One of my favorite books is from Mark McCormack called “What They Don’t Teach You at Harvard Business School.” In the book’s first paragraphs he explains, “The best lesson anyone can learn from business school is an awareness of what it can’t teach you – all the ins and outs of everyday business life.”
I had this line in the back of my mind from the moment the idea came to me for what has become the Shaping Opinion podcast.
The podcast, I thought, should be the answer to that question your mother-in-law asks you every Thanksgiving, “So what do you do in public relations?” Still, it should hold you even if you don’t really care much about the public relations field. Most importantly, if you do care about communications, and you want a successful career in it, I wanted the podcast to have a secret sauce that wouldn’t be overtly advertised but it would be the unifying thread for every episode – context.
To be sure, not every episode even mentions PR, and quite a few may not make your mother-in-law more PR savvy. But if you listen for a common thread in every episode, you’ll find elements of history and communication, and you’ll feel their combined impact on attitudes throughout our culture. This is context.
Without context you have sensational news stories today that seem to have forgotten or ignored the contradicting information that came out yesterday, and the cycle will be repeated tomorrow as the media and some communicators seem to have forgotten the lessons of what happened today, not to mention last year, or 10, 20 or 50 years ago. You have media and communicators reacting to everything they see with seemingly no understanding of the past and how the current or future circumstances could have been or could be shaped.
The “people, events or things that have shaped the way we think” that we talk about are sometimes so well known or so unknown that we don’t even think about it. Yet, there was always that person, that event or that thing that has had a major influence on how we see some aspect of society or our own lives.
Take the Emoticon…
The emoticon. You may use it without thinking about it. You may see it every day and not care, yet its very existence has in some way influenced the way you communicate or receive communication. How can something like that even come about? And can it be repeated on purpose? That’s what we talked about when we interviewed the AI scientist who first created the emoticon as a joke decades ago.
We talked to Nike’s former marketing chief when they launched “Just Do It.,” and learned how an advertising line can become part of a company’s culture, and then drive that culture, and then have a major influence on how society sees athletics and how millions see themselves as athletes.
Speaking of ad lines, did you know an ad woman in Philadelphia who herself never married was the genius behind the line, “A Diamond is Forever?” She helped create the common expectation that an engagement isn’t official without that diamond ring. This was the topic for Episode 16.
We revisited the day President Reagan was shot by a would-be assassin with Sheila Tate who was press secretary in the White House with the First Lady at that moment. And we talked to the former FBI agent who handled crisis communications in Somerset, Pennsylvania where Flight 93 crashed on September 11, 2001.
We’ve had conversations with doctors and even a Nobel scientist on such things as the opioid crisis, the now global concussion protocol, and a human’s ability to manipulate proteins to “direct evolution.” These complex topics explained in our relatable conversations all have had some impact on how you and I see the world and its possibilities.
When you listen to Shaping Opinion, you will hear a conversation with someone who knows something special about the topic at hand. In the course of every episode, you’ll hear what it’s like to get that critical context needed before true understanding can happen and how this can create broader understanding and connections in society.
See it Through Their Eyes
Each interview is similar to that initial conversation I’ve had with those with whom I’ve worked on a communications matter over the years. It’s that opportunity to see things through their eyes, and in turn, it tends to bring out some of the stories and issues that must be considered before we can really connect with others.
It’s been my favorite part of a long career in public relations, and this podcast is my effort to share what I love most about communication with you. The learning. The context.
The Shaping Opinion podcast doesn’t fit into any neat genre that podcatchers like. It’s not true crime, it’s not a cooking podcast, it’s not politics, it’s not history, and it’s not pop culture or music. But at times, it’s all of the above.
It’s not a how-to podcast for public relations, yet every conversation is designed for professional communicators and others who find the dynamics that shape public opinion fascinating.
It’s a conversation where you’ll probably learn little something, perhaps become inspired in some way by one of our guests, and in the end feel a little better, a little stronger, and hopefully, a little more curious about the world around you.
One thing you can be sure of is that after every episode you will have context that you didn’t have before, which will help create better understanding.
♦ ♦ ♦
The Shaping Opinion podcast was the recipient of the Public Relations Society of America’s Bronze Anvil Award of Commendation in 2019.