Yesterday a friend of mine emailed me.
He said, “I’m stepping out of my comfort zone. I am teaching a ____ class at ____ starting this fall. I’ve never taught before. I know you have. Any guidance or tips?”
I replied with one of my shortest emails ever:
“Work closely with your program chair, follow instructions, record everything, and don’t let students give you crap.”
I think he laughed when he read it. But the more I thought about it, applying these principles in my teaching has, in turn, taught me to more effectively ply my craft as a public relations practitioner.
1. Work closely with those you need to
In the PR context, it’s essential we work really closely with those we need to. Clients are a no-brainer, but even within that amorphous “client” structure, there will be those who are more or less familiar with various things we need to understand; internal processes, messaging, various programs, relationships (and power equations), etc.
And that’s not even counting the external resources who could help us structure and deliver more effective client work; other agencies they may have retained for different scopes of work, perhaps particular partners, or vendors.
Talking to, and working with, all these different entities helps us get a better grasp on the overall situation and provide a better solution for our clients.
2. Follow instructions
In the PR context, this means paying attention two things:
First, how our clients like things done. They may be used to a certain reporting style, way of communicating, etc. I try to understand at the outset what this is, and then communicate/behave accordingly. Sure, as we get more comfortable with each other, this might change, but even then, I think the onus is on us (ha! funny alert!) to follow their lead.
Second, what specifically our clients are looking for. It doesn’t matter if we came up with a killer proposal; it doesn’t matter if we have great ideas as we go along (and hopefully, we all do).
What does matter is the end result that the client is looking for, and it’s our job to help them articulate, and then work towards, that goal.
3. Record everything
I was taught early on in my PR career to document everything. And of course, this is common sense not just in PR, but in a lot of industries or even in life.
So I write recap notes, confirm changes in direction via quick emails, and so on. I also try to be very clear about upcoming deadlines, and whose responsibility it is to meet that deadline (whether it’s work I have to deliver, or information the client has to deliver, for example).
I’ve found this to be a good rule of thumb; not just because it reminds everyone of what needs to be done, and when, but it’s a good way to CYA, if you ever need to.
4. Don’t let them give you crap
There’s a difference in paying attention to client comfort levels, being respectful and attentive, and letting them walk all over you. Of course there is an inherent power structure in the agency-client relationship, though ideally that will become a fairly balanced relationship.
The best client relationships I’ve had/still have shift, over time, towards this 50-50 level… when we are truly partners.
But if you let someone give you crap once, it becomes easier and easier to do. And before you know it, you’re unhappy, and probably stop giving your best. And then where does that leave you?
(And, of course, you shouldn’t give them crap either.)
What do you think? Are you also a part-time academic whose teaching has made your “real” work better? Do share.
Image: ingridtaylar via Flickr, CC 2.0
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@Ari Herzog No need to be sorry, it’s your opinion which you have every right to hold. But Heather Yaxley did explain, as a comment on the post you shared, as to why our industry is called “public” relations. And a pretty good one, at that, I thought.
Yet your title refers to public relations, not people relations. Sorry, it’s an ongoing nitpick of mine, dating to 2009’s http://ariherzog.com/stop-saying-pr-is-public-relations/
@Ari Herzog I was talking about clients, Ari… last time I checked, all my clients were people.
*smiling not smirking*
Public relations, Shonali?
Not people relations? *sarcastic smirk*
You’re relating with people, not the public. I go so far in my role as an elected city councilor to stop others’ use of “citizens” or “voters” but to call the people out there by who they are — people.
@EricaAllison Funny story: I temped as a primary school teacher (you’d call it a homeroom teacher, I think) after graduating (my own) high school, at the very large school my mom taught at (in India, typically schools are K-12, all on one campus).
I thought it would be a piece of cake. But the first day, after standing on my feet for hours, trying not to laugh at a 3rd grader who came up to me crying because the other kid had called him a “basket,” and stopping I don’t know how many mock fights, I was in PAIN. We came home (my mom was still teaching at the time), and I gingerly laid myself down on the couch and said, “I don’t know how you do it.”
@Shonali Ha! Both sides of my family had teachers going way back…my mother, her mother, her mother’s father…my father’s mother…I could go on, but I won’t! Suffice it to say, yes, it’s in the genes and just one more reason we get along so well!
@bdorman264 Or throw a tantrum. :p Boy, I hope you don’t run for political office. You’re too nice a guy.@HowieSPM
@bdorman264 You know, this was the first time I’ve taught graduate students, and it’s really interesting. They are so close, yet so far, in many ways…
That’s a really good point about being able to look yourself in the mirror, Bill. And don’t apologize, please – it’s not like I’ve been a regular visitor over at your place (though hopefully you’ve noticed I’ve been trying!).
On a side note, at least you’ve stopped calling yourself “Mr. Invisible.” :p
@SocialMediaDDS Keep us posted as to how you do… and tell us if you need help practicing. :p
@EricaAllison Exactly on the buddy buddy thing… it can be VERY dangerous. It’s funny, though; 99% of the time I’ve ended up becoming really friendly with my clients, to the point where we’re Facebook friends, etc. – but still, there is a line it is good not to cross, I think.
Erica, how funny is this: my mother was a teacher for many years as well (actually going back a few generations they were teachers, and on both my parents’ side). I guess whether we like it or not, we inherit those genes!
