People are becoming increasingly aware of PR and the tactics employed by companies these days, in order to get attention. So when it comes to PR, a lot of careful thought needs to go into a campaign if you want to get the right results. You need something sincere and relevant to your company in order for people to take it seriously. And be warned that if you do something purely for PR purposes, this can be really transparent. Take, for example, Lindsay Lohan who recently dropped in on a homeless shelter. Having had a troubled year, her image has taken a severe battering and her PR manager organised this trip to try to turn this around. Unfortunately though, this just didn’t work. People saw through it immediately. This was a famous actress who continues to take her good fortune and wealth for granted, visiting people who really have nothing. This trip would have been taken far more seriously had she gone when she had improved her attitude and resolved her alleged problems with drugs and drink. There’s a lesson to be learned from Lindsay’s PR stunt. Don’t do anything for PR’s sake. Stay sincere and you will soon see public opinion changing.