Let me ‘splain you something: There is a limit to the power of PR. As the owner of a public relations consultancy, it’s not in the best interest of my business to tell you this, but there it is. The most important thing you need in a PR person is honesty. If no one else in your midst tells you the truth, your PR person better or you need a new one.
Here are 10 questions to ask yourself before you put your press person in front of the media:
1. Is it a PR problem?
If you drag customers off a plane, it is not a PR problem, it is a customer service problem (it’s actually a human decency problem).
2. Have I looped in my PR person?
If you do not tell your PR person what is going on, please do not expect that you can have him brief the press at a daily press briefing and represent you in any credible way.
3. Has my PR person had the chance to build trust with the media?
Here’s a hint: The answer is NOT to cancel the daily press briefings, Mr. President. It’s to fix the communications function in The White House. Talk to them! Preferably before you tweet.
4. Am I being honest?
Just tell the truth.
5. Do I actually know what the truth is?
There is no shame in listening. No shame in admitting you were wrong. There is no shame in resigning a job you are unqualified to do. There is shame in lying and asking others to lie for you.
6. Am I asking my PR person to do something I am unwilling to do myself?
The old adage holds true: Garbage in, Garbage out. Your PR person is your surrogate. He or she can only carry forth your messages. If you have integrity and credibility, so will your PR person.
7. What is my long-term goal?
Self-service is short sighted. The greater good is best served by providing for the most vulnerable. I’m sure they would appreciate healthcare coverage as a start.
8. Do I need a sense of humor?
Only when you watch Saturday Night Live.
9. Do optics matter?
Yes.
10. Is it too late to right the ship?
I personally believe that no one is beyond hope. Everything is temporary. But you will be remembered. You have to ask yourself: How do you want history to remember you? It’s not to late to affect that legacy by telling the truth and doing the right thing. It’s never too late for that.
