Public relations isn’t your grandpa’s game anymore. Thanks to social media, increasingly advanced technology and 24/7 connection to anyone and everyone, individual’s hold the power to make or break brands that once only belonged to PR firms.  And it’s affecting overall communication play book.

Public perception of an organization is determined 90 per cent by what it does and 10 per cent by what it says.

As Daniel Tisch, president and CEO of Toronto-based Argyle Communications, laid out in 8 Lessons from the Global PR Revolution, there are few strategies that we should all be putting into practice.

Audiences hold the power, not organizations

Each and every one of use can shape the reputation of pretty much any business or brand with a simple “like,” tweet, post or comment.  And the level of connectivity we have to others just fuels that fire.

“Whether we act as citizens, consumers, investors, activists or employees, we now have the power to shape corporate reputations; we can build up governments or bring them down; we can start social movements in a moment and spread truth or lies, hope or fear, peace or violence, clarity or ambiguity,” says Tisch.

In other words, respect the individual and learn how to interact with your audience – the days of telling them how to feel are over.

It’s all about influence

The old model was about control. Today, it’s more about accepting that you can’t control what others say about you. This takes you message out of your hands, and puts it into the hands or your audience. Is that a bit scary? Yes. Is it a bad thing? No. As long as you stay consistent in your brand and values, hopefully what others are saying about you is positive – and influencing your reputation similarly.

Actions speak louder than words

Speaking of reputation, Tisch quotes Arthur Page, an American PR-industry pioneer, as saying, “Public perception of an organization is determined 90 per cent by what it does and 10 per cent by what it says.”

Enough said. Continue reading →