Press Releases and Future Success

Consultants often tell their clients to create press releases to represent their ‘desired future’ and then work backwards to the processes and events that must occur to achieve their  objectives.  This approach has two critical problems.

  1. Focusing on one ‘desired future’ can poison our behaviour today by limiting our perspectives rather than preparing us for multiple considerations of what may happen.
  2. Just like forecasting this simple approach fails more often than not as most companies don’t know their current state and their internal focus restricts their field of vision as to what may occur and hamper the analysis and actions needed to achieve their desired future state.

The Press Release technique is interesting but must build on accurate current state information and high quality future scenario analysis to frame press release content links to company stories, processes, software, brands and KPIs ( see the STORY LENS ) in a meaningful way.

Cheers,

Nick www.scenario2.com

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