ABSTRACT
Understanding the context in which the organisation operates is a defining characteristic of public relations leadership in each of the strategic levels described in Chapter 5. It is about being sensitive to the expectations others place on the organisation, spotting threats and opportunities, and generating insights and connections that enhance stakeholder relationships, as well as communicating in a way that is in tune with the times. This strategic obsession with context, forward intelligence and understanding others is the reason why chief executives prize public relations advice (see Chapter 4). It is a vital input to their own process of ongoing, strategic deliberation.
