115- Public relations: Myth #2 – Half-Truths
At the turn of the last century, you could still get away with inventing your own biography – but things have changed a great deal since then in free countries with access to information and social media.
Public relations, as practised in democratic nations, relies on principles of truth and transparency which PR develops with journalists and the clients’ various target communities. Agencies like ours wouldn’t last very long if our press releases served up a steady diet of half-truths.
Today we hear a lot about greenwashingand cultural appropriation, for example, and internet users are quick to denounce companies that make outsized promises even though they’re just obeying the law, or certain brands that launch “Conscious” collections that use just a small percentage of recycled fabrics in their clothing. Watch out for these practices, because internet users will seize upon them. And it could spread through public opinion at the speed of light.
Yes, it’s a myth that public relations issues half-truths or spins its messages. If you want to reach your consumers at a deeper level, nothing works better than the truth. That’s what we recommend to all our clients. Don’t say your products are natural if you don’t have the data to prove it – even if the law does allow it with a lesser percentage. It’s best to say “99% natural” – if you can prove it – and state what’s in the remaining 1%.
If you’re interviewed to talk about your business or your product, tell the truth. If you don’t know the answer to the reporter’s question, don’t make it up. Just say you don’t know.
And in a crisis, the truth is always the right idea. If a product is defective, our expert advice is: Say so – and soon.
To anyone whose job it is to speak on an issue, we say:
Confirm the problem – don’t be vague
Say you’re sorry – and mean it
Come up with immediate solutions
Telling the truth garners respect. You become trustworthy to your clients. It’s the best strategy if you want to last and prove to your consumers that you’re genuinely interested in them. What about your mental and physical health? If you want to be well, there’s nothing better than telling the truth.
Should you tell the whole truth? I sincerely believe so, but I’m also willing to be delicate and empathetic while I’m at it. The truth can hurt – even if you don’t mean it to.
In Canada, there’s a big movement called the Truth and Reconciliation Commission of Canada*, which provides a process for guiding Canadians through the difficulties of exposing the facts about the Indian Residential Schools system, as well as establishing the foundations for lasting reconciliation in Canada.
Without truth, there’s no reconciliation. Interesting, isn’t it?
I hope I’ve convinced you that half-truths have no place in the public relations business.
Don’t hesitate to contact me, and sign up to our lists so you can find out more about our upcoming training.
* CANADIAN ENCYCLOPEDIA
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https://www.instagram.com/nata_pr_school/
GET PEOPLE TALKING ABOUT YOU, FOR FREE
https://prschool.natapr.com/evergreen_fr
THE FREE NATA PR MODEL
https://prschool.natapr.com/Le-Modele-NATA-PR
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Public relations, as practised in democratic nations, relies on principles of truth and transparency which PR develops with journalists and the clients’ various target communities. Agencies like ours wouldn’t last very long if our press releases served up a steady diet of half-truths.
Today we hear a lot about greenwashingand cultural appropriation, for example, and internet users are quick to denounce companies that make outsized promises even though they’re just obeying the law, or certain brands that launch “Conscious” collections that use just a small percentage of recycled fabrics in their clothing. Watch out for these practices, because internet users will seize upon them. And it could spread through public opinion at the speed of light.
Yes, it’s a myth that public relations issues half-truths or spins its messages. If you want to reach your consumers at a deeper level, nothing works better than the truth. That’s what we recommend to all our clients. Don’t say your products are natural if you don’t have the data to prove it – even if the law does allow it with a lesser percentage. It’s best to say “99% natural” – if you can prove it – and state what’s in the remaining 1%.
If you’re interviewed to talk about your business or your product, tell the truth. If you don’t know the answer to the reporter’s question, don’t make it up. Just say you don’t know.
And in a crisis, the truth is always the right idea. If a product is defective, our expert advice is: Say so – and soon.
To anyone whose job it is to speak on an issue, we say:
Confirm the problem – don’t be vague
Say you’re sorry – and mean it
Come up with immediate solutions
Telling the truth garners respect. You become trustworthy to your clients. It’s the best strategy if you want to last and prove to your consumers that you’re genuinely interested in them. What about your mental and physical health? If you want to be well, there’s nothing better than telling the truth.
Should you tell the whole truth? I sincerely believe so, but I’m also willing to be delicate and empathetic while I’m at it. The truth can hurt – even if you don’t mean it to.
In Canada, there’s a big movement called the Truth and Reconciliation Commission of Canada*, which provides a process for guiding Canadians through the difficulties of exposing the facts about the Indian Residential Schools system, as well as establishing the foundations for lasting reconciliation in Canada.
Without truth, there’s no reconciliation. Interesting, isn’t it?
I hope I’ve convinced you that half-truths have no place in the public relations business.
Don’t hesitate to contact me, and sign up to our lists so you can find out more about our upcoming training.
* CANADIAN ENCYCLOPEDIA
FOLLOW US ON INSTAGRAM
https://www.instagram.com/nata_pr_school/
GET PEOPLE TALKING ABOUT YOU, FOR FREE
https://prschool.natapr.com/evergreen_fr
THE FREE NATA PR MODEL
https://prschool.natapr.com/Le-Modele-NATA-PR
SIGN UP TO OUR LISTS
www.natapr.com
