Envrionmental Intelliegence

Any company of note faces an array of challenges when it comes to maintaining positive connections with its various publics. This includes being well-versed on any notable public issues that may arise. Such a challenge speaks to what author Karl Albrecht refers to as "environmental intelligence." Specifically, this refers to how well the organization is able to collect and analyze information it gathers from multiple sources beyond its internal structure or borders. The more well-versed the organization is, the better able it is to partner with its customers, stakeholders and surrounding community.


Albrecht identifies eight different environments that are worthy of a company's ongoing attention. They are: customer environment (demographic factors), competitor environment (actions and strengths of competitors), economic environment (state of local and national economy), technological environment (any new technological advances), social environment (cultural patterns), political environment (governmental actions and trends), legal environment intellectual property issues), and geophysical environment (impact of company's location on surrounding geography). Without question, each of these areas are quite complex and require full-time attention.


Keeping abreast of pertinent and timely information in each environment is work that a company's top communication officer can do. As a professional that focuses on establishing and maintaining positive ties on behalf of those they represent, it is key this person and their office be heavily involved in ensuring their company's level of environmental intelligence is as good as it can be possibly me. It also is one more example of how public relations as a function is a great deal more complex than simply helping generate publicity for a client. Establishing a high level of environmental intelligence helps ensure a company remains a well connected and influential entity among its publics.

Public Relations 24/7

Generally, we tend to view those working in the business world as being separate from ourselves. After all, we reason, they are the ones selling a product with their own store. Most of us simply put on the proper attire and go to a job where we work for a boss or bosses and do our best to sell or promote the product or service that defines our company or organization. At the end of our shift, we go home where little of what we do pertains to how we spent our time at work. We repeat this, usually, five times each week. Such a routine reinforces the conventional wisdom that we are not business people, certainly in anyway close to the way our bosses are.


The conclusion we draw from such a scenario is not quite accurate, however. The reality is all of us are in-business. All of us are businessmen and women. But instead of producing and selling a product, what we are selling is ourselves. For that, we never take off our business hat even though we may not always realize it. On the job, we sell ourselves to gain the favor of our superiors and approval of our co-workers. Outside of work, we sell ourselves to others so that they will like us, perhaps want to socialize with us, and maybe desire a lasting relationship with us. Those desired results speak to basic needs we have as individuals. As a result, we strive for them not so much out of fun, but rather to gain greater personal fulfillment.


Rarely are there times when we are not conducting a public relations campaign for ourselves. We are our own public relations agents. Our so-called tools include being cordial, polite, engaging, professional, reliable, knowledgeable, honest, and caring. While these tools may seem personal, the fact is, ideally, they should be part of any professional public relations effort launched in the name of a business or organization. Thus, only a fine line distinguishes strategies to sell or promote a "thing" versus those we utilize to connect with others. For all of us, it is public relations 24/7.
  

The Distinction of Public Relations

As happens every holiday season, all kind of thoughts pop into my head. Not for the first time, I find myself reflecting on the reality that some folks this year will be enjoying a most bountiful Christmas with lots of gifts, good cheer and fellowship. To that, I say "good for them." At the same time, there will be those who will not have the opportunity to enjoy any - or at least nearly as much - of those things. I do feel badly about that and wish there was no such thing as people who were poor or disenfranchised. While such a scenario would not eliminate all the problems in the world or nullify those seeking to do harm to others, overall, it would help improve our ability to get along.


One of the higher purposes of the public relations profession is to, in a sense, even the playing field when it comes to communication. Regarding communication, without question an imbalance in our world exists. There are those who have a louder voice and those who do not. Reasons for this may range from one's socio-economic status to the degree of access they may have to connect with others. As part of their job, those in public relations seek to give voice to those who either need one or do not have one. It is a vital part of what these professionals contribute to a society such as ours that believes in and protects freedom of speech.


As a range of scholars and researchers have noted over the years, within each person is a need to be heard and feel as if their presence makes a difference on some level. Persons with no voice have little opportunity to enjoy any of those feelings or come even close to having those needs met. By providing help with specific words and channels or vehicles by which their messages can be shared with others, professional communicators can do much to give the needy a chance to feel less so. That, I believe, is no small thing. The ability to help others in such a unique way is what helps give the public relations profession its distinction.

The Value of Community Relations

Everybody likes having a good neighbor. Of course, how one defines a "good neighbor" may vary. For instance, a person or family that is very quiet and keeps to themselves may be viewed by some as being ideal. Others may consider having folks who are outgoing to be more to their liking. Whatever the exact definition may be, if we are going to live close to others at all, then we want that neighbor to be compatible with our own values and life style. Generally, this, at least, is how we see living near individuals. But what about living near businesses or corporations? What kind of neighbors do we want them to be?


The answer to that begins with our concept of businesses themselves. We expect them to be focused on making money, of course. And with that, we assume on some level that we are part of their targeted populations of prospective customers. But that is only one aspect of being the neighbor to a business. There is also what I would term the "non-money making side" of it. Despite their being profit-driven, we also look to businesses to be responsible citizens and care about the welfare of their neighbors and overall community. One could argue how realistic this might be or, for that matter, how fair it might be to place such an expectation on a business. Nevertheless, it is one that often exists.


My sense is business share such a vision. They, too, wish to be viewed as being more than simply driven to make as much money as possible. This is why so many corporations and multi-level organizations take community relations so seriously. Community relations is a key part of an entity's overall public relations program. Its focus is to establish a strong link between a business and individuals via programs that run parallel to ones revolving around making money. If done well and taken seriously, a good community relations program can do as much, if not more, to enhance a business' image and reputation as any fancy advertising campaign.

Businesses and PR

There may be those who say they do not care what others think of them. Personally, though, I do not believe one word of that. On some level we all are care how we are perceived by others. I sure do. If I hear someone I only remotely know does not think all that well of me, I confess to being bothered by it. Do I expect everyone to think I am the "bee's knees?" Of course not. But being looked upon in a negative fashion remains a hard pill to swallow. While that reality may not be all that flattering to me, I am confident I am not alone in that regard. We all want to be viewed favorably simply because one of our fundamental needs as a human is being accepted by others.


In this regard, businesses are not all that different than people. They, too, care about how well they are perceived. For them, favorable public opinion often spells the difference between turning a profit and not. If we, as individuals, do not believe a particular business is genuine in its concern for us, then we are very likely to turn to a competitor for what we need. While we want to spend our money wisely and acquire reliable and appealing products, we also want to be treated with respect, in an honest and open manner, and feel some level of appreciation. A major key to any business' ability to survive concerns how well they speak to those needs of its current and prospective customers.  
Those with an expertise in communication can help a business achieve these goals. As Anne Lawrence and James Weber in their text, Business and Society, observed: the general public does not necessarily deal with businesses through economic exchanges. Instead, their interaction depends more upon their opinions of the business and its activities. Those in public relations can help highlight the qualities of a business to which the public responds more favorably. Thus, for better or worse, it is not enough for a business to produce a viable product or service. They also need professionals to spread the word about what they do.

By the Numbers

Lately it seems like most everyone I run into these days is wearing one of those fitness watches that record, among other things, how many steps one takes during the course of a day, their calorie intake, and cholesterol count. Without question, these are amazing devices. And the good news is they are designed to keep folks more sensitive to the value of being fit. What I term a second cousin to these watches, another popular item on the market are GPS contraptions geared to help travelers from getting lost, Mainly, we find them in automobiles, but more and more they are popping up in I-phones, too. The usefulness of these technological innovations is virtually self-explanatory.


Looking at their growing popularity, however, I cannot help but reflect on the observation made by the little prince in the classic book by Antoine de Saint Exupery that grown-ups tend to be obsessed with "matters of consequence" that really are not all that important after all. What good is material wealth if one does not embrace the natural beauty of the planet, including another person's smile and level of happiness? What the fitness watches and GPS devices provide us with are goals to reach. While a specific destination is important, how does the value of it stake up against the journey one takes to reach that end?


So often in communication one is driven by the desire to do what is necessary to get across their message. They have a point to make and they will do most anything to make it, including shouting, talking over others and belittling other messages put forth by competitors and those around them. While points of view are good to articulate, how does such a goal rank against the value of respectful and effective interaction? Certainly, achieving the goal of being understood is worthy; yet none of us should forget the value that comes with positive engagement. As we move into our holiday season, the benefit of "getting along" should not be forgotten.

The Voice

Even now, countless articles continue to be written about him. Critiques. Commentaries. Biographies. Remembrances. He remains an active part of our national and even international landscape despite having died over 17 years ago. I speak of Francis Albert Sinatra, singer and entertainer extraordinaire; the performer against so many others continue to be measured. It was May, 1998, when Sinatra died. But the more significant milestone is when he was born: December, 12, 1915. His unmistakable and singular voice was first heard on a cold day in New Jersey. This entry is in recognition of the Sinatra centennial.


