There are nine core counselling skills, with three ‘core conditions’ for growth that are practised as skills by counsellors. You’re probably wondering how this relates to digital PR in any way, and at first glance, it doesn’t. We aren’t counsellors providing a helping relationship with a client.
But here’s the thing: we do need to build authentic relationships with many stakeholders to get results for our campaigns.
These stakeholders may be team members, clients, creatives, developers, copywriters, journalists, sources… the list is long. That means you’ll be dealing with time poor professionals, the occasional inflated ego, people adverse to risk, and others who give you almost nothing to work with in order to make a story that they want to “go viral”.
So maybe, just maybe, we can start to adopt some of the skills that counsellors use within their helping relationships with clients. By looking at how we act, listen, question, and treat people, we can build a stronger approach to how we do digital PR.
We’ll look at how we can consider the nine core counselling skills as part of our digital PR skillset, with particular attention to the three core conditions: unconditional positive regard, genuineness, empathetic understanding.