Why is it that some people seem to have no trouble at all in saying what they mean in a diplomatic and productive way? Yet many people in the PR industry are stumped when it comes to saying 'no' with confidence. This shouldn't come as a surprise when you realise that the profession turns on its ability to get things done and to act as the intermediary between the press, the public and the clients. This brings the PR consultant's diplomacy skills to the fore – yet these same consultants are often asked, at the same time, to 'push back' on the client and to re-negotiate deadlines.

So how can people in an industry steeped in the tradition of customer service manage the delicate balance between acting in their clients' best interests and acting on their clients' instructions? The answer lies in effective communication. In particular, it comes from assertive communication that enables the PR consultant to work constructively and in partnership with others without underselling themselves and their contribution.

PR people tend to have the necessary assertive skills by the bucketful, but often don't quite know how to apply them together effectively. There is also a misconception that being assertive means becoming 'someone else': some sort of strident office monster who has a bark and a bite to match.

Here are three basic ideas to help you become more assertive:

Shut up and listen?

Good listeners don’t sit in silence. They demonstrate they are listening and they use questioning techniques to elicit further information and build rapport. As PRs, we know this and tend to be pretty adept at interviewing people for information. Yet we don't always apply this to other areas of discussion. The right questions can be powerful motivators to help people accept different ways of doing things or go along with our ideas.

It’s physical as well as mental

Your assertive words will fall on deaf ears if they are accompanied by a quivering voice and a terrified expression. In the PR industry most of us have overcome the most obvious outward signs of nerves or under-confidence. Yet there are still certain situations on the phone or in meetings that can find us talking too quickly or using body language that undermines our messages. A slower-paced (but still natural-sounding) voice will always triumph over a fast, gabbling style. It emphasises the direction of words whilst reinforcing the conviction behind them. In times of confidence experiment with your pace and watch the results.

Don’t be afraid to say NO…for the right reasons

You know that people will respect you if you are direct and realistic about what you believe you can and cannot deliver. But many people feel they must say 'yes' to avoid an unpleasant confrontation. For your assertive 2012, rather than automatically saying 'yes' and then frantically back-pedalling by email, take time to consider what is being asked of you and what the implications are.

In PR we often aren't able to say a downright 'no' because we are engaged in producing a particular outcome for our clients and our organisation. Instead we need to start an assertive habit of looking for a collaborative solution that meets the objective but takes a different route to the outcome. How we 'sell' this to the recipient can make the difference between them agreeing to go ahead or not.

Above all, being assertive means respecting yourself and others equally. Whether you are the type of person who agrees to almost anything to avoid conflict, or the type whose diplomatic skills need a bit of a polish, this half-day Becoming Assertive training course run by PRCA will show you how to say ‘no' effectively, treat yourself and others with respect and achieve successful outcomes for all.

For more information please click here.Or call Alice Chadwick-Jones, PRCA Training Executive on 02072336026

Becoming Assertive
9.30AM – 12:30PM
29 February 2012
PRCA, London