"Intangible assets are taking control at organisations"
Anne Gregory, Chair of Global Alliance, at the Dircom members meeting to talk about communication leadership
Anne Gregory, Chair of Global Alliance for Public Relations and Communication Management, has stated in Madrid that the revolution that communication has undergone in recent years has triggered radical change in organisations and in their structure. During an event organised by the Spanish Association of Communication Directors, Dircom, in the framework of the 8th World Public Relations Forum, due to be held in Madrid from 21 to 23 September 2014, Gregory has made it clear that CEOs have a key role to play in this new business environment, which should be governed by authenticity and the heart. “Nowadays over 80% of company assets are intangible, which means we need to communicate what makes us unique through our business values.”
She believes this shift has changed the roles within organisations: “Intangible assets are increasingly important with regard to other areas of the organisation, such as the finance department. Reputation, brand and the meaning our job conveys to society, the company and our stakeholders are taking precedence over figures and transactions.” In order to manage this new situation she argues “we need leading CEOs who are smart enough to be connected to the organisation both inside and out, who know how to give good advice and have a new direct and authentic story to tell.”
Along these lines, she has urged CEOs and directors not just to change the structure but also the model that enables them to work in the organisation in an ideological way, defending the organisation’s core values in the relations it develops with all its audiences. The Chair of Global Alliance views the role of Communication Director as pivotal in this process: “As communicators we are the real catalysts of these changes. Through the conversations surrounding the organisation, we are the ones who make things happen by analysing the key points with our stakeholders and working to ensure that audience expectations are met through their experience.”
According to Anne Gregory, the key to developing change today is understanding what matters to our audience and what they really feel. “If this analysis is performed strategically from all areas of the organisation and we respond in an honest, sincere and authentic way we are definitely on the right track.”
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Anne Gregory, Global Alliance Chair, and José Manuel Velasco, President of Dircom, the Spanish Association of Communication Directors at the Dircom members meeting in Madrid on December 17, 2013.