During the 2019 PRSSA International Conference, I had the opportunity to hear from a variety of professionals specializing in different parts of public relations. Kaye Sweetser, Ph.D., APR+M, Fellow PRSA was the keynote speaker that delivered practical tips about how to be the best version of ourselves in a way that was engaging and useful.  

Sweetser’s Four C’s of Being the Best Version of You:

Clarity  

“PR isn’t surgery” she proclaimed, “we’re storytellers.” Our mission as public relations professionals is to organize and move people to take action. If we’re writing for clients, it is imperative that say what we mean and use strong storytelling tactics. Sweetser urged the audience to pull buzzwords out of our writing. If we can’t make our stories stand on their own without buzzwords, we need to reframe our purpose and make it more engaging.

Creativity

Sweetser believes that creativity is learned. The more you work in challenging conditions, the more creative you will be. “You have to look at targets from every angle,” said Sweetser. We must “set problems aside and fix work issues or push through and find your flow.” Creativity is critical to effective public relations, and if we don’t practice creative solutions to issues, or try to work through adversity it can make a public relations practitioner’s role difficult. 

Critique

Having a board of directors that helps you make your work stronger is important to growth. “You better ask somebody! You crowdsource your outfits, crowdsource your work too. Asking for critiques on your work will make you, and your work stronger in the long run.” Feedback doesn’t always feel good, particularly if it is critical, but that is where we can see growth in ourselves and our work.

Collab

Collaboration is not always easy. Sweetser claims that “despite being in public relations, we aren’t always people, people.” She went on to explain that if we are simply positive and nice to work with, it will make collaboration easier. The ideas of multiple people are often stronger than that of those that work alone.

Sweetser’s presentation was engaging, valuable and enlightening. She offered many great points that allowed me to be introspective about my work habits and notice where I have room to improve.