How do you recognise rockstar PR consultants?
Having worked on the agency side for a long time, it has become clear to me that one “rockstar PR consultant” easily outweighs three or four average consultants.
They make clients happier, they attract business (and other “rockstars”), and they put their mark on the agency as a whole.
What’s their secret?
How do you become one?
How do you hire them?
In my career, I’ve worked alongside many PR professionals that could be characterised as “rockstar PR consultants.”
Some have been amazing account managers. Others strategic masterminds. Others creative geniuses. Others have been leaders, some inspiring, some actionable.
Some can light up a room with their charisma; some you won’t even notice until you see the quality of their work. Some are extroverts; some are introverts.
Some are team players; some are individualists.
There’s just something about them all:
- You badly want them on your team.
- They always find a way to blow your mind.
- They make things look easy out-of-the-box.
- Others push themselves around them.
- They can’t help creating controversy and drama.
- Mysteriously, they tend always to come out on top.
- You can see it in that their eyes, that they “get it”.
There’s just something about them. But what is it? After years and years of recruiting and coaching trial and error, I’ve finally arrived at an answer.
The trademark of a rockstar PR consultant
My good friend Richard Yams, Head of Content at Burson-Marsteller, writes:
“A previous place I worked for had a founder who said that he preferred to hire consultants that had good self-confidence and low self-esteem.”
Personally, I agree that many successful consultants have a strong inner drive that sometimes stems from dark places. But these people are also the ones who often seek alternative occupations later in their careers.
Instead, here’s the common denominator for every prominent talent I’ve ever worked with:
The secret: Rockstar PR consultants don’t need any authority to explain to them exactly how to succeed and get things done.
These individuals seem to have things already figured out – and they turn every task into an opportunity:
- If you want them to take over a small client, they turn that client into a big one.
- If they’re asked to do something, they look for innovative ways to get record results.
- In feedback talks, they give you feedback on how you can help them succeed.
Ask yourself: Are you waiting for authority to tell you what to do or how to succeed? Are you waiting for authority to give you permission? Are you waiting for someone to give you a chance?
How to spot PR rockstars in interviews
So, how do you determine if the candidate in front of is a rockstar consultant — or if he or she has rockstar potential?
Prior to the interview, I give them a task. For instance, I could ask them to prepare and present a case study or maybe suggest some creative PR ideas. Then, I look at how they tackle this specific task:
1. Most candidates will focus on the task at hand and do their best to execute it as flawless as possible. Basically, they’re striving to get an A+ on the assignment. They want to hear the recruiter say, “wow, that’s the best way to do what we asked you to do.”
2. A few candidates will instead turn the assignment into an opportunity to change the rules to their benefit. They might say that the task was wrong; that ‘creative PR ideas’ wasn’t what this fictitious client needed — and instead present an innovative strategy.
Obviously, I would go for the second group of candidates. I would look for candidates who improves not only the outcome but the contextual framework, too. Because that’s what rockstar consultants do.