I will concede that other singers, before, during and after Sinatra's time, have possessed solid and even wonderful voices. But none - not one - is or has been the communicator that Sinatra was in the context of words set to music. It was this skill that represented the core of the awe and respect for Sinatra that defined his standing inside and beyond the world of music and entertainment. No one could match Sinatra's ability to communicate lyrics of sorrow, regret and loss. Nor could any come close to conveying words of joy and exhilaration as well as this unique individual. His mastery of communicating such a wide range of moods helped make him such a forceful communicator. It still does.


As a singer, he was the ultimate communicator. He helped articulate feelings that so many felt, yet could not quite explain or process.. But via an array of vehicles ranging from "Here's That Rainy Day" to "I've Got the World on a String" and literally thousands in-between, Sinatra provided this great gift to the world for the more than 60 years he worked as an active performer. We were and continue to be the better for it. Singing is an art form as well as one way man communicates. In that realm, there was no better communicator than Sinatra.   

Growing Old Together

After watching a movie on television the other night, my wife and I lifted ourselves off the couch together. We both did so slowly as we had to work our way through the aches and pains that come with age and with sitting in one spot for an extended period of time. As we finally made it to our feet, I laughed and said, "This is what it must mean to get old together." It also got me to thinking about whether there has ever been a young couple that at some point in their budding relationship has not expressed the sentiment about wanting to grow old together? I think not. My wife and I certainly did and here we are decades later.


Of course, for two people to, in fact, grow old together means they must do all they can to take at least reasonably good care of themselves and stay alive. This is one responsibility each as individuals has in order to fulfill their commitment to the other. Another responsibility each carries with them pertains to communication. Some what I will call veteran couples continue to do it very well and even develop their own special short-hand way of interacting. Others, however, do not. Much like their physical health, they tend to not try as hard a they once did to remain as fully engaged with their partner as they once did. This can and does lesson or weaken the relationship.


One big way older folks remain physically healthy is through exercise. Maintaining open lines of communication is another form of exercise that contributes to one's well being, both as an individual and as part of a couple. Life being what it is has a way of slowing us down. Being an active communicator with one's partner is an important way to slow down our inevitable slowing-down process. Taking an active interest in ones's partner's moods, perspectives, interests and activities helps make growing old together a great deal more pleasant and fun. Besides, who wants to grow old feeling isolated or grumpy much of the time?

All of Us Are PR Workers

When one thinks of a public relations practitioner, they usually associate a communicator who strives to provide their client or organization with creative and strategic guidance in the areas of putting forth a positive image, generating am ongoing stream of visibility and establishing ties with others. These goals are largely the results of professional communicators whose work it is to provide those they represent with guidance and leadership in those areas. This work, however, is not just unique to those in public relations. It is a challenge that all of us strive to meet every day even if our only client is ourselves.


We are our own public relations practitioner. An easy example of this are actors. Yes, in order to establish and maintain a steady career they must have talent and do good work when they are hired to do so. But in addition to that, their success is heavily contingent on how well they are accepted by the paying public. This means they must be vigilant when it comes to presenting themselves in an appealing light. They are always "on" even when not standing in front of a camera or before an audience. This ongoing challenge is not unique to those choosing to be in the public eye. It very much applies to us "regular folk," too.


If we are married, for example, we want our spouse to remain in our corner. On the job, we wish to keep a paycheck. With neighbors, we strive to get along. The best way to achieve these every day, yet oh so important goals is to keep doing all we can to promote a positive image of ourselves. This reality very much places us in the realm of promotion; only instead of promoting a thing, we are promoting the vision of being valued, liked and admired. It is as much of a constant in our lives as anything else we may undertake. This means all of us are public relations practitioners whether we like it or not.

Ongoing Issue

One of the issues being debated these days revolves around free speech. There are a number of folks who are vigilant about publically criticizing speakers who appear to be insensitive in their remarks and characterizations of minorities, for example. "Politically correct" is the top buzz word when it comes to this debate. They cry out for all of us to be careful in what we say for fear of offending someone. I, for one, agree that we should not try to be offensive if at all possible. Everyone has feelings, of course. Being sensitive is a positive quality to possess, particularly if we are to enjoy lasting ties with others.


Still, the whole argument regarding "politically correct" speech seems to be taken too far. I do not like it when someone is offensive, purposefully or not. I like it even less, however, when that person's right to speak is violated simply because what they say hurts the feelings of some. Just as beauty is ultimately "in the eyes of the beholder," so, too, is what is offensive. Let people make their own determination as to what is offensive. Once that judgment is made, then they can set their own course of action as to what to do about it. Not listen? Leave the room? Switch channels? Enter into a dialog with that speaker to explain why what they are saying is offensive?


In one of her recent columns in the Washington Post, Alexandra Petri spoke out on behalf of letting social standards ultimately determine what is offensive. I agree. People can decide what is acceptable just as they can determine what to do about it when offense words are spoken. Do some go too far? Yes. Are some, in my view, overly sensitive at times? Without question. It is important for us to remember that this struggle between free speech purists and advocates of political correctness is going to be with us for a long time to come. Its existence is a result of having free speech as a key element of our nation's fabric.

Stumbling in the Dark

The older I get the more convinced I am that all of us, on some level, are stumbling in the dark. I  know. Youngsters will observe from time to time that us older folks really seem to have our act together. We seem to be assured, confident in our actions, and certain of our perspectives. To that I laugh and say "if only that were true." As a card carrying oldster I can readily attest to the fact that a good deal of the time none of that is true. If it seems that way, then it is only as a result of our years of experience that we have become proficient at faking it or at improvising. The hard truth is we find life just as daunting as when we were young.


All of this is certainly true of our efforts to communicate well with others. We share an opinion or toss out an idea and only hope at least some of what we just said comes close to resonating with another. The fact is much of what say ends up as noise or is treated that way. We engage with others, either casually or in a professional setting, and struggle to make some sort of positive difference with our input. It is a struggle with no guarantee of success or effectiveness. The reason, in large measure, revolves around those on the receiving end of our output. Are they listening? Are they interested in our opinions? Perhaps they already have their minds made up.


Sometimes I find myself chuckling when I hear someone described themselves as a "communication expert." I am not sure there is any such thing. Just because we all communicate - or try to - does not mean we are any good at it. People may have an expertise in communication because they are familiar with the logistics of the act and the numerous variables that contribute to success or failure. But in no way does that mean they communicate effectively each time they put pen-to-paper or speak. They still fall short on a regular basis. As is the case with other aspects of life, they and all of us continue stumbling in the dark when it comes to communication.

Let's Raise the Communication Bar

There is always something very special about political campaigns and elections in our country. Free elections reinforce what was and is most unique about the United States: at designated intervals citizens gather to caste ballots without fear of retribution or harmful acts being taken against them. Voters determine who will represent the general population in matters ranging from national security and economics to international relations and creating opportunity for people to improve their station in life. More than any other in the world, our nation comes the closest to representing the best of pure democracy. This reality remains a constant source of pride. 


This, however, is not to suggest that our elections and how they are conducted can not and, yes, should not be improved. This begins with the candidates themselves. On the one hand, these men and women are well-intentioned and genuine in their desire to improve life in America. At the same time, they are also flawed, ambitious, and prone to narrow-minded thinking, pettiness, and levels of dishonesty. Their inconsistencies and desire to separate themselves from their competitors, though understandable, can take them and their followers down paths that do harm to the overall landscape of our country and the very process that is part of our greatness. 


Our current presidential election season, still at the beginning phase, is the latest example of this. Name calling, purposeful ignorance, false claims, misleading characterizations and mean-spirited assessments of others have been dominating far too much of many of the candidates communication efforts. Generally, voters seem to shrug-off this reality with the off-handed comment, "That's politics." That may be true but it does not have to be. Not only should we demand more from our candidates, we should also demand more from ourselves in terms of what we accept from them and ourselves. Being a great nation demands the best of its citizens and those wishing to represent them. The communication bar must be raised.

Talking

All things being equal, it remains our best way of communicating. It is direct. It combines tone, nuance, emotion, expression, and sound. It, of course, is talking. Two people talk and walk away from that encounter with a good idea and understanding of what was said. While this may not always be the case, the fact is the odds are much greater than when talking occurs, meaningful understanding follows. A big reason for this is that talking often includes efforts to explain and provide description. Those who talk do so with the purpose of being understood and even validated. They are looking to make a difference.


