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You’re Shooting Yourself in the Foot Without a PR Plan

Here’s the thing about perception: it’s happening with or without you.

Author

Kev Jones
June 13, 2025

Hey, Kev here and this is my ‘whenever I post 😅’ digest of how you can simply, communicate better. Whether it’s managing up, managing direct reports, trying to communicate your emotions to your partner– there’s always a way we can Say It Better!

If your team, your board, or your constituents are frustrated by how your org is being “misunderstood,” “overlooked,” or “attacked,” the issue probably isn’t the narrative—it’s that you’re not shaping one.

No PR plan means every headline, tweet, or viral comment is your brand strategy now.
That’s chaos. And it’s self-inflicted.

Your PR plan is not your “just-in-case” luxury

Your CMO should be thinking about this:

  • What you’ll say

  • Who will say it

  • When and where it’s said

  • What you want to convey

  • And how you’ll make sure it’s heard the right way

And yet, according to a 2024 USC Annenberg study, 57% of nonprofit and public sector leaders admitted to not having a formal PR strategy in place—despite growing concerns about misinformation, polarized audiences, and a 24-hour news cycle.

A lack of narrative is still a narrative.

When you don’t show up with intention, audiences fill the gaps with whatever’s loudest.
That board member’s personal post?
That frontline employee’s screenshot?
That headline that left out context?

They become your messaging.

And if you’re relying on goodwill and “common sense” to carry your brand, you’re ignoring one of the cardinal rules of communications: people don’t give grace to brands they don’t trust.

A PR plan builds that trust by aligning your voice with your values before you’re forced to defend them.

Here's what a good PR plan actually does:

It helps your org:

👉🏾Anticipate sensitive moments before they erupt
👉🏾Stay consistent across platforms and spokespeople
👉🏾Position leadership as trustworthy—even when apologizing
👉🏾Make clarity your baseline

You know who does this well? JP Morgan Chase when standing on business about DEI in 2025, Barack Obama’s ‘08 Presidential Campaign or even Airbnb’s “We Accept” campaign, Sheriff Grady Judd press conferences

Enjoy reading or want to get into it more?

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Look, something’s coming from me and I cannot wait to share it… Stay tuned! 😉