Driving the conversation with folks at all levels of your organization
By Shelby Isaacson
Deranged taxi drivers, golden memories and fine wine weren’t the only items discussed during this month’s professional development virtual event with the beloved Roger Pynn, APR, CPRC. In fact, we got down to the nuts and bolts of what public relations is all about…how to build mutually beneficial relationships.
How are these relationships established in your organization, you might ask…? Well, to explain Pynn gave attendees the example of the famous scene in the award-winning movie, Taxi Driver where Robert DeNiro plays a deranged man who addresses his reflection in the mirror and says, “Are you talking to me?” This now common “catch phrase” may seem like a joke to most but, for PR pros we need to think of it as one of our pillars of success. Communication isn’t just about sharing the knowledge we have; it’s about understanding who we are talking to and why.
Pynn went on to explain that understanding our audience isn’t just for pitching reporters and getting stories featured either. It’s about resonating with individuals and playing a significant role in internal communications to support the goals of the organization.
Organizations are made of people from various backgrounds, education levels, experiences, values and incomes. Add in the barriers of generation communication styles, PR pros have their work cut out for them.
For impactful communication within your organization, or even a company you represent, it is important to start from the top and work your way down; but first you need to have a common understanding of what it is that your company does, sells or makes. Ask questions or better yet participate in the creation process. If your company makes widgets, go in and make a widget. This will help you not only gain respect, but also pivot your messages as needed within the company culture.
The second step to improving communication within, is to better understand the people who run the company, a.k.a. the c-suite. You need to learn to think like these people. What do they care about? How do they make decisions? Who do they turn to when they are making decisions? For example, the CEO always goes to the CFO first. Why? Because the bottom line is what matters.
Do you know what keeps the executives of the company up at night? If you don’t know the answers to this question, then you don’t know the organization. By meeting and talking with the entire c-suite team – including the Chief Financial Officer – you will have a bigger impact and be on your way to earning a seat at the table, which will lead to more business and say in the growth of the company. Pynn also pointed out that quality is free the first time; after that it’s going to cost you. So in order to save yourself time and money, getting to know who you’re pitching your PR plan to in addition to their target audience is invaluable. It also helps them understand that you are essential to their success, which creates a mutually beneficial relationship.
In summary here are the “Five Things You MUST Do.”
- Focus on senior management team first. Understand their objectives and challenges.
- Build partnerships with your peers in the organization.
- Understand what and how they do what they do.
- Know what they need from you to succeed.
- Do what you say you’ll do – always deliver.
If you aren’t sitting at the boardroom table, you need a plan. If you are there, you need to constantly evaluate your role.
Senior leadership wants PR people to:
- Manage how PR plays a role in the company.
- Be informed and on top of things.
- Advise them and give good counsel.