How strategic communication and the right words can revolutionize PR campaigns

In the fast-paced world of public relations, where perception shapes reality, the art of communication plays a critical role. Success in public relations isn’t just about creating a buzz but crafting messages that resonate deeply with the target audience. Understanding the psychology behind language can give PR campaigns a winning edge. The ideas of Phil M. Jones, author of the renowned book Exactly What to Say, provide powerful insights into how PR professionals can master the art of persuasive communication.

Jones, a global authority in sales and influence, delves into how carefully selected words can change the course of conversations and deliver compelling results. His book outlines specific phrases and techniques designed to influence decision-making—a principle that can be expertly applied to PR campaigns and client pitches.

The Power of “Magic Words” in PR Campaigns

In Exactly What to Say, Jones highlights the importance of “magic words”—simple, yet effective phrases that evoke emotions and encourage action. This concept can be seamlessly integrated into PR pitches to prospects. Imagine a client sitting on the fence about a campaign, unsure of its potential. A carefully framed sentence such as, “Just imagine your brand gaining visibility across leading publications,” helps paint a picture of future success. The word “imagine” taps into the prospect’s desire and makes the result feel more tangible.

A similar phrase—“How would you feel if your brand was consistently featured in top-tier media?”—does more than sell a service; it helps the prospect emotionally connect to the idea. By inviting them to consider their brand’s success in the spotlight, you move beyond offering a solution and help them envision their desired outcome.

Assume the Close for Maximum Impact

Jones’s principle of “assuming the close” is another tool PR professionals can leverage. This technique involves speaking as if the client has already decided to move forward, creating momentum. In PR pitches, instead of asking, “Would you like to work with us?”, shift the language to something like, “When we begin your campaign, the first step will be to focus on targeted outreach to boost media exposure.”

This technique eliminates uncertainty and positions the conversation with a sense of inevitability. It moves the focus away from whether or not to engage, to how the collaboration will unfold.

Presenting Options: Empowering the Prospect

One of the most effective strategies in PR, as in sales, is giving prospects options. In the words of Phil M. Jones, people prefer making choices rather than being forced into a decision. Offering options—whether it’s different package levels or campaign scopes—puts the decision-making power back in the hands of the client without backing them into a corner. For instance, instead of saying, “Do you want to start the campaign?”, frame it as, “We could either begin with a focused media blitz or a comprehensive long-term strategy. Which approach aligns better with your current goals?”

This tactic removes the binary choice of yes or no and invites a dialogue, making the prospect feel in control and more comfortable committing.

The Power of “Because”

Jones emphasizes the use of the word “because” to add persuasive weight to any argument. Research shows that people are more likely to agree to requests when given a reason, even if the reason seems minor. For PR professionals, this could be key when justifying a particular strategy or campaign approach. For instance, “We recommend a targeted digital PR strategy because it will focus on platforms where your audience is most active.”

The power of “because” creates an instant logical connection, making the decision to proceed feel not only compelling but necessary.

Future-Pacing: Fostering Optimism

Another powerful tool from Jones’s arsenal is future-pacing—using language that paints a vivid picture of the client’s future success. PR professionals can use this strategy to help clients visualize their brand’s long-term impact. For example, “Six months from now, when your brand has been featured across leading platforms, you’ll see the value this campaign has delivered.”

By using future-pacing, you build optimism and confidence in the campaign’s outcome, showing prospects that the investment they make now will pay dividends in the future.

Limited Availability: Creating Urgency

Jones’s method of creating urgency through limited availability is a tactic PR pros can adapt. By emphasizing that you have a limited number of spots for new clients or campaigns, you subtly introduce a sense of scarcity. You might say, “We are only onboarding a select few clients this quarter to ensure each campaign gets our full attention,” creating a sense of exclusivity that encourages prospects to act quickly.

Empathy: Building Rapport and Trust

Lastly, Jones teaches the value of empathy in communication—something that goes hand in hand with PR. Understanding a client’s unique challenges and demonstrating that you are there to solve them builds trust and rapport. When pitching, use phrases like, “I understand how managing public perception can feel overwhelming. That’s where we step in, taking the burden off your shoulders.”

By aligning yourself with their pain points, you position your PR service as a solution that not only drives results but also alleviates stress.

Final Take

Phil M. Jones’s approach to strategic communication provides invaluable insights into effective PR pitching. By using “magic words” to connect emotionally, assuming the close to maintain momentum, and creating urgency through limited availability, PR professionals can elevate their conversations with clients. Whether through offering options or building trust with empathy, these techniques can make a significant difference in winning over prospects and achieving successful PR outcomes.

In the world of PR, where words hold power, knowing exactly what to say can be the key to unlocking new opportunities.