What does participating as a speaker at the 2014 World Public Relations Forum mean to you?
This is a great chance for me to facilitate a session with two experts in the field of communication measurement, to hear their insights and share best practice with an audience of our peers. I’m honoured to have been asked to present and welcome the opportunity that this platform offers.
In your opinion, what are the most important benefits of participating in this Forum?
One of the undisputed benefits of participating in an event like this is the global networking opportunity it offers. The opportunity to share experiences and professional challenges and to hear great advice on the areas that impact you. It is a chance for delegates to stay at the forefront of modern communication best practice and learn things they can take back and apply in their own organisations.
What does “Communication with Conscience” mean to you?
For me this means communications catching up with the changes that are already happening in business. It is now not enough for organizations to generate profits and deliver shareholder value. They must also be good corporate citizens or at the very least, expect to communicate the impact (positive and negative) that they have in the communities in which they operate. Communicating with conscience to me means ensuring that what we communicate on behalf of clients or our employers is an honest reflection of what is actually going on in the organization, business or government.
What are the most important challenges that communication professionals will have to face in the next years?
A combination of the factors that we have seen in the past few years I think – a shift in the balance of power between organisations and the public (with consumers demanding and having access to greater levels of information), increased loss of control over messages, greater regulatory requirements to link financial, non-financial and strategic reporting and the pace of communication continuing to increase as technology develops.
In your opinion, what is the biggest advantage of communication measurement in the 21st century?
It is a non-negotiable in any boardroom to present evidence that what you do contributes to the advancement of organizational strategy, goals and objectives. Whether that’s the bottom line of a corporation or delivering government policy, the only way to do this is through robust measurement that is linked to thorough planning.