Communications organizations that need improvement – in terms of talent, capabilities and processes – often look to the outside for answers. And to an extent, that’s not a bad idea. Looking from the outside can help gain perspective, identify best practices and facilitate benchmarking opportunities.
Many years ago during my early days at Burson-Marsteller I became familiar with an approach called the Strategy Selection Outline process. I think it was something the old Marsteller Advertising agency occasionally used.
It’s not news that the digital revolution makes organizations more transparent while at the same time putting them much more at risk, and thus keeping many CCOs up at night wondering what they don’t know.
Something as big and as shocking as the OPM data breach can be a credibility killer for any organization. Even so, former Homeland Security HR executive and current ICF SVP Jeff Neal says he's been surprised by the number of people saying OPM should be shut down and have its mission transferred to other agencies.
Remember the movie “Minority Report” with Tom Cruise as part of a futuristic police unit that arrests criminals before they commit their crimes? Well, it’s not 2054 yet, but CEOs are starting to expect that ability to see into the future from their communications advisors – to anticipate actions that have the potential to cause a corporate crisis.
The future of the enterprise is social engagement: the active, mutually-beneficial exchange of value between an organization and its constituents. This mutual exchange of value is not just about products but about useful information that builds commonality of interests and a sense of trust.