Envrionmental Intelliegence

Any company of note faces an array of challenges when it comes to maintaining positive connections with its various publics. This includes being well-versed on any notable public issues that may arise. Such a challenge speaks to what author Karl Albrecht refers to as "environmental intelligence." Specifically, this refers to how well the organization is able to collect and analyze information it gathers from multiple sources beyond its internal structure or borders. The more well-versed the organization is, the better able it is to partner with its customers, stakeholders and surrounding community.


Albrecht identifies eight different environments that are worthy of a company's ongoing attention. They are: customer environment (demographic factors), competitor environment (actions and strengths of competitors), economic environment (state of local and national economy), technological environment (any new technological advances), social environment (cultural patterns), political environment (governmental actions and trends), legal environment intellectual property issues), and geophysical environment (impact of company's location on surrounding geography). Without question, each of these areas are quite complex and require full-time attention.


Keeping abreast of pertinent and timely information in each environment is work that a company's top communication officer can do. As a professional that focuses on establishing and maintaining positive ties on behalf of those they represent, it is key this person and their office be heavily involved in ensuring their company's level of environmental intelligence is as good as it can be possibly me. It also is one more example of how public relations as a function is a great deal more complex than simply helping generate publicity for a client. Establishing a high level of environmental intelligence helps ensure a company remains a well connected and influential entity among its publics.

Public Relations 24/7

Generally, we tend to view those working in the business world as being separate from ourselves. After all, we reason, they are the ones selling a product with their own store. Most of us simply put on the proper attire and go to a job where we work for a boss or bosses and do our best to sell or promote the product or service that defines our company or organization. At the end of our shift, we go home where little of what we do pertains to how we spent our time at work. We repeat this, usually, five times each week. Such a routine reinforces the conventional wisdom that we are not business people, certainly in anyway close to the way our bosses are.


The conclusion we draw from such a scenario is not quite accurate, however. The reality is all of us are in-business. All of us are businessmen and women. But instead of producing and selling a product, what we are selling is ourselves. For that, we never take off our business hat even though we may not always realize it. On the job, we sell ourselves to gain the favor of our superiors and approval of our co-workers. Outside of work, we sell ourselves to others so that they will like us, perhaps want to socialize with us, and maybe desire a lasting relationship with us. Those desired results speak to basic needs we have as individuals. As a result, we strive for them not so much out of fun, but rather to gain greater personal fulfillment.


Rarely are there times when we are not conducting a public relations campaign for ourselves. We are our own public relations agents. Our so-called tools include being cordial, polite, engaging, professional, reliable, knowledgeable, honest, and caring. While these tools may seem personal, the fact is, ideally, they should be part of any professional public relations effort launched in the name of a business or organization. Thus, only a fine line distinguishes strategies to sell or promote a "thing" versus those we utilize to connect with others. For all of us, it is public relations 24/7.
  

The Distinction of Public Relations

As happens every holiday season, all kind of thoughts pop into my head. Not for the first time, I find myself reflecting on the reality that some folks this year will be enjoying a most bountiful Christmas with lots of gifts, good cheer and fellowship. To that, I say "good for them." At the same time, there will be those who will not have the opportunity to enjoy any - or at least nearly as much - of those things. I do feel badly about that and wish there was no such thing as people who were poor or disenfranchised. While such a scenario would not eliminate all the problems in the world or nullify those seeking to do harm to others, overall, it would help improve our ability to get along.


One of the higher purposes of the public relations profession is to, in a sense, even the playing field when it comes to communication. Regarding communication, without question an imbalance in our world exists. There are those who have a louder voice and those who do not. Reasons for this may range from one's socio-economic status to the degree of access they may have to connect with others. As part of their job, those in public relations seek to give voice to those who either need one or do not have one. It is a vital part of what these professionals contribute to a society such as ours that believes in and protects freedom of speech.


