How Do You Balance Assertiveness and Humility in PR?
Balancing assertiveness and confidence with humility and empathy in public relations can transform your career. When a business owner speaks about understanding audiences and messages, even seasoned professionals take note. Learn from experts who provide ten key insights, starting with knowing your audience deeply and concluding with the value of being open to feedback. Gather your tools and prepare to elevate your professional approach without abandoning empathy.
- Understand Your Audience and Message
- Genuinely Listen to Stakeholders
- Ground Messaging in Solid Data
- Connect Confidently and Empathetically
- Lead with Self-Assurance
- Build Authentic Relationships
- Actively Listen and Provide Solutions
- Apply Traits to Specific Work Areas
- Establish Mutual Understanding
- Be Open to Feedback
Understand Your Audience and Message
Balancing assertiveness and confidence with humility and empathy in public relations requires a clear understanding of both your audience and your message. In my experience, it’s about confidently conveying your brand’s story or stance while remaining open to listening and acknowledging other perspectives. Assertiveness helps in standing firm on key messages, whereas empathy allows you to connect on a human level.
For example, during a crisis, being assertive means providing timely, transparent information, while humility comes from acknowledging mistakes and showing genuine concern for those affected. This balance builds trust with the audience-showing that you’re both capable and human. Always ensure your communication has a balance of authority and understanding, which keeps it effective and relatable.
Andrew Lee Jenkins
Owner, Andrew Lee Jenkins
Genuinely Listen to Stakeholders
When balancing assertiveness and confidence with humility and empathy in public relations, it’s critical to recognize the importance of genuinely listening to others. As a business owner, I ensure that every interaction focuses on understanding stakeholder perspectives before presenting my standpoint. This approach allows me to assert my ideas with confidence while showing respect and appreciation to those I’m engaging with.
One way to achieve this balance is by staying open to feedback and acknowledging mistakes transparently. Through this practice, I can connect authentically, build trust, and demonstrate a commitment to mutual growth. Adopting a mindset that values collaboration rather than competition allows for nurturing relationships that excite and inspire innovation within my company and beyond.
Valentin Radu
CEO & Founder, Blogger, Speaker, Podcaster, Omniconvert
Ground Messaging in Solid Data
Strike the right tone between showing you know your stuff and being mindful of how you communicate it. A big part of balancing assertiveness and confidence with humility and empathy comes from grounding your messaging in solid data, facts, and expertise—unquestionable things that provide a firm foundation for your stance. Backing your points with hard evidence builds confidence and trust because people know you’re speaking from a place of knowledge and credibility, not your (big) ego or emotions.
Still, remember that PR is about more than just being right. It’s about how you make others feel, too. That’s where humility and empathy come in. You might have the data and expertise, but it’s essential to recognize different perspectives and emotions. For example, when addressing a sensitive issue or crisis, you can still be assertive in your messaging, but showing empathy humanizes the communication. It lets people know you’re not just focused on facts but on the broader human experience.
Sometimes, little things do a great job. Let me give you an example. You can follow a confident, data-backed statement with an empathetic gesture like, “We understand these concerns are deeply felt, and we’re committed to addressing them with the utmost care.” The key to success is to lead with expertise but never forget that public relations is, at its core, about relating to the public as people, not just an audience.
Agata Szczepanek
Career Expert & Community Manager, LiveCareer
Connect Confidently and Empathetically
That’s one thing people can get wrong about these approaches—assertiveness isn’t mutually exclusive of humility or empathy because it’s not aggressive. We can connect with people confidently and empathetically by listening to their concerns and sharing our own without fear. We aren’t expected to have every answer, but confidently know when we do and ask when we don’t. The most important part of PR is that last letter—relations. You can ensure your voice is heard while still valuing and respecting other perspectives.
Elisa Montanari
Head of Organic Growth, Wrike
Lead with Self-Assurance
One of the most effective approaches I recommend is to lead with empathy while maintaining self-assurance. The key is understanding that these qualities are not mutually exclusive, but rather complementary.
