The role of today’s PR pro: Head coach

My friend, and PR Reader’s Choice Award Up-and-Coming Blog award winner, Lauren Fernandez had a great post last week about the role of social media within an organization. Which got me thinking how much a PR professional’s role has and will change over the coming years.

No longer can PR pros merely manage the message. Instead, we need to learn to facilitate the conversation in different ways.

No longer can PR pros tell audiences what to think. Instead, we need to persaude and influence customers and stakeholders.

And no longer cam PR pros “manage” a crisis–at least not the same way we used to do it. Instead, we need to join the discussion, correct facts (when appropriate), listen more carefully and adjust our approach accordingly (just look at how Domino’s handled their recent crisis).

These are different mindsets than the ones we were taught in college and in the workforce. Our role is changing.

The new paradigm: PR pros as “head coaches.”

Now, I’ll admit, most of us have some work to do to achieve ”head coach” status. But, that’s where were going, isn’t it?

After all, our new role requires many of the same attributes as a head coach:

* Understanding the power of team–and individual contributions

* Knowing the difference between “coaching” and “telling”

* Understanding the nuances that make people tick–whether its teammates, customers or key influencers

* Demonstrating outstanding interpersonal skills. The ability to have meaningful two-way dialogue is crucial to this role.

* Helping people (and customers) reach their true potential

* Helping others succeed (again, your customers) before yourself

* Serving as a mediator for crucial conversations–the kind you may have between your brand and an agitated or upset customer

It all points toward a massive role change. Are we ready for it? Are *you* ready for it?

[Photo credit: MD1960; FlickR Creative Commons]

5 Responses to “The role of today’s PR pro: Head coach”

KellyFerrara on June 7th, 2009

Arik,
I completely agree with the paradigm shift of PR practitioner to a role as “head coach”…and, I gotta add, I love the double entendre!

Kelly Ferrara
Lauren Fernandez on June 8th, 2009

Now, I was slightly apprehensive to read this since you said Lombardi…. and a Vikings fan can’t be trusted.

Great point though- the role of a PR person is shifting and evolving, and we have to be ready for it. We have to have the mindset of a team approach when necessary, as well as knowing our strengths and weaknesses. We also have to be able to read a situation even more in depth than before.

I think Danny B. put it best when he said that it’s never “about us” – it’s always about the client. We have to be willing to switch back and forth between different roles – which is where reading a situation will come in handy.

Great post.
David Mullen on June 8th, 2009

Another key, coach-like attribute we’ll need to have is recognizing when to put the playbook down because the situation we face requires a new plan. You call a quick timeout, gather the assistant coaches and craft a solution right there on the sideline. Then you quickly get the team back on the field to execute. In the evolving landscape of our industry, textbook plays are important, but we’re going to have to call a lot of audibles.
Arik Hanson on June 8th, 2009

Great point, David. And like world-class coaches like Phil Jackson, Bill Belichik and Joe Torre, the best PR pros will adjust on the fly more quickly than others.

That brings up another thought: As coaches, we also need to be able to speak the different languages that our leaders, staff and customers speak. All require a slightly different approach.
Jessica on June 8th, 2009

I think that a head coach does even more than understand the power of a team – a head coach understands how the individual players work together to make a team more successful. They can optimize strengths and hide weekends with a balanced lineup.

Great post – and great analogy for sports junkies like me. =)