South Africa, July 13 -- The broken windows theory, the brainchild of James Q Wilson and George Kelling, holds that an anti-social environment encourages further, more serious criminal behaviour. So, petty crimes and minor evidence of crime - like litter, graffiti and vandalised buildings (the eponymous broken windows) - are the gateway drugs to other more serious crimes.

Therefore, the theory goes, if you focus on cleaning up the streets of minor crimes, petty criminals won't end up committing harder crimes, and you'll create an environment that's less conducive to breaking the law.

But isn't this a marketing website? Why am I reading about criminal theory?

Without a doubt, bigger-picture thinking is a crucial element of good PR. Your...