Within one minute of a Boeing 777 crash-landing at San Francisco International Airport in 2013, it was on Twitter with a photo from an eye-witness observer. Within 30 minutes the number had risen to more than 44,000 tweets with photos and videos taken by survivors. The wave of social media coverage illustrated three phenomena which […]
About Robert Masters
Robert Masters is a highly-experienced public relations practitioner with a background covering more than 30 years in the industry.
His experience covers corporate and government sectors, industrial and consumer markets as well as issues and crisis management, employee relations and investor relations.
Robert specialises in government relations; issues & crisis management; communication audits & strategies; corporate communication; organisational change; publications & editorial services; environmental reputation; stakeholder relations and media relations.
Mr Masters is a former senior political journalist having covered Federal Parliament as a member of the National Press Gallery and State Parliaments in Queensland, NSW and Victoria, as well as the Town Hall round in Brisbane and Melbourne.
Robert has also lectured widely in Australia, Asia, the United States and England on public relations communication strategies as well as on issues and crisis management. He is a Life Fellow of the Public Relations Institute of Australia and a Past President of the PRIA.
Entries by Robert Masters
The key task of leaders is to explain what the future should look like and to build consensus around this shared vision. This means setting setting objectives to achieve the goal; in other words, developing a great plan to deliver the goal. Nelson Mandela summed it up as: “Vision without action is merely a dream. […]
The mistakes that drive cynicism and undermine redemption Saying ‘sorry’ for an incident, or issue does not ‘cut-it’ any more with affected stakeholders, or the media. Insincere apologies can make the situation even worse. Unfortunately, CEOs have fallen into contrite contrition in just using the words, but not fully recognising the importance of the sincerity […]
Communication is transitioning to a ‘new era’ in service delivery efficiency and effectiveness. It is a ‘customer-centric’ service delivery; i.e. ‘providing the best possible customer experience (satisfaction) utilising the most efficient delivery model’. This means not only new technologies, but also a new approach to personal communication. Modern Innovative government is committed to addressing this […]
- Crisis? What Crisis?September 17, 2019 - 11:49 am
- Sometimes, silence is goldenAugust 16, 2019 - 8:11 pm
- Social media. How hard can it be?April 16, 2019 - 8:17 pm
- When it does go wrong, everyone will know about it – immediatelySeptember 8, 2018 - 8:16 pm
- What could possibly go wrong? Privacy & government databasesSeptember 8, 2018 - 8:12 pm
Words & Insights – Topics
- Community Relations
- Corporate Knowledge
- Corporate Reputation
- Digital and Social Media
- Future Technology
- Government Relations
- Information Management
- Investor Relations
- Issues and Crisis Management
- Media Relations
- Media Training
- Organisational Change
- Public Policy
- Stakeholder Engagement
- Stakeholder Information
- Strategic Marketing