Have you ever been asked why you chose your career path? I have — most recently by a college student interviewing me for his public relations class assignment. It’s a bit of a loaded question and one that I often jokingly answer with, “I’m awful at math.” I quickly follow that up with the story of my childhood dream to become the next Joan Lunden (for those who may not know, Joan was a GMA anchor for many years). I just adored her — she was vibrant and willing to really get into her stories — even if it meant rappelling off a glacier in Alaska. She always seemed to have a great time. About two years into my college degree program — journalism with a focus in radio/television — it dawned on me that I would likely have greater success in public relations than I would making it big in television. Apparently they don’t hire you to anchor GMA right out of college … go figure. 
While not the most compelling story, it’s mine, so I might as well own it.
In all seriousness, as I enter my 18th year of working in the public relations field (where I get to work with the news media almost daily), it is only in the past few months that I’ve come to understand just why I do what I do. Contrary to my younger self, it isn’t because I’m a “people person.” While I would consider myself outgoing on most days, and I would hope I’ve developed pretty good communications skills over the years, those alone don’t make me a great public relations practitioner. In fact, I would go so far as to suggest that “people skills” are the smallest part of the equation. Yes, I’m able to develop relationships — it is public RELATIONS after all, but I can’t rely on that ability to succeed.
So, what is my “why?” I believe it’s my desire to find the most compelling nuggets of information in order to craft a story I think reporters or the public will find interesting, that will make them think, or even better — cause them to act. If you give me a survey report or a manuscript, I can’t wait to dig in to learn more. I want to find that ONE thing that everyone else has overlooked. I make it my mission to find that diamond in the rough or that unique angle to a common story. This “why” is what gets me out of bed in the morning — even on dreadful Monday mornings.
As we often say at WordWrite, we look for what moves hearts and minds. This, to me, is the essence of public relations — telling stories that resonate and that make a difference. If our jobs were all about talking to people, anyone could do it, right? It’s that yearning to dig deep, think differently and search beyond the parameters that make us valuable. Oh yes, and our ability to tell a great story through words and other tools.
In high school I realized early on that I liked being the one to share a story. I wanted to be the first to know it and the first to tell it. Sounds a little gossipy, I suppose, but perhaps the difference is that it was in the pursuit of truth rather than sensational for sensational sake. I truly loved telling people what they needed to know, when they needed it. So, I volunteered to deliver the morning announcements. It was a job I took seriously. And, my friends did too — as they learned very quickly that I could get them out of class by adding them to the list of people who needed to come to the office. Ah, that feels good to finally tell the truth. I would hope after more than 20 years the wonderful ladies in the office would forgive me for abusing this “power” I had.
You see, in public relations, it’s far more than interacting with publics. It’s having a true desire to learn, to seek out more and to figure out the best way to share what you’ve learned. It’s a natural curiosity to go that extra mile to make a project or story better — to find the shiny diamond amongst the pile of rocks. This is what makes us unique as storytellers.
So, when you hear someone say they do what they do because they are a “people person” ask them what they really mean. Chances are, it’s not true. They just haven’t figured out their “why” yet.
If you’re interested in learning how to find your own “why,” check out Simon Sinek’s book, “Start With Why.” It’s a favorite of ours at WordWrite!
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Hollie Geitner is vice president, client services for WordWrite Communications. You can find her on Twitter @JustHollieG.
