Public Relations Intelligence: Top 3 PR Skills Martin Luther King Jr. Used to Achieve Success
- Stephanie Dal Porto
- Jun 11, 2020
- 4 min read
Updated: Sep 14, 2020
If you search "Martin Luther King Jr." into your search engine, King's iconic "I Have a Dream" speech would be the first thing to pop up.
But what else is there to know and learn about one of America's most well civil rights activists? Which skills can you implement in your own PR career? Read below to find out.
Skill 1: Adapting (quickly) to change
The world of public relations changes every day, dare I say every second. As emerging public relations professionals, college students like myself, must be confident, yet mindful of the obstacles an organization may face throughout time.
It would be foolish to say that MLK Jr. didn't face trials and tribulations during the Civil Rights Movement. Injuries, injustice, and even jail time were things MLK Jr. consistently faced. But, MLK Jr. was a mastermind when it came to being one step ahead of the game, even if he knew certain outcomes would come at a cost. He always hoped for the best but expected the worst. There is something noble in that.
King could adapt to changes in audience, media platform(s), situational crises, and more. During King's interviews and/or speeches, King "...shows both stability and flexibility across the different speech events." From his "I Have a Dream" speech which had an audience with many races in attendance to his "I've Been to the Mountaintop" speech which had a predominantly African American audience, King has been able to mold himself out to best fit certain audiences to most successfully convey his message(s).
Skill 2: Usage and understanding of the media
The beautiful thing about the media is that it's changing every single day. Certain forms of media have had their prominent "moment to shine" throughout time. From newspapers and magazines to Facebook and Twitter, media has given those with the opportunity to share information at an increasingly rapid rate.
In the late 1950s to late 1960s, MLK Jr. was a visionary when it came to utilizing the forms of media he had. Longtime used and established forms of media like radio and print were essential to spreading King's message, but TV can arguably be the most vital in his work.
King used speeches, which were broadcasted live on TV, to share stories and further promote his mission and goal for peaceful protests. If there's anything to take away from his wisdom and skill, it's that he made the media fall in love with him.
MLK Jr. spread truth and genuine passion that ultimately drew the media to him. There is a skill in that. That is, being able to project and create speeches, peaceful protests, and interviews that keep the media wanting more and more - being drawn to you and your organization.
Some individuals believe if King were still alive today, he would merge with the trending and readily available media forms like Facebook and Twitter
“Rarely do we find men who willingly engage in hard, solid thinking. There is an almost universal quest for easy answers and half-baked solutions. Nothing pains some people more than having to think.” - Martin Luther King Jr.
Skill 3: Precision for language - phrasing and rhetoric
This category is one that may oftentimes go overlooked. It's easy to think about quality ideas for a campaign, but that's not enough for a job in PR.
Today's communicators in public relations are faced with the task of innately using appropriate language in various situations. MLK Jr. successfully used two tactics that continue to make his speeches unforgettable.
Phrasing: There's an obvious sense of breathe control in King's speeches. Notice the phrasing and breathe King implements in the video below. Even though some may see this to be "slow", it is important to remember that there is clarity to each and every segment and word within his speeches.
Rhetoric: King maintained an overall positive overtone when it came to his speeches. He never resorted to violence or force to achieve his goals. King allows his audience to "paint a picture" with their minds through his words. Watch the video below to see this in action. In addition to this, King never got lost in professional "jargon" that everyday citizens couldn't understand. This remarkable skill exemplifies his consciousness and invitation to connect with anyone.
How YOU Can Apply MLK Jr.'s Knowledge to Your Career
Today, we are blessed with tools like Grammarly and Chegg Writing which help identify all the minor language and writing details one may have missed.
Knowing your organization or business inside and out is key to conveying their cause/mission. And for those in college trying to figure out what they need to do to become successful, I have one answer for you. There is no recipe for perfection. But, as I am learning myself, there is an opportunity for you to take everything you do seriously - even if it is a mock campaign for a project - to build skills for your future.
Every press release for homework, every blog post, and every exam is a test against yourself and only yourself.
Let's hear YOUR voice!
Already do some of these skills? Thinking of adding some? Let me know which ones in the comments below!
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