I was fortunate to be able to invite JR Hipple, CEO of Hipple&Co. Reputation Management based in Atlanta, to speak at MPRC’s January professional development seminar. He opened the session with a golden nugget of advice shared by fellow friend and colleague, Edward L. Bernays – “The most important thing we can do as public relations professionals is to master our skills as a strategic counselor.”
While many public relations practitioners perceive their ideal role as a trusted counselor, organizational leader and strategist – more often than not, CEOs perceive public relations professionals as publicists, writers and event planners.
Why the gap? In this interactive and dynamic workshop, Hipple explained that a lot of it has to do with the differences between CEOs’ and PR practitioners’ thinking. CEO thinking is algorithmic, linear and process driven. They are problem solvers who look for patterns in past to project future. Additionally, they are profit driven.
PR thinking on the other hand is conceptual, creative, and process adverse. PR practitioners are problem solvers who look for associations of what could be created.
According to Hipple, when it comes to business strategy, PR and communications is not on CEO’s top 10 list. In fact, less than 25% of strategic plans include communications.
So how do we bridge this gap? To help change CEO’s perception of the public relations practitioner’s role, Hipple shared a three point plan for strategic counseling.
1.) Public relations practitioners must understand strategy – principles, leadership goals and priorities, and business plans. If we do not understand these things, take a class. Learn them.
2.) Identify opportunities for counsel. Assist in research, feedback and input. Public relations practitioners can provide “see around the corner” counsel – communicating the impact of strategy for organizational leadership. Find ways to turn operational needs and requests for support into strategic counseling opportunities. Areas to consider include problems with the media, workplace issues, crisis management and customer/market research.
3.) Be intentional about your role as a counselor. Position yourself, your department and/or your firm as a strategic resource. Assess your capabilities and commit to training and education. Prepare consistent, focused advice and recommendations. Develop your strategic point-of-view and process, then “Give it a name and call it what you name it.”
Hipple concluded that one of the most impressive characteristics of a public relations pro is his or her adaptability. It is that adaptability that will help guide us towards mastering our skills as strategic counselors.
