We live in an era of societal pessimism. Everyone has a voice and it is very often used to criticise. Publics see problems and discuss them. Academic research reflects this and often focuses on difficulties, issues and bad practices. It is time to bring some optimism into both public discourse and academic research.
Strategic communication should be used for cultivating a positive environment. This means communicators should accept that one of the biggest competitive advantages in today’s business world is a positive and engaged public. Satisfied participants are at the core of any successful relationship. To succeed in the future, public relations will have the aim of keeping various stakeholders not only satisfied, but happy. Whether they are employees, customers, or business partners, only happy stakeholders will ensure long term organizational success.
The success of relationships with publics is mostly based on how people are valued and treated, which in turn affects their self-perceptions and level of performance. Both of these elements are correlated with life happiness. So it seems logical that public relations should put additional effort in fostering happiness and joy among their publics and by that improving both organizational success and the well-being of people.