At this point, most of us will have seen the latest Netflix-induced cultural phenomenon – The Tinder Swindler. If not, you’ll likely have heard about it through friends, news outlets and every existing social media platform you happen to be active on. But here’s something you’ve maybe not thought about: what can the Tinder Swindler teach us about comms, PR and branding?
Boy meets girl, boy scams girl…
If you’ve somehow managed to avoid knowledge of the new Netflix documentary entirely, let me summarise it for you…spoiler alert! A man meets women on the dating app Tinder, presenting himself as extremely wealthy with a lavish lifestyle. He embarks on relationships with these women and then, a few months down the line, he convinces them that he is in imminent danger from his ‘enemies’. He then persuades them to send him money so he can escape – only, he keeps needing more. Using this method, he’s defrauded his victims of an estimated $10million.
You might be thinking: sorry, how does this tie into PR and comms again? I’m getting there, I promise.
Honesty is the best policy
Let’s talk about image. The Tinder Swindler was an extremely convincing communicator when it came to his image. He portrayed himself as charming, genuine and immensely wealthy – and his victims believed him. But, of course, this was a complete lie. A lie that was ultimately exposed. And, while some might view having a Netflix documentary made about you as a form of success, he’s now known globally as a con artist and his face is not one that many women will be swiping right on anymore.
The lesson we can all take from this is that honesty is integral when it comes to any branding or comms strategy. Putting a false, romanticised version of a company or brand out into the world may bring some initial success. But without honesty and integrity at its core, any comms plan will eventually crumble.
PRs are your partners
Now we know our clients aren’t out to con anyone – as most companies aren’t! That’s not what we’re implying. But it’s certainly not unheard of to get wrapped up in the excitement of appearing in the press. And sometimes, in an effort to achieve this, companies can lose sight of what it is they should be communicating, and how.
It should be a shared responsibility between the company itself, and the PR agency they partner with, to manage this. Lots of PRs are yes men, and of course there’s an element of this required in any service industry. But it’s also vital that we remember our role as partners and advisors. Companies need PR agencies that will keep them honest, challenge them when PR, comms or branding strategy is overstepping the mark, and provide push back where necessary.
Substance over splash, always
For instance, companies can often fall into the trap of wanting to overhype all and any company news, whether it’s a genuinely interesting new acquisition or simply a change of office. The press quickly grow tired of exaggerated news of success and so, as PRs, it’s our job to call out when hyperbole might be in play and push back on forcing this news out to sceptical journalists.
Another area companies can get carried away with is employer branding. With the current employment market the way it is, every company is naturally keen to appeal to candidates. But it’s vital to remember – before launching into any awards, speaker opportunities, or weighing in on any news – that the work actually needs to be done internally first. A company that is 90% male should do tangible work on improving inclusivity before commenting on International Women’s Day, for instance.
PRs should be ready and willing to point things like this out, helping keep our clients honest and on the straight and narrow. This partnership will lay the foundation for a strong PR and comms strategy, with truth-telling at its core.