PR Masters Series Episode #96 - Helio Fred Garcia

In this compelling episode of the PR Masters Podcast, host Art Stevens sits down with Helio Fred Garcia, a distinguished leader in public relations and communications. With over four decades of experience, Garcia has shaped the industry as a coach, counselor, teacher, speaker, and author. He is the president of Logos Consulting Group and executive director of the Logos Institute for Crisis Management and Executive Leadership. Through his extensive work advising corporate leaders, Garcia has been instrumental in crisis management, reputation building, and ethical communications.

Garcia’s journey into public relations is as unique as his insights. Initially a philosophy scholar and bartender, his foray into PR began unexpectedly when he was approached by Edelman for a project introducing a European beer to the U.S. market. This serendipitous entry into PR led to a distinguished career spanning global firms such as Burson-Marsteller and Weber Shandwick before founding Logos Consulting Group. Garcia’s work has focused on high-stakes communication, advising CEOs and boards on trust restoration and crisis response.

A strong advocate for ethics in public relations, Garcia has dedicated his career to educating professionals and students about the power and responsibility of strategic communication. His extensive knowledge of disinformation and propaganda has made him a thought leader in the field, emphasizing the importance of truthfulness and ethical decision-making in an era of misinformation.

Key Takeaways for Communicators

Ethical communication is paramount in public relations. Garcia underscores the necessity of honesty and transparency, as the profession’s credibility hinges on truthfulness. PR practitioners must resist the temptation to become “misinformation mercenaries” who knowingly or unknowingly spread falsehoods. Ensuring ethical communication practices is vital to maintaining public trust and upholding the integrity of the profession.

Understanding the disinformation playbook is essential for communicators. Garcia outlines a four-step disinformation model historically used in politics and business: creating a pretext, exaggerating risks, framing responses as noble, and denying falsehoods when exposed. Recognizing these tactics early on enables communicators to counteract misinformation effectively, preventing its widespread influence.

The role of PR in fostering trust and leadership cannot be overstated. Garcia believes PR professionals should act as social scientists, advising leaders on how to maintain and restore credibility, particularly during crises. The ability to navigate stakeholder relationships with integrity is fundamental to sustaining trust and ensuring effective leadership.

Journalism’s role in countering misinformation is another critical issue Garcia addresses. He critiques modern journalism for failing to hold leaders accountable for spreading disinformation. He calls for a stronger commitment from the media to reclaim its role as a watchdog, prioritizing truth over sensationalism to better inform the public and strengthen democratic institutions.

The profession of PR is undergoing a significant bifurcation. According to Garcia, one path is focused on digital and AI-driven communications, which risks becoming commoditized, while the other centers on high-level advisory work rooted in anthropology, psychology, and trust-building. Communicators must decide where they position themselves within this evolving landscape and how they can contribute meaningfully to their organizations and society.

The importance of PR ethics education cannot be ignored. To combat disinformation effectively, Garcia advocates for stronger ethics training in PR and journalism education. He urges industry organizations and academic institutions to integrate misinformation detection and ethical communication strategies into their curricula, ensuring that the next generation of communicators is better equipped to navigate ethical challenges.

Garcia issues a call to action for communicators, urging them to actively identify and challenge disinformation. Whether in corporate, political, or social contexts, PR professionals have a responsibility to uphold truth and integrity. Their work significantly impacts public perception and trust, making it imperative to engage in ethical communication practices.

Garcia’s insights serve as a powerful reminder of the weight PR professionals carry in shaping public perception and trust. His call for ethical vigilance and informed decision-making is more relevant than ever in today’s rapidly evolving media and political landscape.