As we build to the PRCA UK National Conference on 24th September, Edelman CEO Richard Edelman shared his view on how the role of PR and communications has changed, the urgency of diversity, and how leaders need to respond moving forward.
As the creator of the annual Edelman Trust Barometer, Richard has become one of the foremost authorities on trust in business, government, media and NGOs. Most recently, he was inducted into the American Advertising Federation’s Advertising Hall of Fame.
Book your Conference seat to hear Richard discuss how PR can thrive and survive as the world adapts to the turbulence caused by the global pandemic.
1. Has your view changed since pre-covid on the role that PR and communications must play especially as it relates to social, economic and health issues?
There is deep concern about disinformation, with nearly half of the public believing it cannot find reliable content on Covid or many other pressing issues plaguing society today. So my view has changed, in that I think the role of communications has become more critical because what we do matters, more every day. We must ensure that our clients serve as the purveyors of quality information.
2. What is the one area that we as an industry are not perhaps giving enough voice to right now as we move forward?
The recent killings of George Floyd and Breonna Taylor have become emblematic of the injustices Black people have faced in the U.S. for more than 400 years. Black people and allies across the world are calling for various institutions—government, NGOs, media and business—to dismantle structural inequalities and injustices.
One of the apparent systemic issues we’re facing is the continued lack of diversity across the marketing services industry. Diversity, equity and inclusion is more important in our business and world now than ever before. We must accelerate and fully commit to diverse hiring, increased diversity in leadership levels, greater support of Black and Hispanic-owned businesses and additional efforts to work with NGOs serving diverse communities and more.
3. What is a key trait that PR and communications leaders must demonstrate over the coming months and beyond?
The courage to advise clients to act, not just communicate and to do meaningful and impactful work that will start conversations, build trust and inspire movements. Consumers are holding brands accountable for their actions and expect them to deliver on the promises and pledges they are making. We must help them deliver on the promise of stakeholder capitalism.