short thoughts — Profit optimisation is fine. Profit maximisation...

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Profit optimisation is fine. Profit maximisation isn’t. Turning a Nelsonian eye to everything apart from making money for shareholders is no longer acceptable - or commercially viable in the long run.
[[MORE]]Unilever’s CEO, Paul Polman, told the... — Profit optimisation is fine. Profit maximisation isn’t. Turning a Nelsonian eye to everything apart from making money for shareholders is no longer acceptable - or commercially viable in the long run.
Unilever’s CEO, Paul Polman, told the FT:
“Any system where people don’t feel they’re participating somehow or are somehow excluded ultimately will rebel against itself.”
The solution? To evolve from shareholder primacy to broader stakeholder management.
Of course every business is ultimately in the business of staying in business. This involves creating sustained profit.
But generating profit over the long term requires loyalty from employees, building mutually beneficial relationships with suppliers and customers and nurturing support from the general community. These are bedrock PR skills.
**These are short thoughts. For longer, more fully-formed thoughts covering business, public relations and change visit www.sabguthrie.info or sign up to email updates.**

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The social age demands transparent and open business.
Business can no longer ‘control the message’. Instead communications become amplified and shared at whim in the social age. This calls for authenticity in every action for belief-and-behaviour-led... — The social age demands transparent and open business.
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BUILDING PURPOSE & PRINCIPLE WITHIN BUSINESS

A firm’s values go beyond their statements of mission and vision. Values and principles shouldn’t be instruments of external image management. Rather they are ethical commitments to different stakeholder interests. Modern PR helps firms lift these promises off the ‘About Us’ section of the corporate website and bed them down as part of the firm’s DNA. Over time these principles become the base upon which the decisions and actions of employees are made.

Public relations professionals should help organisational leaders articulate what the company stands for and how it can live up to what it says it is. In other words public relations professionals should play a major part in developing the organisation’s corporate values and ethics from which positive action is driven.

These are short thoughts. For longer, more fully-formed thoughts covering business, public relations and change visit www.sabguthrie.info or sign up to email updates.

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Today public relations practitioners help leaders guide their firms; helping them make good decisions.
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“Knowledge is power” runs the cliché. But in the industrial age of command and control hierarchy this line meant: guard knowledge; hoard it. Be a knowledge miser.
[[MORE]]Having a head full of knowledge made you indispensable to your organisation.
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Communicators: co-create, collaborate & co-operate
Today’s successful communications plans are integrated communications plans. Plans which need collaboration and co-creation. Where paid media sits cheek-by-jowl with earned media. Where content is... — **Communicators: co-create, collaborate & co-operate**
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The content marketing acid test. How useful is your content?
Content is still king but community is its kingdom. John Deere’s ‘the Furrow’, and the Michelin guides worked a century ago as content marketing examples because they enhanced their... — The content marketing acid test. How useful is your content?
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Ditch the content treadmill

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Rather content creation should always begin with the end in mind. What are we trying to achieve? What actions are we trying to encourage from those reading, listening, watching our content?

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Economic growth is best understood as the rate in which firms solve problems. 20th century capitalism worked by efficiently allocating existing resources. 21st century capitalism works by efficiently creating new solutions to human... — Economic growth is best understood as the rate in which firms solve problems. 20th century capitalism worked by efficiently allocating existing resources. 21st century capitalism works by efficiently creating new solutions to human problems.
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short thoughts — Profit optimisation is fine. Profit maximisation...

See, that’s what the app is perfect for.

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How PR can help business innovate

BUILDING PURPOSE & PRINCIPLE WITHIN BUSINESS

Ditch the content treadmill