In Praise of PR Silence
Editor’s Note: We wanted to share this post, as seen in PR Conversations . When is it best to remain silent?
By Heather Yaxley, Applause Consultancy
This is possibly the shortest ever post at PR Conversations. Normally we like to stimulate a conversation with a lengthy and considered post. We develop a line of thought and encourage debate and development of our ideas. But sometimes, it is better to write short – to express something in a few choice words, present a succinct phrase or two, or suggest a thought in a concise manner.
I’m not talking about disposable discussion or candyfloss communications. Rather there is merit in being able to précis, synthesise or edit work to its essence. Quality isn’t the same as quantity – whether that is long or short writing. Sometimes an aperitif, amuse-bouche or taster topic is enough to whet the appetite, a few words can get someone thinking or start a conversation.
We all need time to consider what we’ve read or heard. Silence is a key part of effective communications – sales people know when to keep quiet and close the deal, designers know where to use white space to allow words and images to grab attention. In public relations, we seem to feel a need to keep on communicating rather than allow others to reflect. We churn out content, issue release after release of pseudo-news, and craft long speeches when less could be more. Are we scared that we will be forgotten if we haven’t scheduled Tweets every few hours? Do we not have the confidence to leave people wanting more, or to miss our pithy words?
Can we not just relax together in companionable silence?
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Hello: Well done. I’m preparing my organization’s annual report. Plan to draft half the copy as last year, but increase the amount of graphics and images to better drive home the message: You get tremendous value from your membership.
I absolutely agree with your perspective – in public relations as well as life – less can be more powerful than empty words to fill up space.
Thanks – agree, knowing when you’ve said enough is a real art.
As ever, a thought provoking perspective, Heather. One advantage to cultivating silence is that it creates the space to listen. We are given two ears and one mouth for a reason, and I would argue that PR all too often forgets that we should be listening twice as much as we are pumping out “stuff”. Maybe PR professionals should find a way to help clients listen more.