When we accept clients whose business objectives don’t go beyond hype, or who wouldn’t know a good Business Plan if they tripped over it –– we become no better than them.
We become the old-fashioned “publicist”-type...who’ll take anyone as a client, who’ll do anything to promote that client, and who’ll use any methodology to prove “results.”
We become interested only in short-term results, rather than long-term strategy. And – because we often know in our hearts that this client may not be around forever – we become interested only in the quick buck. Just like them.
Some of the business/financial institutions we once trusted have betrayed our trust. And it’s sometimes tempting – particularly if we’re in a recession – to think about the shortest route to the money.
But like the companies who’ve fallen victim to this philosophy, if we compromise our core values, our own companies may not be around for long, either. As many companies and executives can testify, once your reputation takes a major hit, it’s awfully hard – or impossible – to reclaim it.
Our mantra, as Public Relations professionals, should emphasize ethical business and marketing practices...
- Determine your core values.
- Make sure your people understand – and practice on a daily basis – your core values.
- Educate your clients – and your potential clients – about your core values.
- Be willing to pass on a potential client who doesn’t share those values.
- Be willing to walk away – yes, walk away – from an existing client who violates what you believe to be ethical core practices. (It’s generally a lot better in the long run for your reputation.)
- Hold on tightly to your moral compass. The business graveyard is filled with PR firms that didn’t.
- DON’T JUST PREACH CORE VALUES...PRACTICE THEM!
Let’s set an example for our clients with our own behavior…before we’re put in the horrible position of having to publicly defend theirs.