If there is one occupation that could use a little positive press, it’s the PR professional.
Look at any survey or poll, and PR ranks at or near the very bottom every time. In 2016, the Harris Poll conducted a survey of the 30 most prestigious professions. PR professional ranked dead last, after a wide array of professions—among them EMT, farmer and real estate broker.
Is it any wonder?
In an age of “alternative facts” and “post-truth,” PR professionals are seen by a wide swath of the public as spin doctors playing fast and loose with the facts. The best among us rarely make headlines. Rather, it’s the spokesman who stands at the podium to spew bald-faced lies or the callous social-media manager who shoots off a thoughtless tweet.
“PRSA strongly objects to any effort to deliberatively misrepresent information. Honest, ethical professionals never spin, mislead or alter facts,” according to a statement by Jane Dvorak, PRSA co-chair.
For every bad apple in the industry, there are many more professionals who go about their work with honesty and integrity. Most PR pros point to honesty as their stock-in-trade. They know that even one lie—however small—has the potential to ruin relationships—and without solid media relationships, PR professionals aren’t worth their salt.
Before you give into the urge to counter a negative narrative with falsehoods, consider the following:
Honesty is the best policy.
There’s never a reason to lie. Period. Often, coming forward and taking responsibility in a difficult situation rather than skirting the issue or dealing in false information will earn you plaudits in the press. Companies like Uber, Airbnb and Dominos have been ahead of the curve on this front. Never forget: the cover up is worse than the crime.
Allies not enemies.
Journalists and PR professionals are on the same team, working to provide the public with timely and accurate information. Be a resource. Ask if you can arrange an introduction with a third-party source. Remaining engaged—even in less-than-ideal situations—will mean a great deal to the journalist and ensure your voice and point of view are a part of the story.
“Never pick a fight with people who buy ink by the barrel.”
With the rise of social media and content marketing, brands may think they can make an end run around the media and simply direct their message to their chosen audiences. But that philosophy will only go so far. Yes, social media and content marketing are an important part of the communications puzzle, but so is getting media legitimacy. If you freeze out the media or serve up dishonesty, they’ll simply ignore you—as we saw with CNN’s decision not to air a live press conference with the new White House press secretary.
The fake-news phenomenon isn’t going away any time soon. But brands that double down on the tried-and-true fundamentals—honesty, forthrightness and respect—will be positioning themselves for success in any media environment.
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