Listen up!
Everybody thinks about how important it is to communicate when you are in public relations. The problem is, people usually only think about the expressive part of communication. The truth is, communication includes not just expression but also reception. To properly communicate there has to be some give and some take-after all, communication is a two-way street.
This listening can be the regular kind, that is, somebody talks and somebody listens. More often in PR, you have to find ways to listen to the public and you have to learn how the public speaks. One way the public speaks is by not buying your product. Before it gets to that, you should learn to listen to the public and open up lines of communications. That might be as easy as taking comments on your website or as involved as staging town meetings. Do whatever it takes to listen to your public.
