As we build to the PRCA UK National Conference on 24th September, we sat down with Matt Peacock, Partner with the creative and strategic advisory firm Blurred, to talk about a communicator's role as the 'corporate conscience', taking real action against inequality and much more. Matt will be chairing a panel of purpose experts at the Conference.
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?
The pandemic is both an accelerant and a multiplier. It has accelerated the transition to new ways of working and new ways of managing our daily lives: more remote, more virtual, and far more reliant on technology infrastructure than ever before. And it has multiplied social inequities: the people who’ve suffered the most were those who had little left to lose before Covid emerged. These shifts have profound implications for communicators.
Our role as the ‘corporate conscience’ within organisations and in our client interactions is even more important than before. These are febrile and volatile times, and corporate misjudgments and ill-chosen words will carry a heavy price.
2. What is the one area that we as an industry are not perhaps giving enough voice to right now as we move forward?
We have to address the systemic inequalities and biases that make it so difficult for BME people to enter, and prosper within, this industry. This is not about giving voice to the problem: there’s no shortage of warm supportive words. This about actually doing something about it. Right now. It’s time to hire far more, and help far more. Stop talking, start fixing. If you don’t know what to do, the fabulous Elizabeth Bananuka should be the first person you call.
3. What is a key trait that PR and communications leaders must demonstrate over the coming months and beyond?
Wise judgement. We are living through an inflection point in history. Our boards, leadership teams and clients need our help to navigate whatever lies ahead. The right advice is vital: carefully considered, informed by the evidence, robustly debated from all perspectives before action, and taking account of all risks.
Matt Peacock – Partner, Blurred
Matt Peacock is a Partner with the strategic and creative advisory firm Blurred, specialising in environment, social and governance (ESG) risk and corporate Purpose. He also lectures at international business schools including IESE, the London Business School and Henley Business School, where he is a Visiting Fellow. He joined Blurred after a 20-year career in senior leadership roles with some of the world's largest multinational corporations. He was previously Group Director of Corporate Affairs at Vodafone where he led the Group's global ESG, sustainability and communications strategy and established one of the world's leading corporate human rights and transparency programmes.