Talking, more than other forms of communication, is the one that is most personal. We talk and it is us live and in-person. Talkers see right away what kind of impact, if any, they are having.  Writers do not have that luxury as often what they put down on paper is read, if at all, by others outside their presence. They are not able to experience how their words and thoughts are received. Talkers can and do. When people talk, they risk criticism, disrespect, disagreement, and disapproval. Singularly or collectively, all of these are downers. On the flip side, there is also the chance of receiving affirmation, validation, and approval. What is better than any one or all of those?


Our esteem is on the line when we talk. Because of that, it is no wonder that some have difficulty expressing themselves orally as well as they would like. This is probably the main reason so many people fear speaking in a public setting. None of us wish to look less than we are. Yet the opportunity to elevate our standing before others and actually make a difference in the lives of folks beyond ourselves is an intoxicating temptation. Talking is not to be taken lightly even though we all do it every day, often times with little or no preparation or thought. In the world of communication, talking remains the great game-changer.

Listening to Alarm Bells

For many years now I have been fascinated with the famous "running of the bulls" festival that happens annually in July primarily in Saint Fermin, Spain. Started in 1910, this event was started originally as a way to transfer bulls from outside the village to the bullring where they would be killed for purposes of eating. Surprisingly, the actual running normally lasts no more than five minutes as the distance the bulls travel is quite short. This is not to say there is not an element of danger attached to it. Over the past 115 years, over 15 people have been gored to death by the bulls. Nevertheless, it is an exciting activity that continues to generate much attention and even celebration.


Thinking of this event, I am reminded of a recent study on stampedes by Caesar Saloma, a physics professor at the University of the Philippines. As an expert in this area, Saloma's expertise has been tapped into over the years by officials needing guidance on issues of crowd-control. Saloma's bottom-line advice for persons finding themselves in big crowds are to note where the exits are and, should a stampede erupt, not to do what the person next to you does. It is Saloma's belief that people need to do a little internal risk management if and when they attend events, such as religious assemblies, concerns or sporting contests.
Without actually using the words, what Saloma speaks of falls under the umbrella of risk communication. It is here where communicators attempt to educate various publics on potential danger situations and what actions they should take if that risk becomes an actual crisis. A current example of that are the men and women who are ringing alarm bells regarding global warming. Another example revolves around contending with possible terrorist attacks. Risk communicators perform a valuable service even though they may not always be listened to as well as they should. I am sure those poor folks who died at the running of the bulls events wished they had paid greater heed to the risk communicators.   

Being Yourself

"Just be yourself." How many times in our life has some one given us that sage advice? My guess is a lot. We nod and reflect for a few moments at the simplicity yet profound wisdom of such guidance. The fact is of all the things that could be said, there are, by far, a lot worse. For instance, I have never been a fan of  "Fire when you see the whites of their eyes!" If we literally do that, won't they be practically on top of us? Won't it be too late by then? To my credit, I can proudly say I have never given that advice. (Of course, I have never had reason to, but never mind that.)


But being ourselves is another story. Taken literally, it suggests that one should be behave the way they normally behave, speak the way they normally speak, etc. regardless of the circumstances or who you are with. I am not so sure that is a good idea. I, for one, know enough to not eat soup at a fancy restaurant the same way I do when I am at home. As a result, when I am out in public and am almost finished, I don't pick up the soup bowl and slurp down the remains like I do at home. Given that, the question is: Which one represents me being myself? Is the bowl slurping me or the me who is content not to consume that dish down to the last drop?  


Looking at this from a communication standpoint, it is important to remember that effectively connecting with others involves flexibility and adjustment. People, as one example, do not always hear or process messages the same way. Consequently, the sender of a message needs to frame their words or point in a way that the one on the receiving end will be best able to grasp what has just been said to them. As the message's sender, this means being ourselves requires an ability and even a willingness to not behave and/or speak in the same way all the time.  We need to be nimble and sensitive to our surroundings. Being who we are calls upon us to tap in multiple layers of behavior. "Ourselves," then, wears many hats.  

Two Tiers of Questions

Two days ago terrorists struck again. This time the site was Paris, France. And this time nearly 130 innocent people were murdered. It is fruitless to try and make sense of such a barbaric act. Whatever their beef, cause or vision, the people behind this and other similar acts of violence are nothing less than murderers. The fact they even exist is a blight on all of humanity. The challenge, of course, is to deal with them in a manner that is precise and definitive. My hope is enough nations will put aside their own differences, embrace the reality that terrorism is a problem they all share, and squash that kill just for its own sake.


The violence in Paris served as a blunt reminder of  how vital communication is during such times as this. When there is panic and uncertainty, the need for useable and understandable information is essential. This is what the communicator can provide. Specifically, there are two tiers of questions that they should strive to provide. The first tier is designed to help folks deal with what has just occurred. Addressing these questions represents an immediate response. The second tier speaks more to more providing a greater understanding of what happened. Addressing these questions takes place in the aftermath of the crisis.


First tier questions, all from the perspective of the individual, include: What is going on? How will this affect me? What should I do? How much danger is there? How much disruption is there?  Am I going to be all right? Second tier questions, from the point of view of both the individual and broader society, include: What happened? Who needs to know? What are the best ways to tell all elements of society? What are the best ways to help people contend with what has happened? None of the questions in either tier are simple. But if they are tackled in a timely and sensitive manner, answers to each will help give people the confidence and hope they need to move forward. 

Truth Today

If I had to name something that triggers an avalanche of controversy, the very last thing I would cite would be "truth." After all, isn't the whole essence of truth, by definition, supposed to be "black or white" or "it is or it isn't?" Either two plus two is four or it isn't. Either the Nazis exterminated millions of Jews in the 1930s and 1940s or they didn't. Either someone is pregnant or they are not. No wiggle room. There is no nuance when it comes to truth, or as it is described in the dictionary, "that which is considered to be the supreme reality." A fact is put forth and everyone, even if they do not like it, nods in agreement. End of discussion.


In today's world, however, it turns out the truth no longer sits atop its mantle unchallenged. In fact, it turns out truth spends all its time taking on one challenger after another. In these times in which we live, truth has lost its crown of being that which it is not to be questioned. More and more, it seems, people carry around with them their own truth as to what constitutes indisputable, uncontestable reality. They seem to be less and less bound to what used to be unbiased, universally-accepted facts. Such a reality sure makes being a teller or communicator of truth a lot more difficult and challenging than it used to be.       


In the November 8 edition of The New York Times Magazine, author Mark Leibovich discusses the rise of people adopting their own variations of truth rather than simply continuing to agree upon that which is true. A case-in-point is the so-called debate about whether President Obama was actually born in the United States. Birthers insist he was not. Obama's birth certificate, a document that in normal times constitutes reality, says otherwise. For me, this particular dispute and so many others like it, says more about all of us than it does about rock-solid truth. Perhaps we are becoming more interested in self-expression than we are on building upon that which is firmly in-place. A final word, then, to truth: it is us, not you.

Information Gap

You might refer to it as a kind of no-man's land - a span of time when no concrete information exists. Such a gap occurs in the immediate aftermath of a crisis. For instance, let's use the case of an active shooter on a government facility.  The crisis has just occurred, yet no information about it has been released to the general population due to the fact those on site are still trying to cope with and make sense of what has happened; yet people are aware of what has happened. The existence of such a gap potentially brings with it confusion, uncertainty, irrational behavior, rumors and chaos. It is a dangerous stretch of time.


Michael Doble, director of corporate public relations for the Raytheon Company, is one practitioner who has written of the gap between an event of great threat and when information about it is collected and shared with the principles involved as well as external publics. Doble notes the task of making that gap as brief or short as possible is the ultimate challenge for the communication professional. With the existence of a threat, panic is rarely far away due to two primary reasons: the threat itself and the lack of knowledge as to how wide spread it is and what preventative steps, if any, can be taken.


To help reduce the size of this inevitable gap requires the public information professional to become actively involved in contending with the incident. Their instinct, understandably, may be to hide under a desk, yet their responsibility is to serve their publics by working closely with the first-responders in order to collect as many details as possible that they may share with others. Just as it is the first-responders job to quell the crisis, it is the communication professional's duty to let the public know what is going on, what is being done about it, and what they can do to ensure their own safety. The communicator, in such a scenario, is vital.  

The Art of Tact

We will never know for certain, of course, but it is my hope that when physicist and mathematician Sir Isaac Newton took his final breath at the age of 84 in 1727, he did so with the satisfaction of knowing that he contributed much to the world. After all, coming up with what we now term the law of gravitation was and is no small thing. Another gift was a comment he once made regarding communication: "Tact is the art of making a point without making an enemy." When it comes to the interaction between individuals and even publics, this observation says much about the value of effective communication.


