4 Ways PR Pros Can Avoid Operating on Autopilot

In public relations, many of our tasks are the same for each campaign we work on. There are certain deliverables or approaches we adopt again and again – and that can work just fine.

But at times, do we run the risk of being on autopilot? Too many times, we just do it that way -- because we've always done it that way.

It’s important to remember that different situations call for different solutions. So how can we break out of that rut?

1) Always think it through – even if you’ve done it 100 times.

This may sound like something that goes without saying – but do we honestly always think through what we’re doing?

Our brains have two modes of thinking, says change leadership consultant Gustavo Razzetti in this Psychology Today piece.

“’System 1’ is an automatic, fast, and unconscious way of thinking — it’s our autopilot. This system is autonomous and efficient, though deceiving too. It’s more prone to bias and repetitive errors,” Razzetti says. "’System 2’ is slow, conscious, and effortful — it requires attention and energy. It’s more reliable and can filter the misjudgments of System 1.”

Because our brains are lazy, they naturally lean toward System 1. To break out of that mode, we have to be aware and train our minds to avoid going on autopilot.

“Every time you compose a press release or plan an event like a press conference, first decide what it is you want to accomplish,” says PR pro Dave Pidgeon (@davepidgeonpr). “Then take it a step further. Decide what it is you’re trying to persuade the audience to do. Avoid autopilot. Think it through.”

2) Ask for another opinion.

Do we always ask for others’ take on our plans? Or do we move forward without seeking input, perhaps fearing that this will further complicate our work?

If we don’t ask for input, we’re doomed to fall victim to the limits of our own ideas or mindset. Ask for your colleagues’ thoughts on what you’re proposing. This helps ensure we’re not missing anything.

3) Bounce ideas around.

Sometimes it can help to hold a quick brainstorming session to come up with new ideas. If we’re honest with ourselves, we know we’ve written MANY press releases and perhaps followed the same “formula” to reach out to media and so on. But maybe there are other tactics you can try to get the word out. It’s possible your colleagues have tried something that worked for them – perhaps it will work for you, too.

Or maybe you want to try a new tactic but aren’t confident in putting it out there. If you can bounce the idea off someone, you'll get a better feel for whether or not it may work. They can help point out potential holes in your plans.

4) Look to others for inspiration.

Look around to see what other brands may be doing to get their message out. If you don’t keep an eye on what the latest approaches are, you may not be infusing your plans with creativity.

Take some time to do some research on what other companies may be trying – see what kind of results they’re getting. But keep in mind what works for one may not work for all.

“Every best practice promises to be the best,” says marketer, speaker and author Jay Acunzo (@jayacunzo), in this @Medium piece. “But do we create our very best work? Not without adding the missing variables of our own unique context. Because in reality, that’s what a best practice is: a formula with some missing variables.”

Look at what others are doing – then add your unique spin on that practice. In other words, do what works – for you.

So, the next time you’re presented with a project, step back to think what you might do to change things up – what might make more sense or achieve better results than what you’d usually do? Take time to evaluate each client and situation and make your best recommendation based on the scenario.

What is it you’re doing, PR pros, to break free from autopilot mode and infuse your work with fresh thinking?

A version of this article appeared originally on Muck Rack.

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You'll find Michelle Messenger Garrett at the intersection of PR, content marketing and social media. As a public relations consultant, content creator, blogger, speaker and award-winning writer, Michelle’s articles have been featured in Entrepreneur, Muck Rack, Ragan’s PR Daily, Meltwater, Spin Sucks, Freelancers Union, FairyGodBoss and others. Her blog was named to the list of Top 25 Must-Read Public Relations Blogs, and she was named one of the Top 13 Content Marketing Influencers to Follow in 2018.