As a range of scholars and researchers have noted over the years, within each person is a need to be heard and feel as if their presence makes a difference on some level. Persons with no voice have little opportunity to enjoy any of those feelings or come even close to having those needs met. By providing help with specific words and channels or vehicles by which their messages can be shared with others, professional communicators can do much to give the needy a chance to feel less so. That, I believe, is no small thing. The ability to help others in such a unique way is what helps give the public relations profession its distinction.

The Value of Community Relations

Everybody likes having a good neighbor. Of course, how one defines a "good neighbor" may vary. For instance, a person or family that is very quiet and keeps to themselves may be viewed by some as being ideal. Others may consider having folks who are outgoing to be more to their liking. Whatever the exact definition may be, if we are going to live close to others at all, then we want that neighbor to be compatible with our own values and life style. Generally, this, at least, is how we see living near individuals. But what about living near businesses or corporations? What kind of neighbors do we want them to be?


The answer to that begins with our concept of businesses themselves. We expect them to be focused on making money, of course. And with that, we assume on some level that we are part of their targeted populations of prospective customers. But that is only one aspect of being the neighbor to a business. There is also what I would term the "non-money making side" of it. Despite their being profit-driven, we also look to businesses to be responsible citizens and care about the welfare of their neighbors and overall community. One could argue how realistic this might be or, for that matter, how fair it might be to place such an expectation on a business. Nevertheless, it is one that often exists.


My sense is business share such a vision. They, too, wish to be viewed as being more than simply driven to make as much money as possible. This is why so many corporations and multi-level organizations take community relations so seriously. Community relations is a key part of an entity's overall public relations program. Its focus is to establish a strong link between a business and individuals via programs that run parallel to ones revolving around making money. If done well and taken seriously, a good community relations program can do as much, if not more, to enhance a business' image and reputation as any fancy advertising campaign.

Businesses and PR

There may be those who say they do not care what others think of them. Personally, though, I do not believe one word of that. On some level we all are care how we are perceived by others. I sure do. If I hear someone I only remotely know does not think all that well of me, I confess to being bothered by it. Do I expect everyone to think I am the "bee's knees?" Of course not. But being looked upon in a negative fashion remains a hard pill to swallow. While that reality may not be all that flattering to me, I am confident I am not alone in that regard. We all want to be viewed favorably simply because one of our fundamental needs as a human is being accepted by others.


In this regard, businesses are not all that different than people. They, too, care about how well they are perceived. For them, favorable public opinion often spells the difference between turning a profit and not. If we, as individuals, do not believe a particular business is genuine in its concern for us, then we are very likely to turn to a competitor for what we need. While we want to spend our money wisely and acquire reliable and appealing products, we also want to be treated with respect, in an honest and open manner, and feel some level of appreciation. A major key to any business' ability to survive concerns how well they speak to those needs of its current and prospective customers.  
Those with an expertise in communication can help a business achieve these goals. As Anne Lawrence and James Weber in their text, Business and Society, observed: the general public does not necessarily deal with businesses through economic exchanges. Instead, their interaction depends more upon their opinions of the business and its activities. Those in public relations can help highlight the qualities of a business to which the public responds more favorably. Thus, for better or worse, it is not enough for a business to produce a viable product or service. They also need professionals to spread the word about what they do.

By the Numbers

Lately it seems like most everyone I run into these days is wearing one of those fitness watches that record, among other things, how many steps one takes during the course of a day, their calorie intake, and cholesterol count. Without question, these are amazing devices. And the good news is they are designed to keep folks more sensitive to the value of being fit. What I term a second cousin to these watches, another popular item on the market are GPS contraptions geared to help travelers from getting lost, Mainly, we find them in automobiles, but more and more they are popping up in I-phones, too. The usefulness of these technological innovations is virtually self-explanatory.


