Letter to the Editor
As seen in the Financial Times
Publication Date: November 16, 2007
A letter from Charlie Pownall, Burson-Marsteller’s digital director for Asia Pacific, responding to an article on working with the Internet and the role of a public relations consultancy.
“The internet forces organisations to behave in a much more transparent and authentic manner, where the control mindset that has come to dictate so much in communications is relinquished to one geared to influencing opinions on an ongoing basis. Standing back and letting online conversations develop is not an option.
“… the skills required to succeed in this environment are very human ones – the ability to strike up conversation, listen and respond. …they do require a deep understanding of the audience and the ability to develop compelling and credible ways to engage and build trust; something that does not come naturally to many companies.”