Good PR vs. Bad PR

What is good PR vs. bad PR?

Now, what constitutes good public relations doesn’t really have to be so complicated.

Sure — I’m biased.
And sure, our profession does have a bad reputation.

Honestly, our professional reputation sucks. And the whole thing with publics can be confusing.

But at its core still, public relations is quite basic.

Here’s a simple matrix to keep things straight:

Good PR vs. Bad PR

Bad organisation + bad communication = bad public relations

Bad organisation + good communication = bad public relations

Good organisation + bad communication = bad public relations

Good organisation + good communication = good public relations

What does this mean?

This means that you can fix public relations problems with public relations, but you can’t fix organisational problems (bad products or services, unethical practices, illegal practices etc.) with public relations.

Every now and then, I have to point out that there’s no public relations problem; there’s an organisational problem that must be addressed first.

Photo by Andrei Stratu on Unsplash.


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Jerry Silfwer
Jerry Silfwer, aka Doctor Spin, is an awarded senior adviser specialising in public relations and digital strategy. Currently CEO at KIX Communication Index and Spin Factory. Before that, he worked at Kaufmann, Whispr Group, Springtime PR, and Spotlight PR. Based in Stockholm, Sweden.

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