Read the Room: Why Emotional Intelligence Should Be a Top Priority in Your PR Strategy

WMA Blog (18)

Why do we communicate? To get our message across.

Communication plays a key role in effective public relations. Two-way communication between both parties is essential, and information must flow in its desired form between the organization and the public. With PR practitioners focused on what people think, feel and say about brands they interact with, we need to be consistent and authentic in our communications with our client's target audiences. One surefire way to improve communication skills is to strengthen your emotional intelligence.

The Institute for Health and Human Potential defines emotional intelligence as "the capacity to recognize, understand, manage and express one's emotions, and to handle interpersonal relationships empathetically." Emotional intelligence, a significant piece of your overall executive presence, is not just about telling a story or inspiring your audience. Managing your emotions – knowing and understanding your emotions, overcoming stress, increasing your ability to read social cues, understanding what triggers you emotionally controlling your reactions – are all measures of emotional intelligence.

The core of any good comms team, whether internal, marketing or PR, starts with listening. Not only does this incorporate the way that PR professionals connect with clients and the media, but also the ability to truly understand your audience and to be able to communicate properly with them.

For communication specialists, understanding the emotions of our audience is valuable data. Emotions tell us so much, particularly about our human needs. According to PsychCentral, approaching communication with the emotional awareness to engage others increases the ability to influence, persuade and connect with others. As you begin to understand how an increased awareness of emotional response impacts how you communicate verbally and nonverbally, you'll be better equipped to moderate how you respond in a variety of situations.

It is critical that we take the time to cultivate our emotional intelligence to serve us better in the future. Day in and day out, PR pros are expected to master communication and act as a brand's voice with complete authority and objectivity. Ultimately, the next time your message needs to create an impact amongst your target audience, try saying it with more emotional intelligence.

Interested in learning more about how working with our PR experts can maximize your brand strategy and communication efforts? Contact us today.

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