Are you sitting comfortably?

In the last couple of weeks, high profile individuals have been called into question regarding their involvement in certain world events.

One of the many controversies surrounding the aftermath of the Charlie Hebdo killings was the move by certain politicians to take this opportunity to speak out against violations against human rights, and specifically the importance of freedom of speech.

This year’s 500th anniversary of the signing of the Magna Carta has also been the centre of many a PR and marketing campaign – some of which have been challenged for their loose connection to the rule of law and the principles that this historical document upholds.

Two very different examples, but one very important message for B2B PR & marketing professionals: pick your moments and build your credibility on solid foundations. There is no point in trying to pretend that you have an angle if the facts don’t stand up: your audience won’t buy it, and aside from any media backlash, you won’t receive an ROI.

Even outside of the political arena, audiences are becoming less tolerant of unsubstantiated profiling – time and effort that could be better spent on generating ideas, content and coverage that support your business priorities. Having come so far in building stronger ties with the board, based on strategic alignment and measurability, it is vital that PR and marketing professionals continue to win this battle by staying focused on these goals.

If you’re not sitting comfortably alongside a topic, it’s either the wrong topic for you or you need to start thinking about how you’re going to change the status quo. For further information on our proven 4D model for coming up with ideas that lead, including making them relevant to the market, your business, your clients and the competitor landscape, you can download or refer to our Follow The Leader report here.