Lead, Follow Or Get Out Of The Way: PR’s Role In Guiding Change

"It is not the strongest of the species that survives, nor the most intelligent, but the one most responsive to change." - Charles Darwin Whether you're a believer or not, it's hard to argue that Charles Darwin didn't know a thing or two about change. And while his theories surrounding peppered moths and their adaptive qualities during England's industrial revolution are - at least on the surface - irrelevant, communications leaders today surely feel an urgent sense of social Darwinism in their organizations: It's survival of the fittest, and executives are dropping like flies. The most urgent question is not why this is happening, as that answer is easy; rather, the question is what communications professionals can do to enable their organizations to evolve and change in the turbulent business environment. It's not an insignificant challenge, as its solution is complex and multi-faceted; however, as evidenced by a handful of presenters at last week's International Association of Business Communicators (IABC) conference held in New Orleans, there are strategies ripe for the picking.

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