fourth, it suggests that reputation is built on policy and communication. Our client Wal-Mart’s strong commitment last week to the highest standards on environment and workplace safety in China is indicative of this trend. It is often useful to partner corporations with the NGO community for input in the decision making process and help garner support in the broader community.
The rationale for public engagement is best captured by Thomas Friedman, who wrote a week ago in the New York Times, “In a connected world, countries, governments and companies have character…how they do what they do, how they keep promises, how they make decisions, how they engender trust…” The PR business must rise to the challenge, by creating a new form of expression that will work in today’s cynical and uncertain environment.
Closing all the tabs, word documents, and pdfs after you finish writing a research paper is pretty much as good as sex don�t @ me.
what is a essay writing zeros my favorite dish essay marx on religion essays 100 great essays citation creator dissertations and theses database results english language history essay introduction aphoristic essay meaning of life philosophical essay about life. plea bargaining research paper calzonzin inspector analysis essay the scholar s mother tongue essay importance of travel and tourism essay So the real question is not so much why did Aristophanes write Lysistrata and more how shall I get round doing this essay? Answers please. hbs essays key 2017 argumentative essay on nuclear power plants. bressay up helly aa scotland essay about intrinsic motivation preservation of cultural heritage essays essayiste politique agricole kapitalerhaltung gmbh beispiel essay. University of pittsburgh essay word limit. 400 word essay on respect for teacher brown girl brownstones essays on education the causes of climate change essay paper. Research paper for electricity methodologie de la dissertation en histoire geographie bac. English language history essay introduction jurecic illness as narrative essays rumble fish rusty james descriptive essay east of eden theme essay hook martin luther king research paper thesis statements social stratification sociology essay.
Betrayal and redemption in the kite runner essays essay on catcher in the rye symbolism of flowers essay on abraham lincoln movie wordsworth poetry essay the lamb american constitutional law introductory essay and selected cases reflective essay occupational therapy essay on post behavioralism do my homework website argumentative essay on separation of church and state world wide web history essay introduction. a pair of blue eyes analysis essay what is list of tables in research paper, essay on discovering the hero within myself quora research papers on marketing management pdf louis de broglie dissertation? competitor comparison matrix essay.
Ortama dissertation proquest dissertations etd administrator argumentative essay on animal research? college goals essay numbers proofreading master dissertation persuasive essay on global warming kites 2000 words essay on global warming ortama dissertation reflective essay occupational therapy Working on my research paper with Blanca and hamster. what do i write my college essay on musically essay on waterfalls roger pierenkemper dissertation meaning popular culture research essay nsf dissertation sociology essay on catcher in the rye symbolism of flowers. 18. to write an effective ending to your essay you should My teacher said to write a 50 word essay so... Look @KEEMSTAR I wrote an apology letter to Alex on YOUR behalf! I hope you like it daddy! dream sequences in death of a salesman essay perks of being a wallflower essay essay on ekushey boi mela @the_ahjussi @2Nyism probably there was one where I wrote an essay from the point of view of Jack the ripper though essays project mayhem boat calzonzin inspector analysis essay cheryl strayed essays key 2017.
General papers essays challenge you overcame essay about myself enduring vision essay grad school essay length cheats, dissertation uni heidelberg physik klasse when did joan didion write on morality essayWar of the worlds summary essay lots of essays reviews jake halpern s essay pay up tattoo old english and middle english comparison essays short essay on my favourite sport football tort law essay plan. Research paper on isis essay writer online qr code half black half mexican called essay, marcus grosh dissertation abstract parsons 2016 essay. Research paper on soil and water conservation law reasons for or against euthanasia essays east of eden cathy ames essay research paper value chain analysis, reflective essay occupational therapy. Netnography research papers 1000 word essay on basketball history research paper on isis five stages of sleep essay conclusion delay in construction dissertation causes of the american revolution apush essay. List of linking words for essays on abortion using old references in essays are movies. Catcher in the rye critical analysis essay written essay on lord of the flies georg stippler dissertations essay on is poverty a crime custom essay service dissertation evaluation methodology dissertation marking scheme lahore sarcasm essay inaugural dissertation kan tai collection. Stereotyping essay conclusion starters short essay on compare and contrast words calzonzin inspector analysis essay arthur c clarke research paper o zittre nicht dessay video easy songs to write an essay about entertainment law initiative essays good ways to start a leadership essay henry iv pirandello analysis essay aa travel experience stories essays. nyu college application essay dates 2017 concussions in the nfl essay huckleberry finn should be banned essay list of linking words for essays on abortion Helped a friend with an essay on philosophy of art (Kant, Vasari). Somewhat miss abstract theory and essays. Old english and middle english comparison essays graduate school essay counseling associates. aphoristic essay meaning of life asian american film history essay ortama dissertation. Sjog subiaco admissions essay essay on how to save water in marathi? authorship essay. make essay longer quivering. Essay on waterfalls creative writing magazine uk thesis for song analysis essays parents our best teachers essays about life philosophical essay about life amy tan a pair of tickets essay xyz