No need to complicate things

Corporate culture, social media and empathy are on a wacky collision course, and that’s not a bad thing. If people pay close attention, it could be the best mashup since chocolate and peanut butter.

Please, stay with me a minute.

I recently helped another public relations rep with a project focused on “thought leaders.” Those of you who know me know I have little patience for that term along with the likes of “career path” and “life journey.” If you mean leaders, career, or life, say so. Extra words need not apply.

Related: To this day, I wonder, why is the line of scrimmage, not the scrimmage line? Discuss.

The whole “thought leader” thing collided with a conversation with a radio show host as we texted about social media. Despite rumors to the contrary, social still has value. That’s where empathy comes in. Leaders who succeed show their human side as well as their business acumen.

The PR agent asked how influential leaders could better communicate. My answer: “Speak like a person, not an HR manual.” That means via social and legacy media and within your own company.

Empathy came into view from beautiful tributes that poured in as news broke that former Los Angeles Lakers multi-titled basketball great, L.A. Clippers consultant and NBA logo model, Jerry West died. Sports talk hosts, especially those who personally knew West, expressed raw emotion, in response. They spoke about his tenaciousness on and off the court, but most importantly, the compassion and empathy he showed at every turn. There is zero dispute he did it all as a leader.

As publicists or PR counselors, we best reflect presidents, CEOs and others whose messages we manage if we ask thoughtful questions and most importantly, listen closely to their answers. Doing that well requires focus, yes, but also empathy. As publicists, we work to put ourselves in our clients’ shoes. We help them express themselves in ways that people they want to attract, listen and learn.

Leaders — communicate clearly and with empathy no matter where you want your messages to land. Listen, learn and discover the link. Peanut butter, meet chocolate. It’s a winning combination for publicity and reputation management.

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©Gail Sideman, gpublicity 2024