By Edward M. Bury, APR (aka The PRDude)
Without question, thoughts from the president of the leading international society for senior public relations professionals across the corporate, agency, non-profit and academic disciplines would prove noteworthy, enlightening and compelling — especially for those of us who remain passionate about the state of public relations today. Well, that accurately encapsulates the casual presentation made by Roger Bolton, president of the Arthur W. Page Society.
In Chicago June 26 at the invitation of PRSA Chicago (where I serve on the 2018 Board), Mr. Bolton shared insight on the direction modern public relations is heading, the results of studies on corporate CEOs and CCOs, the mounting impact of technology and much more.
(Shout out to the PRSA Chicago Senior Leaders committee for organizing the event, securing great sponsors and of course, locking in Mr. Bolton.)
Before a packed and attentive audience in a second-floor hall at the classic Women’s Athletic Club of Chicago, Mr. Bolton provided way, way too much to chronicle in its entirety in this space. So, here are three comments that were especially poignant to me.
- On the role of communications professionals: Defining the organization and its mission is a key role of corporate communicators. Mr. Bolton followed that thought with this equally important comment: The communicator’s job responsibility is to “not burnish the image of a flawed client.” Bravo, bravo! Learn more from “The Authentic Enterprise” report produced by the Page Society in 2007 based on C-Suite interviews and research.
- On coping with disruption caused by modern society: A 2016 report, “The New CCO,” addressed the dramatically evolving role of the men and women charged with directing and guiding corporate communications. All industries, Mr. Bolton said, experience disruption from technology and many other forces; to address this within a corporation, CCOs must navigate ways to change the corporate culture to adapt to the inevitable instances of severance from the norm.
- On the impact of artificial intelligence in modern communications. Mr. Bolton noted that the results of some political races are being covered by machines due to a lack of live reporters on the scene. Artificial intelligence is a reality, but communicators should not be dissuaded from employing technology “to make human lives better.” He augmented that thought by stating that communicators today need “to use digital technology in an authentic way.”
The discussion was moderated by Maril Gagen MacDonald, founder of the strategic Chicago communications firm that bears her name. My colleague on PRSA Chicago, Bridget Coffing, gave the introductory remarks. Following Mr. Bolton’s unscripted commentary — which he delivered standing up, rather than from the comfy chair provided — there was a robust Q&A session that addressed diversity, the changing corporate culture and the arrival of the Millennial generation within the profession.
Riveted by the conversation and dialogue from fellow communicators, I headed home that rainy evening energized and emboldened. Clearly, the public relations profession will continue to maintain its position as a critical component of modern society. Watch out AI: We ain’t going away.