Public relations. Image (or crisis) management. Publicity. Maybe even influencing. Spin doctors. Ouch.

PR gets packaged many different ways – and not always positively. But what if instead of using PR to share information in the most favorable light, our goal becomes to share it in the most accurate light? It seems like we’re having a lot of conversations with clients about how – and what – to share with customers. It’s not the events, new products, or “fun” stuff that challenges us: it’s the cost increases, rumors, hiccups in leadership, employee satisfaction (or lack thereof). One of the most common, television-style responses to news in the PR world is that “we need to get out in front of it.” Agreed. But get out in front of it so that you can be a trusted resource for your customers, not so you can control the perception. In lieu of consistent, reliable information from you, misinformation runs wild, and you spend more time defending decisions than you do building relationships.

There are some people who can take a lemon and not only make lemonade, but also serve up lemon meringue pie, lemon bars, and a lemon pound cake. However, sometimes a lemon is just that: a lemon. Don’t be afraid to share the lemon – that investment in an honest dialogue with your customers won’t fail you.