So What?

To me, it is one of the most in-your-face questions known to mankind. It represent a direct challenge to one's motives, integrity and logic. This two-word question represents confrontation at its most direct. So what? We make a decision. We take an action. We issue a statement. And the response of this question directly challenges us to defend whether what we did matters even a little bit to any one beyond ourselves? If we had done or said nothing, would it have made any difference? Is there a reason any one should care about our actions one way or the other? So what?, in essence, cuts to the core of our fundamental purpose.

 As communicators, our challenge is to put forth strategies that move opinion and/or actions in a particular direction. We want to enhance the reputation or image of a client. We want to shape public perception in a direction supporting that which we represent. Thus, by definition, strategies and tactics we put forth are supposed to be consequential. They are designed to make a difference or change the landscape. Yet if we implement a certain measure that does not attempt to speak to that end, even in a small way, then what we have done is waste of time, energy and resources. The question of so what? has exposed our actions as meaningless.

More and more in the world of communication professional practitioners are looked upon as agents of change. They are the ones brought in to make a difference.  They are the members of the team, as much as any one, looked to to make life better for others in a tangible way. Whether it is to increase visibility, bring in more donations, generate more members, raise the customer base or lift the profit margin, it is these results that fall under the scope of the pubic relations practitioner. Thus, their actions and decisions have much riding on them. This is why their answer to the question of so what? is and will continue to be highly significant.