Gayle Pohl is an Associate Professor at the University of Northern Iowa, where she teaches public relations at both the graduate and undergraduate levels. She has been a member of the Public Relations Society of America (PRSA) and has served as a faculty advisor for the student-run agency for over 26 years. With 30 years of experience as a public relations practitioner, Gayle Pohl specializes in nonprofit organizations, special events, healthcare, entertainment, and educational PR. The following article highlights the importance of active listening in public relations, how it contributes to successful campaigns, and offers practical techniques for developing strong listening skills to understand client needs while fostering better relationships.
The public relations industry is about building relationships, managing communication, and shaping public perception. Central to all these elements is active listening—the ability to hear, understand, and respond appropriately to what others are saying. It goes beyond simply hearing words; it involves fully engaging with the speaker, understanding their message, and responding thoughtfully.
Gayle Pohl Says Active Listening is the Cornerstone of Communication
In the context of public relations, active listening has several key benefits:
1. Understanding Client Needs
One of the primary roles of public relations professionals is to represent their clients’ interests. This requires a deep understanding of their needs, goals, and values. Active listening allows PR professionals to grasp the nuances of what clients are expressing, ensuring that their strategies align with the client’s objectives.
2. Building Strong Relationships
Building relationships with clients, media representatives, and the public is essential in PR. Being focused and attentive helps establish trust and rapport, making it easier to collaborate and communicate effectively. When people feel heard and understood, they’re more likely to engage in meaningful conversations.
3. Identifying Opportunities and Challenges
Listening with intent enables PR professionals to identify emerging opportunities and potential challenges. By listening to clients, stakeholders, and the broader community, PR professionals can spot trends, address concerns, and develop proactive strategies to mitigate risks or capitalize on opportunities.
4. Enhancing Crisis Management
In times of crisis, effective communication is crucial. It allows professionals to gather critical information, understand the perspectives of all stakeholders, and respond appropriately. Gayle Pohl explains that this can help prevent miscommunication and manage the crisis more effectively.
5. Improving Campaign Outcomes
Public relations campaigns are most successful when they resonate with the target audience. Active listening helps professionals understand their audience’s interests, preferences, and pain points. This information is invaluable when crafting messages, selecting communication channels, and developing campaign strategies.
Practical Techniques for Developing Strong Listening Skills
Developing strong listening skills requires practice and intentionality. Here are some practical techniques that can help public relations professionals become better at focused and attentive listening.
Give Your Full Attention
Give your full attention to the speaker. This means putting away distractions, such as phones or laptops, and focusing on the conversation. Make eye contact, nod, and use other nonverbal cues to show that you’re engaged.
Use Open-Ended Questions
Gayle Pohl of Iowa encourages speakers to elaborate by asking open-ended questions. This invites them to share more details and provides you with a deeper understanding of their perspective. For example, instead of asking, “Did you like the campaign?” ask, “What did you think of the campaign, and what would you change?”
Reflect and Paraphrase
Reflecting and paraphrasing are powerful techniques for demonstrating that you’re involved. Repeat or rephrase what the speaker has said to confirm that you understand their message. This not only shows that you’re hearing what they’re saying but also helps avoid misunderstandings.
Avoid Interrupting
Interruptions can disrupt the flow of conversation and signal that you’re not fully engaged. Allow the speaker to finish their thoughts before responding. If you need to interject, do so politely and only when necessary.
Practice Empathy
Empathy is the ability to understand and share the feelings of another person. Practice empathy by putting yourself in the speaker’s shoes and considering their emotions and experiences. This approach can deepen your understanding and enhance your connection with the speaker.
Listen for Nonverbal Cues
It’s also important to pay attention to nonverbal cues, such as tone of voice, facial expressions, and body language. Gayle Pohl of Iowa says that these cues can provide valuable insights into the speaker’s emotions and help you respond appropriately.
Provide Thoughtful Responses
Once the speaker has concluded, provide a thoughtful response that acknowledges their perspective and addresses their concerns. Avoid generic or dismissive replies and take the time to craft a meaningful response that reflects your understanding of the conversation.
Applying Active Listening to Public Relations Campaigns
Engaged listening is a powerful tool for public relations professionals. Here are some ways to apply active listening to improve PR campaigns:
Conduct Listening Sessions with Clients
Set aside time for talking with clients to understand their goals, values, and expectations. This can help you tailor PR campaigns to meet their specific needs and build stronger relationships.
Gather Feedback from the Target Audience
Use tried and true techniques to gather feedback from the target audience. This can be done through surveys, focus groups, or social media monitoring. Gayle Pohl of Iowa says that understanding the audience’s preferences and pain points can inform your campaign strategy.
Collaborate with Team Members
Encourage engaged interactions among your PR team members. Effective collaboration requires strong listening skills, ensuring that all team members are aligned and working toward common goals.
Address Issues Proactively
Gayle Pohl says that active listening allows PR professionals to identify issues and address them proactively. If you hear recurring concerns or complaints, take steps to address them before they escalate into larger problems.
The Key to Successful Public Relations Campaigns
Listening to others with empathy is a transformative skill that can significantly impact public relations campaigns. Active listening can transform public relations efforts, leading to enhanced communication, stronger relationships, and improved campaign outcomes.
Belle Duchene, founder of Belle DuChene Media + Management, shares how her mentor, Dr. Gayle Pohl, helped her understand that listening with empathy is crucial to creating successful PR campaigns. By focusing on detailed discussions and client needs, Belle has established herself as a leader in the industry, demonstrating that attentive listening is a powerful tool for building trust and achieving success. Through her agency, Belle continues to apply these principles, proving that listening isn’t just a skill—it’s the driving force behind impactful public relations.
