Your team runs on communication, so it needs to be clear, kind, and constructive. In fast-paced environments like public relations and marketing, the way you give feedback can make or break your culture. One simple but powerful tool to improve workplace communication is the "feedback sandwich."
It’s a method that delivers direct, honest feedback between two layers of encouragement. By starting and ending with support, you create a space where your team feels safe, valued, and more open to growth. When feedback feels good, people are more likely to listen and actually improve.
This tool can help teams grow stronger, work more efficiently, and maintain better working relationships. Whether you're offering feedback to a manager, client, or teammate, the feedback sandwich helps you do it in a way that's kind and productive. Instead of focusing only on what needs to improve, it helps balance the strengths someone already brings, making your message feel more like support than criticism.
What is the feedback sandwich?
The feedback sandwich is a structured way to share advice or suggestions for improvement. It helps keep feedback clear, kind, and easy to follow. The process follows three steps:
1. Start with a positive.
Begin by pointing out what the person did well. This sets a welcoming tone and shows that you value their work.
2. Provide constructive feedback.
Share your suggestions for improvement. This should be focused and helpful, not harsh or vague.
3. End with encouragement.
Wrap up by recognizing their strengths again and showing confidence in their ability to make changes.
Each part of this structure plays a role in making critical feedback easier to hear and something the recipient can act on confidently. Starting on a high note helps soften the delivery. Offering direct, helpful feedback in the center makes the advice clear. Ending with uplifting words leaves the conversation on an encouraging rather than discouraging note.
Using this method can create healthier work relationships because it helps ensure people don't feel attacked. Instead, they feel supported and motivated to grow.
Usage of the feedback sandwich
The feedback sandwich became a popular approach during leadership and management training programs. Leaders were looking for better ways to help their teams improve performance without lowering morale. Wrapping tough messages in positive ones seemed to help. It made the message clearer and the delivery gentler, allowing space for reflection and action.
As time went on, more fields started adopting the method — not only in offices but in coaching, team sports, and education. Today, it’s also often used in performance reviews, team check-ins, mentoring, and client meetings. It’s popular for a reason. It blends honest communication with encouragement, helping people become more open to feedback and change.
Applying the feedback sandwich in PR and marketing
In PR and marketing, the feedback sandwich is especially helpful. These fields often require balancing creativity, deadlines, strategy, and relationships. Miscommunication or harsh feedback can easily affect team dynamics or even client relations. Here’s how this method can help in different scenarios:
When speaking to your boss or senior executive:
Start by recognizing their strategic thinking or leadership on a project. Then, present your suggestions for how something might be improved. End by affirming your trust in their vision and ability to lead the team to stronger outcomes.
When guiding clients:
Begin by pointing out what’s working in their messaging or media engagement. Then offer tips for improvement, such as reworking a news release or adjusting their tone for certain platforms. Wrap up by highlighting the strength of the partnership and how new ideas can help reach shared goals.
When working with teammates:
Open the conversation by recognizing a teammate’s contribution. Offer input on areas where they could refine their approach or try new tools. Close with positive reinforcement and a reminder of how valuable they are to the team’s success.
In PR and marketing, where team members often need to share feedback quickly or during fast-paced campaigns, having a structured method like this helps keep messages on target without damaging morale.
Real-life examples across PR services
1. Earned media coverage
"Your media pitch had a great hook that grabbed attention. One way to improve it is making it more concise for journalists with tight deadlines. I know you’re great at refining messaging, so I’m confident your next version will be even stronger."
2. Crisis communication
"You responded quickly and professionally to the media inquiry, which helped manage the situation well. To strengthen our positioning, let’s focus on using more proactive language in future statements. You have a great instinct for public perception, and I know you’ll nail this adjustment."
3. Social media strategy
"Your recent post did a fantastic job of engaging the audience and sparking conversation. To drive even more impact, let’s test a stronger call to action to guide followers toward the next step. Your creativity is a real asset, and I’m confident this tweak will make a difference."
4. Thought leadership and speaking engagements
"Your speech had a compelling narrative that kept the audience engaged. To make it even more powerful, consider tightening the key takeaways and refining the pacing. You’re already a strong communicator, and with these adjustments, your delivery will be even more impactful."
5. SEO and digital content strategy
"Your blog post was well-researched and aligned with our SEO goals. To boost search performance, let’s integrate more internal links and optimize the meta description. Your writing is strong, and these small refinements will make it even more effective."
These examples show how easy it is to fold this framework into common PR activities while still offering useful direction.
Stronger teams start with constructive feedback
At the heart of any productive workplace is communication that builds people up while helping them do better. The feedback sandwich helps keep discussions goal-focused and respectful. When people hear what they’ve done right and get straightforward advice on where to grow, they’re more likely to stay confident and committed to doing better.
This approach doesn’t sugarcoat feedback. It just packages it in a way that keeps the relationship strong while inviting change. In client relationships, this helps maintain trust. Inside teams, it encourages members to speak up, ask for help, and improve together.
Every workplace needs honest conversations, and this method can make them more comfortable. By showing that you notice and value what people are already doing well, your suggestions for improvement land more clearly.
When used consistently, the feedback sandwich supports a positive culture, better results, and stronger bonds. Whether you’re refining a news release or tweaking a social media strategy, this approach helps keep everyone moving forward with purpose and positivity.
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Photo by RDNE Stock project
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