As the old adage goes, insanity can be defined as doing the same thing over and over and expecting something to change.
The good news: I'm not insane.
As much of a non sequitur as it may seem to be, I actually do have some semblance of logic in making this point. During the past six months, I have not been doing the "same
thing," so to speak; thus, a lot has changed.
Having been with PR News as a reporter and associate editor for nearly a year, I took an opportunity to venture to the "other side" in the spring of 2006 to explore the
communications profession from within its hallowed walls; in other words, I took an associate post with a measurement-based consulting unit within Fleishman-Hillard. While the
experience was an exceptional one - especially because it gave me insight into the industry on which I had reported for some time - I find myself lucky enough to be back in
journalism once again, this time as editor of PR News.
With this announcement behind me, I'd like to point out a few changes that will be seen in the newsletter in the coming weeks. PR News is still dedicated to "building
the bridge between PR and the bottom line," and it will continue to do so with its coverage of the news that impacts every communications professional in their daily
responsibilities. To further that mission, we will evolve our weekly sections to include "Quick Study" (see page 3), a feature designed to filter relevant industry research and
deliver it in an easily digestible format. PR Sherpa will live on as a shadow of its former self, now serving as a weekly guide to informative communications resources across a
spectrum of subjects. (See this week's guide to noteworthy blogs.)
In place of this editor's note, future issues of the newsletter will include bi-weekly "How To" tear sheets, which will serve as valuable resources for senior executives to
pass on to their junior associates when training them on various faces of PR, marketing and communications. Tip Sheet - that is, expertise offered by seasoned professionals on
measurement, crisis management, corporate social responsibility, public affairs, etc. - will shift to the back page and, as always, every issue of the newsletter will feature a
litany of professional voices with one thing in common: the ability to push the needle and define untapped communications strategies and best practices.
We will also spotlight two coverage areas - corporate reputation and measurement - with rotating spotlights on a bi-weekly basis: Measurement Matters and Corporate Reputation
Gauge. They will feature industry trends, news, best practices and survey results to provide comprehensive looks into these important issues.
And, as it has in the past, PR News will continue to host monthly webinars on the subjects that are most relevant to communicators, executives and industry leaders
("PR's Role in Managing and Mitigating Crisis" will be held Wednesday, August 16.) Other exciting upcoming events: PR Platinum awards (October), PR People awards (November) and
Nonprofit awards (December).
Finally, I would be remiss to not acknowledge a number of lessons learned during my tenure as a communications professional:
- The corporate world likes to plan a lot of meetings; sometimes they even have meetings about meetings (look out for a feature on planning and executing an effective
meeting in the coming weeks).
- Communications executives at their finest possess the skills of business people, managers, marketers and, more often than not, psychologists.
- Communications is a founded on relationships - relationships between agencies and clients, employees and management, and individual business units within corporations.
Relationships are easy to initiate but hard to maintain, and communicators are what holds it all together - or lets it fall apart.
- But most importantly, there is this: Talk of communications executives getting that coveted seat at the table is completely irrelevant. The seat is theirs to have, the C-
suite audience is a captive one and the time is right to take full advantage; now it's just a matter of aligning communications strategies with overall business and management
goals. Industry peers are not only ready, but they are anxious for solutions.
Change is good and necessary for growth, and the communications profession is maturing with poise and dignity. As it continues to do so, I look forward to covering the
growing pains and milestones. Stay tuned,
Courtney
Contact:
Courtney Barnes can be reached with questions, comments, concerns and/or story ideas at [email protected], or
212.621.4986.