First CONCRETE rule of public relations, reputation management, and brand image:
You can’t fix your bad actions with messaging, communication, advertising, or by association with groups or religion.
The ONLY way to fix wrong is by being honest, transparent, truthful, apologetic, and doing what is right – then communicate that.
That goes for corporations and people (personal branding). And oh by the way, that’s a good policy for your personal life and relationships too.
R. Michael Brown 