Hoggan PR Tip #24: Credibility Rests in Good Actions, Not Good PR

Mistrust is often the obstacle to successful corporate communications.

In an age of skepticism - it not outright cynicism - the public in inclined to dismiss corporate messaging as self-serving and therefore suspect.

Communicating in such an environment is 80 percent about what you do and 20 percent about what you say.

If, for example, you are trying to distinguish yours as a sustainable company, emphasize action and avoid inadvertantly overstating your sustainable commitments.

Focus your communications on specific business practices that others can measure and judge. Credibility will build slowly, but on a solid foundation.

This is part of an ongoing series of practical public relations tips taken from Jim Hoggan’s book, Do the Right Thing: PR tips for a skeptical public.

See all the tips Jim has posted so far on this page here: Jim Hoggan’s PR Tips Series.