In the piece, she compares the tendency of communicators in the sector to be measured by what we do (press releases, newsletters) rather than what we achieve (good relationships and a solid reputation).
She says we should challenge by asking ‘so what?’ more often, to ensure we can generate the strongest possible demonstration of the value of PR. Candid common sense can be of value in itself.
She also says: “The real challenge going forward is ensuring that not only does Reputation Management [sic] become the leading vehicle for business communications, but that we as communicators can add value by contributing to the development of commercial strategy and policy in the first place.”
I couldn’t agree more. At a time when housing and public sector communications is taking a hit, its leading members need to prove just what good reputation management can do.