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Interestingly, a crucial difference between thin and thick value is not outcomes, but processes. Processes that focus on allocating rather than creating, companies that expend resources to extract value rather than create value, timeframes that focus on the short-term and neglect the long-term, accounting methods that undercount costs and overestimate benefits, efforts at local maximization that result in global minimization.

What's PR's role in that? By taking a holistic view, by giving more information, by helping people understand the full societal costs and benefits of their individual decisions, by educating and illuminating rather than obscuring, by adding context to content. For a start...

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