About your organization
ORGANIZATIONS are often served by old-school PR companies and professionals that will share with you the “conventional wisdom” of communication.
They will show you how to better manipulate your audiences through self-serving spin and manipulation. They’ll school you in the dark arts of misleading advertising and marketing.
They tell you to never admit mistakes or talk about anything in negative terms.
They’ll imply that the best way to communicate with modern audiences is to focus on the technology, such as social media, rather than paying attention to being honest and authentic in the content of your communication.
In fact, they’ll try to find many different ways for you to get the spotlight for what you say you are, not what your organization proves itself to be every day. Then they’ll be on hand when it all goes sideways. They will charge you incredible sums of money to help you talk your way out of trouble, sidestep blame and make empty apologies.
All of these traditional communications practices serve only to diminish the trust and support you must receive from others if you are to succeed.