Positioning over spin: Trust-building in PR

In public relations, the word "spin" often has negative connotations. It's like calling a story a tall tale — something not entirely truthful or authentic. When PR professionals say "spin," they're usually referring to the act of twisting information to mislead audiences rather than inform them transparently.

PR shouldn’t be about trying to trick people; it should be about genuine and straightforward communication. Building trust with an audience requires honesty and transparency. This approach earns their respect and fosters better relationships over time. So, instead of looking for clever spins to promote your brand, focus on positioning, which means naturally directing your message in a way that's clear and honest.

Positioning: The preferred approach

Positioning is the practice of presenting information factually and constructively. It's about shaping how the audience perceives a brand while sticking to the truth. Unlike spinning a story to make it sound more favorable than it should, positioning involves defining where a brand stands and what it offers in a positive light.

Here's how positioning and spinning are different:

Truth and honesty

Positioning is grounded in facts. It relies on what is true and accurate, steering clear of misrepresentation.

Building trust

Positioning builds trust with the audience by ensuring they receive honest information, while spin risks damaging your brand's credibility by obscuring the truth.

Lasting impact

Positioning has a longer-lasting impact. People remember brands who communicate honestly, and spin can lead to immediate skepticism.

By choosing positioning over spin, your company can build a strong brand reputation and long-lasting trust. This approach shows respect for your audience and a willingness to engage in open and honest dialogue.

Strategies for effective positioning

For effective positioning, there are several strategies that can help:

1. Know your audience

Understanding what your audience wants and needs is the first step. This entails researching their preferences and concerns so you can align your brand's messages accordingly.

2. Craft clear messages

Use simple, straightforward language to communicate key points. Avoid jargon that might confuse or alienate the audience.

3. Foster consistent communication

Regular updates and honest information reinforce your brand's reliability over time. Consistency also helps you maintain a cohesive brand image.

4. Be transparent

Showing transparency about processes and decisions can go a long way in building confidence among customers and stakeholders.

These strategies help create an environment where your brand and audience both win. By positioning effectively, you can navigate the complexities of PR with a clear, ethical compass.

Real-world examples of successful positioning

To see positioning in action, here are some examples: 

1. Authentic rebranding

A well-known beverage company decided to rebrand its image recently. Instead of masking past challenges, the company took an honest look at its practices, addressed consumer concerns openly, and redefined its brand focus on sustainability. By demonstrating real change and backing it up with transparent communication, the company earned back its audience’s trust and admiration. This approach, grounded in positioning rather than spin, highlights how authenticity can transform a brand's perception.

2. Trust-building crisis communication

A tech firm faced a crisis: a major data breach. Rather than downplaying the issue, the company positioned itself as a brand that prioritizes customer security. It issued a public statement acknowledging the breach, communicated its plan to enhance security measures, and regularly updated customers on the plan's progress. This strategy mitigated further damage and portrayed the company as responsible and trustworthy, reaffirming customer confidence.

Avoiding pitfalls: How to show authenticity in PR

Being authentic is not a one-time task. It's a continuous practice that requires careful attention. Here are some common pitfalls to avoid and strategies for maintaining your brand's authenticity.

Don't:

• Over-promise and under-deliver

Don't make grand claims you can't back up. It’s better to make realistic promises and exceed them.

• Ignore feedback

Listening to audience feedback is important. Ignoring what consumers have to say can harm your brand's credibility.

• Lack consistency

Messaging that keeps changing can confuse and alienate your audience. Staying consistent helps reinforce your messages over time.

Do:

• Engage in honest conversations

Openly discuss challenges and solutions with your audience. Foster a partnership rather than one-sided communication.

• Regularly update content

Keep your information current and aligned with any company changes.

Building trust through ethical PR practices

At the core of ethical PR is a deep-seated commitment to truthfulness and respect. Building trust is an ongoing journey, and adhering to ethical standards is a huge part of that process. Ethics in PR means doing what’s right, even when no one is watching. This includes respecting privacy, offering truthful disclosures, and never resorting to deceitful tactics.

The long-term benefits of ethical behavior in PR are immense. In addition to gaining consumer trust and loyalty, it can enhance your reputation, making your company more appealing to prospective partners and investors. People appreciate brands that show they care about doing the right thing. Ethical practices can help expand your reach and influence.

Embracing honest communication

Summing up, choosing honest positioning over spinning stories is a smart approach. Positioning your brand's reality honestly and attractively can help your company foster strong, reliable connections with target audiences.

Ethical practice should remain a guiding principle in PR. Being upfront, authentic, and truthful draws in people who value honesty and respect. By demonstrating integrity, your company can foster long-lasting success rooted in genuine, solid connections.

For more PR insight, register for Axia’s free 60-Second Impact, packed with tools and tips for using PR to promote and grow your company.