When I decided to leave the world of news – again – for public relations, I knew what I’d hear from friends and colleagues: “Going to the dark side, eh?”
I was right. Though I think people who say that have the wrong idea.
Working as the managing editor of The Journal Record for two years put me on the front row of business and politics in Oklahoma City. I saw great drama: Entrepreneurs with big ideas and the drive to turn them into reality. Figurative and literal earth-shaking events in the energy industry. Political careers peaking and crumbling. Changes in practice and perception across the statewide economy.
And when the opportunity to join Candor came along, I saw it as a chance to participate more directly in those activities.
Some think PR agencies push fluff without regard for truth. But I’ve never seen it that way. Professional communicators take great pride in helping people get their messages to the masses, and we know it’s never worth it to risk our reputations by being dishonest. You may not always agree with our clients, but when you see something in public discourse that fits your view, a professional communicator probably helped get it out there.
We’re not trying to steal money that used to go to mass-media advertising. We help people and organizations find the best, most efficient ways to share their stories with their audiences.
Sometimes that means a high-impact event or a buzzworthy social media post. It often means keeping websites stocked with information that gives a realistic view of an issue or a company.
At Candor, it also means sometimes telling a client that he or she needs to rethink a concept or move in a new direction. Sometimes it even means declining to take on work if we don’t think we see eye-to-eye with a prospect about how to ethically and responsibly act.
A public relations and business consulting firm doesn’t have the same watchdog responsibility as a journalistic operation. But we do hold ourselves to high standards. The focus of my work shifted, but I won’t have to give up any of my dignity or ideals.
Some have said I left the forces of good. I see a chance to shine a spotlight on the businesses and causes that make our community better.