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Pushing Through Burnout To Finish The Year Strong

September 25, 2020 by Becca Campbell

If you told me in March that the world would still be shut down in May, I’d have said you were crazy. If you told me in May that the world would not reopen before the end of summer, I’d have said “no chance in heck!“ And yet, here we are wrapping up September with no light at the end of the COVID-19 tunnel.

As human beings, we like routines, social interaction, and knowing what comes next; all of which are impossibly challenging in our pandemic-fueled world. When we are left in isolation, with uncertainty and no clear vision for the future, it can lead to a host of feelings like anxiety, depression, and for many of us, burnout. And while these unwelcomed feelings are understandable in today’s climate, they are often detrimental to our overall productivity. In fact, several major employers quoted in this New York Times article fear that long-term remote work is causing employee burnout and that the short-term productivity bump we saw at the beginning of COVID is not sustainable.

As a brand strategy agency, this isn’t exactly great news. Much like many other businesses, our busiest time of the year is just getting started with the need to develop public relations plans, social media strategies, creative content, digital marketing plans, and other creative services & solutions for our clients for 2021. Fortunately, there are several tried-and-true tactics to help us all push through the burnout when sabbatical is off the table.

Get your body moving

Google any article on managing burnout and they all say the same thing. Get out and exercise. Why? Because endorphins are pure magic. They make everything better. It is way too easy in this work-from-home environment to substitute good habits of exercise, hydration, and proper nutrition with a sedentary, unhealthy lifestyle. Frustrated by a client call that went awry? Instead of mulling in anger (and the snack cabinet), go outside and take a jog around the building. I guarantee you will come back to your computer with a clearer mind, a fresh perspective, and a smile on your face.

Tune back into your “why”

As human beings, we are not motivated by tasks alone. Rather, we are motivated by purpose. When we start to feel burnout and loss of interest in what we are doing, it can often be attributed to no longer “seeing the forest through the trees.” In other words, we get so bogged down in the day-to-day tasks that we lose sight of why we are doing them in the first place. It is important to remind yourself often why your work matters to you and why the tasks in front of you connect to a larger, personal goal.

Take a social media detox

This one has been infinitely helpful for me in managing anxiety and burnout. 2020 has been tense in the digital world, to say the least. Social media platforms that were once used to share family photos, fashion inspiration, cooking adventures, and more turned into heated social justice and political movements overnight. While the messages being shared are important, it can become overwhelming and exhausting to be bombarded constantly with anger and passion. What once was a source for distraction and mindless scrolling (aka rest) is now another trigger of stress in an already uncertain world. Do yourself a big favor and log out of your social media accounts for a few days or weeks. It will do wonders for your sanity, and may even open your eyes to how often you welcome the intensity into your life every day.

Make space for downtime

This is equally as important as taking a social detox. Particularly right now while we are encouraged to stay home and socially distance from friends, family, and our communities, there are seemingly no boundaries between the workday and time off. So what do we do to fill the time? Tend to work emails, get a jumpstart on the next project, and ultimately work ourselves into the ground. One of the best things you can do for yourself to avoid burnout is to designate your “STOP” time for the night and put your phone, laptop, and email out of reach and sight. This applies to the weekend as well. Re-train yourself to leave anything non-urgent until Monday.

Challenge yourself to something new and interesting

While humans love routine, we do not love the mundane! For many of us, we feel drained after chugging along at the same tasks week over week. One of the best ways to “refill the cup” is to schedule something you really enjoy and/or try something new that piques your interest. Studies have shown that engaging in something exciting, even if it is more challenging, can be more beneficial than rest alone. Always wanted to try mountain biking? Make it happen! Not only will it lift your mood and well-being for that day, but will also boost your future productivity and stave off burnout.

Restructure your workspace and habits

Prior to COVID-19 and opening our Denver office, I worked remotely for almost four years. In that time, I learned a lot about myself and how I work best. For starters, I learned that I couldn’t stay in one place for too long before I’d start to get antsy. So every few months, I moved my workspace from one place to another to have somewhere new and exciting to look forward to, and a much-needed change of scenery. I also started to take inventory of which tasks I really enjoyed, and which tasks were always the thorn in my side. From there, I figured out what time of day I was most engaged, and when I was most often “checked out.” I found that restructuring my day to settle some of the daunting tasks during optimum brain time helped my productivity skyrocket. I urge you to try the same tactics if you struggle with keeping on task or lack the motivation to get your work done.

