Don't try to control the conversation, be prepared for never ending PR campaigns and acknowledge the consumer is king.
That's what IABC Global Chair Robin McCasland advises leaders confronted by an ever-changing communications landscape.
During her recent leadership tour of Asia, Robin briefed government communications chiefs in Canberra on trends in international communications.
Speaking in a government town a few of Robin's observations run counter to traditional government models.
For example while surveys routinely show public trust in government and corporate leaders is falling, administrations still put forward only the top echelons of officialdom who it comes to advocating policy to the public.
Robin forecasts that in future, smart organisations will empower their employees to share the communications load and deal directly with citizens, consumers or clients particularly through social media. Workers already know the issues and are the buffer between the community and their own hierarchy. The time is coming when clever leaders will look at workers not only for what they do, but how they can evangelise the corporate brand.
The Global Chair also touched on the growing importance of peer opinions in decision-making, illustrating this with a personal example. When an online dress buying experience turned sour, Robin took to social media to alert her friends to her dissatisfaction Someone with Robin's global profile must have significant networks, so after the offending company learned of her displeasure they were quick to fix the problem.
Which proves that while communicators can labour long and hard to present a persuasive case, often it's the conversations we have within our own circle that really decide how we act and the results we get.