Taking It Personal: PR As A Balancing Act Between Allegiance and Objectivity
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I have long wanted to write about how in my work in public relations, I have come to realize that my relationship with my clients extends far beyond the professional realm.
Over the years, as a PR practitioner, I have had the privilege of working closely with many CEOs. I always seek to work directly with them as the bearers of their organisation’s vision. Being in direct regular communication with them helps me ensure that the narrative I compose, is always aligned with theirs. I feel advantageously positioned to communicate in the best manner their challenges, achievements and ultimately, their visions.
As the relationship develops, a unique bond forms, one that transcends the typical client-service provider dynamic; a bond rooted in trust, collaboration, and mutual respect. However, with this closeness comes a heightened sense of attachment to their organisation, at times to the extent that it sometimes blurs the lines between professional objectivity and personal investment.
The starting point is the fundamental reality that trust is the cornerstone of any successful PR outcome. CEOs entrust us with their brand’s reputation, their stories, and yes, even their vulnerabilities. We gradually find ourselves in their inner circle, sharing not only their role’s aspiration but also their fears and uncertainties.
This level of trust is humbling and comes with a profound responsibility. But experience also keeps showing how most times, this trust fosters a deep connection with clients, one that often extends beyond the boardroom. Working closely with CEOs means becoming privy to the intricacies of their lives, both professional and personal, reminding us that CEOs are also human beings.
With this background, we can better understand their values, motivations, and aspirations and in so doing, a sense of camaraderie develops – a feeling that can make the communication journey less lonely.
But this closeness may also come with its pitfalls. I know that as PR professionals, we should seek objectivity and impartiality. Yet, somehow, when my client comes under attack, whether it’s from a competitor, a disgruntled customer or the media, it almost becomes impossible not to take it personally. After all, their success is intertwined with mine. Their triumphs are my triumphs, and their setbacks feel like my own.
When I start handling a client, the relationship develops in a way that turns me into their staunchest advocate. So naturally, when one of my clients is attacked, whether it’s through negative press coverage, a social media firestorm, or a crisis situation, my first instinct is to defend them fiercely. And amidst this chaos, emotion and loyalty can very easily lead us to lose sight of our role as neutral mediators.
This blurring of boundaries between professional detachment and personal investment is a constant balancing act, one that I grapple with regularly.
Attachment to clients fuels passion and dedication and that is a good thing. But every so often, it is also good to stop and remind ourselves of the importance of maintaining perspective and objectivity.
After all, effective PR relies on clear-headed strategy and reasoned decision-making, not blind allegiance.
By James Vella Clark, Manager Corporate Communications at Corporate ID Group
