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ICCO President keynotes PRSA international conference |
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Lou Capozzi spoke to an audience of thousands in October at the PRSA International Conference in Detroit, Michigan. His topic – “Repairing America’s Connections with the Rest of the World” – detailed the depth of the country's reputation problems and called upon communications professionals for help.
He challenged the gathering of public relations practitioners to use their skills as communicators to help repair the damage. Specifically, he suggested four ways of contributing: - First, like doctors, we should do no harm. Make sure your clients aren't using the issue to take cheap shots at America: like a billboard from Australia promoting Smart Cars as having German engineering, Italian design and “American nothing”.
- Second, we need to embrace the issue. PR consultants must make it part of their agenda with management. Advise them on the implications for the organisation and urge them to act.
- Third, communicators need to activate their networks and use the power of public relations to engage employees, customers, suppliers and others to help with the repair job.
- And finally, offer your advice and support to organisations like Business for Diplomatic Action (BDA) that are working to repair the connections. Go to www.businessfordiplomaticaction.org. The information and resources on the site provide guidance for joining in the effort.
"The public relations profession is growing in stature and influence everywhere," said Capozzi. "We have an opportunity to help reverse the terrible decline in America’s relationship with the rest of the world, a reversal that will help virtually every business in every corner of the globe."
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