PR as a Megaphone or Filter?

Many people like to think of public relations as a megaphone, but actually its most important role is that of filter.

That’s right, sometimes your best PR tactic is silence.

Just ask Don Imus, or Alec Baldwin, or Sen. Joe Biden. Damage control after saying or doing something stupid is so much costlier than taking a few extra moments to consider the consequences. Of course, an unfortunate slip of the tongue is a disaster no PR person could prevent, but even well-run organizations are known to hastily announce so-called good news without proper strategy and planning.

PR is not just about getting media coverage. In its most sophisticated applications it’s about reputation management. Every PR person feels pressure to obtain placements. But the best have the courage to resist that pressure for a larger purpose.

Democratic presidential hopeful Sen. Barack Obama made headlines recently when he criticized Don Imus for making racist and sexist remarks about the Rutgers University women’s basketball team. Soon, however, Obama was being called a hypocrite for taking campaign contributions from hip-hop artist Ludacris, whose lyrics are similarly misogynistic. In this instance, it might have been better for the senator to stay out of the Imus debate.

A good PR counselor evaluates opportunities to promote an organization, and if the timing, or the venue, or the message is not right, it might be advisable to wait for a better opportunity. A PR person should consider how the news will be perceived by all possible audiences and do a thorough risk-benefit analysis. Often, even marginal risks will trump significant benefits, because harm to an established brand can be very difficult to overcome.

Chris Stutz
Director of Public Relations
Manager, Client Services
The Cyphers Agency, Inc