By: Sarah Greening, Editor in Chief.
Growing up, when it was time to receive the dreaded end-of-term report cards, I was certain to come across some variation of “Sarah is a pleasure to have in class, but I do encourage her to participate more in classroom discussions.” Without fail, the critique was there, anxiously awaiting my disappointment within its sealed envelope. For years, I perceived the quiet label to be a detriment. What I did not realize at the time, however, was that I was using my voice in another way — through written words.
I was the child infatuated with books. At every family function, you could find me with a book in hand, getting lost in some fantasy world. When those pages became dull, I would craft my own stories — albeit not always high calibre — and proudly read them to my parents. Writing became my way of creative self-expression, which it continues to be to this day. It was that love for words and storytelling that led me to public relations.
Unfortunately, there is a misconception of what public relations entails. So, when I first unveiled my plans in high school, many questioned my degree choice. I saw it in their puzzled expressions, and I felt it in their innocent questions. In fairness, it did seem odd that the girl who rarely spoke would enter a field with the word ‘public’ in its name. Much to their surprise, I have thrived in a degree that, based on its connotations, should have never welcomed me. Throughout the four years of my public relations degree, my voice has been released from its former page restraints. I have also learned that there is value in being on the ‘quiet’ side, even as a communicator.
Less talking, more listening
Many people believe that successful public relations professionals are extroverted and crave the spotlight. In reality, public speaking does not come naturally to all of those in the industry. That does not mean that those of us who are more-so introverted dislike presentations or speaking engagements. As a matter of fact, I have come to enjoy public speaking… and this is coming from first-year student that deferred a mandatory public speaking course to later in her degree. With hard work and practice, I am finally confident in my speaking abilities. It is time to dispel the assumption that quiet people are scared to speak in front of others.
On the other hand, most public relations work actually occurs behind-the-scenes as we maintain organizational reputations and stakeholder relationships. The key to effective communication is listening to conversations, whether they occur on Twitter or in the employee lunchroom. After all, how can you identify issues or respond to inquiries if you are not engaged with your surroundings? As a 2020 PR Week article explained:
Communication is not simply about talking the talk. It’s also about listening, responding, writing, understanding, showing empathy, the list goes on. Someone will always have a louder voice than you in the office or boardroom, but it won’t earn respect if they’re not saying something meaningful.
In meetings and planning sessions, I am keen to listen and think intently before sharing my opinion. I am observant, which is directly related to my quiet nature. After all, it is important to add to the conversation, rather than to simply contribute more noise. In the words of Susan Cain, author of Quiet: The Power of Introverts in a World That Can’t Stop Talking, “there’s zero correlation between being the best talker and having the best ideas.” Listening allows me to understand others’ thought processes and prepare relevant suggestions or questions. This method of observation is strategic, and it allows for effective two-way communication — something that all excellent communicators strive for.
Leading with compassion
I often describe myself as an empath, meaning I am a deep thinker who always considers the feelings of those around me. Much of this is a direct result of being the shy kid in school with shaky hands, debating sharing my ideas. Since I know the feeling of being unheard, my aim is to be inclusive. I try my hardest to understand the unique experiences of others, metaphorically placing myself in their shoes.
Similarly, organizations with strong stakeholder relationships value the needs and expectations of their publics. During the COVID-19 pandemic, in particular, there has been an emphasis on emphatic organizations and leaders. Empathy is a valuable skill in public relations when you are navigating complex issues, relationships, and high-stress situations like crises. It is critical to look beyond your own biases and act for the greater good.
Creating lasting connections
As someone who is naturally quiet, networking events can be daunting and a step outside of my comfort zone. Like all communicators, however, lasting organizational connections are my focus. Sometimes, that is in the tiny details, such as follow-up contact to show that I listened, understand, and care. Quality outshines quantity in relationship-building. I am focused on establishing deep and personalized connections that result in mutual benefits for all involved parties.
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There is strength in the quiet.
At the beginning of my degree, I often felt like an outsider because I was much quieter than my peers. Now, I know that there is a benefit to quietness. I no longer question if I belong in a profession that many believe holds a megaphone and succeeds only when centre-stage. Public relations is equally as important in public-facing roles as it is communications planning, social media content creation, and researching for press releases.
Because I am quiet, I observe and listen. Because I am quiet, I am introspective and empathetic. And, because I am quiet, I thoughtfully and tactically approach organizational relationships. My personality does not limit my opportunities in public relations; if anything, it is the reason I have flourished.
