In a world that increasingly feels geopolitically on fire, it can often seem that the loudest voices win. Many of us watch, somewhat awe-struck, as fast-moving global events unfold — events that affect us all as individuals, business leaders, business owners, families and communities.
At times, this leaves us feeling unsettled and a little helpless as we listen to world leaders and commentators grandstand, threaten, posture and position themselves for advantage. The more we read, listen and scroll, the more unsettling (and sometimes depressing) it can feel.
The question is whether this mindset and this way of communicating seeps into how we operate as business leaders and how we treat one another at work. More specifically, as tech leaders, marketing executives and comms/PR experts, I believe we do have choices.
My message is simple (perhaps a little idealistic), but it’s something that has guided how I’ve tried (not always with success) to operate over the decades.
Authenticity
It’s important to stay true to who you are, what you can genuinely offer, and what you believe will, and indeed won’t, work for your clients and colleagues. Yes, we need to be bold and ambitious. But being realistic about what’s possible helps shape stronger communications programmes, and, crucially, builds trust. In my experience, clients and colleagues value honesty and clarity far more than over-promising or performative over-confidence.
Empathy
Most people are doing the best they can. We’re all working fast, smart and hard to keep things moving and to deliver value. It helps, from time to time, to step back and see things from another person’s perspective. To really understand where they’re coming from, how they might be feeling and what pressures they’re under. What is it genuinely like in their shoes?
It’s not always easy, but empathy strengthens collaboration and leads to better partnerships.
Kindness
For me, this is the big one.
Being kind, compassionate, and thoughtful within your professional ecosystem matters. It can be as simple as saying thank you and please more often. A small gesture, but still an important one. Acknowledging the effort someone or a team puts into a project builds relationships and mutual respect. Recognise their time, care and commitment, even when things don’t go perfectly.
Done genuinely, this helps motivate people, builds stronger business relationships and improves comms campaign outcomes. In a crowded, competitive environment, kindness can set you apart.
In this challenging business landscape, where we’re all navigating our own professional and personal journeys, my view (and I may be in the minority) is that these traits are not weaknesses. They are strengths!
They make our working lives in PR, comms, marketing and tech more collaborative, more sustainable, more joyful, and, frankly, more human.
What do you think?
And what guides the way you work?
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As a reminder, Elate Communications is a UK based virtual comms agency focused on supporting US, British, European and global tech firms to grow and prosper.