Some businesses commit themselves to hiding or spinning problems instead of better understanding the causes and addressing solutions. I’ve attended staff meetings where not one employee intended to ask a challenging question, fearing management would somehow punish him or her for raising a concern. But businesses gain strength by identifying, even publicly, their weaknesses.
A public relations firm or campaign should help businesses achieve their long-term goals by highlighting successes and correcting failures and misperceptions. This is easier said than done when a company’s own conduct lands it in quicksand. When money is at a stake, how do you persuade a business to be willing to reverse course even if a new approach means, in the short term, bruised egos and lighter pockets?
Because a Bandaid is just that for serious publicity injuries: a short-term fix that briefly allows management to duck for coverage without actually changing minds or influencing important audiences. This strategy, or lack of strategy, may slow the downward spiral and bring about some spurts of goodwill. But even the least educated people have noses and they are skilled at smelling B.S. even when covered in roses.
Public relations should not be spin. An audience already anticipates that and has a pre-existing condition called suspicion. Surprise them by reminding them what you do right and showing a willingness to accept and correct what you do wrong. Think short term and that’s how you will be judged. Think long term, be willing to take some punches and that’s how you will increase your chances of success.