Three little words.

They can save embarrassing moments, allay reporters’ suspicions, build trust with customers, and allow for forward progress? But can most PR people actually say, “I don’t know?” Or does such humility fly in the face of command and control centric PR (image by terren in Virginia)?

Most PR pros seems so concerned with looking good that they fudge the facts just to have an answer. No wonder this industry has such a bad reputation (Lest this article seem like a complete slam, social media has introduced me to many brilliant practitioners who have fantastic, honest and open approaches to PR).

Ironic isn’t it? A business about relationships that’s so concerned about saving face it can’t say, “I don’t know.” Hard to make a relationship work when you get busted.

That’s why we coach clients to tell the truth with the media. It doesn’t require acting like a tongue-chewing babbling idiot. The worst thing that can happen in an interview situation is getting caught in a lie. In media training, we encourage clients to say, “I’m sorry, I don’t have that information readily available, can I get back to you when our interview is over?” I’ve never seen a reporter say no.

This means more to a reporter than a bunch of BS that can come back and hurt their article, not to mention your reputation. In fact, this can make for a better source if the spokesperson or PR rep follows up promptly.

One of the reasons why social media speaks to me is its forced humility. Good social media revolves around this ethos. Now Is Gone discussed this as one of its seven principles. Why is saying I don’t know so important? Again, conversations trade on your word. Part of sharing experiences and collaborating requires honest bartering. It requires relating as openly as possible.

At the office? Over the years, I have worked with employers, employees, consultants and vendors. When someone says to me, “I don’t know,” it garners my respect. I may not be happy about the status of a situation, but such people allow me to work with them towards a common goal. Of course, those concerned with saving face are usually found out anyway…. and rarely is another transaction pursued.

Telling the truth means you don’t have to remember what you said. Telling the truth forces people to relate with you exactly as you are. Telling the truth provides the cornerstone for every good relationship.

Three little words. It’s amazing how far humility can take you. It can even make for better public relations.