All of us communicate non-stop. Verbally and non-verbally there is never a time when we are not putting forth some type of signal. While we do not have total control over how others interpret our messages, the fact is we carry the heavy part of responsibility when it comes to the framing and intent of what it is we are trying to say. As this applies to tact, there is the matter of how sensitive we are to what is proper and appropriate in regard to our interaction with others. Ideally, the fundamental challenge with communication is to do so in a manner that ensures it will continue or "leave the door open." As social beings, the last thing we want is to communicate in such a way that shuts out others.


Obviously, there are times when people argue or disagree. After all, everyone brings their own perspective to a conversation. In addition, as creatures driven much by emotion, we tend to communicate at times without always giving as much thought to what we are saying or doing as we might. This is why at least some of our communicating lacks tact. The challenge, then, is for us to strive to be as tactful as possible or, to draw from another quote (author unknown). "to disagree without being disagreeable." I know. This is certainly easier said than done. But then, is that not the ultimate communication challenge?

Professional Listeners

How often have any of us wished we had someone who really listened to us? Sure, we have co-workers, friends, family members,and partners with whom we interact on a regular basis. And, yes, we share information with them, discuss our feelings and perspectives. But do we believe any of them genuinely listen to us as well as we would like them to? Sure, they may be nodding when we talk, but are they really hanging on every word coming out of our mouths? Granted, not all of those words may be golden, but never mind that. When we speak we want to be heard just the same. After all, sometimes we actually put thought behind what we say.


According to researchers, it is estimated people spend less than half their time in a listening mode. That means we devote more than half of our time trying to be heard. That reality sure does not bode well for the act of listening; nor does it help support our desire to be heard as well as we want. What are we to do? Is there anything to be done? An answer, I am glad to report, seems to be emerging. As is the case with every generation, ours has created a new job or profession. This one in-particular speaks directly to the need we have to be heard: professional listeners. There are now folks out there who actually hire themselves out to do what many of the people in our lives only pretend to do. 


A quick check on the Internet reveals a growing list of men and women providing the service of listening to us with the promise of not interrupting, checking for any incoming emails, texting others, or blurting out their own comments - all those annoying things the people who care about us do. I saw one person charging $40 per hour for this service. Given the newness of this service, it is hard to say how reasonable that is. Still, there is comfort knowing we now have the ability to sit down with someone who actually will listen to us. I suppose our next challenge will be to begin coming up with stuff worth listening to.  

More on Conflict

I confess to being someone who does not like conflict. If I sense possible disagreement - unpleasantness - is just around the corner, then I am often likely to head off in a different direction even if that action might make things worse. In short, "facing the music," regardless of the circumstance, continues to be on my personal list of things I need to improve about myself. This is despite the reality that often conflict can and does force us to assess situations more closely, review our own decisions or choices, and potentially emerge with a wiser course of actions for ourselves and others.


Regarding conflict, those of us striving to be better communicators have an important role to play when situations arise involving awkwardness or disagreement between others or between ourselves and others. One such role is that of facilitator. One of the best ways to resolve differences is to ensure that those involved have a voice and opportunity to be heard. Effective communication involves helping create a dynamic where people feel safe to exchanges their views or perspectives without fear of being disrespected, personally attacked or ignored. That is not a small thing. Inserting openness and mutual respect into any kind of interaction is vital if those in conflict are going to reconcile their differences in a way that comes even close to serving a greater good.


Thus, effective communication is not just about someone figuring a way to best articulate their own feelings or opinions. It also pertains to their creating an environment of good-faith exchange. This, of course, will not eliminate disagreements or people getting upset with one another. But it will help reduce whatever level of tension that might otherwise exist and counter notions some may have that conflict is to be avoided at all cost. With effective communicating part of the mix, conflict can actually be part of anyone and anything's solution.

Three Cheers for Conflict

There are many things in our world that we should not do without. Medicine is one. Umbrellas are another. Running water. Gloves. Stand-up comedy. Music. Hardwood floors. Diapers. The list is virtually endless. But no matter how long I or any one else's list might be, one item that should be included is conflict. That's right. I know what you are thinking: conflict? Without question, at times it can be a royal bother and really get in the way of plans we might have, thoughts we put forth and our desire to get our way during conversations or when making plans. Nevertheless, not only should conflict be on the list, it should be near the top.


That same conflict that gets in our way or even scuttles a path we may have set for ourselves, actually does all of us far more good than not. Just the other day my wife and I were trying to reach a particular destination. We came to a fork in the road and I was convinced we needed to turn left. My wife, however, felt a right turn was the correct direction to go. As we were running late, I did not want to hear her objection. Consequently, we turned left only to find out within a short period that I was wrong. The lesson here is I should not have ignored the conflict as represented by my wife's opposing view.  In fact, I should have been open to it.


There is a tendency, I believe, many of us have at times to automatically disregard conflict - big or small - that appears before us. This is unfortunate because often it is an opposing force that can and does often cause us to look more closely at our own perspectives or plans. Being open to conflict, regardless of whether one is on the receiving end of it or its cause, is a communication challenge. It revolves around a willingness to communicate with others in an open and respectful manner. Conflict, by itself, is neither good nor bad. Rather, if addressed properly, it is an opportunity for folks to achieve consensus and, at times, reach the truth in a thoughtful and cooperative way.

Putting on a Show

Preparing for and eventually launching a comprehensive public relations campaign is a lot like putting on a show. This notion was reinforced recently in a mini-profile on stage director Bartlett Sher that appears in the November, 2015, edition of Vanity Fair. In it, author Andre Bishop describes the steps Sher follows from point of conceiving a show to after the curtain on that productions has dropped for the last time. Sher follows four steps: (1) preparation, research and study; (2) rehearsal where he sits with the actors to explore, discover, ask questions and gain a greater understanding of the play they are putting on; (3) performing the actual show, which includes staging and constant restaging and/or changes; and (4) assessing or evaluation the quality of the production, including tally-up ticket sales and assessing reviews and reactions of their audiences.


For many, a typical public relations campaign also involves four steps. As first articulated by communication scholars James Grunig and Todd Hunt in 1984, the steps are: (1) research, which includes identifying the problem and/or challenge and assessing the steps taken previously to address it; (2) planning, including devising a budget, timeline and targeted audience; (3) communication or launching the campaign; and (4) evaluation or measuring the actual success of the overall outreach effort.


Putting aside any degree of coincidence that both processes contain four steps, it is worth noting that for any of these overtures to succeed in connecting with an external audience to succeed, one must develop a strong sense of what has transpired before, including determining how successful previous efforts were, before they can identify steps to take in the present and eventually set them in motion. Without that sense of history, then one is largely operating in the dark with little more in their arsenal than hunches and gut feelings. Whether it is putting on a show or initiating a public relations campaign, there is too much at stake to operate with such meager weapons.

Our Inner Voice

How many times have we heard parents remind their children to use their "inside voice.?" Countless, I am sure. In fact, over the years, I, too, have been reminded of that as well. The reasoning goes that one should be more sensitive to those around them. Consequently, we should speak softly when inside so as to help create a more calm surrounding that we are sharing with folks we do not know. That represents one kind of "inside voice." The other is actually far more prominent in our lives. In fact, it never stops talking and does not care whether we are with others or by ourselves. This, of course, is our inner voice.


The purpose of this entry is to, in a small way, give this constant presence in our heads a well-deserved shout-out for all that it does for us. At the very least, it keeps us company no matter the circumstance. We could be alone in our car, sitting at our cubicle at work, conversing with others, or even trying to fall asleep at night and our inner voice is with us. It is bold, unafraid, unconcerned with the feelings of others or what might be "politically correct," honest, inappropriate, flip, straight-forward, funny, and insulting. It ignores the old rule: speak only when spoken to. In short, it speaks whenever the hell it wants.


Where would we be without it? For me, I would be lost. I need it, want it, and do not ever want to be without it. My guess is that is how many others would be as well. At the same time, I recognize my inner voice is not always wise or correct. Just because it pulls no punches does not make it perfect. At times, what it blurts out is downright dumb or offensive. Even though it often requires me to "clean up" or edit it's initial remarks, the fact it is unabashed is a big part of its charm. Plus, the inner voice can be reasoned with and be flexible enough to its initial outpouring. It plays a vital role in our ongoing efforts to communicate. Thank you "inner voice."

