Innovation As The Key To Success? Yes, If Communicators Lead The Way

If you translate the game of poker into a PR dialect, this would be the breakdown: You are the dealer, and your shareholders are the "others" situated around the table, peeking over their own cards and trying to guess your hand. Just as one assesses his odds at cards, the complex corporate context has prompted executives to alter their risk/reward system and to appeal to stakeholders, who have taken to playing their field instead of committing to a monogamous relationship with one product or service. Where does this leave communicators - the keepers of the brand, the corporate identity, the reputation? If all these things contribute to the bottomline (and they do), then it's time to toss traditional methods and bet on one key intangible: innovation. But CEOs and C-suite's are risk-adverse by nature, so how can communicators convince them to be skeptical of quantitative outcomes and to trust creative (read: risky) programs?

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