One in a series for publicity tips

Knowing how to write a press release, or an article for publication is in itself a talent, a skill. But do you know how to communicate your pr client to the media? Oh yeah, that’s right, you’re a pr professional, so how can you not know! Well, don’t be surprised, but many of the new people in the industry are just not "listening" to their pr clients. This is alos true of companies that have in-house publicity departments who are probably experiencing this same problem…no one is really listening.

This is a skill that seems to be lacking within the publicity industry. Everyone wants to be heard, but no one wants to take the time to really listen.

Listening is much different than hearing.

For example:

• When we are asleep, we still "hear" things. That is how we wakeup to an alarm clock, or a dog barking.
• Listening is when you are understanding to what someone is saying

This is the main difference. We are seeing that young publicity professionals are too busy THINKING of what to say in response to the person talking. That holds true with pr people not completely listening to clients about the new product or service they want to promote.

This skill is very important when communicating to the media. The way you speak to a reporter, how you "hear" and Listen" to what they are asking, can make a big difference in getting a story, or a press release published.

Look into getting a refresher course, or ask for help from professional pr people who know how to communicate. There are a lot of sources, courses and books. Make yourself be a good listener, it can only help you communicate better.

See Also

• Learn how to improve your communication skills
  Listening and hearing is part of publicity