Businesses are not reacting fast enough to the changing demands of society, according to Professor Andrew Burke, Dean of Trinity College Business School.
In the latest interview for the CIPR’s #PRPays series, Professor Burke urged businesses to proactively shape the values of their consumers to create a more positive environment for all stakeholders. He stressed that PR professionals have a vital role to play in communicating those values to stakeholders.
Professor Burke, who is also Chair of Business Studies at Trinity College, revealed a step change in the skills and characteristics demanded of leaders by modern businesses. He said: ‘In the past, businesses looked for the brightest students by IQ and build up their analytical.
‘Now they want a broad-based individual with emotional intelligence, they want someone with values and a conscience’.
He also emphasised how authenticity is vital to any communications, and business should be embodying the messages they’re delivering.
The interview is the fourth instalment of the CIPR’s #PRPays series, which aims to demonstrate the value of PR to the business commmunity.