In many organizations, the job of either the internal or external PR Consultant is to manage and enhance the perception. Unfortunately, some C-Suites Executives do not mind the means through which this is done. What they expect from the PR team is to always find whatever means to present them in positive light without taking the corresponding activities that will enhance their outlook.
The reality is that, the PR team has to manage
perception but it will not be valid if the organisation is not taking the
appropriate business action, it will just fall like a house of cards.
As Harvey Greisman advised, “PR alone cannot close perception gaps! The company must take the appropriate business action first”
Get the business actions right and your perception will be top notch. Get connected with your audience’s emotions rightly and then you can communicate well.