Strategic Public Relations Leadership, 2nd Edition

11 The catalyst

DOI: 10.4324/9781003185253-14

Chapter overview

The organisational catalyst is one of the four crucial roles identified for the public relations leader. This chapter explores that role with particular reference to the value-chain, but also emphasises the ‘whole organisation’ responsibilities that it entails. The catalyst involves being the grit in the organisational oyster, but it also entails working collaboratively with colleagues to fix the structures, systems and processes that cause friction with internal and external stakeholders.

Introduction

Way back in 2005, when Kevin Murray and Jon White interviewed chief executives about working with high calibre public relations advisers they found¹:

This breed of person showed ...