PR for Good

Camino has always believed PR for Good can make the world a better place.

The way we communicate is foundational to a society that is just. PR professionals have an opportunity to advance justice in every facet of the work, from adapting an intersectional lens to lifting up diverse voices and so much more.

PR for Good also means battling PR for Bad. Disinformation, racism, hatred, misogyny, violence, manipulation -- so much of the oppression and toxicity of 2020 was rooted in PR for Bad. Camino walks straight into these battles, exposing harm.

The collected editorials in this section show how we approach PR for Good within the workplace, for our clients, and in our editorials.

In 2020, the posthumous op-ed by John Lewis was a brilliant illustration of PR for good. At a time of historic fracture and human tragedy in our nation, his words inspired many to action.

There’s good PR, there’s bad PR, and there’s levels to each.

Consider a standard decision matrix:

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Going from left to right, you would choose a value of “PR” and match it with a quality from the top “For” section, either good or bad. The idea is to provide a visualization of how we approach doing quality work for a cause we believe in.

These values are illustrated below.

Good PR for Good