PR Advice: What Brands Should And Shouldn’t Say In Public

PR can often be a minefield.

Just one misstep, and you can become the talk of the town for the wrong reasons.

A few examples probably crossed your mind already; that’s proof mistakes have very serious repercussions on brand reputation in this field.

A big part of PR is knowing when to speak up, when to stay silent, and how to communicate your message effectively.

As a PR pro, your role is not just to build a positive image for the brand, but also to protect it from potential harm.

In this Q&A session with comms strategist and PR expert Carmen Angela Harris, she talks about this very aspect — what to say or not say in PR.

Assessing the appropriateness of a brand statement

Q: What's the most critical filter you use to determine if a brand statement is appropriate or potentially damaging?

A: Well, this may seem obvious, but first, I look to see if it is "on brand."
You want to sound, look, and feel like your brand in all its personified forms.
You must stick to your brand script, from social posts and trade show booths to datasheets or partner portals.
If you invest in (or “jump on”) a trend, you should ensure that it aligns with your brand values.
Your brand values are the most critical filter — they don't change, so you should always be aligned with them.

Statements that can stir a PR Crisis

Q: Can you share an example of a statement that seems harmless internally, but can create significant public relations challenges?

A: "Black Lives Matter."
I'll use it as an example.
After the murder of George Floyd in Minnesota in 2020, the Black Lives Matter movement reached new depths.
As Americans, our collective consciousness was moved to do something.
Conversations that were previously silenced were now being screamed across social media. The screams were so loud that the message reached the boardroom.
Some companies reshaped their boards of directors, and some changed their positions on political contributions.
Many put their brand on the line to state their positions. LinkedIn was FLOODED with posts from large companies encouraging love, diversity, patience — you name it.
As the protests took over the nation, independent media, mainstream media, and social media — everyone had an opinion, and everyone made their voice heard.
With all the conversation and media coverage, some companies took a stand outside of the tenets of their respective brands.
For some, the position they took was aligned with their brand. NIKE comes to mind as a good example from that time. For others, it fell flat and fake, and the backlash was swift.

Striking the right balance in controversial matters

Q: How do you balance brand authenticity with potential controversy when addressing sensitive (say, social or political) issues?

A: This is pretty straightforward.
Stick to the tenets of your brand.
If, for instance, your brand sells marketing services to cybersecurity companies, it will not align with your brand to make any declarations on any social or political issues.
For example, the election affects many aspects of our lives in the U.S.
Case in point: the proposed additional tariffs on China and Mexico.
So many unknown, unheralded companies are protesting the tariffs.
These companies trade with Mexico or China to build things in America; it would be on brand for them to make a statement about that policy issue.
There is a difference between addressing policy and politics, so unless your brand is a lobbying firm or policy-based law firm, you don't need to address anything.
When it comes to a social or political issue, this is one of those times when you just mind the business that pays you.

Managing conflicting stakeholder perspectives

Q: Can you walk us through your decision-making process for responding to an issue or crisis that involves conflicting stakeholder perspectives?

A: This is a good question.
I bring my principles to the table, guiding many of the decisions I make or the counsel I give to senior executives.
My principles are always rooted in maintaining the credibility of the brand I represent, advancing its business goals, and elevating the brand in areas that make sense for the business' objectives.
The business goals always drive me. So, I bring in more voices when it comes to an issue or crisis where the perspectives diverge.
Sometimes, I hear and see things through my lens based on my experience. Others may understand things I'm unaware of or never have considered.
For example, I always ask the Customer Success leader for insights on marketing and PR campaigns. Customer success would have information on what customers need but aren't aware of; the things that are at the top of their minds — all kinds of goodness that I don't have a frontline view of.
It is very important to bring in more voices to avoid what may end up being an obvious faux pax.
If you have ever attended a technology trade show, you'll see examples everywhere. I'm not going to name any recent names!

Choosing silence over statements

Q: Can you describe a situation where staying silent is strategically more powerful than issuing a public statement?

A: In case of a data breach, it would be better to be silent while investigating.

In situations like that, you want your first statements to be as clear and helpful as possible.

So, even if it takes 24 hours, I recommend silence.

Verbal landmines to avoid

Q: What are the top verbal landmines or statements brands should never publicly say that could instantly damage their reputation?

A: This is interesting. I don't think that a lot of leaders discuss landmines in communications.
- Anything about revenue recognition on social media, emails or interviews outside of the planned investor updates.
- No comment; makes it seem like you have something to hide
- Don't take it personal.

Being in PR is a bit like walking on a tightrope.

You need a delicate balance between maintaining your brand’s authenticity and ensuring their brand protection.

Always remember to filter every statement through the lens of your brand’s values.

Don’t rush to make a statement in a crisis. Instead, opt for strategic silence until you/your team has enough clarity to communicate effectively.

And be careful to help your leadership avoid verbal landmines that can instantly harm your brand's reputation.

The essence of what to say or not say in PR lies in being careful with your words and ensuring your statements align with your brand values.