Sometimes, the main difficulty of working in PR is the very thing you need to be good at it — people reading. When you’re trained to read people & decipher emails, you know when:
- Client is lying & hoping you don’t notice (meaning: he doesn’t trust himself).
- Client is only giving you half the story (meaning: she doesn’t trust you).
- Client is just taking on an agency because everyone else has (meaning: no communications objectives).
Of course, while you seethe, you just keep smiling. They don’t know you know.