I have seen a number of public relations people and practitioners doing their work.

The basic idea of public relations is noble and great.

What I have a very big problem with is that creating a positive image alone which is not supported by excellent customer service in an organization is a futile activity.

The essence of public relations is creating a positive image in the eyes of different publics by engaging in various activities such as press conferences and corporate social responsibility initiatives.

You can go and plant trees at orphanages but your receptionists being rude to customers!

This poor customer service is a negation of all those noble-minded public relations activities.

So great customer service gives life to everything that happens to a business.

It’s better to do press conferences and donate food to charities then also treat customers well.

If you just do PR activities alone that are not buttressed by any meaningful customer service, your business will close shop sooner or later.

Doing public relations stunts alone that are not supported by great customer service is very hypocritical.

It’s similar to a Pastor who goes to preach good news to people out there and yet he beats his wife.

There is something which is just not right with that picture! Probably that’s why we have the timeless dictum, charity begins at home.

So don’t go around trying to create an artificial impression at press conferences yet your company has terrible customer service.



Clemence Mutembo is the CEO of Zimbabwe’s foremost and popular business forum called the Harare Business Forum. He is also a dynamic and top-flight Business Speaker, Trainer, Presenter, Facilitator, Consultant and Coach.

As a result of the strategic relevance of his messages, Clemence is being invited to speak at many events, organisations and companies.

His latest book is titled MILLION DOLLAR CUSTOMER SERVICE and is available for sale now! You can get a 10% discount by highlighting that you read this article on Zim Trending.

You can contact him on +263 735 686 603 (click to chat on WhatsApp

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Taylor Chiyangwa

I'm a digital marketing and online entrepreneurship enthusiast. I'm on a mission to change the narrative of #OnlineEntrepreneurship in Africa. I blog at and you can get my free e-book on making money online here

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