Don’t guess or make excuses. Just fix the problem. Now.
Definition of an expert? “‘X’ is the unknown quantity. A spurt is a drip under pressure. Therefore, an expert is an unknown drip under pressure.” This bit of wisdom was shared with fresh-faced students by a friendly, world-wise college custodian, and it had the intended effect of deflating their tender egos.
In his book Outliers, pop-economics author Malcolm Gladwell offers a different perspective. He suggests you’re an expert and can achieve great success after having done a task intensively for 10,000 hours. That’s eight hours a day, every day, for 1,250 days. Whether it’s playing a musical instrument, programming a computer, racing a car, or mastering a complex subject.
Of course, time alone doesn’t determine success.
You must have the mental and physical capacity for greatness, and you must be willing to work hard and sacrifice to achieve it.
You also must do more than “study” your subject. Yes, that’s helpful. But at the end of the day, it’s just theory. You need to actually “do” it — and do it well.
Take Crisis & Reputation Management.
What you absorb in class or from a book doesn’t cut it. Neither does the “soft” side of the industry — PR marketing.
To be successful, you need to have been in the trenches. Spent time up-close-and-personal with crises. Finessed delicate situations when possible. Gotten your hands dirty and rolled in the mud when necessary.
Most likely, the client has never faced a situation like this. He realizes his reputation is on the line and the slightest miscalculation can send it crashing down. But he doesn’t know what to do.
That’s why he called you. He doesn’t want guesswork or excuses. He wants it fixed. Now.
For a deeper glimpse into our world, see our book on Amazon, A Lawyer’s Guide to Crisis PR: Protecting Your Clients In & From the Media.
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You can reach Roger Gillott and Eden Gillott directly at 310-396-8696.
Gillott Communications is a Los Angeles-based public relations firm that specializes in high-stakes Crisis & Reputation Management with more than 50 years of expertise in strategic communications, corporate public relations, and working with the media.
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