Confidence allows you to clearly articulate ideas and stand behind your expertise, but empathy ensures you communicate in a way that resonates with your audience. I’ve found that leading with an empathetic mindset makes people more receptive to what I have to say, even if it challenges their perspective. When I speak from a place of caring about their needs and goals, I gain credibility.
That said, empathy should not come at the expense of diluting your message or expertise. Being thoughtful about how you deliver information is not the same as being unsure of yourself. You can be warm and relatable while still being direct and persuasive. The most successful PR professionals I know balance the two beautifully. They are bold yet compassionate, certain yet understanding. It’s a nuanced dance that comes with experience.
The bottom line is: don’t be afraid to showcase your knowledge and capabilities, but do so while demonstrating you care about who you are communicating with. That’s how you earn trust and respect.
Gauri Manglik
CEO and Co-Founder, Instrumentl
Build Authentic Relationships
In public relations, balancing assertiveness and confidence with humility and empathy is essential for building authentic, long-lasting relationships with clients, media, and the public. Assertiveness is crucial when advocating for your brand’s message, ensuring that you effectively communicate key points and stand firm on strategic decisions. Confidence in your expertise helps establish credibility and trust, allowing stakeholders to feel secure in your guidance.
However, humility and empathy are equally important in understanding and addressing the needs, concerns, and feedback of your audience. Being humble means recognizing that there’s always room for improvement and that input from others can be valuable. Empathy allows you to connect with your audience on a deeper level, tailoring your communication to reflect their perspectives and emotions, fostering trust and goodwill.
The balance can be achieved by actively listening, which shows respect for others’ opinions, while still clearly articulating your own vision. In PR, especially during crises or sensitive situations, showing empathy while maintaining confidence in your solutions can turn challenges into opportunities for positive relationship-building.
Omer Lewinsohn
General Manager, Marketing Expert, Management.org
Actively Listen and Provide Solutions
Balancing assertiveness and confidence with humility and empathy in public relations requires understanding both the message and the audience. Assertiveness and confidence help ensure clarity, especially when communicating key brand messages or addressing crises. However, humility and empathy are essential for building trust and rapport with stakeholders.
One way to achieve this balance is by actively listening to your audience, which shows empathy, while confidently providing solutions or clarifications. For example, in a crisis, acknowledging mistakes (humility) while confidently outlining a corrective plan demonstrates accountability without undermining authority.
This approach ensures that communication remains respectful and trustworthy while maintaining the assertiveness needed to lead conversations effectively.
Faizan Khan
Public Relations and Content Marketing Specialist, Ubuy Australia
Apply Traits to Specific Work Areas
Ultimately, balancing assertiveness and confidence with humility and empathy is key to building trust and credibility—without that balance, it all falls apart. To create the balance needed, I find that it’s useful to apply each trait to a particular area of your work.
For example, assertiveness and confidence are essential when communicating your vision, making tough decisions, and modeling leadership—especially in high-stakes situations. However, it’s equally important to remain humble and empathetic, acknowledging that you’re a human being and you don’t have all the answers, as well as continuously reminding your teams that feedback from customers, employees, and stakeholders is invaluable.
Joshua Webb
Head of Growth, Kinnovis
Establish Mutual Understanding
In one instance, a client was concerned about our approach to their campaign strategy. Instead of pushing back, we took the time to truly understand their concerns. Once they felt heard, we confidently presented our recommendations with data-backed insights. By combining empathy with expertise, we built trust and moved the project forward.
Start with empathy to build rapport, then assert your solutions confidently once you’ve established a mutual understanding. This approach ensures you’re seen as both a strong leader and a trusted partner.
Victor Julio Coupé
Partnerships Manager, Digital Web Solutions
Be Open to Feedback
A common mistake among seasoned professionals is neglecting to listen to suggestions and feedback, which can hinder growth. In public relations, collaborating with diverse individuals offers valuable insights into areas for improvement. When receiving feedback, listen attentively without defensiveness. Reassess your current situation, and you’ll likely recognize the value of the suggested changes in enhancing your skills as a PR professional.
Veronica West
Founder | Psychologist, My Thriving Mind
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