In a blistering indictment of Public Relations Managers, research firm Forrester found only 21% of CEOs in firms with more than 250 employees have set a clear vision for digital.
This fell further to 17% among CEOs in charge of companies with between 1,000 and 10,000 employees.
Not being able to see, or worse, not being able to convince management that digital and social interaction is critical to corporate mission is a complete failure of in public relations management.
It is not that there has not been enough warning or even consideration of the matter. In 1999, the CIPR held and internet Commission into the significance of the internet to PR practice.
The findings were uncompromising.
Today, with 700 social media management jobs currently being advertised by organisation like Nationwide, Sky, L'Oreal and National Trust in LinkedIn, there seems to be serious demand to capability but it looks like same old same old. They are reporting to marketing managers who, it would seem, are tarred with the same brush.
They too have been caught out and so the blind lead the blind and Boards of Directors blithely lead their companies along the same path.
When it comes to strategic contributions to corporates it seems that PR is, at best, batting a bad third.
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