People often think of public relations only in marketing terms. How can we use PR to build our brand? If they don’t see an immediate payoff, they say why should we bother? They are missing the link between positive PR and saving the brand during a crisis. Positive PR is like getting a flu shot, it won’t guarantee you don’t get the bad news flu, but it will make the symptoms less severe.
Layers of truth have defined every crisis I have been involved with during my 15 years in public relations. While it seems obvious that a client would recount their story fully when first meeting with the team they’ve hired to help them, in my experience that has not always been the case. I’ve learned that people often ‘forget’ major details, and it can take a few days or longer for all the information to come out. Indeed, in some cases it never does.