Lately I am amazed at human insensitivity. It is like people have no compassion. They don't understand the value of empathy. They wouldn't be caught dead sympathizing with anyone because nothing ever happens to them; and if it does, it's nobody's business but their own.
Man's conscience disconnection from man has serious implications for all (a rant for another blog and another time). It also presents an learning opportunity for PR professionals.
A large part of our job as PR pros is to craft messages that will lead others to action. How can you do that without understanding the other person's position? It's pretty hard.
The lesson. Take time to walk in your intended audiences' shoes. Learn as much as you can about the audience. What do they like? What do they dislike? How they feel about your client? Your cause? Your competition? Your communication success depends on your ability to be vulnerable, open to receive that they are giving, your ability to empathize, sympathize and to connect with your audience (s) on a personal level.