PR trends challenging conventions

Version française : Tendances RP défiant les pratiques

I recently co-wrote a white paper with Lucie-Anne Fabien to start a discussion about a new model: Crisis Management 4.0. Our proposed model addresses the impact of AI on communications strategy and stress management during a crisis situation. New concepts are introduced, such as Credibility Engineering ®, Mindful PR™, and a new public… but guess what, this public is different than the external and internal publics we usually engage; a new public crucial to a conscious and authentic strategy. Bet you’re curious now, right?

What will be left for humans when robots take over?

“Between robots and big data, what’s left for humans to do?” is a question and emerging concern across all industries. Today’s companies operate in a fast-paced environment where the rapid spread of information, rumours, fake news – and now, deep fake on social media – increases the risk of major organizational crises. To face this new reality, communication managers must adopt new crisis management tactics and tech tools, moving quickly to protect the reputations of their organizations.

In fact, big data and AI have turned out to be valuable allies. Thanks to big data, metadata, deep learning and tech improvements like blockchain, robots might soon be able to manage corporate crises. The fundamental question remains: What will be left for humans to do in crisis management when robots take over?

Our white paper is an opportunity to understand the implications of these high-tech improvements for the practice of PR.

The evolution model of crisis management we propose follows the marketing and internet evolution models. Crisis management 4.0 model is adapted to the distinct environment of crisis management at the intersection of practice and applied research.

When credibility decreases reputational risks

Reputation is the most important intangible asset for organizations and communicators now have a new tool for managing it:  Credibility Engineering ®. How to manage corporate reputation and build trust are well known, but do communicators really know how to manage corporate credibility? Do they know how to build internal credibility and to help their CEO in being credible? Do they know about tools available to them? A recent survey by the Credibility Institute says No.

How about starting with understanding more about what credibility is, see: Credibility is a dialogue.

Mindful PR, the next big trend

PR is one the most stressful jobs, that we all know. What do we do to cope with stress then? Some exercise or do yoga once a week on Saturday morning between kids’ breakfast and the run to the shopping mall. If you add home stress to the stress at work, you may have to make decisions on a very slippery ground. Decisions that could lead to serious corporate consequences, from reputational meltdown to financial disaster.

My co-writer and friend Lucie-Anne Fabien proposes communicators a new way of working and living in our stressful environment. She introduced Mindful PR™ to communicators during the CPRS Annual Conference last month. I personally think this is brilliant! Her concept helps communicators to work not only with a responsible, social, and sustainable mindset, but also with consciousness.

With consciousness, she emphasises listening to our environments, issues, stakeholders, external and internal publics, and… our interior public.

This public evolves inside of every one of us and influences our decisions. How could we pretend to be strategic communicators if we don’t listen inside of us?

I hope I tickled your curiosity enough to read our white paper and to learn more about Crisis Management 4.0. Download our white paper to have the details and please send us your thoughts and comments.