The Value of Discomfort

One good thing about communication and working in the profession, both as a practitioner and instructor, is that it is a field in which many others take a great deal of interest. Perhaps because communicate is something we all do, communication as profession, act, and area of study continues to remain foremost on the minds of many. For instance, as our nation we are in the beginning stages of the presidential election season. The result is a great deal of interest in how effectively the array of candidates are connecting with potential voters. This will remain a source of fascination, particularly among political pundits, for months and months to come.


Another aspect of communication that has generated interest recently is the level of communication that occurs among college students. Specifically, in the September, 2015, edition of The Atlantic, a list of recently-identified communication-related disorders was examined. These included assuming one knows what others are thinking about them without any evidence ("mind reading");  believing what has or will happen will be unbearable ("catastrophizing"); and letting one's feelings guide their interpretation of reality ("emotional reasoning"). These and other "cognitive distortions" that were identified represent an aspect of communicating that currently exists.


Looking at them collectively, they represent serious barriers to honest communication. When one involved in an interaction has a distorted view of reality, without question this gets in the way of any positive exchange that might otherwise occur. Also, it speaks to a larger picture of the rise of so-called political correctness in which people avoid making any provocative or controversial statements to avoid possibly making others uncomfortable or offending any one. Particularly at institutions of higher learning, uncomfortable perspectives should be welcomed. With that comes uncomfortable or challenging exchanges. And with that, potentially, comes intellectual growth.

The Potential of One

One of the all-time great players in the history of professional basketball was Bob Cousy, a guard for the Boston Celtics in the years when this team began dominating the sport much in the way the New York Yankees did in baseball for many years. The time Cousy came into prominence was when professional basketball - at least compared to how things are today - was very stilted. There were lots of bounce passes, traditional one-on-one coverage and no slam-dunks. While a number of the players were quite talented, their style of play lacked the flamboyance that so many of us take for granted today. The reason for this was simple: the players were not trained or coached to be flashy.




It was Cousy, in the span of several seconds one game, who changed the trajectory of the entire sport. Dribbling down the court, he passed the ball to a teammate behind his back. Other than players on the Harlem Globetrotters, who did that? The answer: no one. But Cousy kept doing it and fans reacted with great excitement. It was not long before other players began replicating Cousy's style of play. The result was what we see today in players at the professional level as well as among youngsters in simple pick-up games.


In professional communication, perhaps the equivalent of the behind-the-back pass can be associated with Edward Bernays. It was this icon in the world of public relations who initiated the concept of mass manipulation, swaying public opinion via staged events or activities designed to appeal to people's emotions. Whether it was generating support for World War I or encouraging women to smoke in public, Bernays' vision of  taping into people's sense of horror, pride, patriotism, etc. has gone on to become a cornerstone of public outreach efforts in today's world of advertising, marketing, and team building. Cousy and Bernays are reminders of how one person, regardless of their area of expertise, can have a significant impact on our society.

Sticking to What is True

Have you ever noticed how sometimes reality can be hard to recognize? Normally, you would think what is true would be easy to spot. You hear a political candidate speak, for instance. They sound so sincere, forceful, and, yes, even certain as if what they are saying is spot-on accurate. Then, some time later, perhaps even within hours, we learn that what they said was way off-base. Boy, talk about exasperation! You shake your head thinking how that candidate was so convincing. At the time, you had no doubt their message was as solid as smiles at a beauty pageant. For me, no matter how often people perpetuate falsehoods, it always comes as a surprise.


This type of  behavior makes recognizing reality a bit more of a challenge. In November, the folks at Mattel are going to add to that challenge  by introducing "Hello Barbie." This newest version of a children's doll that has been part of the American landscape for decades will have the ability to actually converse with little girls. That's right. Mattel's artificial intelligence team has created a doll that will do more than simply spew forth with some generic catch-phrases. This toy will be able to have a conversation with its owner. The goal, according to Mattel, will help its owner believe more strongly than ever that in "Hello Barbie" she has a good and true friend.


While Mattel and its workers are to be applauded for being so creative and ingenious, one can see the potential problems parents might have in convincing their children "Hello Barbie" is not a real person and, therefore, not something to become overly attached to. From a communication perspective, this new product raises the bar on how vigilant professional communicators need to be in helping the general public distinguish between what is real and what is not. Saying that, I recognize there are some communicators who actually contribute to the blurring of the line between truth and fiction. Those practitioners are to be shunned. There is no room for them when it comes to communicating.

A Time for Communication

Make no mistake., communication really does matter. All of us are being reminded of this truism in the immediate aftermath of the multiple shootings that occurred last week at Umpqua Community College in Oregon. As has been the case far too often in our nation, a sick individual with access to guns murdered a number of innocent individuals before dying at his own hand. The deaths were as heart breaking and maddening as all the earlier multiple slayings that our nation and the specific victims have had to endure. Now, less than one week after this tragedy, our nation is reeling from such a harsh act of reality.


Does our nation have a clear path as to what do about this and other similar acts of violence? Given the varying degrees of comments being given by our nation's leaders, including the array of presidential candidates out on the campaign trail, it would seem not.  Some want legislative action by  Congress setting in-place more strict gun control laws. Others are simply saddened by what happened but are reluctant to initiate any changes in our current laws. And others are advocating that folks have easier access to guns as a way of being better to defend themselves against gunmen intent on doing harm. This array of different perspectives highlights a nation that is obviously struggling with how to address what seems to be a problem that is not going away.   


Given such a scenario, communication matters because how well all of us interact regarding the issue of gun violence will determine how well we ultimately address this problem. So far, the communicating that has occurred has not been all that effective - at least among those in a position to enact tangible steps to address the issue.  Those folks seem to be talking at each other without making any real effort to begin reaching a consensus that ultimately leads to action. The result, thus far, is no action. If that is going to change, then all of us, including those in-charge, are going to need to begin "talking with" rather than "talking at" each other.

Advice to Bosses

As a general rule, bosses or supervisors are not always the easiest persons to appreciate or give a shout-out to. These folks, after all, make the big bucks, often sit behind the big desks, have the best views from their offices, and have power over the lives of those reporting to them. Yes, I concede these organizational superiors have their share of challenges. I also acknowledge they often have a lengthy to-do list to tackle each day that goes beyond what those under them face. Still, I am usually not all that inclined to think of them with charity as President Washington urged his cabinet members do with each other.


Having said that, I offer up this entry as a "helping hand" to those supervisors who are striving to do well, yet are not able to connect with the members of their staff as much as they would like. Workers - those folks in the trenches - need to see the big boss. While they are not looking for their boss to be their BFF (best friend forever),they do want to know the boss is looking out for them. As has been demonstrated by various researchers over the years, people carry with them a sense of belonging. All of us gain a sense of security, safety and affirmation when this need is met. At the work place, the boss can provide this need like nobody else.


This is why I always feel a real let-down when I observe bosses who fail to appreciate or understand this need those under them have. Instead, the bosses get caught up on addressing the papers, notes, messages, etc. in their in-box and lost sight of the most important aspect of their job: their staffs. Even though bosses have power, their days do not belong to them any more than a parent's day belongs totally to them. The child has needs which include having some level of in-person contact with Mom and/or Dad. Staff members need that as well. Direct interaction communicates a powerful message that includes regard, concern and togetherness. What's better than all that?
      

Near-Misses

The other day I was sitting at a traffic intersection waiting for my light to turn green. Right before me, a driver turned to cross the road in front of me and came extremely close to colliding with another moving vehicle. There were no injuries. Neither drive slowed down or gave any indication of acknowledging what could have been literally a life-altering encounter. The near-miss took only seconds to occur, yet I can imagine it is something that must stayed with each drive for much if not the rest of day - if not longer. It certainly did with me. Watching this near-collision, it got me to thinking how often all of experience similar close calls when it comes to communicating with others.


By this, I am referring to those times when we avert arguments or hurt feelings by simply choosing to move forward without acknowledging what just happen. Example: being sarcastic or making a joke at another's expense. Chuckles might ensue but oft-times underneath comments of those kind are genuine "digs." I, myself, have done that as well as been on the receiving end of them. Many times  such interacting does not result in any kind of flare-up as all involved in the exchange, myself included, simply move forward much like those two drivers I saw. But when such an exchange does occur, is it really best to ignore what was just said?


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We are sensitive creatures. None of us particularly enjoy being the brunt of critical comments regardless of whether they come in the form of jokes. While I do believe none of us should stop being critical if the situation calls for it, I do feel it important that we and those on the receiving end of whatever negative comment we might have be more up-front as to what is being or has just been said. Simply moving forward does little good to any of the principles involved. This does not necessarily mean an argument will be the automatic result. So long as the principles are respectful and up-front, then near-misses can actually become positive exchanges.  

