This blog was designed to counter negative stereotypes of communicators and PR practitioners by citing case studies that go beyond “spinning” for profit or to save a reputation — to actually have a beneficial or triple-bottom line impact. The intent was to uncover basic “block & tackle” strategies that change attitudes, raise awareness or promote actions that do good. In other words, find and blog about “reverse spin.”
The reality is this focus may have been so narrow, it froze the screen and process. To make it work, I’m tweaking the positioning. Essentially, the premise I try to live by is to start with an ethical goal and deliver impactful results without compromising integrity. And while honest profits are ethical, it’s that much better when the results go further. So I’ll try to cover a more holistic view of this and what works to make it a reality.