4 ways to maintain communication credibility

No matter what sort of communicator you are, it’s essential to sense where PR ends and pandering begins.

A single typo, misattribution, white lie or poorly executed joke can damage your reputation. Unfortunately, communicators carry this burden for the companies and clients they work for. A gaffe gone wild can produce cascading consequences well beyond your personal brand.

There are many obvious ways to squander credibility, such as through sloppy writing, misleading statements or offensive tweets. Here are four more subtle ways communicators can keep from diminishing trust, respect and goodwill:

1. Steer clear of shameless pandering.

Where does PR end and pandering begin? It’s a nebulous line at times, but for the sake of your reputation—and your company’s reputation—do try to find it.

Lack of pandering awareness is how the Pepsi ad got made. It’s a major reason why we view politicians as phony, vapid purveyors of snake oil who will do or say anything for votes. The proliferation of mindless pandering is why this skit is so funny:

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