Lying Is Forever

Lots of things in life, no matter how profound or impactful, come and go. Lying is not one of them. If someone is found to tell an untruth, the fall-out never really disappears. The victims may, in a sense, move-on, but rarely do they ever forget that another person purposefully set out to deceive them; trick them in a way that would either put them at a disadvantage or do them harm. In this way, lying leaves a permanent scar. Perhaps this is a good thing  because it serves as a reminder of how profound purposeful deception is. No one likes a liar - and for good reason.


Communication is nothing if not a constant flow of interaction between individuals and publics. If lying between any of those entities occurs, then whatever relationship they may have is forever tainted. The one found to be the liar forever bares the cross of lacking credibility. Once lost, being seen as credible is virtually impossible to regain. Further, when one is viewed as lacking credibility, their ability to communicate as effectively as they might wish or need to is also gone. In the oft-times imperfect world of communication, being credible is what, ultimately, keeps one afloat even during those times when their efforts do not succeed. So long as one is viewed as a teller-of-truth, then their ability to fully participate in communication wars remains viable.


Very recently, the automaker Volkswagen was found to be willfully lying to its customers and the general public regarding its efforts to adhere to emissions standards. Beginning with its 2009 model, the company purposefully installed software designed to cheat emissions tests. To compound its deplorable behavior, the company only admitted its act of deception when the Environmental Protection Agency threatened not to certify VW's models for sale after its own investigations of the manufacturer's faulty software. The result is a major company without credibility. In the coming months and even years, it will be interesting to see what steps VW does to try and regain what it has lost.

Reading Minds

The ability to read another's mind would no doubt be an impressive skill to possess. Without question, it would definitely give one an sizable advantage over another, particularly during times of negotiation, disagreement, or when trying to impress a supervisor or another with which you might wish to seek favor. Yes, I confess, to fantasizing about this from time to time. But the truth is, I am almost one percent certain I would not wish to possess that power or ability. All of us, I believe, are entitled to our private thoughts without fear of having anyone sneak in and take an uninvited peak at us when we are at our most unfiltered, unguarded and vulnerable.


My guess there are those, particularly in the communication field, who might covet having the ability to read the minds or thoughts of others, however. Doing so, they reason, would help ensure their communication efforts would be spot-on in terms of articulating messages in a way people or publics understand and even agree with. With such a track record, one's success in the communication field would be virtually guaranteed. I am sure, for instance, any chief executive officer would love having a communication officer on their staff who is never wrong. Think of the profits! Think of the good will!


This is fun to think about, but the hard truth is there are no professional communicators who can do this. While our brain power, generally, can be quite impressive, the fact the brain weighs only three pounds and takes up a out two percent of our body weight suggests all of us have a long way to go before we become mind readers. Thank goodness. The result, communication remains a hit-or-miss proposition. As I see it, that is a good thing because it means for any of us to be successful at it, we must work hard at getting to know the folks with whom we are trying to connect. I am grateful - and frustrated - that it remains as challenging at it is.

Finding One's Voice

Growing up is never easy. It involves tons of stops and starts, mistakes, embarrassments, and humbling experiences. At least, that how it has been for me. Of course, now that I am old enough to receive social security checks, be on Medicare and receive copies of the AARP magazine, none of those not-so-fun moments that come with growing up ever happen any more. (Ha Ha). The fact is none of us ever stop truly trying to find our own voice. All of us, in that sense, are and forever remain works in progress. Perhaps the difference between those who are young and those who are not is that the oldsters are simply more settled in their ways.


For those who spend a good deal of their time writing, finding their own voice is a particular challenge. Novelists are examples of communicators who strive to establish a rhythm that is unique to them. What they produce represents their own perspective on life and their own way of describing it. What and how they write is about them. There are other professional communicators who spend a good deal of their time writing, however, that do not always have the freedom of communicating in their own voice. This is because they speak for others. Not surprisingly, I am referring to public relations practitioners.


More often than not, what these men and women compose is purposefully designed to reflect the thinking, vision, etc. of others. What they write is not about them. Rather, it is about someone else. Given that reality, how can these professionals find their own voice as writers? Is there any one they can develop a style that captures them and no one else? No. Such a blunt answer be enough to turn someone off from pursuing a career in public relations. It shouldn't. These professionals perform a valuable service: providing a voice to those who need one. The fact they have the skills to do this - speak as others would or hope to - is no small thing. In a special way, that is their voice.  

Self Portrait

All of us begin with a blank canvas. By the time we are done, that canvas is filled with images of all shape and size, a wide spectrum of color and shading, and lines and circles of varying length. Not all that is on the canvas connects, nor does the significance or even meaning of all that is there all make sense. There is both consistency and inconsistency. Stops and starts. Continuous flow and abrupt turns. Not all that covers the canvas is pretty or easy to digest. Hopefully, though, most of it is. Hopefully, most of what we and others see on that canvas elicits pride, admiration, respect, and even affection.


Ultimately, of course, we are responsible for what appears on that canvas. Through our actions and deeds, we are the ones who create that mosaic that portrays who and what we are. What is on that canvas represents our self-portrait. One element that, in essence, helps set the tone for our self portrait is found in how we do and have communicated with others. If our communication efforts have been laced with deception, exaggeration and cruelty, then our self portrait will in all likelihood end up buried in the attic of others' hearts and memories. On the other hand, if how we have strived to communicate has been on the wings of honesty, sensitivity and openness, then our self portrait will be displayed proudly and prominently by all who knew us and of us.   


These observations apply both to professional communicators as well as to the rest of us who do all we can each day to face the big and small challenges of our lives. Communication is the foundation of what we do, how we behave, and the manner in which we connect with others. This does not mean we have to do all we can to be simply liked or popular. Rather, how we communication reflects how much we embrace the truth, loyalty, kindness, being humble, and the importance of looking at life beyond our own needs or wishes.      

Essential Abilities

Each year thousands of university students work their way through the pipeline toward their ultimate goal of obtaining a job in the communication industry. Fortunately, despite the competitive nature of the field, communication or public relations remains a growth industry. The fact that more and more executives are recognizing the value of having professionally-trained communicators on their payroll is very good news for students. Their challenge, of course, is to do well in school and develop a viable level of proficiency in all phases of communication, especially in being able to come up with ways to establish and maintain ties with various publics.


Having said that, however, what specific qualities in prospective employees are employers looking for these days? What strengths do they want their communicators to have? In  new public relations textbook called "Think Public Relations," authors Wilcox, Cameron, Reber and Shin identify six what they term "essential abilities." They are: writing skills, research ability, planning expertise, problem-solving ability, business/economics competence, and expertise in social media. These qualities, the authors say, are important regardless of whether the college grad enters into the for-profit or non-profit sector.


The majority of these qualities need little explanation. Being able to write well, conduct research and navigate social media, for instance, speak for themselves. But what about "business/economics competence?" What does that mean? The answer, briefly, speaks to the communicator's ability to carry out their duties more as a manager rather than simply as a staff member. Employers want their communicators to be deciders; to sit with them at the conference table and view issues from a marketing and economic perspective rather than just as a public relations matter. For up and coming professional communicators, this means becoming well-versed in business and economics.

Sadat-Begin-Carter

It was 37 years ago this month when U.S. President Jimmy Carter convened an historic summit with Egyptian President Anwar Sadat and Israeli Prime Minister Menachem Begin for the purpose of achieving a peace agreement between the two nations. The gathering, held at Camp David, lasted 13 days. As we know, the end result was the signing of a significant treaty between the two adversaries. The journey to that joyful ending was not pretty. From the first day to the last, there was much shouting, fuming, private meetings, and great exasperation among the principals and their teams. Collectively, they demonstrated that communication, particularly as it pertains to highly sensitive issues, is not pretty or easy.


Last year, a wonderful book on this summit was written by Lawrence Wright. Called "Thirteen Days in September," it captures the dynamic of these three leaders in their effort to achieve what many, including each of them at times, believed to be an unreachable goal. Often times, professional communicators, myself included, present the act of communication as being the bottom-line, key ingredient when it comes to individuals or publics coming together to reconcile a dispute or overcome differences they may have. No where is this better illustrated than in the great effort made at Camp David by Sadat, Begin and Carter over a nearly two-week period.      


To achieve the results they did, each man had to look behind their own views and objectives. They had to examine the issues at-hand from each other's perspective. This included not only properly assessing and understanding each other's histories, biases, and emotional and intellectual challenges and attitudes, but also weighing them against the current concerns facing each leader and their respective country. In doing so, without question, Sadat, Begin and Carter demonstrated great courage. Each had much to lose in terms of their own careers but also the well-being of their nations. By communicating effectively, they literally made the world a better place.   

