Meet the People

The power of the public. A revolution has taken place in corporate communications in recent years. Democracy has arrived. The ongoing expansion of the web - and above all social media - means the public have the power to shape the image and reputation of businesses in giant public conversations. On social media platforms, blogs, consumer websites, web forums and comment threads, ordinary people are taking the lead in defining how businesses are seen by the outside world. The entire corporate communications model has been turned on its head. Since its inception as a recognised industry in the 1920s, corporate communications has relied on major advertising and marketing campaigns, as well as traditional media relations and public affairs, to create the desired images of businesses. In short, corporate communications was conducted by elites, amongst elites, at arms length from consumers. Now this approach lies redundant. The challenges posed by the new power of the public mean corporate communications increasingly resembles political campaigning. In this world, as in politics, businesses must put the public first.They must engage the public in fast-moving, emotional, two-way conversations.Businesses have to be the most influential and credible voice amongst many; they must become experts in public persuasion. Communications consultant James Frayne explains what businesses can learn from political campaigns to help them deal with these new challenges. Drawing on interviews with respected political consultants and case studies of successful campaigns, Frayne reveals how the best campaigns engage public audiences and shape their views, and shows how businesses can implement these techniques and strategies in their corporate communications. 'Meet the People' is required reading for modern businesses that want to know how to lead the public conversation that surrounds them.

James Frayne has worked at the highest levels of corporate, political, and government communications. He was director of communications for a British government department between 2011 and 2012, having previously worked for some of the biggest brands in the world in communications agencies in London and for a number of high-profile political campaigns. James began his career working for Business for Sterling, the successful campaign against British membership of the European single currency, and he managed the No campaign against the proposed North East Regional Assembly in the 2004 referendum, which won an upset landslide against the government-backed Yes Campaign. He also worked for the think tank Reform - helping launch the Doctors for Reform campaign to change the NHS - and has been campaign director of the TaxPayers' Alliance. In 2011 the Guardian described him as being "one of the best Tory-leaning strategists". As a campaign spokesman and analyst, James has appeared widely in broadcast media, including BBC One's Breakfast News, the BBC News Channel, Sky News, Radio 4's Today Programme and PM Programme, BBC Radio 5 Live, and on numerous local BBC TV and radio stations and international TV stations. He has written for The Spectator, Daily Telegraph, City A.M., the BBC News website, The Business magazine, PR Week, CorpComms magazine, and various blogs, including Conservative Home. The editor of Conservative Home named James' blog - Campaign war room - Blog of the Year in 2010.