In the fast-paced world of public relations and integrated communications, what sets an agency apart isn’t just its ability to implement tactics—it’s the strength of its partnerships.
At Franco, we pride ourselves on becoming true extensions of our clients’ teams. When asked why they choose Franco, our clients invariably point to our people. But what drives our team to forge such deep, meaningful connections? The answer lies in one of our core values: Courageous Truth.
At Franco, we define Courageous Truth as “Daring to remain authentic and true to our values when expressing our beliefs and/or making decisions, despite the consequences.”
The phrase “despite the consequences” might sound daunting, but it’s at the heart of what makes our approach unique and valuable. Exercising Courageous Truth doesn’t mean always being the bearer of bad news or the contrarian in the room. Instead, it’s about having the integrity and confidence to provide honest, thoughtful counsel that truly serves our clients’ best interests.
Building Trust Through Honesty
Courageous Truth is the foundation upon which we build trust and credibility with our clients. We believe in open, clear dialogue from the outset. By committing to honesty—even when it’s challenging—we demonstrate our dedication to our clients’ success. By consistently practicing Courageous Truth, we’ve found that our clients come to rely on us not just for our skills and services, but for our honest, thoughtful counsel. Ultimately, it leads to a stronger partnership, more innovative solutions and better results.
Learning and Growing from Truth
When we report on campaign results, we have the courage to present the full picture—successes and shortcomings alike. While we celebrate when plans come together perfectly, we also recognize the value in less-than-ideal outcomes. By being vulnerable and showing true results, we commit to learning and continuously improving our programs. This approach not only benefits our current work but also strengthens our strategies for future campaigns.
Courageous Truth in Agency Growth
As Franco’s director of operations, I’ve seen firsthand how Courageous Truth can drive organizational growth and efficiency. In recent years, we’ve undertaken a journey of self-improvement, which required an honest, sometimes uncomfortable look at our processes and performance. By embracing Courageous Truth in our internal discussions, we’ve been able to identify areas for improvement and implement meaningful changes. Our leadership team unanimously agrees we are a stronger, more effective agency today because of our commitment to this value.
Cultivating Courageous Truth
Courageous Truth is both a value we uphold and a skill we actively cultivate within our team. It fosters open communication and empowers us to make tough decisions with confidence. By encouraging our team members to believe in themselves and their insights, we create an environment where Courageous Truth can flourish.
The result? A team that our clients trust implicitly. It’s not always the easiest path, but it’s the one that leads to the strongest partnerships, the most effective campaigns and the best results for our clients. By daring to be authentic and true to our values, we don’t just serve our clients—we help them thrive.
At Franco, Courageous Truth isn’t just a core value—it’s the key to unlocking our full potential and that of our clients. It’s what transforms us from service providers into trusted partners, and it’s what will continue to drive our success for years to come
Joe Ferlito is an Account Director and Director of Operations at Franco. Connect with him on LinkedIn.