Introducing FTFY: A Public Relations Blog

**mic tap** FTFY means “fixed that for you,” not “f*ck that, f*ck you.” What does this have to do wth public relations? All problems—personally and professionally—can be fixed with empathy.

As a PR consultant, sharing the following secret means I risk losing business if there is nothing to fix. Brands hire PR agencies and communication consultants to resolve relationship challenges with stakeholders, consumers, partners, and legislators. FTFY of not an offhand, catchy, curt response; it’s generally little reminders to practice empathy.

I grew up in a home where a pervasive statement dismisses bad behavior: “It was a miscommunication—you didn’t understand me.” It sparks an insatiable curiosity about interpersonal communication, relationships, and a tirade against insufferable power dynamics. It’s a terrible, shortsighted assumption that the listener didn’t understand, the speaker could be spewing incomprehensible gibberish.

I see common issues among my clients, and my goal is to highlight the commonalities so I can help troubleshoot problems at scale. Proactive PR is better (and far less expensive) than reactive crisis management. I prefer not to gatekeep the following guidance because empathy is pivotal for every business, regardless of size. Everyone must prioritize people over profits.

The Heart of Business Is Human Connection

All business is fundamentally about relationships between people. Ninety percent of the problems I see with clients are related to human empathy, and they can be solved with creativity and basic principles of human psychology.

Working with big brands and startups for over 15 years, I have seen first-hand how organizations flourish when they recognize consumers, employees, partners and the community as human beings, not mere resources or line items in a spreadsheet.

We Crave Connection in a Divisive Time

We are living in arguably the most divisive time in American history. We are more divided than united, but our basic desire is to connect with those around us. Humans are pack animals, biologically adapted to live in community, motivated by social needs like status, esteem, and belonging.

People do business with people, not faceless entities. Authenticity, empathy, and trust are the bedrock of successful business relationships. This principle is core in sales, and good PR should serve as a business development function because it identifies long-term opportunities and trends in human behavior. Strong interpersonal connections foster loyalty, drive innovation, and enhance business efficiency, all impacting the bottom line.

Digital PR drives long-term, legacy website traffic from myriad marketing channels to achieve long-term growth, bolstering the brand’s visibility and strengthening the brand’s traditional PR efforts. Even data integrity and understanding the impact of your numbers in GA matters. It’s all the same, and it all requires connection. In the example of traditional PR, real-time events and experiences and their respective brand reactions matter—bad press can guarantee lost business or a drop in stock price. An organization's highest form of crisis is when people protest outside headquarters or boycott services. The principle of “people over profits” generates higher revenue—every time.

Empathy is the Core of Effective Communication

The acronym FTFY is a commitment to solving communication challenges with a personalized, human touch. I promise this is not a crass statement akin to GTFY. I am an enneagram two and honestly live to serve. By addressing every business concern with empathy, brands foster connections beyond superficial messaging. A personal approach prioritizes listening to prevent misunderstandings, mitigate crises, and encourage genuine engagement.

A Bridge Between Leadership and Stakeholders
PR consultants and companies are liaisons by listening to understand and tailoring messages to resonate on a human level. Addressing communication gaps and establishing personal connections internally and externally transforms challenges into opportunities. It’s a classic SWOT analysis: strengths and weaknesses become clear, while opportunities and threats are navigated through well-crafted communication.

Why Authentic Dialogue Matters
Successful PR is not about polished facades. People are energetic beings who feel a vibe before they listen. Authentic, heartfelt dialogue drives growth because it resonates with audiences on a personal level. Consider the most recent viral content you’ve watched on your phone—there’s a good chance it involves someone speaking candidly in their car or sharing a slice-of-life moment or melody before work. That level of sincerity is the secret that truly connects people.

Empathy in Action: Case Studies That Prove the Point

Crisis Management Case Study: Johnson & Johnson’s Tylenol Crisis (1982)

In 1982, seven people in the Chicago area died after ingesting Tylenol capsules laced with cyanide. Johnson & Johnson, guided by the public relations firm Burson-Marsteller, immediately recalled 31 million bottles nationwide, prioritizing transparent communication and introducing tamper-proof packaging. Their decisive action protected public safety and restored trust in the brand—an early lesson in how empathy and honesty can help organizations overcome a crisis.

The short-term loss related to pulling products from shelves evolved into a long-term success strategy used as a best practice taught in every college course. ​Johnson & Johnson consistently demonstrates consistent financial growth, with revenues increasing from $50.5B in 2005 to $85.2B in 2023. The company projects a compound annual growth rate (CAGR) of 5-7% between 2025 and 2030, reflecting its public trust and strategic planning.

