Good-Faith Marketing: Credibility Beats Clout in Communications
- Ellie K
- Oct 31, 2025
- 3 min read
Some days it feels like in policy, politics, and D.C.-adjacent culture, good-faith actors are few and far between. News of the century, right?
Boy, this past week, the Heritage/Tucker/”The Jews” debacle, got me thinking about all this, but not for the reasons you might think.
I don’t want to talk about “the video”; instead, I want to offer a perspective on some of the blowback which includes smears in the news, leaks to journalists, takedown campaigns— many from long-time colleagues and friends publicly at each others’ throats.
First, I understand peoples’ anger and offense; I really do. And I even understand some of the responses.
But here is my pushback: at first blush, it can feel righteous to smear former colleagues or denounce perceived enemies in a flamboyant cable news announcement.
In those cases, is the goal resolution or truth-telling — or is it clicks, likes, and clout?
We want subscribers, clicks, and likes, but bigger, more sustainable goals include:
Sharing a positive vision for our brand’s value or mission
Exposing facts about a product, policy, or idea
Persuading allies and the “moveable middle” to come to your side
Identifying supporters and allies who are in it for the long-haul
There are times when going for the jugular (metaphorically) gets a point across. Fortunately, those situations are few and far between and usually only come up in political campaigns.
But clients, prospects, donors, and key audiences want to know what your brand stands for. What do you build? What unique value do you offer? What successes have you had?
Sometimes my clients need to shine sunlight on bad ideas, form coalitions of like-minded partners, and even get some of our, um, less helpful allies to quiet down. (Why, oh why, is a cause’s worst enemy so often its own activists?)
I am very proud to say that every organization I work with does this with honesty, integrity, and in good faith.
I strive for this in my own business. I offer a service that I believe will give clients what they need— no more, no less. I share documents to track our work and monthly reports detailing our accomplishments.
I aim to offer transparency, value, and results — in good faith.
Most of the brands I work with need: a regular email newsletter to shout their win), a blog for SEO, a reliable media list and press releases when necessary, and a sprinkle of thought leadership through the occasional op-ed. Voilà — the backbone of a good-faith marketing and communications plan.
So, friends, with everything swirling around us — AI slop, copy-pasta, clout-chasing, influencers, hit pieces — make your brand stand out by acting in good faith.
3 Good Faith Ways To Make Your Brand Stand Out
1. Credit where credit is due. Take the win when your organization earned it — and share it with partners who supported you.
2. Cite sources. A respected legal scholar at Columbia once mistakenly attributed my work to someone else. I politely emailed him, and he replied within 45 minutes to correct it.
3. Do no harm, but take no 💩. Offer generosity when you can and give people a chance to correct mistakes — but accountability and honesty are a must.
💫Recent Successes🙏🏼
DOUBLED a client’s Facebook engagement through targeted social strategy
Secured two national print media mentions highlighting a client’s courtroom win
Sent a client newsletter that generated a four-figure gift
Referred potential business two excellent freelancers
Sent a proposal
The park near my house.
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🙏🏼Last, and certainly not least: Thank you to every one of our veterans for their service
Thanks to your service, our world is a little safer, and a little bit freer. God bless each of you, and God bless America.