Here’s to finishing out this doozy of a year on a high note! What other methods have you found to be successful in pushing through burnout?

-Brandy Shuman

How To Continue To Elevate Your Brand Strategy & Stay Relevant In This New Normal

September 2, 2020 by konnectprdaily

As we continue to navigate this new normal, from outdoor dining, to distance learning to mastering Zoom calls – one thing is clear, COVID-19 has changed many of our day to day routines. It also has changed how people buy and behave, as well as how they listen. Consumers have become accustomed to insincere messaging and certain buzzwords, as brands continue to tailor their messaging due to what is going on in the world around us. Brands need to continue to adapt, be creative, but also remember that their true and loyal consumers that have stuck around for the long haul have stuck around due to their authenticity. Brand Strategy has never been more important than now. According to market research from Twitter, 64 percent of respondents said brands should continue advertising products as normal in COVID-19. Consumers look to the brands they love to find a sense of familiarity they once were accustomed to. As we continue to pivot – brands need to remember to stay relevant in this new normal we are living in.

As a Top PR Agency in Los Angeles, we have quite an extensive background when it comes to offering creative services & solutions, social media marketing, to crisis communications. We are always strategically building the story, finding white space, and of course continuing to help brands succeed in elevating their brand messaging across a variety of platforms.

Below are just a few ways brands can continue to deliver, be relevant and stay true to themselves as we brace for what else 2020 has in store.

Creative stunts & campaigns that keep you top of mind

The media landscape has been chock-full of noise and negative impact stories, that it’s been tougher than usual to seek out a glimmer of positivity. It’s important to remember as a brand it is your duty to remind the consumer they are not alone. Recently, Bud Light rolled out their latest hiring tactic “seeking a CMO” – not just any CMO, but a “Chief Meme Officer.” Bud Light did a swimmingly great job at breaking through the noise and finding a way for their consumers to relate & laugh. This Chief Meme Officer would be paid a $5,000 a month and put you in the running for a three-month supply of the brand’s newest hard seltzer. They stayed true to their witty humor as a brand, and used it as a strategic tactic to continue to get their Bud Light Seltzer product out there – I don’t know about you, but I for one, might just be converted to a Bud Light Seltzer drinker now.

Additionally, with the NFL season underway starting on September 10^th, a true game day experience is going to look quite different this year. The Pepsi team got creative and launched their latest sweepstakes that will deliver “Tailgate in a Box” to football fans who are looking to keep the football culture alive despite restrictions on gatherings related to the pandemic. Pepsi is a brand that is always pushing out PR campaigns that make you feel like you need the product, and they continue to do just that with their latest stunt. With their over-the-top (but truly on brand) stunt, the package included a 16-square-foot tailgating box that comes equipped with an outdoor projector, custom cornhole sets and a variety of Pepsi products.

As a public relations firm that specializes in digital & brand strategy, it is our duty to continue to help our clients thrive in this current state of the word and show their consumers they care. Over the last few months, we have strategically worked with our clients to push out campaigns that will resonate on a bigger level so they can continue to tell their story. Back when the pandemic struck, Sky Zone, the indoor trampoline park that’s home to dozens of kids’ birthday parties per day, wanted to continue to give back to families who still wanted a party while staying at home, so they shifted their focus to virtual birthday parties. This move not only offered parents the benefit of a hassle-free party, but it also gave Sky Zone a way to keep employees working during business closures. We have also seen quite the influx of Zoom users, so we have held more “virtual” cooking classes, desk side meetings with editors and more for our clients so that they continue to build an authentic relationship with their consumers.

Use empathetic language & humanize your brand

How you say things is everything – whether virtually, in-person, through a text message, it truly matters. Nothing is more frustrating than communicating with a robot and that same scenario applies to your everyday consumers. Everyone is experiencing heightened anxiety, hardship, and a greater sense of mistrust due to the pandemic. Don’t be the brand who puts out the same statement as every other brand out there and opt for cliché messaging – it won’t land with your audience and will be an epic fail. Acknowledge the new conditions that pop-up in your own brand words, as that is what your consumers need from you right now.

