Seeking Relevance

We live in an ideas-driven economy. We always have. It may not always feel that way, especially as new technologies like artificial intelligence seem to make the very concept of original thought – ideation – less relevant than it once was. However, technology should be an enabler of creative thinking, not an inhibitor.

This is as true today as it was in the 1990s when, as the limitless possibilities of the Internet captivated our minds, Bill Gates reminded us that “content is king”.

For communications professionals ideas are currency. They’re what clients pay for – typically by the hour. And they are what separates forward-looking firms from fast followers. In many ways, ideas, and the thought leadership they often give birth to, have been the cornerstone of effective communications in the professional services sector.

But there’s volatility in today’s ideas economy. The path towards winning mindshare has never been more crowded. What’s more, stakeholders are engaging with content in ways few envisioned, and for which many were unprepared.

In an era where disinformation is commonplace, and trust is at a premium, having your insights rise above the din is harder than ever. It’s not enough to be insightful, you need to be relevant, too.

Today, what is relevant to the marketplace is driven more by your organization’s stakeholders (and those who influence them) than by the media, your senior leadership or even the communications or marketing team. The same holds true for what is considered “news” today.

Here’s the bottom line: What drives engagement are the ideas that truly matter to your audience. And if you’re not aligned with that then you may be moving down the path of irrelevance.

How did we get here? And where are we going? We’re glad you asked.

Each month this newsletter will explore best practices for stakeholder engagement. We will examine case studies of who's getting it right - and sometimes who's getting it wrong. We will invite in outside perspectives.

And above all else we will seek to identify new paths for Relevance.

Join us. It's going to be an engaging ride.