North Korea

One area in North Korea that represents what one might call a "growth industry" is the military. As a country that is led by a very repressive regime, huffing and puffing seems to be a way of life. Under the rule of its dictator, Kim Jong il, the military is regularly showcased as a way of demonstrating the country's so-called might as well as a way of driving home the message to the international community that North Korea is to be taken seriously.  On the one hand, the good news for Jong il and his cronies is that the international community does, in fact, pay attention to them. But on the other, much of the world community holds that country's leadership in contempt and has much sympathy for those living there.


One area that most definitely not showcased in this country is information. Not surprisingly, it is the policy of the dictator that rules the country to keep a very tight grip on information that contradicts his core message: he is wise, supreme, life in North Korea is grand, and any problems they may have are the fault of the rest of the world, particularly the United States. The country's citizens have no access to the Internet. In addition, their ability to learn anything about the rest of the world via books, magazines and other forms of media is extremely difficult. The result is largely a nation of people who are purposefully kept in the dark. They know only what they are told.


One might ask: How can people live in such an environment? Perhaps one answer is because they are poor, hungry and do not know any better. From the moment they are born and throughout their youth and into adulthood, North Koreans are fed targeted information. The government, as the entity controlling the information flow, does not deviate from its talking points. Consequently, such a scenario where information is shared under the tightest restrictions, ignorance reigns. This illustrates not just the importance of information, but the fact it needs to be as diverse.and open as possible.


 

"Communicating Something Larger"

A new book on the trials and tribulations of speechwriting recently hit the book stores. Appropriately called "The Speechwriter," author Barton Swaim talks about his time writing speeches and talking points for then-Governor of South Carolina Mark Sanford. Sanford, who currently is serving as a member of Congress, gained national recognition - and was the brunt of a lot of late-night talk show jokes - for the time he told everyone, including his staff and family, he was going hiking along the Appalachian Trail when, in fact, he was flying down to Argentina to visit his mistress. It did not end well for him. Swaim was his speech writer when all this happened.


One part of the book that struck me was a particular conversation between Swaim and Sanford when Sanford discussed his desire to "communicate something larger." As someone who has given talks before various audiences as well as written remarks for others to make before an array of people, I can completely relate to Sanford's wish. All of us, I believe, want to say things that are profound, have impact and, ultimately, are remembered. Writers, without question, want to write "large" in the sense that their words will live far beyond the seconds it takes one to read and/or hear them. Such a desire revolves around our own hope of being remembered beyond our time.


The truth, of course, is that this rarely, if ever, happens. How many writers, for instance, have penned something as lasting and memorable as "It was the best of times. It was the worst of times."? How many of us have articulated a concept that comes even close to "......to hold these truths self-evident that all men are created equal......"? These are examples of "large" writing. Is such a phenomenon  a fluke? Yes and no. Yes, in the same sense a winning lottery ticket is. But, no, in the sense that for the winning ticket to appear, we first much purchase it. In other words, communicating "large" requires constant effort.


    

One More Purpose of Writing

Traditionally, the act of writing has been viewed as a way of recording past events and sharing information. Certainly there is no denying the logic of such a conclusion. After all, anything most any of us read contains tidbits that help expand our own knowledge base. Earlier in his career, however, the late anthropologist Claude Levi-Srauss, identified by many as "the father of modern anthropologist," concluded that writing has had another significant purpose: the exploitation of human beings rather than the enlightenment of them. (This is discussed in a fine new book by scholar Matthew Battles called "Palimpsest.")


Levi-Strauss made this observation while connecting with natives as he and his group traveled down the Amazon River. The chief of one particular tribe, he noticed, mimicked the note taking that Levi-Strauss was doing by making his own scribble marks on various pieces of paper. The scribbles were just that. They were not words or sentences or even drawings. Rather, according to the anthropologist, the actions of the chief represented his attempt to further solidify his authority over his tribe and make them believe he was pretending to communicate in this manner as a way to "facilitate slavery."


For me, such an observation adds a unique dimension to this form of communication that I had never considered. Man's early sounds were often inarticulate grunts. Words, on the other hand, represented - and still do - an attempt of establishing order in how and what one communicates with another. The tribal chief that Levi-Strauss observed used his so-called ability to write in order to impress his followers and reaffirm the notion that he, and only he, was able to communicate at this higher level. Thus, the members of the tribe were wise to continue to support his position of power. This is very much in-keeping with how many of us in today's world defer to those who write books even if what they put-down on paper is little more than scribble.  

Unnatural Act

Each day all of us wake, we are driven by one fundamental goal: to survive. We want to get through the day. Of course, we want our day to go well; we want to have fun; we want to achieve an assortment of goals; we want to feel good about ourselves; and we want to feel good about ourselves. While all these and perhaps other objectives are worthy and universal, they represent add-ons to the one basic goal that serves as the primary force that compels us to put one foot in front of the other: survive. To live. All of us are born and devote each day, save for some type of mental and/or emotional trauma, to doing all we can to keep that going for as long as we can.


Such a truism represents a basic truth about us: we are driven by what is best for us. Each of our days and the actions we take within him are fundamentally shaped by our need to do what is best for us. In other words, each days our number one priority is us. This, I should note, does not make us bad. Simply, it makes us who and even what we are. What, then, does this have to do with effective communication and the field of public relations? In a nutshell, those who fancy themselves as being professionals in the communication business function in a way that runs counter to the bottom-line truth about us as living beings.


Those in public relations do what they can on behalf of others. Their goal is to help others meet their goals. Yes, they put forth their recommendations and suggestions, but the client, ultimately, tells them what they want for "me" and the public relations practitioner then devotes their energy toward carrying out the client's wishes. In reference to communicating effectively, the challenge revolves around how well one listens and relates to those with whom they are speaking. The kind of selfless acts taken by professional communicators are not easy as they go against our own instinctive motivating forces. One could even go as far as to say they are unnatural.

Mother Hen

Few of us like walking into most any situation unprepared. What are people going to be talking about? What is going to be expected of me? Am I going to have to talk? If so, what should I focus on? Who else is going to be there? What are there backgrounds? These are just a few of the many questions that pop their heads out of the ground whenever we find ourselves looking ahead to an upcoming event or meeting we are scheduled to attend. In many cases, they are very basic questions that by themselves may not seem all that vital. Collectively, however, they can often spell the difference between confident and making a good impression and not.


Not surprisingly, often times chief executives and other leading administrators and officers find themselves about to participate in some sort of activity but lack all the necessary background information they need to feel at-ease in terms of their own performance and how well they represent their company or organization. One of the vital roles of any public relations worker is to help give the "big boss" greater peace-of-mind during these times. They do this by anticipating those kind of basic questions, producing answers to them, and then reviewing them with the executive so they will be better able to do well.


At these times, the public relations worker takes on the role of "mother hen." They are very protective of their boss because they know if the boss does well, is satisfied and feeling secure, then it will bode well for all who report to them. Also, it enhances the image of the organization, which is a leading goal for any public relations professional in their efforts to promote a client. Taking on the role of the executive's protector is not always easy. One does not want to be overprotective where the executive feels as if they are being manipulated or used. Being a good protector requires establishing a viable working relationship with the executive. Establishing such a positive connection benefits everyone within the organization.

How Can I Help?

There are different ways all of us can choose to go through life. One is from a "What's in it for me?" perspective. In this case, the person approaches the challenges of their day with a single-minded focus of doing what is best for them, making their goals their biggest priority. While there is nothing wrong with this, such a mindset does suggest a vision that leaves little room for what others might want or need. Another way, perhaps on the other end of the spectrum, is to approach the day with an attitude of, at least, giving the goals of others equal priority to one's own. There is nothing wrong with this, either, though it does suggest an openness that makes it difficult for one to take care of themselves.


When it comes to communication, of the two, which one is more applicable? Which vision should, say, a public relations practitioner have? Given that these professionals are in the relationship business, their attitude needs to be more of "How can I help?" As is the case in any relationship where individuals or even groups come together to content with a mutual concern or simply because they enjoy each other's company, for the coupling to truly work, each side must view things from a perspective of "us" rather than "me." In such a dynamic, what is best for the group often takes precedence over what is best for an individual member.


For those in public relations, the work day for these professionals is not about them. While they have a to-do list just like any one else, the difference is that which is on their agenda for the day is driven  by the wants and needs of others. The success of  a communicator's day is measured by how well they help others advance and, ultimately, succeed at achieving their goals. The moment a public relations worker gives their own goals greater importance or priority over others - specifically a client -  then their ability to manage how well others connect and collaborate is comprised. "How can I help?" represents a vision that helps ensure that will not happen.

