This article is pulled from the JoTo PR Disruptors Report. Subscribe here to not miss out.
I will tell you emphatically what is not PR and that is lying. Lying isn’t really any business, let alone PR.
In today’s landscape of “FAKE NEWS,” Ethics in PR can actually boost media results.
What whaaaaaat??? Believe me, it’s true. Here’s why:
88% of journalists today need and want factual information – getting it right is more important than the story.8
Interesting. That tells me the other 12% do not….and are causing the majority of the problems.
It fits. The 80/20 Rule. 20% of your workforce is doing 80% of the work. 20% of your marketing list is generating 80% of your business. 20% of your customers are generating 80% of your business. 20% of “FAKE NEWS” is generating 80% of the problems.
If the PR professional is knowledgeable in their work, they take an interest in what the media does and what the media’s business is all about AND, most importantly, they know their client’s business and can talk intelligently to the media about their story. The journalist will respect and want to work with that PR pro. This type of professionalism is what commands respect.7
A PR person who does not follow this protocol will be placed lower on the list by the media and no journalist will listen to them when they try to implement PR for your business.
An ethical PR professional is adept at achieving a balance between taking an interest in and helping the media while still having their client’s best interests in mind. If you hire a PR professional with that type of business ethic, they can take your PR campaign to a whole new level.
This is where a PR professional with ethics can be of tremendous value. Knowing both sides of the coin makes for a better outcome. If the media airs or publishes something that is not accurate, the repercussions could be treacherous and the image that you are trying to create can lose face, so to speak. A wise PR professional will see it as their responsibility to oversee the publicity message and make sure that nothing is misconstrued; and if it is, they will work with the media source to correct it before it goes to press.
I show PR as an example because I am a specialist in this field, but from my knowledge of PR I’ve learned from other industries that this principle holds true. Lying only leads to negative consequences and even bad press, which leads to untrustworthiness which leads to harder closes and sales. Today, consumers have dropped from 52% to below 22% in terms of trusting brands and companies.9 All because a few little liars.
When one company gets risky, lies, and then gets caught, their brand loyalty plummets. Do you think after Naked Juice’s little scam that people went to Odwalla or maybe even said to hell with it and started juicing at home? The ending result is a bad name for yourself or your company that is very hard to replenish, a cycle that can take years to repair, and competitors who will swoop in and take the market share from you. It’s a sticky and bad scene; I don’t want that for you.
They say the truth hurts… but I’m pretty sure that FAKE truth hurts ten-fold.