A Higher Purpose
Public relations and capitalism have something in common. Both rely on some of the same principles: relationships, mutuality and community.
Capitalism is grounded in value creation for all stakeholders. If business becomes more conscious, it can do what it does even better. It can create more community, stronger relationships, more mutuality and…more profit, by engaging everyone in the system, and thereby creating still more value for stakeholders.
The above is the conclusion of part one of a three-part post by Sandra Duhé, on the Institute for Public Relations website. Her article takes as its launching pad the 2013 book, Conscious Capitalism, by Whole Foods Co-CEO John Mackey and Conscious Capitalism co-founder Raj Sisodia.
Duhé’s article suggests that it is public relations’ duty in “conscious capitalism” to help organizations find a higher purpose, stakeholder integration, conscious leadership and conscious culture and management.
I very much like the way an organization’s purpose is defined: “the difference it is trying to make in the world.” Driving an organization to lofty heights by inspiring them to celebrate who they are is enormously satisfying. But it would also be wonderfully satisfying to know that public relations was the one discipline that truly is responsible for driving a company to establish a higher purpose.
Duhé considers “higher purpose” the factor that guides public relations practices with certainty. She also states that operating at a higher level of purpose “renders decision-making that is strategic rather than tactical, positions practitioners to be managers rather than technicians, and enhances the professionalism and perceived value of the practice.”
Here are some examples of statements of higher purpose:
· Disney: To use our imaginations to bring happiness to millions
· Charles Schwab: A relentless ally for the individual investor
· Humane Society: Celebrating animals, confronting cruelty
· 3M: Improving every company, every home, every life
· Merck: Improving health and well-being around the world