#8 Do the Right Thing

A lot of characters march under the public relations flag—people involved in advertising, hype, sales, obfuscation, lobbying, and much more.

Public relations is a professional discipline, but in its purest form public relations is Good work, publicly appreciated. Even the best PR effort cannot create a solid mission, a worthy cause, or responsible action. Using the right public relations tools can help minimize damage, but it can’t turn bitter water into wine.

Successful public relations begins in the executive suite and the board room, not the communications office. Good PR starts with good decisions. Faced with ethical choices, Do the Right Thing. Forced into a corner, Tell the Truth. Given an opportunity to promote your organization, Be Authentic.

We have been asked on too many occasions to get extensive national coverage for organizations that are doing very little. That’s not practical or ethical. Conduct strong programs, make a difference in people’s lives, and change your corner of the world. That will make news. And it’s the beginning of good public relations.


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