The Power and Influence of Image and Public Relations in Professional Life

Our ability to impress our clients and patients with our professionalism, support, skill as specialists, and ability to provide competent, nurturing service makes or breaks one’s professional reputation in any service environment. I refer specifically to our ability to demonstrate the quality of what we do day-to-day, and the sincerity of effort that drives what we do in the long-term. If the services that we are providing are of the highest quality, and we demonstrate the knowledge and skill that is necessary to assure the public that we can maintain that quality, then we should do well, right?Source: Shutterstock.I emphasize the word “should” in the sentence above. The reason? There are many professional services with personnel who possess the knowledge and skill to be successful, but do not succeed because of their public image and/or their public relations skills. We must remember that public relations in professional life involves who we are, the image that we portray, and how we impress those who make decisions about who they will do business with! How do we achieve the level of success that we dream of? The processes involved in enhancing our professional image and the art of public relations require communication at its highest level. How our bosses, colleagues, clients, and patients see us makes or breaks our career. The way we dress, speak, interact, and even our posture determine how we come across to others. We must ask ourselves, “Are we the kind of person our colleagues want to work with, and our patients want to be served by?” Becoming this person means being authentic, positive, and polite. It means creating the personal charm that persuades and makes others feel at ease. This care provider is the one with whom others want to associate, and clients feel comfortable being served by. This article provides suggestions on how to foster a favorable professional image and develop public relations skills while building public visibility for one’s business or practice. THE ART OF THE PROFESSIONAL IMAGE No matter how bad the day may be, don’t take it out on your patients or associates by telling them about it! Be appropriate — no off-color jokes or remarks no matter how innocent they may seem. Be pleasant, be empathetic, be nice! Remember, you are an ambassador to your profession. When managing a difficult patient, think: if I were the patient, how would I want this handled? Remember that we are here to serve, not judge. Strive to be a flexible and creative problem-solver. Listen carefully and quietly to what your patient is saying even when you feel you have already found the solution to their problem. When listening, NEVER look at your watch! Never respond by saying, “I know just how you feel,” unless you have clearly experienced what the other person is expressing. Speak at a slightly slower rate than usual. You will be much more easily understood. Maintain eye contact without staring. Looking directly into their eyes may be too intimate or intimidating for some patients. Instead, try concentrating on their nose. At the end of each day have a ready smile and a handshake that is firm but not painful. When patients receive thorough and competent services and are treated by someone who is nurturing and trustworthy, they will sing your praises to others in their community. As Sam Walton, founder of Walmart, taught us, “There is only one boss. The customer.”1 We are in our profession to serve, not to judge others. We must affirm our commitment to serving people in what we do and say. THE INFLUENCE OF IMAGE AND PUBLIC RELATIONS Professional image can be established even before a person’s competence or ability is determined. The impact of professional image can be substantial, particularly in the business world. Professional image is generally based on: Appropriate appearance Manners and etiquette Personal behavior Effective and precise communication Attention to detail. To improve your professional image, try the following: Dress to impress. How you dress can affect how you are addressed in your occupational life. Make sure what you see in the mirror each morning is what you want your boss and patients to know you by. If the image you see in the mirror does not reflect what you would want in a health care provider, consult an advisor from a clothing store, or confide in your boss to ask directly about manner of dress. They can provide an appraisal of your appearance and may even be flattered that you confided in them. Make sure that your social skills are up to par. Faux pas in social environments will not only embarrass, but also quickly lower your personal image. Grow your network of colleagues. Adopt a positive attitude. Develop your writing skills. The cryptic language and spelling errors used in texting and instant messaging will not fly when communicating via email or letter. Perfect your writing skills (spelling, grammar, punctuation) to impress those with whom you are communicating electronically or by mail.2 HOW IS PROFESSIONAL IMAGE DEVELOPED? Professional image involves a set of qualities and characteristics that represent perceptions of your competence and character by your clients and your peers. The “two-minute rule” can be important for defining the message of who you are and what you represent. A lasting first impression can be established within the first two minutes of entering a room where an interview or discussion is taking place.3 You must avoid negativity. A negative person is no fun to be around. The doom and gloom that they carry with them can destroy potential positive relationships with your colleagues and superiors. People like people who see the good in their work environment; who are happy to see their colleagues and clients when they arrive in the morning; and who do not bring the bad news they heard on the television or radio in that morning. People like people who are happy, or at least act happy, during the day. Do not speak negatively about past places of employment, colleagues, or bosses. Words can take on a life of their own and haunt you. Be the kind of person you would want to spend each day with, the kind of person who you would grow to like and admire! BE A COMMUNICATOR WITH POISE — USE STRESS TO IMPRESS! I once received a phone call