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?

Subscribe Now  |  Login

Comments Off

Deals of the Week

Get $150 Off PR News' Measurement Conference 

Media Relations ConferenceJoin PR News at the National Press Club on Dec. 11 for the Media Relations Conference, where you'll learn how to tie your media relations initiatives to business goals, use the right metrics to prove the success of your efforts, incorporate social media in a brand crisis and more.

Use code “150” at checkout to save $150 on the regular rate.

Get $50 off PR News' Crisis Management Guidebook


Crisis management is an art, not a science. In this edition of PR News’ Book of Crisis Management Strategies & Tactics, you will discover many different views on this art, and you are certain to find takeaways that will transform the way your organization handles crises. 

Use code “50off” at checkout.

Save $100 on a PR News Subscription



Let PR News become your weekly, go-to resource for the latest PR trends, case studies and tip sheets. Topics covered include visual storytelling, social media, measurement, crisis management and media relations.

Use code “SUBDEAL” at checkout.

Comments are closed.