Master Class #45: Praying for the Right Publicity
There’s an old saying in our biz: “Advertising is what you pay for; publicity is what you pray for.”
But publicity is not always good, as we all know.
Don't just use your PR team for all the back-slapping and positive storytelling. The right pros should also know how to mitigate any potential damage from a bad news story that could weaken your reputation for the long term.
If public discourse around a particular brand, issue or organization has a negative sentiment, perhaps as a result of negative publicity or news, a PR professional's job is to advise the organization on how best to proceed - straight forward and to the point.
After all, if conversations are being had about your organization, then you should share your side of the story. But remember: how you respond will have a direct impact on the public's perception. If done poorly or unethically, it could make the situation even worse.
That is why PR pros offer crisis communication as part of their services. We do, too. And it is not about spinning, dodging and minimizing. It is about informing, sharing truth and building rapport.
When done correctly, crisis communications can enhance your brand in the long run. You will be known for "doing the right thing."
And that's publicity to embrace!
THE NEW 60
A Jaffe Exclusive
by Andy Landorf & John Colquhoun
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