A look at the news draws a common conclusion; reputation matters more than ever – and PR is vital to create and maintain a good reputation.
Yes, reputation – and PR activities to maintain it – are at the heart of three major current and on-going news topics. Let’s consider them.

1. Facebook and data abuse – PR – Mark Zuckerberg apologises
Facebook’s reputation has taken a serious hit from revelations that it has been gathering and sharing personal data with organisations who have been using it in a way that most people find unacceptable. To limit damage and try to win back consumer trust, founder Mark Zuckerberg has had to deploy the classic PR technique of apologising and, to show that he is serious, he is uncharacteristically wearing a suit.
2. Keeping in line with public sympathy about damage that disposable plastic can do
With the public outcry after a BBC Blue Planet programme highlighting the impact of disposable plastic on the oceans and wildlife, several organisations including the Coop have pledged action to reduce the use of these plastics in packaging and the Government is showing renewed interest in refund schemes. Disposable coffee cups are also a prominent media issue. So it’s not a surprise that, to avoid damaging their reputations by being out of line with public opinion, PR teams have been launching pre-emptive action.
3. Fake news; PR builds reputation – and trust
How do we decide who to trust as a source of news and information when there are so many bots and ‘media’ creating and tweeting fake news? We trust those whose PR and behaviour has built for them a strong reputation as a trustworthy, honest organisation who don’t twist the story or make it up. It’s why the BBC is so popular – its reputation.

Investing in good PR, whether to help in a crisis, to stay on the right side of public opinion or to be build trust, is vital. Have you reviewed your organisation’s reputation recently? Are you building it – is it trusted? We’d be happy to advise on how to repair, build or maintain it. Please contact [email protected]