Looking at their growing popularity, however, I cannot help but reflect on the observation made by the little prince in the classic book by Antoine de Saint Exupery that grown-ups tend to be obsessed with "matters of consequence" that really are not all that important after all. What good is material wealth if one does not embrace the natural beauty of the planet, including another person's smile and level of happiness? What the fitness watches and GPS devices provide us with are goals to reach. While a specific destination is important, how does the value of it stake up against the journey one takes to reach that end?


So often in communication one is driven by the desire to do what is necessary to get across their message. They have a point to make and they will do most anything to make it, including shouting, talking over others and belittling other messages put forth by competitors and those around them. While points of view are good to articulate, how does such a goal rank against the value of respectful and effective interaction? Certainly, achieving the goal of being understood is worthy; yet none of us should forget the value that comes with positive engagement. As we move into our holiday season, the benefit of "getting along" should not be forgotten.

The Voice

Even now, countless articles continue to be written about him. Critiques. Commentaries. Biographies. Remembrances. He remains an active part of our national and even international landscape despite having died over 17 years ago. I speak of Francis Albert Sinatra, singer and entertainer extraordinaire; the performer against so many others continue to be measured. It was May, 1998, when Sinatra died. But the more significant milestone is when he was born: December, 12, 1915. His unmistakable and singular voice was first heard on a cold day in New Jersey. This entry is in recognition of the Sinatra centennial.


I will concede that other singers, before, during and after Sinatra's time, have possessed solid and even wonderful voices. But none - not one - is or has been the communicator that Sinatra was in the context of words set to music. It was this skill that represented the core of the awe and respect for Sinatra that defined his standing inside and beyond the world of music and entertainment. No one could match Sinatra's ability to communicate lyrics of sorrow, regret and loss. Nor could any come close to conveying words of joy and exhilaration as well as this unique individual. His mastery of communicating such a wide range of moods helped make him such a forceful communicator. It still does.


As a singer, he was the ultimate communicator. He helped articulate feelings that so many felt, yet could not quite explain or process.. But via an array of vehicles ranging from "Here's That Rainy Day" to "I've Got the World on a String" and literally thousands in-between, Sinatra provided this great gift to the world for the more than 60 years he worked as an active performer. We were and continue to be the better for it. Singing is an art form as well as one way man communicates. In that realm, there was no better communicator than Sinatra.   

Growing Old Together

After watching a movie on television the other night, my wife and I lifted ourselves off the couch together. We both did so slowly as we had to work our way through the aches and pains that come with age and with sitting in one spot for an extended period of time. As we finally made it to our feet, I laughed and said, "This is what it must mean to get old together." It also got me to thinking about whether there has ever been a young couple that at some point in their budding relationship has not expressed the sentiment about wanting to grow old together? I think not. My wife and I certainly did and here we are decades later.


Of course, for two people to, in fact, grow old together means they must do all they can to take at least reasonably good care of themselves and stay alive. This is one responsibility each as individuals has in order to fulfill their commitment to the other. Another responsibility each carries with them pertains to communication. Some what I will call veteran couples continue to do it very well and even develop their own special short-hand way of interacting. Others, however, do not. Much like their physical health, they tend to not try as hard a they once did to remain as fully engaged with their partner as they once did. This can and does lesson or weaken the relationship.


One big way older folks remain physically healthy is through exercise. Maintaining open lines of communication is another form of exercise that contributes to one's well being, both as an individual and as part of a couple. Life being what it is has a way of slowing us down. Being an active communicator with one's partner is an important way to slow down our inevitable slowing-down process. Taking an active interest in ones's partner's moods, perspectives, interests and activities helps make growing old together a great deal more pleasant and fun. Besides, who wants to grow old feeling isolated or grumpy much of the time?

All of Us Are PR Workers

When one thinks of a public relations practitioner, they usually associate a communicator who strives to provide their client or organization with creative and strategic guidance in the areas of putting forth a positive image, generating am ongoing stream of visibility and establishing ties with others. These goals are largely the results of professional communicators whose work it is to provide those they represent with guidance and leadership in those areas. This work, however, is not just unique to those in public relations. It is a challenge that all of us strive to meet every day even if our only client is ourselves.


