Doing the Right Thing, and Not Patting Ourselves on the Back

By Rachel Kerstetter, PR Architect, Sonnhalter

518_4686894As human beings, and companies made up of human beings, sometimes it’s important to do the right thing and not talk about it.

This may be a little strange coming from a PR person, but there’s a point where the “R” in “PR” (remember PR= Performance then Recognition) goes away and we simply need to perform like human beings.

A good communicator recognizes that point and smart companies rely on the counsel of good communicators.

In the wake of crisis situations such as natural disasters or community safety crisis like what we’re seeing with Flint Michigan, we simply need to do the right thing and not seek praise for being human and helpful. By stepping up but not shouting out, we do the right thing, no one questions our motives and the real heroes get the credit.

For example in Flint, the plumbers who spent a weekend installing new faucets and water filters for residences for free deserve the credit. The organizations who donated the supplies and food for their efforts aren’t pounding their own drum and saying, “look at us, we did something good.” No, they’re working together with their competitors to directly help people who need it.

If your organization’s values are in the right place and your actions align with them, there’s no need to pat yourself on the back.

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