Take Ben & Jerry’s for example. Through the ups and downs that 2020 has brought they have stayed true to their mission and brand goals to continue to educate their consumers through their social media channels. Everything they put out there whether through a media statement, an Instagram post, their message is cohesive and empathetic to their audience. They choose to speak person-to-person to establish a rapport with their consumers rather than a blanket statement that would read tone-deaf. It’s all about continuing a dialogue.

Continue to solve day-to-day needs for your consumer

The business landscape has clearly seen better days, however, brands need to remember that their experiences, successes and learnings are still valuable for their everyday consumer. Consumers tend to use a product or service repeatedly because it solves a “problem” for them. If the problem does not exist, then your product will not be used. From the content that is pushed out on your social channels to the media stories that you are placed in, make sure you are positioning your brand as the solution. Whether that means being a healthy snack that is convenient for busy parents – tap into the landscape & current headlines. With kid’s distance learning and being at home with their working parents more than ever, convenience is something we all need. If you are a brand that has solely operated as a remote brand, tap into that. Offer valuable resources that your team has implemented to continue to thrive in this work from home setting. Never forget about your brands core messaging & solution you bring to the table.

While staying relevant as a brand is no easy task in this day and age, sticking by your consumers sides is a piece of cake.

-Robin LaConde

Pro Sports in the Time of COVID

August 26, 2020 by konnectprdaily

What businesses can learn from the strategies of professional sports teams during the pandemic

2020 was poised to be another monumental year in sports with the Tokyo Olympics welcoming a new decade, Tom Brady bringing his talents to Florida and champion teams like the Toronto Raptors and the Washington Nationals looking to defend their titles. However, no corner of the sports world has had a typical year as we battle a global pandemic. Mustard stains on white t-shirts from stadium hot dogs and hoarse voices from chanting in the stands are just a few of the perks we all look forward to when sports resume with fans in the stands. But until then, there are a few things business owners, sports fans or not, can take away from how the sports industry has responded to the pandemic and pivoted the fan experience to keep teams afloat.

Find new ways to engage your audience.

When sports paused, sports broadcasters like ESPN and Fox Sports began showing classic games, archived documentaries (Last Dance), and niche competitions (hello, Joey Chestnut!) in a bid to keep sports fans tuning in. Individual leagues like the NFL took the hint and granted complimentary access to Game Pass, providing access to every single past game since 2009.

What does diversifying engagement look like for your customers? What vault of information or access can you let loose when your primary product isn’t available? How can you better prepare your business for a future potential set back so you can keep your audience involved?

Increase payment flexibility.

To see Floyd Mayweather and Connor McGregor duke it out can cost $90+ through pay-per-view, watching your favorite NBA game on Disney+ costs more than $150 per year and watching your collegiate athlete sister dive in the Big Ten can cost $15 per dive meet (ok, this one is from personal experience!)…all this is meant to say that being a sports fan comes with a price tag. The sports industry quickly realized that the rising unemployment numbers and lack of “real” sports were two huge roadblocks for revenue. A few networks pivoted quickly. The NBA and Turner Sports both removed the paywall for League Pass, their joint streaming subscription service. The MLB quickly followed and is offering free games for a limited time.

Whether your business is DTC, a subscription model or offered through a platform like Amazon, you need to get flexible with how you offer your services. Can you extend a small discount to pique interest or install a monthly payment plan option to attract new and existing customers? How can you extend flexibility to other parts of your business that aren’t payment-related?

Diversify your income

When it comes to sports revenue there are two major pieces of the pie: broadcast rights and fans in seats. CBS Sports, NBC Sports and FOX Sports are all examples of sports houses that buy broadcasting rights to games like the Super Bowl and playoffs. When fans come to a game, there’s an extraordinary opportunity to up sell them. If they’re enjoying the game (or even if their team is losing), why not watch over a beer – or two – with a side of nachos and a new jersey? When fans are absent, there’s no money to be maid which is why leagues have diversified their income streams such as rolling out eSports, gamified viewership and gambling.

Mark Tatum, Deputy Commissioner and Chief Operating Officer of the NBA, told the World Economic Forum about how the league has quickly pivoted: “We’ve launched an NBA 2K competition with players streaming from their homes. We’ve expedited production to bring forward the release of a Michael Jordan documentary. We’re hosting live quarantine parties on social media with current and former players, and we’re showing classic games every night – all things to continue to engage our fans during this time.”

