By Lawrence J. Parnell, Associate Professor, George Washington University
Walkin’ the tightrope between wrong and right
Walkin’ the tightrope both day and night
Lyrics: Stevie Ray Vaughn – Tightrope
Now that we are past the 2018 Mid Terms it’s time to consider the way forward for area communications professionals.
First, where are we? In Congress, the results were mixed – the House went one way, the Senate the other. Women and veterans won elections, and some are ascending to important positions in the political and government arenas. Several key states have changed Governors. State and local governments are in flux as well.
Let’s begin with the realization that this is how it will be for up to two years. Two entrenched camps in Congress seeking an advantage over the other, while the White House bobs and weaves like a fighter trying to avoid the knockout punch. “Crazy Town”, indeed.
So, how do we defend/enhance corporate reputations; advance causes or represent clients?
The short answer is we must be constantly alert and aware of public opinion about our issue, cause or client – not to mention the latest Tweet from you know who. We need to be responsive and effective without losing our balance or our voice. And, we must be ethical throughout – even if others are not – or we risk damaging our own reputations.
How do we do all that?
“The idea that you can do your stakeholder mapping, and know where everyone is going to be, is out the window. (The current climate) is really forcing companies and trade associations and others to be more agile and adapt on the fly, try new things and constantly be reinventing themselves.”
SKDKnickerbocker managing partner Hilary Rosen, quoted here as well agrees: “Since the issues have become more divisive, (organizations) need to work harder to get their point across,” she said. “The stakes have gotten higher from both sides.”
Truly, companies and organizations are being challenged like never before. Our students tell us they came to GWU to learn how to leverage social media, understand global trends and interpret public policy to be more effective.
We think they are on the right track. We add a basic understanding of finance and business – which is required if you are trying to navigate the intersection of Main Street, Wall Street, Capitol Hill and Pennsylvania Ave.
Clearly, the next few years won’t be boring. If we are successful, and avoid falling, we can bring value to our clients, companies, candidates or causes. Good luck – and be careful!