Professor Saido’s New PR Course Vol. 5: “What are the three elements for cultivating a ‘PR Mindset’?”

This is the fifth installment of Professor Saido’s New PR Course.
This time, we will discuss the “Essential Elements of a PR Mindset.”
Even if you are not directly involved in PR, I hope you will find this useful as a guide to the essential elements of a PR mindset.
Broadly speaking, there are three elements.

1. Information Gathering and Analytical Skills
You need the ability to gather information from a wide range of sources—not just the internet, but also newspapers, weekly magazines, books, street signage, acquaintances, and friends. More importantly, you need the ability to analyze that information yourself.

Simply gathering information is meaningless.
The key is to process the information from your own perspective and convey it to others in your own words.

2. Understanding Two Perspectives
A PR professional understands both the media (the sender) and the needs of the client company. Furthermore, you must have the ability to persuade both parties using your own words.

It is a common pattern in this world for both sides to say, “What so-and-so is saying is ridiculous.”
However, the world is often full of such contradictions.
First, one must recognize that reality.

Because the world is full of these contradictions, we PR professionals are paid to organize and provide advice
by leveraging our specialized knowledge and experience.

Therefore, understanding both perspectives is more important than anything else.

3. Creativity and Imagination
PR has the power to create new value.
“Creativity” is essential to generate that power. The other element, “imagination,”
overlaps with point #2, but it refers to imagining the perspectives and values of various stakeholders.
When these two types of “sozo” (creativity and imagination) come together,
social relevance is born, and it becomes news value.

The interesting thing about this job is that there are no definitive answers, even after years of experience.
Part of the appeal is that past successes are often completely irrelevant.

Therefore, it is important to continuously break down past successes and experiences in order to create something new.
If you cannot perform this “breaking down” process, you will become an “outdated fossil,” regardless of your age.

The need for constant change is precisely what makes PR so fascinating.