The Power of Empathy in PR
According to Merriam Webster’s dictionary, the definition of empathy is the action of understanding, being aware of and vicariously experiencing the feelings, thoughts and experiences of another without having the feelings, thoughts and experiences fully communicated in an objectively explicit manner.
For many, being empathetic comes naturally when a person is experiencing loss, heartache or life-changing events. But did you know that same trait can helps us as PR consultants relate to our clients so we can produce an effective PR strategy for them?
Naturally, I’m one of those people who can at times “over-empathize” and get caught in the emotions and waves of other people. Over the years I found myself getting easily frustrated when I began sharing other’s emotions of anger or sadness, seeing it as something that disturbed my own peace. It wasn’t until I flipped the script and looked at it as a tool to help me understand and communicate better with those I encounter that I started to recognize the benefits of it.
As someone who is relatively new to Gambel Communications, there are certain tricks and tips I have up my sleeve that make my job a bit easier when it comes to focusing on what my clients want and how to make it happen. Here are a few ways I’ve found that being empathetic has helped me develop great relationships with my clients so far and has allowed me to create strategies that serve their needs:
Empathy Improves Communication
Our job as PR professionals is to properly understand what our clients are trying to accomplish so that we can communicate with their key stakeholders to make it happen. What has happened in the past? Why did it happen? What are the goals our clients seek to accomplish moving forward? Oftentimes, when we really dig in to the information and motivations of our clients, there is purpose and emotion behind it. So, before I go into a client meeting, I make a mental note to ask among other things, “Why is this important and what is the emotion and underlying tone for this particular situation?”
Create Better PR Strategy
Once we understand our client’s needs and why the event, campaign or announcement is of importance, we have a better foundation to begin planning an appropriate public relations strategy. As I begin to create a media alert, press release or pitch, I always remember to tap into why my client needs the information shared with the public. What words can I use to make their audience feel the importance of this matter just as the client does? How do I convey the message and strike a chord to where the media will want to conduct interviews and do a story on this topic? The thing that can separate our work from everyone else’s is being able to truly connect with the intended audience.
Provides Better Results
As public relations consultants, we strive to understand our clients’ brand, business and needs well enough to represent an accurate depiction of their voice to the outside world. Taking the time to understand my client’s mission and goals is something that must happen in order for me to accurately represent them. For instance, the voice and tone that I use for a nonprofit homeless shelter will differ from the one I use for a law firm client.
Oftentimes, the media views public relations consultants as those who act as a middle man that stands in the way of getting the “real” story. To overcome this, we develop a pattern of communication and have conversations with reporters that show we are truly part of your client’s team. With this, reporters become open to our ideas, flexible with us and consistently come back for more information.
It’s true that being empathetic and truly identifying with our client’s wants and needs ultimately helps us become better at our jobs and makes us a reliable, trustworthy source when the media needs background facts as to why something is important. I’m inspired everyday by the clients we work with! I know when I use my gift of empathy, I find meaningful reasons as to why they operate the way they do and begin to understand how I can best deliver their message in an accurate and effective way.