How communicators can change their organization’s objectives

Why should a PR pro strive to become a trusted advisor instead of a technician who puts out press releases? The future of your organization might depend on it.

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What’s the big deal with a bunch of the world’s top CEOs saying: “We can no longer only prioritize shareholder profits?”

It’s a fundamental change in the way businesses are talking about themselves—and an attempt by corporate leaders to stay relevant as society looks ahead to the future of work. However, it’s just a footnote in the decades-long battle communicators have been fighting to address the complexity of the American economy.

Underpinning the current change is the looming recession that has stalked the halls of Washington in recent days, as well as the socioeconomic revolution fueled by a populace that hasn’t seen its share of the recent boom on Wall Street. 

Can corporations, facing regulation and political challenges from both parties, convince the public that they are good for America’s future?

Business Roundtable (BRT) believes there is an argument to be made.

It wrote:

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