16 helpful words for PR pros

Getting the results a PR pro wants requires individual commitment alongside collaboration, flexibility mixed with careful planning, negotiated terms alongside blind trust. Plus, as it says right in the name, everything you do is public.

The stakes are high, with your own professional aspirations on the line as well as your client’s or organization’s brand and business objectives.

In a perfect world, you get clear signals from stakeholders about the goals of your campaigns, then conduct your research, make your plan and then execute seamlessly and successfully. However, you don’t work in a perfect world.

Here are four simple phrases of four words each that can be especially helpful in those stressful moments of left turns, client whims and unforeseen challenges.

1. “I need your help.”

My boss calls these the four most important words in the English language. By pausing to recognize and articulate your need for help, you not only reiterate that you trust and rely on those around you — you also validate and grow their engagement as valued contributors.

Bonus: You can’t go wrong reminding your team that you could never do it alone.

2. “Let’s not panic yet.”