The World Economic Forum's annual gathering at Davos with its focus on "Resilient Dynamism" is a timely reminder of the need for momentum in tackling the most pressing issues facing the world. For the 3000 participants geopolitical issues including global terrorism with a spotlight on the conflict in Mali and the recent hostage crisis in Algeria - the Eurozone crisis, global health issues, food security, environmental issues are some of the pressing challenges.
Davos will undoubtedly remind the powerful business and political leaders present of their moral and civil obligations to find answers to urgent global challenges and the opportunities for communicating strategically on issues high on the world's agenda. It is unusual to find a politician who does not understand the critical value of influencing the media as a way of targeting select audiences. International businesses should follow suit. In today's highly digitised world with one single click a potentially significant investor anywhere in the world can be impressed by a business thousands of miles away. And in today's globally competitive environment that matters. Surprisingly few globally significant companies invest commensurately in resources to shape media and other external views, despite the tangible value that is added. International business activities demand skill and dexterity in the field of communications. Displaying a consummately professional approach to the media including compelling presentation and public speaking skills, highly accessible core messaging, thought leadership on important global issues will separate the wheat from the chaff in the eyes of investors, analysts, shareholders and global media. Strategically influential communications are not just for Davos and key dates in the annual business cycle, they are a continous activity which every serious business should focus on.
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