I’ll never forget the time a guy at a coffee shop asked me what I did for a living. When I told him I worked in public relations he said, “Oh, so you’re in the business of propaganda?” (I wish I could say I came back with a cunning reply, but even my quick wit wasn’t fast enough to catch up with my facial expressions. He swiftly dismissed himself.)
As much as I hate to admit it, he wasn’t completely wrong about my profession. I’ve watched as some of the darkest corners of PR have come to light recently, most notably the lawsuits between It Ends With Us co-stars Blake Lively and Justin Baldoni and more specifically, the texts between Baldoni and his crisis communications agency.
If you’re a PR/comms professional reading this, it’s easy to sit back and say, “I would never!” The lines are so clear—you would never take down a person in such a way. But take away the people and pretend they’re opposing companies, organizations or causes. Say it’s a cause you truly, deeply believe in and want others to believe in, too. How far would you go?
As communicators, we need to be aware of how much power we wield. In our day-to-day work it’s pretty easy to decipher right from wrong and where to draw the line. There’s plenty of time to think and more space to say no.
But in crisis communications, this can be especially difficult. It’s fast-paced, consuming work that you must throw your entire self into to get right. Your job is to know every nook and cranny of the situation and to shape communication in a way that considers every possible cause and effect. Typically, the stakes are high and the timeline is short. And if you aren’t careful, it’s easy to get lost and develop a vigilante-like loyalty to the side you’re communicating on behalf of.
When I work a crisis, I like to imagine I’m walking a tightrope. Every step is carefully calculated, my eyes stay fixed on what’s ahead of me and I never let my guard down or get too comfortable. I am there to ask the questions (usually the ones people don’t want to hear), provide the opposing viewpoint, challenge, explain every possible scenario and get the client to a place that mitigates risk without sacrificing ethics. I also consult with a colleague to gut-check and serve as my spotter.
At its core, public relations is about trust—earning it, building it and maintaining it. The work we do, especially in crises, requires a steady moral compass and a commitment to doing what’s right, even when the path gets murky.
While it’s tempting to focus solely on results, the real challenge lies in balancing effectiveness with integrity. PR professionals have a responsibility not only to their clients or company execs but also to the public, ensuring the narratives we shape are truthful and ethical. So, the next time someone questions whether PR is just another word for propaganda, I’ll take a deep breath, smile and confidently explain how powerful communications can be when wielded responsibly. Because that’s the line we walk every day—and it’s worth it.
Cayce Kosch is an Integrated Communications Manager at Franco. Connect with her on LinkedIn.
