Forbes' Ken Makovsky notes that consciousness of purpose is at the heart of public relations and refers to a post by Sandra Duhè on the Institute of Public Relations website, along with the book, Conscious Capitalism, by John Mackey and Raj Sisodia, to make his point. "...I admit there are days I am ready to eschew public relations and instead claim economics as my chosen field," Sandra writes. "Surely it's better to be seen as dismal rather than manipulative, right? But then I remember well those incredible moments when stakeholder interactions produced mutually beneficial change, not only in the parties involved, but also, amazingly, in the broader community."
An organization being fully conscious of its founding culture and maintaining that consciousness is where it all starts, Sandra feels. "Too often," she notes, "the vision, values, and higher purpose of an organization reside solely in the minds of its founders or executive team. These essential elements, when discovered and broadly shared, provide clarity in decision making, consistency in communication, and a shared purpose that can inspire employees and engage stakeholders." There's much more along these lines in Sandra's piece, which could be an enlightened corporate charter in itself.
Doug Bedell has a background in journalism and PR and is the owner of Resource Relations LLC in Central PA, focusing on organizational and crisis communication. He’s the community manager of SimplyFair.net, a social network on fairness. On the Web, Doug’s at www.ResourceRelations.com. On Twitter, he’s @DougBeetle.
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