When a client or superior asks you to think about a project in a way that doesn’t match up with what you initially think is best, how do you react? More importantly, when that news is passed along by a colleague out of the hearing of said client or superior, how do you react?
Do you immediately complain? Do you dismiss the client’s request as nonsense? Do you berate the news bearer for not immediately shutting down the asker?
Or do you absorb the information? Do you provide thoughtful insights into the specific challenges the request presents? Do you stretch your thinking and conjure up a completely new approach that not only meets the client’s or superior’s needs, but shatters their expectations?
We are not online advertising creators. We are not press release writers. We are not metrics reporters. We are – first and foremost – creative problem solvers. Ignoring the gut reaction to dismiss requests we deem as not stellar can actually lead us to creating interesting new ways to communicate.
I’m not suggesting we become order takers. We’re paid to think and engage our clients and colleagues honestly. What I am suggesting is that my way and your way isn’t always best. Recognizing that truth can put you in position to deliver surprising results that surpass everyone’s expectations – including your own.
What helps you look at challenges as opportunities? What helps you creatively solve “problems?”
*Image by Jakobb.
David spends his days focused on marketing communications strategies and execution. He blogs here regularly about integrated communications, PR and social media.
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The concept that initially comes to mind is the importance of not taking constructive criticism personally. There is always more than one way to skin a cat. Much can be learned if we take a step back and open ourselves up to new ideas and suggestions – and truthfully we’ll never grow, we’ll never become better at whatever it is we’re doing if we close ourselves off to learning and trying new things. Well said David.
You are absolutely right, David. Problem solving is a key part of the marketing/PR job that is often overlooked (by practitioners and clients alike). Asking questions, and then doing it again is key. It’s not about who is right, but what is the best approach that results in the strongest impact and return (meeting/surpassing objectives).
@rockstarjen
Perspective and experience are vital in being able to effectively travel along this line. Had a talk with Edward last week about how you need to consider where the other person is coming from and how their way of thinking differs from yours. They and you both have different priorities and thus will be pushing for different things.
You need to bridge that gap in order to be successful.
Great post, David. For me, I try not to look at challenging client or supervisor requests as “challenge,” but rather, an opportunity to show my value to a client or my organization. Since I don’t come from a traditional PR background (I have two degrees in sport management), I am often the one in my own firm who speaks up and presents new ideas and solutions to clients when some of my fellow colleagues don’t want to take the risk of offering up a solution that may not always be taken the right way by a client of their boss. For me, it’s the only way I know how to do what I hope is really good PR: actively counsel clients and provide them with fresh and innovative perspectives.
I also like what Stuart had to say: realize that a client or a boss may have a different perspective than you. We often come to the table thinking we are the creative or strategic experts on a certain plan or problem. When in fact, we just formed that opinion from some research, while the client or boss is actively living and working through that situation. So take a minute to look at a problem from their angle, think of their challenges, goals, worries and demands, and see if you can find a solution that reaches a happy medium for all parties involved.
Keith (@KeithTrivitt)
One thought is simply to ask good questions. In the scenario you describe, it’s usually helpful to get clarity on the objective. Asking good questions is less confrontational than challenging a client or supervisor, and in the process you might find out that you interpreted the request incorrectly. Also, clients have been guilty on more than one occasion of using PR terms that don’t often communicate exactly what they mean. For example, “we need to schedule a press conference for next week.” Well, for some clients that’s what they really mean, but for others they may simply be suggesting they have an announcement to make. By asking good questions rather than challenging the literal request, you’ll often both reach agreement on whether a press conference is appropriate. In most cases, before you jump to conclusions, my advice is to ask good questions and listen carefully to the answers.
I’ve found that it’s always your *second* instinct that matters.
Your first instinct is often so deeply ingrained that it’s beyond your conscious control. A lot of us stop there. But your second instinct–the way you react to the first–is something you can train yourself to do.
In the situation you describe, my first instinct may indeed be to resist. But my second instinct is to listen: to my resistance and why it’s there, to the request and why *it’s* there.
Squeaky wheels squeak for a reason.
In order to truly solve a client’s problems I believe it’s critical to be open to alternative plans. Expanding to possibilities opens the door for truly unique solutions.
Several years ago I actually changed my title on my business card to “creative solutions provider”. Every time I tried to explain what I did I found I wore too many hats to be just a designer, marketer, business analyst, etc. Success for our clients means looking at their entire business, not just the silo that relates to our industry.
Great post, thanks!
Great thought-provoking post, David. We always have to look at things through, not only our eyes, but the clients. Then, think of a solution that makes sense.