In the public relations business it is essential that you
are able to lead a group. From leading clients through a rebranding campaign to
heading up a multi-media press junket at the Academy Awards, you are expected
to do it all!
This said, there are two “must have” leadership traits that
make or break a public relations account rep. What are they? Being transparent
and operating in real time.
I can’t talk enough about transparency. It is crucial that
you never lie, exaggerate or over promote yourself or your clients to the
media. They can smell BS. When leading a
client or the press, be honest with them. Don’t over hype, don’t fudge the
truth, don’t mimic someone else’s campaign.
If your client has a weak spot, address it right up front and then play
up his or her other positive points. This is the definition of great
leadership- knowing when to tell the truth and knowing how to not lie but play
up other points.
Secondly, be on time with your media delivery. It is very
hard to promote anything in advance with today’s 24/7 social media culture. You
need to monitor Twitter and Instagram almost second by second. Thus, to lead,
make sure you are using real time examples and headlines to pitch your clients
or you will be dead in the water, as will be your company.
I hope these two simple, yet important tips, help you
amplify your leadership skills.
Until tomorrow,
Coco the CEO
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