The three words PR professionals don't want to be called are spin doctors, flacks and lairs. These three words has the power to challenge and damage the credibility of PR professionals with the media, public and the organization it represents.
Whenever there's a crisis, which threatens the life of an organization, PR professionals are often blamed for "spinning" the truth in order to present an organization in a positive light.
"Positive light" in the court of public opinion is lying because the public believes organizations are only considered about it's image and reputation rather than its publics. This ideology of the publics view of PR professionals in a crisis isn't true.
PR professionals adhere to the PRSA Code of Ethics, which includes the following: honesty, advocacy, expertise, fairness, loyalty and independence. This is a worldwide professional standard of all PR professionals and also young professionals. Therefore, it would be unethical to lie ever.
The job of a PR professional during a crisis is to be open and honest, communication with the masses, take a proactive role in solving the problem and NEVER say "No Comment." One more thing, PR professionals "tailor" or "frame" its key messages to communicate to the masses, which is not "spinning."
PR professionals admit the organization made a mistake, show concern, explain what steps are being taken to solve the problem, REINFORCE key messages, REMIND the public of the organizations previous success and let the public know that everyone makes mistakes It's only how an organization recovers from a crisis that will say a lot about an organization.
What are your thoughts on "Spin vs. Framing?"
Until next time.
Best,
GPaul
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