Ask questions to get the facts, remain objective as a PR pro
By Kathy Krafka Harkema, APR
Albert Einstein said, “The important thing is to not stop questioning. Curiosity has its own reason for existing.”
That quote first inspired me as a teenage communicator and still guides me today. Why is it timeless advice? Because with more information available to us today online from a myriad of sources, it’s more important than ever to question and substantiate sources. Especially when your reputation as a public relations professional is on the line.
Questions can help you unearth information. So rather than assume, or presume, be curious. Dig into, compare and contrast the facts. Ask questions. Trust your instincts. Validate your sources. Substantiate claims. Back up statements with proof points. Provide examples to which your audience can relate.
Listening involves more senses than hearing
Listen with your ears and with your eyes. Observe not only what people say, but the body language they convey. Are they blocking out your message with crossed arms, or pulling away? Are they confident, enthusiastic, and looking you squarely in the eye, or mumbling, shaking their head as if to say no, or covering their mouth or turning away as if to be hiding or disbelieving what they are saying? Or are they leaning in, hungry to hear what you have to say and to learn more?
Curiosity and objectivity propel PR pros. Never lose sight of either of these powerful tools.
Strive to see whatever it is you’re trying to communicate through from the perspective of the audience you are trying to inspire or influence. Get inside their head. Turn the tables. If you can, experience it or at least think of it from their perspective. What do they want and need to know? What objections do you need to overcome? How can you do that? Why do you believe that? What type of content resonates with them? How do you know that? What data backs up your belief? How current, accurate and objective is it? What do you know about your target audience? What don’t you know? How might you find out?
Build the arsenal of information you need to know about your target audience by being curious, conducting and/or evaluating research and asking questions to seek answers. Questions can be used to verify and clarify information. Or to engage audiences. Or to negotiate your way through a crisis or simplify complicated issues.
So when it comes to questioning, where do you begin? Start by working questions into your conversations. It’s easy to get started. For example, at your next Central Iowa PRSA chapter event, be curious. Network. Ask others what prompted them to get involved with our chapter, and what they find most helpful. Or what ideas they have to help us all get more out of involvement in PRSA.
Use different types of questions to guide your conversation
When it comes to questioning, use closed questions carefully. For example, “Do you agree we should continue to provide PRSA newsletter content each month?”
While closed questions help you to get a simple “yes” or “no” answer they can shut off the flow of conversation. In fact, they can end up sounding like you’re cross-examining someone, so use them sparingly.
Instead, start with open-ended questions help open up conversation and the flow of information. They typically begin with who, what, when, where, why, how, where, when and help you build two-way communication. For example, “What ideas do you have for future ethics topics in our newsletter?”
Ask probing or trigger questions to help gather more details, and make sure you’re on the right track. For example, “I understand you’d like us to include articles about ethics in future PRSA newsletters. What are some particular topics of interest to you?”
Clarifying questions help clarify and verify the information you’ve gathered. For example, “I understand you’d like to see more articles with how-to tips. You indicated that specifically, you’d like us to continue to have conversations about tips and techniques as they relate to PR ethics. Did I summarize your thoughts accurately?”
Objectivity is one of the core principles we pledge to uphold as PRSA members. Curiosity and questioning are powerful tools. Implement questions into your conversations and your public relations planning process.
Ask more questions, listen more effectively
When you start asking more questions, it’s also important to take the time to be an active listener. Avoid interrupting. Let them complete their thought. Avoid multi-tasking. Put the cell phone or laptop down and stop texting or reading email. Give him or her the gift of your undivided attention. Take time to focus and really listen to what the other person has to say.
Once you work more questions into your conversations and your planning process, you’ll open up a wealth of information to help guide you as a public relations professional and lifelong learner.