In a pandemic, recession or other unforeseen event, it would do your business well to have many irons in the oven. How can your current business diversify its offerings? Should you partner with like models to offer a new product?

Trim the fat – or gain it.

For athletes, the “break” from daily practices, rigorous schedules and on-the-road travel extended an opportunity for physical advantage. Pro golfer Bryson DeChambeau has used the PGA Tour Lockdown to help him put on a beefy 50 lbs of muscle, turning heads when he finally returned to the course in June and ripped a 367-yard drive, the furthest of his career. Meanwhile, powerhouse center Nikola Jokic with the Denver Nuggets came out of the NBA quarantine noticeably thinner and reportedly “got abs” thanks to an aggressive fitness routine to lose excess weight before the season resumed.

These athletes have used this time to reassess their craft and identify an opportunity to come back better. What does that look like for your business? This is the opportunity to take the time to tackle the website update or app refresh, train and retrain your management or roll out the software you’ve been meaning to implement for 18 months.

Digitize your audience.

In July the NBA announced it was going to create a virtual experience for basketball fans court side through Microsoft Teams. Microsoft accelerated the development of the technology for the NBA’s adoption and uses AI to place fans in the game. Fans can react in real-time as they watch a live feed of the game in Teams, and if they misbehave? Well, there’s an eject button for those fans. FOX quickly followed suit by adding virtual baseball fans in the stands ahead of its 25th season airing the MLB. Attending a game without being there is an idea that once may have been counter-intuitive, but now it’s our new normal.

While this strategy isn’t as easy to copy and paste for most businesses, it gives food for thought. How can you incorporate a more digital experience for your customers? How can you weave your digital marketing and social media strategy into the customer experience? What technology or methods can you weave into your business strategy to make your “fans” feel like they’re a part of what you’re offering?

The entire world of sports, from Formula 1 racing to table tennis, has been affected by the pandemic and each corner of the athletic world has found a new way to move forward. You don’t have to be a sports fan to take these lessons to heart and pivot now, or better prepare your business for the future.

– Emma Tiernon

7 Trends We’ll See This Holiday Season

August 25, 2020 by konnectprdaily

The early bird gets the worm. At least, that’s what many businesses are banking on this holiday season now more than ever.

This year’s back-to-school season – different as that may look – is in full swing. For many consumers, back-to-school truly signals the kick-off to the holiday season. As folks move fluidly from back-to-school shopping to Halloween to Thanksgiving to Christmas/Chanukah/Kwanzaa to the New Year to Valentine’s Day to… it’s a mad dash for most industries including those in lifestyle, family brands, food and beverage, franchise and more as businesses compete for impressions and sales. In a COVID-19 landscape, this year’s competition will be especially stiff as consumers’ new lifestyles will shape holiday purchases.

The aisles and online retail sites are already filling with this holiday season’s latest and greatest. As the holiday season kickoff seems to creep earlier and earlier each year, iconic candy corn company Brach’s, has launched their newest flavor: Turkey Dinner. And yes, flavors include roasted turkey, green beans, ginger-glazed carrot, sweet potato pie and cranberry sauce. Love it or leave it? Online chatter shows mixed reactions. But, then again, it’s still summer…

And, Brach’s isn’t alone – in these late days of summer, brands like Starbucks and Dunkin and craft beer breweries like Four Peaks Brewing Company race to the market. The pumpkin spice everything vibe has already started flowing: coffee and muffins and beer and hand sanitizer, oh my! Oh, and these pumpkin-spice scented face masks, because it’s 2020 and all bets seem to be off.

Here are 7 trends we can expect to shape this year’s holiday season and how you can prepare your brand strategy:

Comfort/Homebody

With the travel industry essentially at a halt and social distancing anticipated to continue through the holiday season, we should expect to continue to see an uptick in products aligning with the homebody. From leggings to laptops, remote learning tools to work-from-home gadgets, consumers will continue to focus on a hybrid of necessities and comfort items, and this is likely to be a trend in holidays shopping as well. If online purchasing is (or should be) part of your business strategy, finalize a holistic marketing strategy now; ramp up messaging around online purchasing, quick delivery and convenient options. And, if you will promise consumers quick delivery and convenience, now is the time to ensure that operational and technical measures are in place to support a potential increase in traffic.

