Translating the “language of business”

So I am in my third year at the University of Oregon and so far I’ve studied business, public relations, and a bit of advertising.  I feel PR and advertising can relate to business, but not the other way around.

The main problem is that business thinks it is overly complicated. From balance sheets to flow charts everything in business seems to have method or a structure, a piece of bureaucracy that is so utterly confusing you wonder what purpose it really serves.

I recently looked at a post called Social media to the rescue: Getting your brand back on track when a crisis breaks and was shocked at how simple the answers could be to solving a PR nightmare.

If you are a PR student you will without a doubt hear how powerful CEOs muddle about a problem, ultimately leading to a disastrous end. How can these captains of industry let their public image slip so quickly?

CEOs are hired for their skills and fired for their personality. Is that true anymore? There is no doubt in my mind that PR has been carving out a niche in the professional world for some time now, but can CEOs still get away with relying on PR help or do they need to start training in PR themselves?

I personally feel the latter to be true and think it will become more necessary for a PR savvy individual to take the reigns of a company as a paranoid schizophrenic media gazes over companies for any trace of scandal. More often than not people will find the dirt that companies have been trying to hide for so long and it is getting to the point that the

leadership needs to be just as qualified as the professionals they hire.

The businesses that are learning to speak the language of the people are the ones that will survive in the future and the longer it takes for them to adapt the harder they will have it.  By learning to boil their convoluted nature down businesses will learn how easy it can to be a simple and transparent communicator.

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One Response to Translating the “language of business”

  1. rachelk says:

    I think you make a really good point here that I’ve never thought about before. It’s interesting that someone can work so hard to get to a top position in a company and can them come to fall because of something regarding their personal brand. You’d think that is something they would have been needing to work on from the beginning to get that far in the first place. I totally agree with you that the leadership needs to be just as successful as the people they hire – and honestly the best CEO’s are the ones who match the image that their company tries to convey. Just to play the devil’s advocate though- if CEO’s could handle their PR on their own, would we have jobs?

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