But, you have to give them points for admitting their mistake and demonstrating some contrition. Mistakes owned-up to quickly are a matter of forgiveness. Drag your feet, dissemble or lie and it becomes a matter of low credibility or mistrust.
What the writer of this piece should learn is that most PR professionals do pro bono work as a matter of course in our careers, and it doesn’t take a sudden job loss to make that happen. On the whole as a profession we are not unethical shills for nasty corporations that rape the environment or bilk taxpayers. No, most of us work for non-profits, hospitals, social causes and responsible companies. Yes, by telling our client’s story we help sell products and services, but that makes us a vital part of capitalism, not Lords of the Sith.