It seems unbelievable, but Maymester’s over. On the last day of class, I shared with my students a list of five things I hoped they had learned. Of course, they learned basics like how to write goals and objectives and what a timetable looks like. But as a course on management and strategy, my real goal was to get them to think big. CEO big. Even if they never get to be CEO—and I’m not betting against them—they can certainly think like one.
Here’s my list:
That organizations need help seeing and understanding their impact on their environment
That PR has an important function in society: helping organizations adjust and adapt to change
That organizations aren’t “good” or “evil,” but they do have both positive and negative impacts on society
That by being a part of the management team, PR can help to create a vision and organizational culture that are good for the organization and its publics
That the ideal speech situation and transparency are improbable but worthy ideals… and that both are important facets of PR 2.0
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