Jon Iwata, SVP of communications and marketing at IBM, gave the following speech on the future of the communications profession at the November 4th 2009 Institute for Public Relations Distinguished Lecture Series at the Yale Club in New York City. If you weren’t at the event, you should check it out; it’s a compelling read for anyone keeping their finger on the pulse of the PR profession.
“Toward a New Profession: Brand, Constituency and Eminence on the Global Commons”
Good evening, everyone.
I am honored by the opportunity to speak with you tonight. I have long appreciated the research and education work of the Institute for Public Relations. And when I think about those who have preceded me at this podium over the years, I am humbled.
As anyone does who is invited to step up to this podium, I went back and read a number of the speeches of those who have appeared here over the past 10 to 15 years. And what struck me was that they were all, in one way or another, talking about the same thing: a fundamental shift in the world, in the nature and status of organizations and of business itself, and of the implications of all of that for our profession. (more…)
Engagement Has Become the Business World’s New Currency
Bob Feldman
February 12th, 2010
Originally Published PR Week, February 12, 2010
The impact of social media on how business is run is just starting to mainstream in corporate America. I’m not talking about online promotional campaigns; I’m taking about the very heart of how business is conducted.
The consequence is a redefinition and reframing of how a company and its various stakeholders relate to one another and the impact each has on one another.
Call it “The Engaged Enterprise.” Engagement is the new currency. It suggests an authentic, dynamic, deeper relationship in which conversation and business ideas are shared up, down, and sideways.
In the Engaged Enterprise, stakeholders have deeper relationships with the company. Stakeholders actually talk to one another. Their voices are heard, respected, even acted upon in exchange for their loyalty. The result: The enterprise is smarter and more engaged with their constituents leading to better decisions and deeper, longer-lasting relationships.
Some examples? Consider these three: (more…)
Tags: Commentary, Engaged Enterprise, Internal Communcations, Leadership, Organizational Design, Social Media, Trendspotting
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