‘PR and communication is more important than it’s ever been’

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.