Intentions Are as Important as Actions
In public relations training, one key principle is to be very careful publicizing what you intend to do and instead to use a megaphone to shout and tout your accomplishments. In other words, play down your to-do list and play up your to-done list.
Sears Roebuck was one of the first major retailers to adopt today’s overused message of total customer satisfaction guaranteed. Sears earned a deep trust with customers by declaring its intentions of total customer satisfaction and then following through. Sears became legendary by selling its Craftsman tool line to both professionals and amateurs, who opted for Sears tools knowing that Sears intended to replace or refund them if they failed for any reason ...