INTO THE UNKNOWN

COMMUNICATING IN THE TIME OF VUCA. The world has changed dramatically over the recent years. We now live in a connected society where change is constant, fast-paced, and unpredictable. Rapid advances in technology and events like the pandemic and armed conflict have increased the sense of turbulence, danger and unpredictability. A state of flux has replaced our sense of certainty, stability and familiarity. Keeping pace with the ever-evolving trends in managing stakeholders vis-a-vis the reputation of organizations has made the operating environment for PR practitioners Volatile, Uncertain, Complex, and Ambiguous, or VUCA.

As communicators, our role to help organizations navigate this VUCA world and create change for a better future is so critical now. PR pros need to be flexible, adaptable, and agile to move with the situation and alter plans as events unfold. That's because the reality is, even the most connected communicators among us can no longer expect to set the agenda or drive messaging. Our role is about anticipating, exploiting, or mitigating any given agenda. We must equip ourselves with tools and best practices to gain the courage and confidence to face the many tough conversations that arise in a VUCA world.