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Everyone appreciates praise. Yet the art of flattery and persuasion, even in the age of influencers, often seems to have taken a hit. There’s a distinctively impersonal, IT/AI feel to social media, due to its basis on connectivity which takes place without face-to-face interactions. Publicists proud of their lists of and links to influential people would do well to take a pause and ask themselves what their philosophy on relating to people is based on.


Online, but not all the time


Genuinely glowing reviews often bring in more revenue than well-placed advertisements. Persuading customers and potential buyers to leave behind a few heartfelt words helps generate future sales and better ROI. Money can’t buy this. Prospective buyers are more influenced by peer reviews and storytelling than ever before. So by all means, get your stories out there, spread and shared not just via algorithms and “Likes” but at water coolers and dinner tables.


Relating to the public


When negative reviews come or damage control is needed these soft or people skills are all the more essential. Getting people to write or otherwise share nice words about you is more of something friends do for each other, not clients of colleagues, no matter how financially valuable the relationship. Goodwill is largely based on other values, even when the bottom line factors in.


Online more of the time


That being said, do be practical and digital, of course. Maintaining a strong online presence is something PR firms should do and should ask their clients to do as well. It’s an ideal way of spreading good vibes and messages these days, of course.


The Human & Digital Communications Agency

Our award-winning communications team blends human interactions & digital engagement seamlessly to produce results for brands.

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