from a young woman who expressed she was having difficulty maintaining her poise during staff meetings when challenged by colleagues. While she tried to remain calm and respond in a professional manner, she sometimes “lost it” during their discussions, raised her voice, and used words that embarrassed her in hindsight. She was distressed by how easily her colleagues could goad her into losing her composure. She was not impressing anyone with her professional image and was not doing well in the arena of public relations! I shared with her that calmness does not come naturally, and that it’s something we must strive towards. I shared with her this quote from Sherrie Campbell’s book, Success Equations: A Path to Living an Emotionally Wealthy Life: “Whenever you are in any working group, or a position of responsibility, one way to remain composed is to remember that you always have an audience. Your team members and other colleagues are your audience, and they expect a certain level of calm, serenity, integrity, and grit from you.”4 We can be an example of calm and poise! One way is to think of yourself as being an example of what your colleagues would like to become when faced with stress. Here are a few suggestions that I shared with her: Let others know how you feel, but in a calm and composed manner! Never take a cheap shot, no matter how good it may feel in the moment. You will only regret it later. Determine whether an issue is a big deal or trivial. Do not waste your time and energy on trivial issues. If someone treats you in an unkind manner, lead with forgiveness. Step into their shoes: what has caused them to lose their composure and abandon their professionalism? If you see an argument on the horizon, become a good listener. Let the other person vent while you listen quietly. By not rising to the provocation, you could avoid a potentially embarrassing situation. No matter how sure you are that your opinion is correct, the best way to win an argument is to avoid it. Remember — there is nothing wrong with looking beyond your own ego and admitting when you may be wrong. HOW DO WE BUILD A PERSONAL “BRAND”? If we are going to advance our career to the highest level, it is imperative that we develop the ability to influence our customers, superiors, and peers in positive ways. I received an email from a former student who was frustrated because she had not received a promotion she was expecting. She had graduated at the same time as the colleague who received it instead, and believed they shared the same skill and knowledge level. She wanted to know what she could have done to have convinced her employer that she was the most deserving of the promotion. In her book, The Change Masters: Innovation & Entrepreneurship in the American Corporation, Rosabeth Moss Kanter discusses four pieces of advice, which I shared with my former student: The Power of Presence. Many successes in life come from just showing up! Digital and other remote forms of communication can be efficient, but there is much to be said for being face-to face with others during meetings with colleagues and superiors. The Power of Voice. Speaking up means more than just talking. It means being articulate and expressing your ideas in an effective manner. If you are uncomfortable with speaking in public or in meetings, get a coach, take lessons, or explore programs like Toastmasters. The Power of Partnering. Success depends to a significant degree on building good relationships inside and outside of the workplace. We must learn to play well with others to succeed. The Power of Persistence. If you have tried, and what you proposed was not accepted, or the position for which you applied was not offered to you, keep at it, adjust, and surprise the naysayers. All successful people have dealt with questions of whether they were good enough, said the right thing, or are qualified for advancement. Successful people keep going, and persistence pays off in the end.5 Remember that leaders tend to be confident people. If you do not feel confident, act confident! The performance may help you believe in yourself to a greater degree! When seeking advancement in your career, it is also crucial to know the person you are trying to influence. As Dale Carnegie has said in his book, How to Win Friends and Influence People, “Talk to someone about themselves, and they’ll listen for hours. Talk about yourself, and they will stop listening.”6 People will start liking you if you show genuine interest in them first. Get to know them, and you will gain their trust. CONCLUSION There are many things we can do to develop the professional image and public relations tools that will reflect positively not only on us, but our businesses. Remember: Building a professional image is an art. How we present ourselves becomes our professional identity, and who we are in the mind of those we serve each day. Effective and precise communication is essential to the development of a positive image. The ingredients for that effective communication include speaking slowly and clearly with confidence; presenting your thoughts in your most organized manner; and being conscious of your body language. Your posture, gestures, and eye contact are all parts of your non-verbal communication. In conflicts, remember to think before you speak or act. What we do and say can leave a lasting impression. Allowing emotion to drive our responses may only exasperate issues. We may apologize for inappropriate responses, but they cannot be taken back. Acknowledge and respect patients’, colleagues’, or clients’ concerns. This will set the stage for more open and positive discussions. Show sincere appreciation for others’ efforts and opinions. Keep a sense of humor and do not expect others to read your mind. If someone treats you in an unkind manner, practice forgiving and forgetting. In your professional interactions, try to remain calm, present yourself with poise and confidence, and with, as I call it, a touch of “positive vulnerability.” It is this “charm” that persuades and makes others feel at ease. You then become the person with whom others want to communicate and associate. With that in mind, your public relations skills and positive image will bring you the success you desire. Thoughts on something you read here? Write to us at [email protected].