Making Connections: Can You Read the Signs?
Posted on Mon, Apr 18, 2011
By Kyley
Imagine the quintessential first date: two people eager to get to know one another, hoping their personalities mesh well enough to form a dynamic bond. I witnessed hundreds of first dates when I worked in a restaurant. In every instance, both parties involved were hungry to find a common interest, something that tells them, “This relationship is a good idea.” The typical conversation goes something like this:
“I like red wine but not white.”
“Oh, same here. Merlot all the way!”
“I think Zach Galifianakis is beautiful.”
“Yes! He has the eyes of an angel!”
These “me too’s” confirm that successful relationships begin with and thrive on connection, and a bond can be created simply by respectfully acknowledging a person’s passion.
The first meeting with a potential client can be synonymous to a first date: nerve-racking with a desire to connect (but thankfully, no awkward handholding). The more you know about the client, the better chance you have at making a connection, but even a minute of casual conversation counts. A sentence like, “Schools must be closed out there with all that snow” to a Michigan client with kids can be enough to break the barrier.
The same applies when building relationships with the media. Staying current with a reporter’s recent work will tell you what he or she is currently interested in. A mention of this interest can help grab the reporter’s attention, differentiating your call from others and solidifying a bond. But remember to be honest. As a waitress, I served a table at which a man feigned interest in his date’s favorite TV show, only to draw a blank when asked his opinion on the latest season. Bad move. Liars always get busted.
Clients will trust you if you can demonstrate an understanding of their perspectives while also communicating yours. Reporters will give you information and listen to your opinion when they know you value their work. The cute guy sweating across from you at the dinner table will likely ask you on a second date if you’re honest with him, and with yourself. So put forth the effort to make a genuine connection. Sometimes in order to be professional, you must also be casual, especially in PR.