Conquering Your (Boss's) Fear

I had the fortune to be invited to speak at the PRSA Travel & Tourism Conference in Aspen, Colo. last week. What is an eye health PR pro (and former technology PR pro) doing among a gathering of communicators more interested in hospitality than ophthalmology?

Well, it would seem we have quite a bit in common. In my case, and with my co-presenters Tom Hoehn of Kodak and Cathy Dunkin of Standing Partnership, it was about ways to pair social and traditional media for top-notch outcomes.

But what I didn't expect to hear from attendees was their challenges in getting their supervisors, executives, or others pulling higher pay grades to agree to take some calculated risks with regard to PR. Isn't this the industry of Virgin's Richard Branson? Of Southwest's Herb Kelleher? Of "What Happens in Vegas Stays in Vegas?"

Yup, I was (temporarily) flummoxed. Currently working in a conservative, highly regulated industry, I would have thought that the travel and leisure segment was a veritable playground of PR experimentation.

Now back to working at a more reasonable altitude (Rochester's 505 feet, vs. Aspen's 7,900 feet!), my head is a little less cloudy. So what can PR pros in this industry -- or any industry -- do to push the envelope a bit?

First, assess how far you can reasonably push, and how fast. Then find a way to get a small win within those boundaries, and then roll that into something a bit bigger (rinse and repeat).

Second, look to others who are having success, and showcase their results. It may be a similar group in another geography, or a competitor just down the road. Or it may be an organization in another industry altogether. As much as I like to pioneer new PR techniques, I always remember that many of my cohorts would prefer that someone else blaze the trail, allowing us to follow close behind.

Third, ask what's at the core of your executive's hesitancy. Could it be that he/she was burned before? Perhaps they don't understand the approach or technology? Or maybe they're working with incorrect or incomplete information? Get to the root of the problem before identifying the solution.

I'd be interested to hear others' experiences and tips as well. Leave a comment here, drop me a note, or help out the travel industry and book a flight to tell me in person!