Bozidar Novak Spem On Strategic Communications Consultancy And Pr
Tuesday, July 8th, 2008 Subscribe To Our Feed
Public Relations profession is following the natural development of all professional business fields. Bozidar Novak, the founder of SPEM Communication group is one of the communication experts that pushes business of strategic communications on the top of agenda of many big companies. To put it simply, in the past the Public Relations agencies did 80% of their work directly managing contacts with media and supplying them stories, nowadays well over 50% of expert communication consultancy time goes to educating and leading the top management of the client.
The internet surely played a great role in the change Public Relations experts are experiencing for some time now, the term “media” became must more indefinable and broad. Public Relations people like Bozidar Novak have are in a role of strategic partners with client’s executive board, making client’s life easier once a crisis situation happens. They are needed as prevention experts more than for cleaning up after the crisis already occurred. We should all remember that there is that small, repeatedly overlooked word in the term “Public Relations”, a word called Relations!
Bozidar Novak like many other key issue management experts worldwide, strongly supports the idea of Public Relations becoming more integrated into highest management structures, because that is the only way to timely navigate the client through different communication pitfalls. There is more than one case of “successful” communication mismanagement, where large, world renowned companies lost billions and billions of their market value in seconds. The reputation is one of rare things a company cannot buy on the market, it has to build it through years and decades, but it can cause its suicide with one single tiny mistake. A clear correlation between the reputation and the value of the company’s shares, forces managers to look for ways to protect their reputation and making it resilient to crisis. In era where a single bombastic piece of story circles the world several times in a second, the reputation is a fragile capital.
Bozidar Novak and people alike were that wake up call for business all around the world, who thought a decade of good image were enough to survive any crisis that may hit them. Bozidar Novak made a strong statement in one of his books on issue management, where he writes: “If perception oriented company loses its reputation, it loses all!” Well over two decades of professional involvement into Public Relations and issue management, made Bozidar Novak one of the most respected PR professionals and lobbyists in SE EU.
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