Public relations is a creative job. You have to be able to look at a client’s product or service, assess market needs and news angles, and find a way to build market awareness with his target audience. It’s not always an easy task and it requires innovative thinking, solid storytelling – creativity! Good PR and marketing also require solid teamwork. You need to be able to engage with your clients to agree on market objectives, key messages, market differentiators, everything. You need to work together with senior decision-makers to agree on strategy, execution, deliverables, and ways to measure success.
Creativity and teamwork are not good bedfellows.
I have the privilege or working with some very smart and dedicated people. And that means we have some very heated discussions on how to do things to achieve an end result, right or wrong. One of the challenges in being smart and creative is that you can see multiple ways to solve a problem or achieve an objective. However, your ideas may not jibe with someone who is equally intelligent and brings a different perspective. So good PR also requires good diplomacy and a willingness to compromise, even when you are convinced you are right. There is little room for ego if you run a service business.
So I was interested to spot a blog post by Kimberley Weisul on BNET today, “Why Smart People Make Lousy Teams.” Citing a recent study by the Massachusetts Institute of Technology, Carnegie Mellon, and Union College, the findings demonstrate that smart people don’t necessarily play well with others. For example:
– Intelligence does not affect team performance. There is no connection between smarts and teamwork, so throwing smart people at a team-driven problem isn’t going to help you.
– EQ is more important than IQ. Good communications, good coordination, and stronger emotional intelligence (EQ) tend to promote good teamwork. If you have people who are good at reading and responding to other’s emotional needs, your team will deliver better performance. Even a single contributor with a high EQ can make a big difference.
– Strong personalities hurt team performance. Groups where a single strong personality or decision-maker dominates the conversation don’t do as well as groups where team members take turns. Strong leaders are less effective in group decision-making.
According to the research, the easiest way to create more emotionally intelligent teams is to include women:
Women are often perceived to be more socially sensitive, and more communally-minded, than men. To the extent that’s true, it’s easy to see how it could be helpful in a team context. And in the experiments, the researchers found that teams that included women were more socially-sensitive, and better performing, than then all-male teams. (No word on the performance of all-female teams. I’ve reached out to the researchers about that, and will update if I hear back.)
Without revising any additional scientific research, I think I can safely say that the male ego plays a role here. Working with male CEOs and executives, particularly at start-up companies, has taught me that even though they are paying for your counsel and expertise, you have to tread lightly and be judicious with your opinion. (I find women executives are, indeed, more open to new ideas. I also think that’s why women gravitate to public relations.) To be a successful CEO requires a certain amount of hutzpah, and the conviction to stand your ground when everyone else tells you that you are wrong. Sometimes such egos get in the way of success and sometimes they fuel that success; it depends on the situation. But whenever you are dealing with a strong, charismatic leader, the concept of teamwork changes dramatically and the work becomes more of a parade than a huddle. If you can’t follow the leader, then you should bow out.
And that’s where a different kind of creativity comes into play. You need to find new ways to deliver through compromise. No matter how good your approach or ideas, if the client says no, then you have to achieve the goal within whatever restrictions you have to deal with. Being in a service business means you have to fulfill the wishes of the client as well as the requirements of the project. And when the two seem at odds, it’s time to set aside you IQ, crank up your EQ, and deliver the goods.