Curbside pick-up and delivery options

And, speaking of quick delivery and convenient options, these along with safety, will be absolutely essential for this year’s consumer who will not be satisfied with less. From groceries to retail to restaurants, put a plan in place now to staff up on shopping assistants and delivery persons. Coupled with the current unemployment rate, expect to see both a hiring surge for roles like these and an influx of potential candidates. Finding qualified people is crucial to ensuring you’re able to provide the best curbside, delivery and/or shipping options this holiday season.

Deals you can’t say no to

With spending trends of consumers having abruptly shifted in the COVID-19 landscape, shoppers are already more selective than usual when making the purchasing decision on how and where to spend their dollars. With heightened competition in the Q4 marketplace, there is no doubt that consumers will be on the hunt for the very best deals of the season. Now is the time to determine what compelling deals you can offer to customers and how to drive awareness to your brand differentiators so that you can ultimately activate them to convert. And, consider putting additional monitoring in place to closely watch what your competitors are offering

Mission-based shopping

By this we mean optimize your in-store space so that your consumer can get in and out quickly and safely. You’ve likely done this over the past few months, but now is the time to reevaluate how your processes are performing. Evaluating the current process is not a task for a staffer or junior employee – rather, ensure that a key stakeholder owns this process as ease, convenience and safety of shopping are the expectation and crucial to the sales process.

Groceries and holiday meals

The grocery industry has seen a massive uptick in sales as many people are cooking at home. However, holiday food shopping is likely to be down as folks won’t likely be gathering for large holiday meals and parties.

Restaurants and holiday meals

On the flipside, for restaurants including quick service and fast casual, this may provide the opportunity to amplify messaging around safe and convenient options – your consumers can still treat themselves this holiday season with special take-out, 3rd party delivery, family meals and catering options.

Retail and returns

With online purchasing trending up, purchases made sight unseen are likely to mean increased buyer’s remorse, wrong size, etc., leading to higher rate of return. Ensure to implement messaging so that your customer understands your policy on returns. And, now is the time to evaluate an existing or create a new plan to address the sanitizing of returns.

The takeaway

To compete in the marketplace, now is the time to put your plan in place. This year’s consumers will seek nothing short of convenient, safer, affordable deals. Consumers will continue to spend more time online, meaning 3rd party validation via earned media and influencer partnerships, along with sponsored content and digital advertising spend are a crucial part of your marketing mix. The savviest of brands will implement an aggressive 360˚ marketing strategy to amplify messaging, build awareness and convert to sales. What your strategy?

-Beth M.

LinkedIn Best Practices To Grow Your Network

August 11, 2020 by konnectprdaily

We all likely agree that the way in which we connect and socialize with people has dramatically changed since the beginning of the pandemic. Though we as a society already heavily relied on the internet before the entire world started to quarantine, having a good internet connection, email and social media platforms (personal and professional) became ESSENTIAL once we started to interact with people mainly through technology at the beginning of March. People always talk about Instagram and Twitter but we believe that your LinkedIn presence is similarly, if not more, important.

LinkedIn distinguishes itself from other social media platforms in that it is more professional. Compared to Instagram, it is less likely that you will be inclined to share personal photos of your home, pet or family. Compared to Twitter, you can increase the word count on your posts as well. Our public relations agency utilizes LinkedIn on a daily basis and as such have assembled a quick guide to help everyone navigate the platform and use it best for both business and networking purposes.

Customize Your Profile

LinkedIn is great in offering a clear step-by-step guide to ensure that its users complete their profile to include as much information about themselves as possible. You can treat your LinkedIn profile as a virtual CV of sorts. It will prompt you to include a headshot, a short bio, as well as your work experience, education and professional accomplishments. This is all very useful when people are trying to learn more about you. With people perhaps having to change their jobs during the pandemic, their LinkedIn profile can also serve as a perfect tool to highlight your skills and to stand out. With in-person interviews likely not happening any time soon, this platform truly gives you the space to shine.

Brands too can also build a LinkedIn profile which includes an overview of the business, including a link to the brand’s website, and identifies people who work for the brand. We highly recommend that both individuals and businesses have LinkedIn profiles because it allows them to make professional connections and brands can reach leaders in their own industries who they would not be able to connect with over Instagram and Twitter.

