A career in PR is one part anxiety and one part triumph. The anxiety stems from a lack of control – at the heart of PR is a mandate to convince someone else to do something we desire. We must convince clients to agree with our recommendations, and then convince reporters that the news/point of view we’re pitching is relevant and worthy of coverage.
The convincing is the hard part. People come into the world with an innate aversion to being convinced. They feel the slightest push and they instinctively push back. However, good PR people overcome this many times each day through the power of persuasion, which hinges on a fundamental understanding of the tired, yet true adage, “perception is reality.”
How do these people persuade? They consider this question on an almost hourly basis: What is the perspective of the person I am trying to reach?
It’s that simple. If you can fully consider and adjust based on the other person’s point of view, you will be more successful in meetings, pitching the press, and interactions with your coworkers.
Of course, this is not as easy as I am making it sound. In PR, some of the things that make us good at our jobs (being fast on our feet, quick with new ideas, and talkative conversationalists) work against us when we’re trying to understand and hear someone else’s perspective.
It is possible, though. Following are some tips that I’ve captured from watching others do them well:
Beth is the CEO of InkHouse, which she co-founded in 2007 and has grown into one of the top ranked agencies in the country. Beth’s been recognized as one of the Top Women in PR by PR News, the Top 25 Innovators by The Holmes Report and as an Ernst & Young Entrepreneur of the Year finalist. Beth believes that shared values, and the freedom to create are the foundations of all meaningful work. She brings this philosophy to building a culture of creative progress at InkHouse.