This may sound counter-intuitive, but great PR isn’t ALWAYS doing what makes you look best — it’s simply doing what’s right.
That, my friends, is called authentic PR.
The world needs more of it.
The Problem We’re Facing
It’s becoming harder to find people, groups and organizations 100% committed to striving to do what’s right 100% of the time.
Yes, we all have different paradigms, beliefs and philosophies. We won’t always agree on what truth is or what common sense looks like. That’s reality.
But here’s the thing: We can still strive for what’s right instead of simply defending what makes us look good or boosts our self-importance.
Politics offers endless examples of automated defense over honest assessment — or simply disagreeing when it wasn’t your idea; or when it’s a better idea than yours. It reminds me of that classic Groucho Marx song from the 1932 Marx Brothers movie “Horse Feathers” where he sings, “Whatever it is, I’m against it!”
For the most part, both major political parties seem programmed to protect themselves first and put doing what’s right second (or never).
Case in Point: Minnesota’s Fraud Scandal
The growing fraud scandal in Minnesota — which federal prosecutors estimate could top $9 billion — perfectly illustrates this problem.
Instead of rallying around the simple truth that fraud is bad, some have issued death threats against Nick Shirley, the YouTuber who helped expose the fraud.
Others have screamed racism against the Somali people, since many of them are involved in this fraud scandal. What? The law is the law, no matter WHO breaks it.
One Minnesota lawmaker tried deflecting attention from the fraud by claiming we should instead be “Looking at White men who are committing violence at disproportionate rates in our country.” Huh?
Yes, violence is also bad — no matter WHO commits it.
This is what happens when protecting “our side” becomes more important than protecting what’s right and using common sense.
Suffice it to say, Minnesota currently has a huge PR problem on its hands.
Business Lessons from This Mess
Someone at your organization may someday be accused of wrongdoing.
If it’s NOT true, vigorously defend yourself and your reputation.
If it IS true, figure out what happened and make it right. As the saying goes: “If you mess up, fess up.”
Never adopt a mindset that you must defend yourself at all costs while you try to crush and belittle any opposition. Be honest, humble, professional. Don’t assume you can never do wrong.
Above all: Never try to “spin” your way out of a mess or mistake. Spin is a bad four-letter word.
Ultimately, every organization needs a strong foundation of values.
3 Big Takeaways
- Truth is more important than saving face.
- Set solid values and stand by them — even when it’s uncomfortable.
- If you did something wrong, quickly take steps to make it right.
What can we do to unite behind what’s right? I don’t have all the answers, but I know spin and deflection aren’t them.
What types of values does your organization have? Are you unwavering in standing by them? Do share!
Stay authentic — and committed to what’s right, not just what looks right.
Jeffery E. Pizzino, APR (seen here in a vintage photo circa 1983 serendipitously doing a Clash impersonation in a since-forgotten location) is a spin-free public relations pro who is passionate about telling the why of your story with clarity, impact and authenticity. He began his PR career in 1987 at Ketchum Public Relations in New York City but has spent the majority of his career as a solopreneur. He’s the Chief Authentic Officer of the Johnson City, TN-based public relations firm, AuthenticityPR. He also functions as the fractional CCO for technology startup Converus.
Jeff has an MBA in Management from Western International University and a Bachelor of Arts degree in Communications — with an emphasis in PR — from Brigham Young University (rise and shout!). He’s a native of Milwaukee, Wisconsin, but also holds an Italian citizenship. Jeff and his storyteller wife Leticia have four children and four grandchildren. In his extremely limited nonwork hours, he studies italiano, practices guitar, write songs, gardens, disc golfs, reads, listens to New Wave music, serves in his church, watches BYU football, and plays Dominion and Seven Wonders. Email Jeff.
