5 Tips to Spreading the Truth

Public relations practitioners walk a fine line between promoting goodwill and spreading ideas. Often, they are interchangeable concepts used to further the marketing and branding goals of an organization. Both are practiced with the intention of influencing perception. How do you know when you’ve stretched the truth too thin?

Any self-respecting PR pro would baulk at the suggestion they are disseminating propaganda to the public, but sometimes it’s difficult to determine if the message you’re promoting contains the whole truth. This can prove especially difficult when you work with multiple clients across diverse sectors. The lack of in-depth knowledge about any one industry or issue can lead to unintentional exaggerations of facts.

Here are some tips to help you understand if what you’re spreading is truthful and purely in the interest of your target audiences:

• Is what you’re saying true? This seems an obvious point, but the temptation to “spin” the truth when pitching a particularly difficult, un-newsworthy story is never more than a heartbeat away. Propagandists rely heavily on rumours. Don’t succumb to truthiness to get your story out.
• Verify your sources, and your client’s. If you’re using stats to support a pitch, be sure your sources are reputable. Wikipedia doesn’t count; you can never be sure who has written the article and if it’s been reviewed by an editor. Your best bet is to use established institutions or organizations like universities, government ministries, international NGOs or trade organizations. Also, determine where your client is getting their information. If the facts you’re using turn out to be fiction, the finger will be pointed at you.
• Know your market. One person’s PR is another person’s propaganda. How does your target market perceive PR? Has the line between propaganda and PR been crossed, did your audience notice, and are they angry about it? Make sure you understand your market before you design a campaign. Examine the industry and how past related campaigns have traditionally been received.
• Think critically. If you find the story dubious, your audience will too. Ask your client tough questions if you feel they’re reaching to make news. Be sure they understand the importance of building trust with their target audiences. Explain the difference between spreading ideas and generating goodwill.
• What is the purpose of your campaign? If it’s to promote or shed light on a particular issue, you are probably headed in the right direction. If you are obscuring vital information or blatantly manipulating public perception, it’s time to raise the propagandist flag.