I value the feedback I’m getting from readers of my book, Smart Talk: Public Relations Essentials All Pros Should Know. If you know me, I want to share everything I can about a topic. Sometimes all at once! In that spirit, some of the fan favorites from each chapter will be shared in this Sneak Peek blog series. Read on for a gem from each chapter.

In Chapter 5, “The Relationships You Need to Be Successful,” I discuss the relationships essential to a successful career in PR. These relationships can be with other PR pros, communication industry pros, and even clients. Start establishing these relationships early — they’ll support every aspect of your success. While relationship-building can be uncomfortable for some, the benefits are worth pushing any awkward moments. Read this excerpt with tips on creating relationships in PR. For more important details, order your own copy on Amazon or purchase an autographed copy here. 

In PR, emotional intelligence often triumphs over intellectual or academic intelligence. It doesn’t matter how much you know about a subject if you can’t relate to the people you’re trying to share that topic with. Are you able to read the room? Can you catch the vibe in the air, sense how people are feeling, and determine the environment? Are you walking into a room of excited fans or anxious foes? That level of emotional intelligence is measured as an emotional quotient (EQ).

Someone with strong emotional intelligence should be able to recognize, comprehend, and manage their own emotions. They are aware that emotions drive behaviors and can affect others, so they learn how to manage their own emotions. Then, they can recognize, interpret, and influence the emotions of other people. According to the Institute for Health and Human Potential, “it’s a scientific fact that emotions precede thought. When emotions run high, they change the way our brains function…diminishing our cognitive abilities, decision-making powers, and even interpersonal skills.” If we can manage our emotions and understand their role, we can be more successful in influencing the positive direction of how we and others behave. 

Great PR pros work on their EQ, becoming more empathetic and aware of how what we do, or even don’t do, makes a difference in our interactions. Being able to imagine the needs of your audience and what would resonate best with them takes more than just imagining. It takes research and caring. If you don’t care about people, consider finding another line of work. PR is about relating to people, and if you won’t do the work to get along with people, you won’t do well. 

Being emotionally intelligent means you should be able to perceive, assess, and manage emotions. That starts with your own. In this business, we deal with some chaotic situations. Every day is a little different. Even if you have a plan for the day, that plan may get scrapped when a crisis arises. Or, as we often say, when “there’s a fire to put out.” 

Once, I was sitting in a conference room in this cool building waiting to meet with the owner about working together. I was in total admiration as I took in the stylish office ambiance. Then an actual fire broke out. You’d better believe my emergency preparedness, crisis communication, and EQ training helped! Some employees stood shocked, staring at the rising flames by the back window. Without really knowing the team, I yelled at them, “Grab your stuff, and let’s go!” I kept a cool head, thought about safety first, and rallied people toward the door. I knew from experience that TV news cameras would soon be on the scene and prepped talking points from a safe distance while we watched the building burn down. It was truly heartbreaking to see that building go up in flames. Now, I am thankful for being able to quickly perceive what was going on, understand how people were feeling, and help manage the emotions involved so we could all live to see another day. 

Work on your EQ for the rest of your career. If you become a PR leader, you’re likely going to be the guide through turbulent times and pressure-filled scenarios. Managing emotions is important when sharing sensitive information, handling a crisis situation, addressing a problem within an organization, or dealing with challenging relationships. Persevering through constant change and determining the path despite disruptions requires EQ. With a strong EQ, you can pick up on so many more signals than what people just say to you. Being in the people-first business, we need to understand how others are feeling and work with those feelings. If you proactively address a question or a feeling someone has before they even have to express it, it makes them confident in you as an adviser. For example, when it’s raining outside, put out a quick message that the event is still happening, rain or shine. Don’t wait until people ask. And don’t wait until someone tells you that you’re too obtuse to work on your EQ. Start practicing that now, and ask for constructive feedback from pros you believe have a high EQ.

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For more guidance, other PR pro’s opinions, important real-world key terms and hard-learned lessons, get your copy of  Smart Talk: Public Relations Essentials All Pros Should Know. Audiobook now available!