We are our own public relations practitioner. An easy example of this are actors. Yes, in order to establish and maintain a steady career they must have talent and do good work when they are hired to do so. But in addition to that, their success is heavily contingent on how well they are accepted by the paying public. This means they must be vigilant when it comes to presenting themselves in an appealing light. They are always "on" even when not standing in front of a camera or before an audience. This ongoing challenge is not unique to those choosing to be in the public eye. It very much applies to us "regular folk," too.


If we are married, for example, we want our spouse to remain in our corner. On the job, we wish to keep a paycheck. With neighbors, we strive to get along. The best way to achieve these every day, yet oh so important goals is to keep doing all we can to promote a positive image of ourselves. This reality very much places us in the realm of promotion; only instead of promoting a thing, we are promoting the vision of being valued, liked and admired. It is as much of a constant in our lives as anything else we may undertake. This means all of us are public relations practitioners whether we like it or not.

Ongoing Issue

One of the issues being debated these days revolves around free speech. There are a number of folks who are vigilant about publically criticizing speakers who appear to be insensitive in their remarks and characterizations of minorities, for example. "Politically correct" is the top buzz word when it comes to this debate. They cry out for all of us to be careful in what we say for fear of offending someone. I, for one, agree that we should not try to be offensive if at all possible. Everyone has feelings, of course. Being sensitive is a positive quality to possess, particularly if we are to enjoy lasting ties with others.


Still, the whole argument regarding "politically correct" speech seems to be taken too far. I do not like it when someone is offensive, purposefully or not. I like it even less, however, when that person's right to speak is violated simply because what they say hurts the feelings of some. Just as beauty is ultimately "in the eyes of the beholder," so, too, is what is offensive. Let people make their own determination as to what is offensive. Once that judgment is made, then they can set their own course of action as to what to do about it. Not listen? Leave the room? Switch channels? Enter into a dialog with that speaker to explain why what they are saying is offensive?


In one of her recent columns in the Washington Post, Alexandra Petri spoke out on behalf of letting social standards ultimately determine what is offensive. I agree. People can decide what is acceptable just as they can determine what to do about it when offense words are spoken. Do some go too far? Yes. Are some, in my view, overly sensitive at times? Without question. It is important for us to remember that this struggle between free speech purists and advocates of political correctness is going to be with us for a long time to come. Its existence is a result of having free speech as a key element of our nation's fabric.

Stumbling in the Dark

The older I get the more convinced I am that all of us, on some level, are stumbling in the dark. I  know. Youngsters will observe from time to time that us older folks really seem to have our act together. We seem to be assured, confident in our actions, and certain of our perspectives. To that I laugh and say "if only that were true." As a card carrying oldster I can readily attest to the fact that a good deal of the time none of that is true. If it seems that way, then it is only as a result of our years of experience that we have become proficient at faking it or at improvising. The hard truth is we find life just as daunting as when we were young.


All of this is certainly true of our efforts to communicate well with others. We share an opinion or toss out an idea and only hope at least some of what we just said comes close to resonating with another. The fact is much of what say ends up as noise or is treated that way. We engage with others, either casually or in a professional setting, and struggle to make some sort of positive difference with our input. It is a struggle with no guarantee of success or effectiveness. The reason, in large measure, revolves around those on the receiving end of our output. Are they listening? Are they interested in our opinions? Perhaps they already have their minds made up.


Sometimes I find myself chuckling when I hear someone described themselves as a "communication expert." I am not sure there is any such thing. Just because we all communicate - or try to - does not mean we are any good at it. People may have an expertise in communication because they are familiar with the logistics of the act and the numerous variables that contribute to success or failure. But in no way does that mean they communicate effectively each time they put pen-to-paper or speak. They still fall short on a regular basis. As is the case with other aspects of life, they and all of us continue stumbling in the dark when it comes to communication.