By Edward M. Bury, APR (aka The PRDude)
The recent Chicago mayoral election, which led to the election of attorney and prescribed reformer Lori Lightfoot, would have been an ideal opportunity for this avowed real Chicago guy to share thoughts in this space.
But, for some reason — actually several reasons, including school, work and spring break — I did not publish any commentary.
The focus of Zorn’s piece, “A lesson for Lori Lightfoot in the lingering Jussie Smollett controversy,” centers on communications, and the value and importance of sound media relations practices in helping Mayor-Elect Lightfoot advance her agenda and remain focused during what certainly will be challenging and contentious months ahead.
Navigating the next development in the Smollett controversy is the most top-of-mind issue, given the international coverage the story has received and the local divisiveness it has caused. But Chicago’s unrelenting street crime, reforming City Hall, pension shortfalls, neighborhood gentrification and an increasing lack of affordable housing also will require that Ms. Lightfoot and her team respond to many, many other media and public inquiries.
Open and honest communications from the Lightfoot administration will prove critical to the success during her years as mayor, and to Chicago, to its citizens, organizations and businesses, and to the way the city is perceived around the world.
Mr. Zorn advises the Mayor-Elect to “Hire the best communications team you can find.” He sagely goes on to state: “They will serve as strategists, not just mouthpieces, and will be unafraid to tell you when you deserve the brickbats.”
Should Ms. Lightfoot or her transition team read this post, I offer this suggestion on one criteria that should be considered in making selections on communicators: Consider professionals who hold the Accredited in Public Relations (APR) credential.
Okay. Some regular readers may have anticipated my recommendation. And, yes, I am an Accredited professional, have served on the Universal Accreditation Board and currently am the Accreditation Chair for PRSA Chicago.
With the disclosure out of the way, let me share this one thought about the value of Accreditation. As Mr. Zorn noted, modern communicators must think strategically and not dispense knee-jerk counsel.
Those who earn the APR demonstrate through their personal study, during the Panel Presentation process and when taking the Comprehensive Examination that they can provide counsel based on strategies rather than “no comment.”
Should Mayor-Elect Lightfoot or her transition team need recommendations on who to consider, please respond to this post. And, for the record: This Accredited member would respectfully decline any position offered for the simple reason that I have no real experience in the political arena, aside from be a voter.