Public Relations is generally known as "spin." The exciting -- and oddly very bold -- opportunity in today's PR world comes down to one word:
Few management teams will be able to pull it off. Few corporate lawyers will allow it. It goes against every protectionist bone in our suits. Thus, the even greater opportunity to stand out if deployed.
The market is transparent now. Your customers communicate with each other whether you like it or not. News, good or bad, gets out.
Every sale takes both a buyer and a seller. In this 21st Century market, the two sides of that coin are now equals.
The best way to manage this is ultimately transparent market is not to fight it -- but to leverage it.
The social phenomenon is based on relationships and honesty. Success is having a trusted brand.
Every brand is subject to the social phenomenon.
Where are you in this dynamic?
- Ignoring it?
- Fighting it?
- Leveraging it?
The best salespeople (those with an eye on business longevity) have leveraged honesty since the beginning of time. Could it be time for the C-suite and PR folks to bravely do the same?
Google has had some massive play with its "Do no evil" mantra. Imagine if that were true?
It will takes truck loads of courage for any company to pull this off, and lines will have to be drawn in certain places, in the realm of disclosure, for example -- but it could be really cool.
------------------- Talk Back -----------------
Would you, as a consumer, appreciate an honest dialog with the brands you favor?
Do you see opportunity to stand out in your competitive circle by being honest with the marketplace?
What are the risks? Will the reward exceed the risk?
Which brands are doing this today?
-- Polly Pearson
@PollyPearson on Twitter