Originally published in The Calgary Herald
If there’s one theme that defines the current era, it’s disruption. From political unrest and climate change to technological disruptors like AI and the reconfiguration of global economies, organizations face relentless change at every turn. This isn’t just a shift—it’s a complete rethinking of the way we work, live, and engage with the world.
A perfect storm of elements has combined to drive revolutionary transformations that have tossed our playbook and “known knowns” out the window. Businesses today are facing the prospect of post-globalization, deeply divided societies, permanently altered supply chains, and a workforce increasingly disconnected from mission and vision statements.
People are frustrated, skeptical, and yearning for authenticity. There’s a famous line from the great 1976 movie Network when a disgruntled TV anchor shouts his frustration with the world: “I’m mad as hell and I’m not gonna take it anymore!” As businesses traverse these choppy waters, modern public relations offers a crucial lifeline—helping organizations bridge the gap between their goals and the growing demands of their stakeholders.
Triple down on “re-humanizing” engagement
Whether you’re the CRA or city government, an ice cream shop, or a multinational, it’s time to re-think how your organization prioritizes stakeholder relations as you navigate a world that re-creates itself by the minute, not the decade. Making a lasting impact requires dedicated effort over a long period plus the resources to support it. Think core value, not a one-off tactic.
The bottom line is that people—your customers, stakeholders, employees, or constituents—want a new deal. They don’t want to have to spell it out, either. They want you to demonstrate in meaningful ways that you are trustworthy, understand their needs, will continue to earn their loyalty, and proactively deal with their concerns.
Cause and effect aren’t difficult to see in today’s business world. Customer service is lacking almost everywhere you go because many companies no longer adequately invest in training their frontline people, equipping them with the knowledge and skills necessary to navigate customer issues before they grow from frustration to Karen-level rage. Apathetic leadership and lack of accountability can turn once-legendary brands into shadows of themselves.
According to the ServiceNow Consumer Voice Report 2024, a whopping 74 per cent of Canadians surveyed are less loyal to brands than they were just two years ago. Consumers expect improved customer service “including quick, real-time customer support, choice of engagement method, and personalized interactions”, according to the study.
The high cost of customer turnover
Beyond negative impact on brand value, the cost of bad customer experiences is estimated to cost companies $3.7 trillion annually worldwide, according to 2024 data from Qualtrics XM Institute. Unless companies want to continue paying the high cost of continually winning new customers (and employees) instead of retaining existing ones, they will start investing in real actions that place the human factor at the heart of it.
This means training people who face the public every day. It means dealing with issues proactively instead of waiting for outrage to guide your strategy. Listening, learning, and taking action that is clearly communicated back to your loyalists (yes, we all wonder what happens to those surveys you send us after we buy your product).
It’s never been more important for PR and communications professionals within organizations to make their case. A dynamic profession dedicated to building and managing the reputation and relationships between organizations and their audiences, modern PR goes way beyond press releases and product launches. PR advocates for: transparency, honesty, and authenticity in communications and content; helps successfully bridge the phygital (the sweet spot between physical and digital experiences); and finds new and powerful ways to connect, build relationships, and maintain trust.
