Blog

We often think of hearing and listening as one and the same. In reality, they are fundamentally different. Hearing is the passive, automatic reception of audio by the ears—a biological reflex. Listening, on the other hand, is intentional.

Listening may seem routine. We hear whoever is speaking and focus on whichever sound in our environment demands our attention. If a supervisor is providing instructions for an assignment, we know to tune in and take notes. If the engine of a nearby car is revving up, we know to step out of the way.

But truly listening—understanding, interpreting and absorbing what is being communicated—requires active and substantial mental effort. In public relations and strategic communications, the importance of that effort cannot be overstated. Listening, both to our clients and the environments surrounding them, is a cornerstone of the Miller Ink team’s daily process. We strive not only to hear our clients’ words but also to understand the root of what they mean.

This practice is especially critical in the early stages of a client engagement. It is during this time that we immerse ourselves in their world—their successes and setbacks, their goals for our engagement, their unique value propositions for the communities they serve, and so on. Through that process, we come to understand each client’s objective, audience and message. None of that depth of knowledge—the kind that is necessary to tell our clients’ stories with precision and conviction—is attainable without listening.

Listening also builds trust. PR and communications begin and end with relationships. PR professionals have relationships with clients and journalists. Clients have relationships with stakeholders. Audiences have relationships with the individuals and organizations that seek to reach them. At the foundation of all these relationships is trust—trust that we will authentically build and shape public perception of their identities and the values they stand for.

Once we have immersed ourselves in each client’s ecosystem and begun our daily work, our ability to listen is continuously tested. What clients say is not necessarily what they mean, and it’s our responsibility as PR professionals to translate their ideas into tactical work and measurable impact.

For example, a client may say they want to issue a press release about the organization’s new leadership. Yet they might mean they want to introduce that leader to their core audience in a meaningful way. If the latter is the true objective, a press release alone may not be the most impactful approach. Instead, we may suggest securing a profile on the new leader in a local or trade publication, one that not only establishes credibility but also connects them directly to the community they will now serve. We may also suggest a podcast interview, which offers a longer-form, first-person opportunity for the new hire to tell their own story, in their own words, on their own terms. 

Listening extends beyond client communication. PR professionals must remain attuned to the broader ecosystems surrounding their industry and that of their clients. On a macro scale, this means understanding the trends, political factors and cultural shifts shaping a client’s operating environment. On a more granular, day-to-day scale, it means actively consuming news, engaging with social media content and seeking feedback from real audience members.

What are people saying about the subject matter online? Are they energized, skeptical, concerned? Is the client’s audience taking part in that conversation? It’s not enough to read the discourse online. We must think critically about how the chatter will affect our clients and inform our strategy on their behalf.

Public opinion can turn on a dime. If we’re not listening carefully, we risk missing a subtle but significant shift in the landscape and failing to adapt the strategy accordingly.

Listening is a powerful skill, one that should not be taken for granted. Treat it as an art, for great storytelling must always begin with it. Only once we have truly listened—absorbing what our clients stand for, what their audiences need and what the moment requires—can we go out and tell those stories with the clarity and impact they deserve.