Public relations professionals often have to deal with the negative stigma that their jobs are merely about generating shock value and distorting the truth through media. The recent controversy with Blake Lively and Jason Baldoni following the release of their film “It Ends with Us” amplifies this stigma, from the leaked text messages, alleged smear campaign to the published New York Times article and lawsuits, poorly managed PR efforts seem to be behind it. 

And while yes, there are publicists or PR agencies that use disreputable tactics to simply generate the most media coverage or try to skew public perception, it’s not a reflection of what true PR professionals stand for. At its core, PR is about building and maintaining public trust. This is why the PRSA Code of Ethics emphasizes integrity, honesty, and accuracy in communication.

So, what are some ways you can distinguish professional PR agencies from the rest?

They pursue credibility over sensationalism. A skilled PR agency will work with you to build your reputation and uphold the trust of your audience. Accuracy, honesty, active listening and sometimes accountability are key factors in the process, especially when handling a crisis. A true PR professional will make sure your message aligns with your values versus trying to generate the most attention or gain a viral moment, ultimately lacking depth and often backfiring in the long-term. 

This leads to the second factor; a good PR agency will focus on a strategic approach to establish long-term trust for your brand versus taking short-term risks in the form of negative publicity stunts or exaggerating the truth for quick media hits or to drown out other voices. A professional PR agency will evaluate the facts and execute a plan that drives a positive, authentic and consistent message over time that will resonate with your audience and build their trust and loyalty.

Choosing a reliable PR agency is important to help navigate the spotlight in an ever-changing media landscape and manage a brand’s reputation through the relentless eyeglass of social media and public perception.