SNP Communications

Manipulation vs. Truth

By Renn Vara

Corporate communicators, particularly executive communicators, take (sometimes) well deserved heat. Aren’t they just all about manipulation? Aren’t these so-called professionals on the same or lower level as D.C. political hacks?

Those of us, who do this work, don’t like to think of ourselves that way. And, thank God, we’re rarely thought of at all. Popular media don’t seem to have caught on to our line of work. Truth be told, a number of media people “do” corporate communications to help pay for their love of general media and journalism. Maybe that’s why we’re given a reprieve from the light of public scrutiny. Just a thought.

There seem to be two types of people who do corporate communications: believers and manipulators. I’d like to think I’m on the believer side of the equation. You see, I personalize it. I think of the human being who’s trying to build his or her career and I equally think of the work life of the average employee, salesperson, investor and customer.

In my world, truth is key. But what is truth? Saying a product does a certain thing or solves a problem can be viewed on a spectrum. Telling employees there will not be layoffs when the truth is the business really doesn’t know at this point. Truth, candor? Sometimes it isn’t easy.

Then there are the manipulators or the “addicted to power” people. When I worked on Capitol Hill some years ago, I was shocked that they dominated the scene. They seem to be here, too. They’re into the game, sculpting language, often saying one thing when they mean another. And they do this thinking they are doing their job. And maybe they are in the “old school” of corporate communications.

Here’s the thing. As we see more and more openness being demanded by employees, customers and investors, corporate communications will continue to evolve. We at SNP think we’re on the right side of the equation.

But what do you think? Truth, candor - or even greater manipulation? Do you see corporate and executive communication changing to adjust to social media tools like blogs and podcasts? Do you see flatter management structures giving personal access to leaders by the lowest level employee or investor? Or do you see this whole conversation being transient and temporary until we get back to business as usual?

Let me know what you think.

Filed under All, Corporate Media.

Leave your comments