Are you using systems thinking in your PR?

After two decades in PR, navigating multiple sectors and employing various strategic styles, I thought I had mastered the art of strategy. 

But it wasn’t until I began my postgraduate master’s study in systems thinking this year that I realised I could add even more depth and insight to my practice. 

This discipline has fundamentally shifted how I view challenges, understand diverse stakeholders, uncover opportunities, and design solutions in the ever-evolving world of public relations.

What is systems thinking?

At its core, systems thinking is a holistic approach to problem-solving. It focuses on understanding the interconnectedness of various elements within a system. 

Unlike traditional linear thinking, which often isolates issues and addresses them in silos, systems thinking considers the broader context, acknowledging how changes in one area ripple across the entire system. 

For PR professionals, this means moving beyond quick fixes to anticipate and navigate the complexities of brand reputation, stakeholder relationships, and societal trends.

One of the key concepts in systems thinking is recognising feedback loops – the ways in which actions create reactions that either reinforce or counteract the original situation. 

For example, a well-crafted PR campaign might generate positive media coverage, which boosts brand trust and leads to increased customer advocacy: a reinforcing feedback loop. 

On the other hand, ignoring stakeholder concerns could create a negative feedback loop, amplifying reputational risks. Understanding these dynamics helps us craft strategies that are not only effective but sustainable.

How systems thinking enhances strategy and change management

When applied to strategy and change management, systems thinking helps us anticipate challenges and design solutions that align with long-term goals. 

It encourages practitioners to ask key questions: What are the root causes of this issue? What external and internal factors are influencing the situation? How might this decision impact different stakeholders over time?

In change management, systems thinking highlights the importance of stakeholder engagement at every level. For instance, when introducing a major organisational shift, a PR professional might map out how the change will affect employees, customers, regulators, and media narratives. This approach allows plans to address not only the immediate concerns of each group but also the potential ripple effects of the change.

Additionally, systems thinking fosters adaptability – a crucial skill in PR. By understanding that systems are dynamic and ever-changing, practitioners can pivot strategies quickly in response to unforeseen challenges, such as a sudden reputational crisis or shifting consumer sentiment.

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Tools and tricks for PR professionals

PR practitioners can incorporate systems thinking into their daily work using several practical tools. While creating stakeholder maps or causal loop diagrams is invaluable, some of the most profound takeaways I’ve found for PR professionals involve improving stakeholder management and refining objectives.

Stakeholder management: Applying worldviews (Weltanschauung)

Systems thinking introduces the concept of Weltanschauung, the unique worldview or perspective each stakeholder brings to a situation. By considering these diverse perspectives, PR professionals can develop strategies that are more empathic, inclusive, and effective.

For instance, in managing a corporate responsibility initiative, Weltanschauung encourages us to examine how employees, customers, and communities perceive the campaign differently, shaped by their roles and values. This deeper understanding fosters meaningful engagement and prevents misalignment.

Incorporating Weltanschauung into PR strategy enables a holistic approach, bridging diverse perspectives to create messaging that resonates across complex and interconnected audiences.

When understanding worldviews (Weltanschauung) in PR and systems thinking, practitioners can pose questions like:

1. What are the core values or beliefs shaping this stakeholder’s perspective?
2. How does this group define success or failure in the given context?
3. What assumptions might they have about the issue or our organisation?
4. What are their primary concerns, fears, or motivations?
5. How does their role or position in the system influence their viewpoint?
6. What historical or cultural factors impact their perspective?
7. How might their worldview conflict with or complement others’ perspectives?
8. What communication styles resonate most with this group?
9. How does their worldview shape their expectations of our actions or messaging?
10. What would a mutually beneficial outcome look like from their perspective?

These questions uncover deeper insights, enabling more effective and empathetic PR strategies.

Objectives: Applying CATWOE

CATWOE, another systems-thinking tool, helps PR professionals analyse complex situations by examining six elements: Clients, Actors, Transformation, Worldview, Owner, and Environmental constraints.

For example, in crisis communication identify clients (affected stakeholders), actors (team members managing the response), and the transformation (desired change, such as restoring trust). 

The worldview (stakeholders’ perspectives) guides empathetic messaging, while the owner (decision-makers) ensures alignment with organisational values. Lastly, environmental constraints (legal, social, or market factors) inform the strategy.

Using CATWOE ensures a thorough, structured approach to PR challenges, fostering solutions that address stakeholder needs while achieving strategic goals effectively.

A holistic mindset for long-term success

By integrating tools like Weltanschauung and CATWOE into processes, PR professionals can adopt a systems thinking mindset that not only addresses immediate challenges but also builds a foundation for long-term success. It’s a perspective I’ve found invaluable, and I believe it has the potential to transform how our industry approaches strategy and change in an increasingly complex world.

Chartered PR Serena Hussain is a senior communications manager at HM Land Registry, producer of the Digital Property Market Steering Group podcast, and an independent strategic consultant and trainer.