Hoggan PR Tip #26: Use the Language of Accountability

In a climate of mistrust, generalities are more likely to alienate than reassure your audience.

If you're talking about something that people cannot measure or confirm, you're probably saying something that they won't believe. This is particularly the case for companies trying to communicate about sustainability.

To be credible, claims must be specific and measurable.

Generalities will only expose you to charges of hypocrisy, especially if it can be argued that another part of your operation is not currently run on a sustainable basis.

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.