Connect with People / Build Your Network

As with Instagram or Twitter, LinkedIn’s objective is to connect you with individuals. As we have already discussed, LinkedIn focuses on building a professional network and as such, it is likely you will be connected there with your team, even your boss, although you might not be in contact with them over other social platforms. The same goes for any business partners, colleagues, or in the case of a public relations specialist, journalists, editors, and clients. What we want to stress is the way how you go about connecting with people. When you find a person you want to add to your network, we recommend that you introduce yourself in the invitation so that the person knows where he/she knows you from, if it is not completely obvious.

Please note that you might not be able to text people directly if you are using the free version of the platform. If you are willing to pay a monthly fee, you will have no limit on how many people you can connect with via a direct message on a daily basis.

Be Active on LinkedIn

Having a profile on LinkedIn is one thing, using it is another. We have seen unused profiles too many times and our opinion is that people/businesses should make the best use of it for further professional development and for making new professional connections. The publicists at our agency utilize their LinkedIn profiles for connecting with journalists, sharing exciting news and articles about their clients, and for further working on solidifying relationships with editors by connecting with them and thanking them for including our clients in their articles. The further sharing of the articles on our platforms brings more readership for the certain piece which in turn helps the writer because outlets value writers whose work is being re-shared and brings more eye to their website.

Brands should also be active on their LinkedIn profiles to share recent news with their professional network, whether that be a recently written article or an important announcement. Brands and executives can also share byline articles related to happenings in the industry, offering creative content to their network. Being active on LinkedIn however, does not only mean sharing your news with others but also engaging with content others share. We definitely encourage individuals/brands to connect with other users/brands and like, comment, and share their posts. Oftentimes people share promotions on their profiles and a great way to show them your support is to congratulate them as that builds on the relationships further. People who are building their profile will also appreciate it when you write a personal recommendation for them (if you two worked together) or if you endorse them for their skills.

Share Relevant Information

As already discussed, LinkedIn is NOT Instagram or Twitter. The goal of this platform is to connect professionally and not to share photos of your lunch or your cat. There should be a clear intent behind posts that you share on LinkedIn. The following are reasons for posting on your LinkedIn profile: job search, announcing a new position, sharing and interesting article you read, thanking an editor for including your brand in a piece, announcing brand news, etc. When it comes to activations such as brand giveaways or any post with a goal of boosting consumer engagement, we strongly recommend doing these on Instagram as LinkedIn is traditionally not utilized by consumers looking for a product but rather by professionals looking to engage with brands on a more B2B level.

Use the Platform as a News Source

Last but not least, you can also use your LinkedIn page to get daily news. The platform syndicates news from a variety of news sources which allows you to receive news about the most recent events.

Denisa Caldova

The Art of Negotiation in Public Relations and Social Media Strategy

July 2, 2020 by konnectprdaily

We don’t all wake up every morning or go into work thinking about what we’re going to negotiate that day, but as former top-skilled FBI hostage negotiator, academic and author Chris Voss would say, “life is negotiation.”

That definition may seem simple, but what really is negotiation? After reading his best-selling book, Never Split The Difference as part of a much-enjoyed work book club, I’ve narrowed down my description to the following: listening with intent, gathering information to guide the conversation and leading with empathy to achieve the desired result, no matter what that is.

If you really slow down and focus on your day-to-day, you’ll realize that most interactions are a negotiation, from deciding which movie to watch with a friend, discussing work tasks with colleagues and even getting your kid to clean his/her room.

Why is negotiation important, and how can we use it as PR and digital marketing professionals?

In mastering the art of negotiation, you learn how to truly listen. While reading Chris’s book, I learned that many of us aren’t always the best listeners – guilty – and would rather split the difference or compromise than press on for what we want. Listening is hard, and we usually fail at it because we are always trying to be a few steps ahead – thinking about what to say next or simply settling to avoid what we perceive as a conflict. In the midst of it all, we often overlook and miss important details that can help us to a) fully understand the other person’s goals, b) figure out what makes them tick and c) get what we really want. Whether you are pitching a new client, asking a reporter to include a client in their upcoming article or dealing with a comms crisis, familiarizing yourself with a few simple negotiation strategies and tactics can help you net more desirable outcomes. And because I loved his book so much, I wanted to provide some key takeaways to our community of readers who can hopefully take these tools and apply them to their own personal and professional lives – just as I aim to do.

