Credibility Counts

By: Kristen Paquet, Senior Account Executive, Leonard & Finco Public Relations

If we have learned one thing from Brian Williams over the last week, it’s that credibility counts. While the debate around what Williams was and was not a part of continues to unfold, at the heart of the matter is where he will stand with colleagues and his audience when the dust settles. Will he still be someone people trust?

As someone in PR, I spend a great deal of time talking about credibility with clients. In business, your success relies heavily on the trust your employees and clients have in you. Once that trust is compromised, it can take a long time to recover. Sometimes, a business never recovers.

This is why I tell clients to be exactly who they are when working with the media. I advise them to share information they are sure of, and not lend expertise to something they have no experience in. If they are unsure of an answer, say so and find someone who can give a response. Always be honest. This approach will go much further with media than if you made something up. Not only does this start to build trust with the media, but knowing they can come back to you for reliable information can mean more media opportunities for you in the future. Who doesn’t want that!

What do you think? How important is credibility? Let me know!