Seeing Through You

Public relations has been equated to such obscuring terms as putting a spin on things, creating a smokescreen, handling or controlling the message, or messenger, or simply providing a subjective vs. objective view of what's being presented.

Consider, instead, transparency.

Be as open, honest, forthright and upfront as possible.

Leave nothing out and don't be afraid to admit what you don't know. Never knowingly dodge, duck, omit, mislead or misrepresent the facts.

Try to build believability and credibility rather than weave a tangled web of half truths, misleading statements or downright deceptions.

Exercise authority and responsibility. Be receptive and responsive. Follow up and follow through.

Treat inquiring journalists like invited guests – welcome them, offer assistance, be hospitable and thank them for contacting you and offering you a chance to tell your side. At least, treat them with respect.