The virtual landscape has expanded opportunities for every CEO. How?
Now, for the first time in history we can all play politics. And we’re not talking about lying and back-stabbing. We’re talking about communicating.
Consider this: politics is about developing and selling policy initiatives to the public. A little bit of substance (policy), a lot of style (public relations; OK, OK in politics more often than not it’s Spin).
Likewise: running a company is about selling an idea, or a product, to the public. A little bit of substance, a lot of style.
That’s the similarity. The difference between politics and running a company is that politicians have an instant audience: a parliamentary gallery of journalists sweating on every word.
Enter social media – now for the first time we all have access to an audience. That’s how social media and the virtual landscape has created the opportunity for us all to play politics. The difference between playing politics and running a company is ever shrinking.
So how do I, as a CEO, make myself heard. Well my backbench friends think the same thing almost every day. Getting re-elected depends on it. Enter the role of the public relations practitioner. First you need to say something people want to hear, or have something that people want to buy – that’s the substance (read this blog for 20 ideas); then, you need public relations to reach an audience. Once upon a time you had to persuade a journalist to publish for you, and it was hard yakka getting your voice out to an audience; now you have your blog and a Twitter stream.
So, you too can play politics. And success simply depends on merit; the virtual landscape is the ultimate democracy. Only the cream rises to the top.
