WHO you are as a PR communicator is defined by what you do, a communication principle anchored on improvisational thinking, which is the transfer of energy from a source, to defined target publics of an idea, or a belief based on a specific behavior or intended action. It is looking at communication differently, rising above traditional modes of sending and receiving messages. It is going beyond upward and downward information, stirring your way from the usual printed and electronic dissemination to other new-fangled media distribution platforms.
Improvisational thinking leads to influential communication, reminiscent of Gandhi’s behavior and self-effacing character creeping into the consciousness of his constituents as he moved them to action with his empathetic, charismatic persona, or Winston Churchill as he cloaked the British people with the “energy of hope” as he brought his entire country into one solid connectedness. It is face-to-face, business or political communication that influences and leads, where ideas are presented in a comprehensible, on point and targeted approach; where conflict is dealt with cautiously, and where situations and directions are confronted from a position of strength. To be an influential communicator, you must be able to bring yourself to a high level of self-confidence and fluency.
Communications pundit John Williams said, “To be an influential PR communicator, you must possess the four keys to effective, persuasive communication—empathy, honesty, focus and intention.”
Empathy is equated with helpfulness. You don’t care how much you know until you know how much you care. Honesty starts with one’s self.
To have an honest communication with others, you must first be honest with yourself.
To effectively connect with others, you must have a strong sense of self-awareness. This means being constantly in touch with your own voice and clear in your position or what you stand for.
All these make you confident in your capabilities as a PR messenger of truth and sincere intentions. If you are convinced in what you can bring, it will be easy enough to encourage others to trust in you.
In most human interaction, the problem is never the other person. Research shows it is always you—your lack of consciousness, understanding and patience, your inability to listen, your lack of focus, and wittingly or unwittingly, your desire to deceive. Instead of trying to change others, it will help if you focus on being more aware of your own behavior toward others.
To communicate with persuasion and influence, Williams shared a five-step template that provides a road map that aims to draw out feelings, opinions and suggestions, and encourages active participation from all concerned parties. It starts with the determination of the purpose of communication (What do you want?), an understanding of the urgency of your action (Why should you act?), a definition of the relief process (What’s the plan?), an outline of the success path (What are the initiatives?) and an enlistment of appropriate support (Whose help is needed?).
The process requires crystal clarity, a call to action that moves people without hesitation, a plan that is target public-centric, a strategy that is foolproof, and a mobilization course that summarizes the role of people clearly.
Influential communication revolves around a CORE concept—changes, objectives, reasons and effect. It defines the objective for the changers to be communicated, the reason for such changes and the expected response from the engaged public and the result at the end of the process. It kicks off with the process of listening, where you set your sight on your presentation skills, believing that if you listen to people, they will tell you everything you want to know. It combines honor (entering into an agreement that stands on the ground of communal respect), the echo factor (providing helpful feedback), asking (generating the needed information without appearing too intrusive) and responding (providing appropriate retorts that can motivate active participation).
The CORE plan makes you listen and turns resistance into strengths. Williams noted that dealing with contentious elements can be more effective if you are able to identify and draw out the source of the struggle, to fight the lure to answer emotionally, get defensive, to use the feedback given by the resistors to your advantage and, ultimately, empty their “battle cup.” A good listening ear coupled with a good heart and mind to fight off resistance will surely make your PR communication leadership strong, responsive and positively influential.
Eight truisms can help you communicate with optimistic sway, immense supremacy and robust leadership.
- Stretch or contract depending on situations, issues or personalities that confront you. You are advised to think wide and shallow, narrow and deep. Just like rubber bands, you should be flexible.
- Apply immediacy in all aspects of your communication. This calls you to define right here, right now your program development, implementation plans, and evaluation and measurement protocols.
- Shepherd your people where they will be happiest. Lead from behind rather than from the front, where your flock simply waits for instructions or to get pushed. Active engagement and firm commitments are musts.
- Let go of what people say that affects you in a negative way. Learn to forgive the “naysayers” and people who pull you down, and then move on and start again. Empty the cup of anger and resistance. It will be good for your body, mind and spirit.
- Focus on being more aware of your own behavior toward others. Let go of the desire to change others or to alter other people’s deeds or misdeed while you ignore yours. Find a perspective that will make you more positively predisposed to people you deal with. It can do you wonders.
- Harness the sparks that are already there. This is particularly true when you are moving from a failed communication situation. Work on what has been left behind, and just like the phoenix, rise from the ashes to build again, relaunch and fly hig tcommunication domination you can muster.
- Depend on your tools, not just your instincts. You should listen to your gut feelings, yes, but it is always advisable to be formulaic. Utilize tried and tested communication devices, learn from best practices, listen to the wisdom of those who have “been there and done that.”
- Leave a mark, a legacy even. How do you want to be remembered when you’re gone? What will your individual PR communicator’s epitaph be? Eccentric? Differentiator?
Influential? Maverick? Guru? Disruptor? Team-builder? Realist? Dreamer?
The above prescriptions are back-to-basics reminders on how to bring influence on your communication. They may appear NYDAK (nothing you don’t already know), but they are the very same essential communication fundamentals that you almost always tend to brush off. Always keep in mind that influential communication applied in your personal affairs, business endeavors, PR strategies or political pursuits must be communication that projects you as a person with the formidable combination of a good head and a good heart.
PR Matters is a roundtable column by members of the local chapter of the United Kingdom-based International Public Relations Association (Ipra), the world’s premier organization for PR professionals around the world. Bong R. Osorio is a communications consultant of ABS-CBN Corp., SkyCable, Dentsu-Aegis Network and government projects, among others, after retiring as vice president and head of the Corporate Communications Division of ABS-CBN.
We are devoting a special column each month to answer our readers’ questions about public relations. Please send your questions or comments to askipraphil@gmail.com.
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