Original thinking. Brilliant execution. Commercial results.
Six words to perhaps define public relations for the future.
Easy to say, less easy to make real.
Original thinking: crafting and creating programmes built on new ideas, based on real market intelligence, designed to meet the third objective in a way that is accountable, not just measurable. There’s room here for creativity, and the world is more crowded and noisy than ever so cut-through is still important.
Brilliant execution: finesse combined with detail and planning, with a move away from last-minute, seat-of-the-pants panic. The implication here is to build in enough time at the front end to consider all the options. As Seth Godin says, shipping is important.
Commercial results: meaning the real results desired by the organization, which might be sales, membership, funds raised, votes. Measuring dumb volume no longer suffices.
All these are difficult to do. That’s why, when done well, they define good public relations.