Thought Leadership Case Study: Brené Brown on Normalizing Vulnerability in Leadership

Brené Brown’s groundbreaking research and relatable communication style redefine how leaders approach vulnerability and empathy at work. Brown's extensive studies highlight that vulnerability is a cornerstone of courageous leadership, fostering environments where employees feel safe to share ideas and take risks. Her approach exemplifies vulnerability as a strength rather than a weakness, resulting in greater trust, collaboration, and innovation. Brown emphasizes that vulnerability, within appropriate boundaries, enhances team dynamics and performance.

Brown’s “Dare to Lead” framework appears in hundreds of organizations, with over 20,000 people completing the training. Her popular podcasts—Dare to Lead and Unlocking Us—reach a global audience, and her 2010 TED Talk, “The Power of Vulnerability,” has over 22 million views. Her audience’s widespread engagement underscores the power of authenticity to transform professional norms and inspire deep organizational change.

Transparency and Trust Case Study: Ben & Jerry’s

Ben & Jerry’s Ice Cream is well-known for its social activism and deep commitment to equity and inclusion. The company’s radical transparency and shared prosperity approach are essential to its business strategy. By openly sharing both successes and challenges in its Social & Environmental Assessment Reports (SEAR), Ben & Jerry’s builds trust with consumers and employees alike. This approach fosters customer loyalty and strengthens financial performance more scrumptiously than a whole quart of Cherry Garcia, demonstrating that inclusivity and authenticity can drive real business growth.

Customer Engagement Case Study: REI’s #OptOutside Campaign

Since 2015, outdoor retailer REI closes its stores on Black Friday, urging customers and employees to spend the day outdoors. The #OptOutside campaign resonates with consumers, reinforcing REI’s dedication to its core values and sparking a national conversation about consumerism and outdoor recreation. REI knows their audience. This bold move highlights how empathetic, purpose-driven action differentiates a brand and strengthens customer loyalty.

An empathetic mindset paired with thoughtful communications resolve challenges before a crisis arises, which is the only way to gain trust. Brand recognition and credibility achieved through bulletproof thought leadership and internal collaboration inspires customer engagement. The common thread is human connection—recognizing that every stakeholder has a name, family, home, favorite cookie, hopes, and dreams. Solutions naturally present themselves when brands empathetically listen to their audience’s needs.

Friction Isn’t the Enemy, It’s an Opportunity

These case studies embody FTFY by taking meaningful action, and illustrate how thoughtful communication and empathetic leadership can lift a company’s bottom line—restoring market share after a crisis, boosting customer loyalty, and driving innovation. Yet achieving meaningful change requires more than tactical adjustments.

Friction is an opportunity for inquiry; the best leaders and brands listen to understand. Intent differs from impact, and we must take accountability for how we affect customers, partners, investors, communities, and each other. Embracing a compassionate mindset shift means seeing conflict as a chance to spark growth, rather than merely fixing problems on the surface.

Five Practical Takeaways to Embrace Immediately

1. Be Human
   We are evolving creatures deserving of patience and grace. Compassion and empathy are critical in business—especially when building relationships internally and externally.

2. Embrace Phases
   Competitors can become partners overnight, especially through mergers and acquisitions. If you don’t like the weather, wait five minutes. Business landscapes shift rapidly, and flexibility is key.

3. Communicate with Radical Transparency
   Apply the practice of sharing both successes and challenges. To let stakeholders see the brand’s true values. Conduct regular, honest audits of internal practices and communicate the results—good and bad—to foster authenticity.

4. Align Intent with Impact
   Intent differs from impact, so take accountability for how your actions affect customers, partners, investors, and communities. A well-meaning initiative can still alienate stakeholders if executed poorly. Solicit feedback from diverse voices, test messages in small pilot programs, and adjust strategies to ensure that your good intentions translate into positive outcomes.

5. Foster a Long-Term Mindset
   Organic growth takes time. Crisis management is vital, but nearly impossible without proactive relationship-building to create resilience. Empathy and trust are not one-time tactics; they require consistent cultivation. Regularly invest in team development and maintain open lines of communication with those on whom your success or failure depends.

By focusing on sustainable connections rather than short-term wins, your organization lays the groundwork for enduring success.

Humanity Is Paramount

Humanity is paramount. Strong relationships and empathetic communication are the cornerstones of a thriving business. PR people aren’t simply driving traffic and fixing problems; we’re identifying trends and building lasting value.

I implore leaders to ask themselves: How can you bring more humanity into your next big decision? Use your sphere of influence for good. By investing in strategies that prioritize empathy and people over profits, you secure customers' loyalty, as well as the sustainability of your brand—and the well-being of everyone who makes it possible.

When you hit friction, don’t say the other thing. FTFY is a reminder that every personal or professional challenge must be approached with empathy first. By seeing the human behind the headline, you shift from merely patching problems to truly fixing them for the people involved. Doing so strengthens relationships and builds a business that stands the test of time.