Communications professionals create work that is 'slightly better nuanced'

It seems everyone has an opinion these days about the role professional communicators should play -- if any -- in a changing world.

Some say PR is dead. Others say public relations professionals should be "customer ombudsmen."

I've written in the past that one of our primary skills is that of translator, helping business people communicate ideas, facts and opinions more effectively.

Communications consultant Lee Hopkins takes a slightly different tact, but it's one that has great meaning to me.

Hopkins says good public relations professionals create work that is "slightly better nuanced" -- professional, polished and effective.

In other words, it's the little things that make a difference. Like skill. Talent. Wisdom gained through previous efforts. Knowledge of the audience. And an awareness of the communications process.

Give Hopkins' post here a read and see if you don't agree.

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