Presentation only goes so far

Possibly the best presented pop tart I’ve ever seen, and one of a selection of junk food presented in haute cuisine style by the not-so-subtly named “Chef Jacques Le Merde” on his Instagram feed.

Chef Jaques’ creations may carry tongue-in-cheek fancy descriptions like “Doritos soil” and “coleslaw ash” but as they never pretend to be something they’re not, we appreciate them for what they are.

From a PR perspective, this is what we’re often asked to do as practitioners; present an idea, information or product in as positive a way as possible while still being truthful – the McCann advertising mantra of “Truth Well Told”.

As the Chartered Institute of Public Relations states: “Public Relations is about reputation – the result of what you do, what you say and what others say about you.” If what you say doesn’t tally with what you do, what others say about you will not be favourable and your reputation will suffer accordingly.

The danger comes when we’re asked to “spin” and present a junk food idea, product or decision as haute cuisine. It might look the part, but one bite and people will immediately spot the pop tart. Presentation is nothing without substance.


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