I was interviewed by Rob Smith, Editor, Influence magazine. Published in two parts, May 2016.
What does Influence mean to the public relations business currently? Is it more important since the rise of digital or has it always been at the heart of what it is to be a public relations professional?
You have been influenced when you think in a way you wouldn’t otherwise have thought or do something you wouldn’t otherwise have done. Unfortunately, the English language also has us using the word ‘influence’ in terms of something someone might possess.
I always prefer to work with the first meaning here for two reasons: first, the changing of hearts, minds and deeds is the actual object of interest to public relations professionals (reciprocally of course, more on which later); second, we might quantify the former better than the latter, and indeed many of the better attempts to score influence as something someone might possess rely to a certain extent on that capacity being demonstrated (ie, the former again).
What does this mean to PR practice right now? Well that depends on your flavour of practice, characterised rather usefully at this juncture by Andy Green as simply old school and new school. Read more
Ideally, the Chief Influence Officer will have a varied background covering marketing, PR, customer service, HR, product development and operations – just the kind of trajectory frequently mapped out for ‘future leader’ types. They will probably have more experience in one or more of these over others of course, but will set out as a matter of urgency to orient themselves in the areas of the organization with which they have least experience, working hard to establish a thorough and lasting rapport with functional heads and all stakeholder groups. They will excel at interpersonal communication, inspire confidence and a can-do attitude, and know instinctively when to crack resistance one-on-one and when to draft in support from the CEO.