The truth is out there – and we should use it

Many may not agree, but it seems that honesty is a deeply undervalued virtue in PR. It sounds so basic and common-sensical, but it is considered to be the tool of the weaklings. You are more likely to be advised to "fake it till you make it" rather than "be honest and say it like it is."

It turns out that honesty in PR is a naive concept, and no matter how much we emphasize the importance of transparent communication, it remains honest only up to a certain point – the point we determine works best for us. And that's okay. The not-so-pretty remainder is often either overlooked or wrapped in clunky corporate phrases that, in most cases, mean very little, if anything. The worst part is when the truth is transformed into a more acceptable version (or half-truth) with the goal of preserving some image or reputation.

This thought was prompted by several campaigns this year. Some were based precisely on the truth, which, no matter how painful it might be for a brand, works much more in its favor and, at the end of the day, cannot be hidden. There are also campaigns based on the complete opposite end of that spectrum. Simple, yet truthful explanations are sometimes the best. They won’t drive away consumers, clients, or users. They will bring understanding, perhaps even empathy, and then a stronger and deeper connection between consumers and the brand.

The same rules apply in corporate communications – truth and honesty have no alternatives. You may choose your words carefully, but straying from the truth is not the path we should be taking in our business. This is where the Lincoln's famous quote perfectly fits: "You can fool some of the people all the time..." A truthful and realistic picture, carefully chosen honest and sincere words, whether things are good or bad, make you appear more humane, authentic, warmer, and more likable, and brings your company closer to every target group.

This is especially true for individuals who represent companies and seek to brand themselves personally in their profession. You can learn key messages, master the company’s corporate communications handbook (which almost certainly doesn’t advise using anything other than accurate information), but authenticity based on truth and honesty makes a win-win combination for building personal PR.

So, be honest. Sometimes it comes with a price, it’s not always pleasant, but if nothing else, you will be at peace with what you said. Or with the campaign you approved. And certainly, the other side won’t be left with the impression that the tone and image aren’t synchronized.