What PR CANNOT Do for You!
Knowing the answers to these questions is critical for successful public relations campaigns
PR is not a magic switch.
It doesn’t instantly fix broken operations, unclear strategy or internal conflicts. If an organization hasn’t decided who it is, what it stands for or where it’s going, PR can’t manufacture that clarity. It can only help articulate what already exists — or expose where decisions still need to be made.
PR is not advertising. You don’t fully control the message, the timing or the outcome in the way you do with paid media of direct communications. Earned credibility takes time, consistency and trust - with stakeholders and reporters/media organizations. Anyone promising guaranteed headlines or immediate visibility is selling something else.
PR is not a substitute for leadership. Strong communication depends on leaders who are willing to be transparent, accountable and involved in developing and sharing their stories. PR can help leaders prepare, frame issues and anticipate questions, but it cannot replace authentic leadership or sound judgment.
PR is not about spin. Despite the claims that PR experts are "spin doctors," this is not what makes them most effective. At its best, public relations is about accuracy, context and perspective. When organizations try to “spin” instead of investing energy in honest explanations, audiences notice and credibility erodes quickly.
Where PR does excel is during moments of change, complexity or growth. When organizations need help translating complex and important topics messages for audiences who are unfamiliar, skeptical or newly affected by what’s happening, PR professionals are most effective.
That’s why the most successful PR engagements tend to start with honest conversations, not tactics.
Ask yourself and your teams these three questions:
- What is actually changing about our company, competitors and customers?
- Who needs to understand it - employees, sales teams, partners, customers, influencers, media?
- What questions are we not answering consistently or fully?
PR works when it’s grounded in truth, aligned with strategy and used intentionally — not as a last-minute fix or a visibility shortcut.
— Ed Green
