Natalie Birrell, PR director: Doing battle with change
This was homework – preparation for Business Link’s strategic development programme, which is run over two or three sessions.
We had also been asked to complete questionnaires relating to our roles and interaction within teams.
Our senior management team took part in the first session which was facilitated by a Business Link growth adviser.
It forced us to set aside the space and time we needed to put our business under the microscope and assess exactly where we are and where we want to be.
So how does the Battle of Agincourt fit in to this? We’ll find out during our next session when we analyse different strategies and discuss why some are so much more successful than others. This should fine tune our thinking about the future and the journey which lies ahead.
Like many businesses, we are constantly challenging ourselves to keep one step ahead of the game. When it comes to the PR side of our business, it’s exciting to be part of such a fast-changing media landscape.
The internet is transforming the way we communicate and this is having a profound impact on traditional media. But while the tools of our trade are changing rapidly, the ability of companies to adapt to the changes varies dramatically, depending on individual factors such as resources, sector and culture.
Our challenge is to assess the appetite for these new media opportunities so that we provide the right services to the right businesses in the right way.
One of our clients, the accountancy firm BDO, recently published the first of its Transitions reports, looking at the emergence of a New Economic World Order and urging business to adapt so they can capitalise on new opportunities.
‘Change’ is clearly one of the big themes of the moment. Exciting and daunting in equal measure. But however we choose to tackle it, standing still is not an option.
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