Rethinking influence in modern PR
Communicating as a company has never been more complex. Messages unfold across countless platforms, audiences respond in real time, and expectations shift constantly. The challenge isn’t just what to say - it’s how to communicate clearly without turning the communications function into a permanent state of urgency.
At times, public criticism can make it feel as though companies are held accountable for far more than their actual sphere of influence - even when internal efforts are genuinely focused on creating positive change.
Just as individuals can’t please everyone with a limited vocabulary and an imperfect understanding of the world, companies cannot control how every audience interprets their actions or intentions.
This is why modern PR is less about controlling the full narrative - and more about integrity, clear strategies and core values.
In practice, this means:
- Focusing on the agendas where you have real influence
- Taking responsibility where your company has a tangible impact
- Engaging critics through dialogue, openness, and curiosity
- Letting data, certifications, and documented results speak for themselves
- Ensuring a clear raison d’être for all PR and advertising efforts
- Prioritising the audiences that matter - and measuring success accordingly
- Knowing your values, and standing firm where it makes sense
Clarity around truth and values creates stability. It provides a foundation from which companies can engage openly with the world — even when not everyone agrees with their position.
Trust is built by addressing what needs improvement: reducing environmental impact, strengthening employee well-being, or correcting strategic missteps when necessary. The art lies in remaining open to change - without undermining the integrity of the business itself.
That balance is where credible communication lives.