A great source of discontent with public figures perhaps derives from grand predictions gone awry. The online magazine Foreign Policy catalogues the biggest errors in policy fortune-telling from 2009.
From an experienced DC PR firm perspective, it’s easy to understand why such errant predictions frustrate us. And, it’s probably safe to say that public figures are primarily driven by politics, so there isn’t much point in dissecting the motivation behind grandiose statements made in an issues debate. The better question may be, what can a public relations perspective offer in the way of meaningful analysis?
The answer touches on the dilemma that a public relations specialist wrestles with every day – what is the best principle to apply in effective client representation? Many DC PR firm clients want to be part of the issues debate of the day, so inherently, the advice they get places great weight on future events. Now, it’s one thing to analyze the ongoing pattern of current issues debates, but another thing to make grand, overarching predictions on how certain events will unfold without examining present opportunities. These oversights tend to jeopardize key publicity tactics available at the moment.
So, instead of simply passing myopic judgment on past events, how about focusing instead on the present, along with the immediate opportunities the moment provides for the future? Think about it – in the present, we know what’s happening, who the stakeholders are, what’s being said about the issues, the public intentions of key decision-makers, and so forth. That’s a wealth of information that can guide the advice a PR firm gives a client.
With a thorough analysis of what’s occurring currently, we can better serve a client with PR solutions that leverage every available opportunity, instead of dreaming of what may happen in a few days, weeks or months ahead without recommending steps to take. It may be a radical way of thinking in the PR industry, but one that countless great thinkers and philosophers embrace, so it’s worth a look by PR professionals as well. If we’re to put an end to misguided public affairs predictions, this isn’t a bad alternative to consider.
