Corporations may be facing ‘challenge’ and chaos from the ‘creative revolution’ –but thanks to David Phillips who commented on my previous posting on the issues raised. He suggested that there are as many divisions and challenges to manage within and organisation, as there may be externally.
“Loosely organised groups will be increasingly given leverage,” he says. “The idea of monolithic structures is a bit old hat. Most organisations are a coalition of 'loosely organised' groups anyway. We now need to understand the nature of people, their tangible and intangible assets and the values they find attractive.”
His research into Relationship Value suggests that this is really the reality of life in large organisations. Working in one myself, I know there are many different groups of people, all pursuing slightly different goals. Some areas have even been described as ‘feudal’ – with all the associations of medieval lords defending their fiefdoms.
And it seems a reasonable point – PR is about managing relationships with external, and internal, stakeholders. Who is to say that the internal stakeholders are any more cohesive than external factions are?
Matt
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