@MitchDerman I think when we are really able to establish a collaborative relationship – it’s perfect. I’ve also seen that the more open you are about how you’re doing what you do, the more they understand the sheer amount of effort that goes into what we do.
@ginidietrich A pink notebook – that’s too cute! I used to have one of those HUGE notebooks that had tabs separating the pages, and I’d make notes for different clients accordingly. Each one would become my Bible. Recently I’ve been using smaller, spiral bound notepads (like steno pads), but I may have to break out the bling.
And thank you for coming back, Jean Genie!
I’m back! I actually really love this advice. When I was new to the job force, I had a supervisor whom we all adored (she passed away when I worked for her – very sad). But she was a big Faith Popcorn fan. And one of the Popcorn things she passed to us was recording everything. I have a pink notebook (yes, it’s always pink) where I record everything. It’s super useful and really fun to go back and look at ideas that percolated that can be used for something we’re working on now.
@voxoptima @mitchderman @justinthesouth Thank you!
Very insightful post and gives me plenty of food for thought in my current role and as I aspire to teach others about our profession. One area where real world experience tends to trump education is in the collaborative aspects of our work. Our clients — whether internal or external — are needed to help us craft messages and tell a better story. They need to understand what it is that we do. As practitioners, we need to know how to fully engage our colleagues in other departments and help them understand the true value of what it is that we do. As Jerry Maguire so eloquently put it: “Help Me; Help You!”
@jocmbarnett Thanks so much for sharing.
@jocmbarnett Thanks so much for sharing.
Shonali, I was an adjunct instructor at App State for 4 years and LOVED it. Based on that experience, I’d say you’re absolutely right about your last point: “don’t let the students give you crap.” So true. In academia and in business…once you allow it, it’s so hard to reign them back in. My mother was a teacher for many years and her first piece and best piece of advice to me when I started teaching students who were just 4 or 5 years younger than me and in some cases, 15 years older, was to start out tough and then ease up if and when I had earned their respect. She cautioned against becoming their ‘buddy’ and becoming too relaxed because when it was time to bring the hammer down, it would not be effective.
I see the same correlation with my client relationships. We all want them to be pleasant. We don’t all have to be buddies. The minute that happens it really does become more difficult to reign them in when the boundaries are crossed or the payment isn’t sent right away!
I’m back! I actually really love this advice. When I was new to the job force, I had a supervisor whom we all adored (she passed away when I worked for her – very sad). But she was a big Faith Popcorn fan. And one of the Popcorn things she passed to us was recording everything. I have a pink notebook (yes, it’s always pink) where I record everything. It’s super useful and really fun to go back and look at ideas that percolated that can be used for something we’re working on now.
Excellent words of advice…now if I can only embrace #4….;-) I am definitely a work in progress ….
@HowieSPM@ginidietrich@Shonali And Howie says, join the club………
@HowieSPM@ginidietrich@Shonali And Howie says, join the club………
@HowieSPM@ginidietrich@Shonali And Howie says, join the club………
@HowieSPM@ginidietrich@Shonali And Howie says, join the club………
@Shonali@HowieSPM I haven’t taught, but I have coached and I just started screaming at them; that seemed to get their attention……….:).
See my response above; I think I want to start teaching. It’s either that or run for political office and I don’t think I have thick enough skin for that.
Hey ma’am; good post, I was thinking about looking into an adjunct professor position at the local junior college. I like coaching/teaching/mentoring.
You make some good points that not only will serve you well in PR, but business in general. You definitely want to work closely with all your resources so you can fit the pieces of the puzzle together once the expectations have been determined. And by recording everything, it allows you to stay on task and greatly reduces any mis-communications.
And the biggest one of all; don’t take any crap, always have walk away power regardless of how big the deal is. You always want to be able to look yourself in the mirror and say ‘I did the right thing’.
Sorry I have been remiss in stirring things up over here. You and skypulsemedia need to make sure to drag me in from time to time. My day job has been keeping me kind of busy but in a good way so I can’t be Mr Excitement all of the time, huh?
@Shonali. Agree 100%. I would add a couple, however (I am pretty sure that I am going to take a nice, long sabbatical from teaching in the Fall):
1) No surprises rule. Over communicate to students how they demonstrate mastery of the concepts you are teaching. Don’t let them guess how to achieve success nor how they can prove it to you. And keep them apprised of their grade DURING THE SEMESTER so there is minimal whining at the end.
2) Formthe students who try, treat them like customers. They are paying what is likely a premium price and deserve a premium education.
Keep rockin’ it, Shonali!
Mark
@HowieSPM LOL! You won’t believe how scared I was of my students the first year. So, naturally, they walked all over me. I learned to toughen up after that. Don’t like something? Tough. Deal with it. :p
I love this post Shonali! Especially number 4!
@ginidietrich@Shonali it’s because you were banned by Mashable from posting to Shonali’s wall Gini.
@susancellura Thank you kindly. :)
@bdorman264 Thank you!
@cristerdelacruz Thanks so much! @ginidietrich
@pasmithjr Thanks for sharing!
@ginidietrich That it does (the my wall bit). I tried selecting the “post to Facebook” option when I left a comment on johnfalchetto ‘s post, though, and it didn’t show up on my FB wall. I’ll keep trying.
@Shonali It shows up on my wall that I left a comment here. And it shows up on your wall that I mentioned you.
@ginidietrich Didn’t work. :( But thank you for trying!
I’m testing something shonali burke .