PR & The Tooth Fairy

by Roger Pynn

Overheard a fellow practitioner last night talking about a “pr solution” to a corporate crisis he’s anticipating. I told him to put a tooth under his pillow. He didn’t get it.

There’s no such thing as a public relations solution. Only management action will resolve a crisis.

Unfortunately, too many people in our business reinforce the Nixonian concept that you can “pr people.” It didn’t work for the Watergate scandal and it won’t work for a corporate crisis. Public relations isn’t a verb. In fact, public relations is an aging misnomer for the practice of strategic management communications counsel. It isn’t about what we say for our companies or clients. It is about what we urge and convince them to do.

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