A crucial point throughout the book is that while we as humans might think long and hard about something or make calculated and rational decisions, our ultimate decision-making process is based on emotion. This is an important lesson in the overall theme of the book tied to the notion of empathy and taking the time to really understand the person in front of you and what they need – a part of our character we can nurture and cultivate to connect with others on a deeper level, and essentially get what we want out of an interaction.

Choose your tone wisely

Have you noticed that the tone in which someone speaks to you impacts how you feel about him/her and the overall interaction? The person in front of you might have an authoritative and firm voice, which might come off as intimidating and scary. Another might speak softly and with a lower tone of voice, making you feel more at ease. In other words, when it comes to communicating with clients and colleagues, the tone in which you speak can impact the overall comfort level others have towards you. In his book, Voss brings up the example of using his “FM DJ voice” (low, calming) to create an environment of warmth and trust. In addition to the FM DJ, there is also the positive/playful voice – which he suggests using with most interactions for an easygoing, light-hearted conversation – and the direct/assertive voice for rare circumstances when you just want to signal your dominance and control over the other (not recommended).

Be a mirror

Voss brings up the idea of mirroring, or imitation, as a way of creating comfort and a deeper bond with the person with whom you are interacting. As humans, we are drawn to what is familiar, and this important tool can come in handy when negotiating to help establish rapport and eventually trust. Mirroring is the simple (yet sometimes strange-feeling) practice of repeating the last three words (or the critical one to three words) of what someone just said. When you repeat back those crucial few words, you are essentially signaling your counterpart to elaborate on or reword their initial response, which usually comes out differently the second time. An example where mirroring can be useful is when negotiating the budget for PR services or digital marketing, something our digital team does quite often. Here’s how mirroring can be used in that instance:
“My rate for an Instagram post and story is $5k.”
“A post and story for $5k?” (pause)
“Yes, I realize that might be too high for this project, so I’m willing to go down to $4k.
“Down to $4k?”
And so on. It is important to take meaningful pauses and know when to stop mirroring as well.

Label the emotion

Labeling is the act of calling out your counterpart’s feelings to show understanding and empathy. It is a proven and effective way to show that you are really listening and trying to form a connection. The examples Voss points out are It seems like, It sounds like, It looks like followed by “you,” which shows that you’ve been attentive towards your counterpart’s emotions and can signal calmness and trust. An example of where we can use labeling at a PR agency is in our media pitches, for instance: “Based on your recent article about seeking comfort food during uncertain times, it seems like you would be interested in a story about a delicious, restaurant-worthy Indian food brand that is truly the epitome of easy at-home comfort.” You know the person you are talking to enjoys food and that during this time of uncertainty your client’s products will help provide comfort to him/her and readers.

Accuse yourself

The accusation audit can work wonders during a conversation when things aren’t going as planned. It is the act of clearing out any negative emotions that might get in the way of making a deal. By listing out all the possible negative things the other side might be thinking about you, you jump the gun and do it for them instead. In the PR and digital marketing world, the accusation audit can come into play when clients decide to leave, journalists and influencers become unresponsive or you need an edit on a story or post. A quick example: “You probably think this is annoying, but would you be able to update my client’s retailer availability in your story?”

Embrace “No”

Often, when we hear the word “no” the conversation ends and the connection dissolves in one way or another. “No” is associated with rejection, a decision that can’t be changed or influenced, but with “no” the exact opposite is true. Voss explains that “no” is actually a great way to continue the conversation and is a reply that should be embraced rather than dreaded. To train your mind to think about “no” as something other than rejection, you can reframe how you perceive it. For example, “no” can mean “I need more information” or “I don’t think I can afford it.” By taking that information and applying it to a solution-based approach – “What additional information can I share with you today?” “no” helps bring out what’s really at stake, what’s needed to get to a final “yes.”
When a reporter or a prospective new client starts to “ghost” you, try asking them a question that provokes a “no” response. A no-oriented question usually does better than a yes-oriented question “because it plays on your counterpart’s human aversion to loss.” For instance, if a media or influencer contact confirms including about your client in an upcoming story and post but then the communication between the two of you completely stops, try asking them a no-oriented question like “Have you moved on from this story?” or “Have you changed your mind about [xx]?” Remember, hearing “no” is a good way to start a conversation about what each of you really wants and how you’ll get it.
For a more extensive and deeper dive into negotiating, read Voss’ book, Never Split the Difference.

Happy negotiating!
-Hasmik Piliposyan