Anytime we are surprised by a sudden, unexpected shift in public opinion it’s an opportunity for us to think about our role as counselors.
At our best, communications counselors are sensors of social change, anticipating shifts in societal expectations, able to see around corners faster than most. We are, or should strive to be, experts in public opinion and where it’s headed. After all, our field’s founding text is “Crystallizing Public Opinion.” It is because of these well-developed antennae that we are able to advise management ahead of these shifts and serve as the policy Sherpa, the business strategist and early-alert capability of the corporation. It’s a tall order, a high bar, I realize.