Loss

There are few things in life more permanent or definitive than loss. In sports, for example, one team loses to another. Than cannot be taken back. Once the final tallies are in, one of the participants has sustained a loss. In another scenario, a person loses, say an ear ring. It is gone not to be found again. Thee losses are irreversible. On a deeper level, there is the loss of life. A loved one passes away and that person's physical persona becomes a memory. Sure, there are photos of them, artifacts they once owned, and perhaps even recordings or videos of them. But the actual presence of them where they can be experienced first-hand is gone. It is a loss.

A communication challenge everyone faces in life is helping others cope with the loss a loved-one. What words can adequately fill the gap that has suddenly appeared in their lives?  What message can be put forth that truly balances the pain and sadness they feel from the passing of one close to them? If specific words that do all this exist, then I have yet to hear them. I certainly have not yet been able to conjure them up when talking with one who is attempting to come to grips with such a severe loss in their life. This is not to say I do not try. Everyone does in these situations. To my mind, however, it remains a communication goal that has not yet been met.


Perhaps the best communication strategy at these times is found in not trying to come up with specific words. Instead, it is a time to let feelings - non-verbal communication - take over. The one suffering the deep loss is overwhelmed with feelings. Perhaps it is simply best to match them with like-feelings. Let the feelings take center stage and save the words for another day. At these times, people do not needs words as much as they need hugs and permission to let their emotions takeover for awhile. The experience of loss is a common denominator for us all. Our struggle to properly communicate during such reality is another.

Relationship Managers

Almost by definition, any one involved in communication should be involved in cultivating and maintaining relationships. Such people concern themselves with disseminating information and/or examining how those messages are received. Give and take. Consequently, they spend their days working to gain a better understanding of who and what those on the receiving end of their output are. The result is these communicators are tied to others if for no other reason than to be better at what they do. As what they do is connect with others, then the greater amount of information they have about others, then the better the chances are they will be successful communicators. 


I mention this as a way of suggesting this is one more quality that public relations practitioners and journalists have in common. Both are in the business of cultivating and maintaining relationships. In essence, they are relationship managers. My guess is this shared quality is not something many have acknowledged. Still, it has existed since the beginning when public relations agents first began hounding reporters to write something about their client nearly 200 years ago. Before then, journalists worked as relationship managers though they probably never thought of themselves in that capacity. The coming of those pesky PR types only added to that aspect of their work.


So, in addition to being able to write well, having to often work under the pressure of meeting deadlines, and producing work that is highly visible to others, journalists and public relations workers also need to do well at interacting with others but ensuring those interactions, generally, are positive. The two do not operate in a vacuum. Because they need others in order to do their jobs, this calls upon them to display some level of niceness. So, to any journalists reading this, play nice. To any public relations practitioners also taking a few moments to wade through this entry, do not be put off if reporters seem to fluff off any of your overtures. Their relationship with you is just as vital as yours is to them.

Utilitarianism

Each day we wake, we are driven by our own interests and priorities. Even if on our "to-do" list is a chore for someone else, we largely do what we do based on meeting our needs and satisfying our own sense of accomplishment, ego and/or self-worth. This observation represents the crux of what philosopher John Stuart Mill termed "utilitarianism."  All human action, including acts of kindness, Mill said, are derived from one's self interest. In other words, each day we do what is best for us. Without question, this sure does make all of us sound selfish. Perhaps, we are. Perhaps, being this way speaks to our fundamental need and desire to survive.


What is the impact of this reality on communication? Specifically, how does striving to feed our self interest affect the way we communicate with each other? For instance, does this speak to why we seem to be more interested in getting our own points or messages across than we in hearing what others might have to say? Is this why in the world of pubic relations communicating to persuade others dominates attempting to establish partnerships? Is this an explanation as to why more and more we seem interested in talking at rather than talking with each other? Does this mean the primary reason we listen to others is to meet our own needs? It would seem so.


Given this, it is no wonder so much of what is emphasized in communication classes taught at the college level revolves around teaching students how to be effective at creating messages and then imparting them to targeted publics. Without question, these skills are definitely required of practitioners post-college in the communication industry. It would seem, then, the notion that all of us should be motivated to help and even do what is best for others needs to be recognized as being little more than a pipe dream. Perhaps, after all, communication is the ultimate act of satisfying one's self interest. For me, Mill's utilitarianism may be the truth, but it does not mean I have to like it.

Those Who Came Before Us

One thing I enjoy doing is hiking, especially in surroundings that are beautiful. Just recently, for example, I spent time in Park City, Utah, exploring a small portion of the Wasatch Mountains. It was great fun, particularly as this region of our country is one of the most scenic. (Quick recommendation: If you can, hike to the top of Bald Mountain. At 12,000 feet, the view is simply wonderful.) Hiking the trails in Utah and other places I have been fortunate enough to see is made so much easier because they are clearly marked  - even though they are, at times, quite rigorous. Obviously, that means folks long before I came along navigated those pathways and helped make it possible for people like me to take advantage of them.


No matter what area of life one might select, one would be extremely hard-pressed to not find pioneers of some sort, men and women who struggled to plant, compose, or establish guide posts for those who followed behind them. This is certainly the case in the field of communication. Yes, it is no-doubt true that how we communicate today is unlike how it was done in the past. Nevertheless, there were men and women who devised ways for one public to connect or interact with another in ways that provided with mutual levels of satisfaction and advancement. Whatever initiatives are happening today in that regard represent additions to what was done in the past.    


Such a reality is no small thing. For all of us who compile media kits, email blasts, marketing strategies or talking points - to name a few communication tools - just know there were professionals  whose initial struggles with these instruments make it possible for today's practitioners to generate positive visibility for their clients. They, whose names include Bernays, Lee, Harlow and Fleischman, did far more than navigate the trails we walk today. They actually built them. Our responsibility in today's world is to try and improve upon those trails. Also, along the way, we should recognize that whatever success we might have is due, at least in a small way, to the efforts of those who came before us.   

Communication Paradox

All of us are a mass of contradictions. Is there any one who disputes that? Even though many of often claim we are totally consistent in our actions and views, the truth is just the opposite. Using myself as an example, I am introvert yet each semester I teach several college classes and enjoy the challenge of standing in front of a room full of students trying to be engaging. Does that make me a flip-flopper? Maybe. But it definitely makes me human. The same, I believe, holds true for many of us when it comes to communication. There is one perspective on what is the most effective form of communication that runs counter to how many of us actually seem to carry out this act.


Generally, communication scholars, including the top brass at the Public Relations Society of America, view effective communication occurring when two people or publics are engaged in a two-way flow of interaction. In other words, effective communication is at-play when the parties talk with rather than at each other. But then there's the reality of communication. Using as an example the many so-called news talk shows on commercial and cable television these days, one would be hard-pressed to see much "talking with" going on. Instead, we see folks often talking over each other in their quest to be heard.


An increasing number of polls indicate growing dissatisfaction among the general population with many of our country's major entities, including the media, government and elected officials. The unhappiness is triggered by feelings that these entities are not doing an adequate job of addressing our needs and concerns. Not nearly as much "talking with" is going on as we would like. The result is a contradiction between the ideal of communication versus the reality of it. It is a classic paradox in which contradictory realities exist much, unfortunately, to the detriment of us all. This is definitely one area where I, for one, would prefer a lot more consistency.    

Safeguarding Relationships

Under pretty much any circumstances, writing is a challenge. Specifically, I am talking about good writing as opposed to some quick note on a post-it or something you scribble-down and leave for your spouse or roommate on the kitchen table on your way out of the door. (In all fairness, even those communiques need to be understandable so they do require some level of thought.) Communiques such as letters, press releases, copy for a brochure, emails, etc. are of a higher order and therefore require greater attention and word-smithing. But what makes them so particularly challenging is not making sure they are well written but rather paying attention to the context in which they are composed.


Folks working in public relations are charged with more than simply generating greater positive visibility for clients. These professional communicators are relationship managers. As a result, everything they do is carried out with the idea of either establishing a connection between a client and a particular public or enhancing a connection that may already exist. Therefore, whatever a public relations worker may write, they must do so with the idea of feeding a relationship. This is a great deal different than simply trying to write something well. For a public relations professional, then, writing a note on a post-it becomes more than slapping down a brief message. Instead, that message must be written in a way that adds to an existing relationship.


Does that reality add pressure to the work of those in public relations? You bet. It also points to the notion that the work those in PR do is extremely important. For all of us, there are few things in our lives more important or fundamental to our well being than our relationships. Public relations workers strive to safe guard those ties. It is these men and women who commit themselves to helping ensure the connections those in business, community service and, generally, the public arena have remain viable and secure. That is why whenever they sit down in front a computer screen to compose copy, it is no small thing.