The Art and Science of Persuasion
By Edie Elkinson, Ellen Murphy and Lisa Vanella
We recently had the opportunity to speak on a Healthcare Businesswomen’s Association panel moderated by our colleague Arwen Evans about persuasion – how we employ it in our day-to-day work as media specialists and how this is translatable for other professions.
As senior media specialists, we are either on the phone or IMing every day with some of the savviest, yet often most skeptical business people out there: healthcare journalists. Our primary goal is to encourage reporters to cover stories that matter to our clients and their audiences. But persuasiveness is not just about PR; the now historic authoritarian culture of unquestioned authority has subsided into more of a culture of collaboration and rallying around shared goals.
To really move projects forward, we recognize that we need buy-in and consensus. Whether you are trying to figure out how to advocate for more headcount for your team or you've got a project that you want to push forward and you need leadership or team engagement, the art of persuasion is critical to success. Below are some tips to help:
• Old is new again. In this digital age, it can be harder and harder to connect in realtime. But that human connection is critical, and it’s incredibly hard to achieve through written communication alone. Picking up the phone or meeting up in person goes along way, especially in this hybrid work environment. Of course, being judicious about when to call–time of day, what story merits that phone call–all of that plays a factor.
• There’s no harm in asking. Sometimes just having the guts to ask the question is what it takes to push towards success. Relationship-building is key here because if you’ve already established a relationship, it’s that much easier when the moment comes where you need to lean in for the yes.
• A personal, emotional touch goes a long way in supporting an analytical argument. As media specialists, we do a lot of storytelling, and often it’s in painting the picture of a real person’s experiences that brings the story to life. So lean into the characters, the scene and the intangibles.
• Become a trusted resource. Establish your credibility as someone with a strong reputation for deep knowledge, follow-through, and connections to solutions. How this translates in the media world is being someone who does his/her homework and provides valuable assets and solutions (and not just client pitches). Listen and learn first; consistency is key to building trust.
• Ask for advice. It can be something as simple as cold-calling and asking the person for their advice with a story idea or a suggestion on who might be the best person in their organization to pitch. Human nature proves that we love when we can offer help that comes in the form of advice. The IKEA effect – when we invest our time in building or creating something together – is a very real thing! We’re more invested,and it goes back to that culture of collaboration. There's a paradoxical thing where people actually feel more warmly towards you if they've done a favor for you.
• Play the long game. Don't expect instant success and gratification. Wins can take nine, ten, eleven months. Some of our collective greatest successes in terms of media placements have come after five no’s in a row. Out of the no’s comes the possibility of gaining feedback, and maybe the sixth pitch is just the perfect story or right timing. But here’s the thing with this persistence: after working so tirelessly to gain a reporter’s interest, you have to hit it out of the park for them when they say yes. Like anything in business, you want to impress by showing up early and thinking through every detail in advance to make their job as smooth as possible.
• Visualize and practice your approach. Identify and manifest the things you really want and then work backwards to figure out how to get there. Once you know what you want, practice and come prepared. Do your research and think through your approach. That includes strategic planning around the potential questions and refusals. This step is a great way to include colleagues, especially those who might be more junior. They’ll appreciate the mentoring opportunity and often, in observing your preparation, they may get bought into the process and one day step in to lead.
About the Authors:
Edie Elkinson is Executive Vice President of Media Strategy at Chandler Chicco Agency. In her 25 years with the agency, she has enjoyed working in NYC and LA and is now based in Atlanta.
Arwen Evans is Managing Director of Chamberlain Healthcare Public Relations. She is a brand builder, creative strategist and communications specialist whose work has garnered more than 40 prestigious industry awards in the last five years.
Lisa Vanella is Executive Vice President and Director of Media at Chamberlain Healthcare Public Relations. With more than three decades of experience in communications and PR, media relations and strategy remains her passion and mainstay.
Ellen Murphy is Executive Vice President of Corporate Communications in the Corporate Affairs Practice at Syneos Health. She is a storyteller, media relations bulldog, creative strategist and team leader with more than 20 years of experience building brands for companies and non-profit organizations dedicated to improving health and wellbeing.