This blog is about the relationship between organizations and the people who work for them and the communities they operate in. And, it’s dedicated to the 100s of millions of people around the world who go to work every day wanting to do a great job.

The challenge – Change the profession!

We’ve heard it all before.  The traditional approach to corporate communications – tightly “scripted messages delivered by the chief executive, first to investors, then to other opinion-formers, and only later to the mass audiences of employees and consumers“  has got to go.

And it needs to be replaced by vibrant “peer-to-peer and horizontal discussion across stakeholders. [Where] the employee is the new credible source for information about a company, giving insight from the front lines. [And], the consumer has become a co-creator, demanding transparency on decisions from sourcing to new-product positioning.” [Ref for these quotes]

And yet, even as Web and Intranet 2.0 are about to become 3.0 we’re still working through 1.0 [ok maybe 1.5].   And if you have any doubt, just pop into CommScrum to check out the animated discussion going on there over what and how our main professional association IABC is or isn’t serving the needs of our profession in this new world.

As early as 2007, Arthur W Pages’ publication, the Authentic Enterprise in 2007,  presented recommendations for transforming “our profession, open[ing] up new and meaningful kinds of responsibility and learning, and creat[ing] exciting new career paths for communications professionals.  If you haven’t read it, it’s a great starting point for thinking about the revolution of our profession.

And, in June, after months of online consultation, The Stockholm Accords were published.  Their aim “… is to articulate and establish the role of public relations in the “communicative organization” within a fast-evolving digital and value-network society.”  [I think the authors would do well to refer back to the Authentic Enterprise].

We know what we need to do, so what’s stopping us?

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