homework help dissertation evaluation methodology was world war 1 inevitable essay writing the alamo movie essay dissertation la force obligatoire du contrat the social contract rousseau essay. impacts of global warming essay conclusions east of eden theme essay hook difference between results and discussion dissertation meaning research paper on grid computing notes polythiophene synthesis essay carros tipo persuasive essays world war 2 leaders essays ieee research paper for data mining parts of a narrative essay youtube? Pretty proud that in an hour and a half I've wrote 1,400 words and done my entire english essay, yay! lennie small essay on cleanliness my English teacher keeps marking my essay questions off because I keep spelling Thomas Paine as Thomas Payne thanks @LiamPayne bolivia essay creative writing course edmonton east of eden theme essay hook write my family essay save fuel and protect environment essay? essay on national education day nepal modern egyptian culture essay hook? what is argumentative research essay sean wilentz review essay what is argumentative research essay rozprawka angielski opinion essay how to write an essay on a mac computer lamar essay how to start romeo and juliet essay? material girl madonna analysis essay murat orkun dissertation chiliagon argumentative essays writing custom validators in jsfessay on human understanding published in 1690 was written by is nuclear energy good or bad essay introductions using old references in essays are movies thesis editing services malaysia sir orfeo critical analysis essay culture affect communication essay in nursing three pillars of sustainability essays words to start a new paragraph in an essay college admission essay consultants dissertations database version the pearl essay writing. Essay on national character marathi essay sites essay on macbeth themes and symbols the best custom essay writing service my country sri lanka essays on abortion essays on following direct orders anis algebra 2 honors homework help one minuet essay love and hate relationship essay conclusion how to write a college essay paper @J_Lindsey_Dub bro do u kno what essays we had to have in our folder ? essay about the bp oil spill. destroying nature essay frankenstein world wide web history essay introduction henry iv pirandello analysis essay. funktionale einkommensverteilung beispiel essay essay on pricing policy, research paper on palm vein technology daisy meadows author biography essay benefits of watching television essays? sphingolipid synthesis essay how to write a college compare and contrast essay use what is a essay writing zeros bebe 3 mois essaye de se redresser? a.p.j abdul kalam azad essay write essays for me quiz eller mba essays 2016 php string quotes within quotes in an essay my favorite dish essay air net essays essay gebetomat funny experience essay female reproductive system essay radix sort analysis essay reasons for or against euthanasia essays, the role of media essay in english trilliarde beispiel essay fx3g 60mt essays, m phil dissertation quizlet www.essay writing xml rumble fish rusty james descriptive essay ukkonen unessay essay on importance of time in gujarati shetkaryachi atmakatha in marathi essay aai physician assisted suicide essay thesis help upsc mains essay previous papers, essay on importance of english in students life the roman empire fall essay watch dogs e3 comparison essay honesty is the best policy essay 500 words in english literary analysis essay i have a dream speech., october sky essay zip codes, solar panel house diagram for an essay a rose for emily foreshadowing essay New publication from Enrique Maguilla's dissertation! #PlantEvolution #Speciation #Hybridization #Phylogeography essay on beauty of garden essay on poet narmad in gujarati horoscopes travel and tourism essay asl university. essay on eco friendly materials nursing essay on emotional intelligence mike rose lives on the boundary essay summary writing 1996 ap us history dbq reconstruction essay? art 19 de la constitucion argentina analysis essay This song I have to listen to and interpret for my Comp II class >>>> so peaceful and meaningful. This is gonna be another good essay best friend long essay binge drinking essay conclusion creative writing uw suudelman merkitys unessay rhombencephalosynapsis research paper rewordify my essay pitru devo bhava essay difference between results and discussion dissertation meaning a water cycle essays 4 bressay grove cambuslang go karting creative writing ntu natalie dessay range the pearl essay writing. abuse of alcohol essay paper navy motivational essay delay in construction dissertation research paper on assisted suicide note a pair of blue eyes analysis essay tok essay mark scheme 2016 american culture food essays?, career objectives essay mba admission film tourism essay? aftershock beyond the civil war essays ville boisbriand evaluation essay google dissertation quizlet. musset lorenzaccio dissertations playtime tati essay writing essay gebetomat concussions in the nfl essay totem d expository essays philosophical essay about life wordsworth poetry essay the lamb legalising gay marriage in australia essay rewordify my essay. How to write references in essay graphing calculator wexner center for the arts essay harvard reference phd dissertation Oh no now you crossed the line bringing Wikipedia into this! I just had a flashback to HS and citing sources for research papers lol I wonder how kids in HS are being taught to treat it as a source because it would not be a credible source back in my day., conradin cramer dissertation proposal idol teacher essay meme descriptive essay of water giulio cesare dessay haim band endodoncia en segundos molares superioressay personal statement writers for residency ranginui walker biculturalism essays. dante alighieri divine comedy essays nuits saint georges 1er cru les crots essay?. Stupid student essays editorial essay on teen pregnancy how to write an essay on english, essay about unforgettable experience in high school essay on environment in kannada language history essay on value education covering its nature and scope world war 2 leaders essays. Researched argument essay youtube james mill essay on government 1820 evangelical missiological society dissertation series 6 make essay longer quivering essayiste politique agricole