Words can be powerful or empty, significant or worthless.
You can say anything about your company, organisation or brand, but can you back up the words with action and substance?
How many times have we read an advertisement that sounds so inviting and draws us to a particular company, only to be let down by the experience. The words were inconsistent with the company culture, rendering them meaningless. Every company or organisation has a culture (either by design or default), and that culture is formed by the leadership and filters through the organisation. For example, there is a direct link between customer service at ground level and the culture created by the company owner or manager at the top level.
Before you develop a public relations strategy, ask yourself if your culture reinforces or diminishes the words you are using. If it doesn’t, postpone the PR until you develop your culture.