15 Shakespearean quotes for PR professionals

Its our fourth month in the course and all of us sitting here are already going to join agencies for
internships next month. If that is not enough we have only 5 months before we enter the big bad world of
PR and become working PR professionals. Many people sitting here have already given us tips and
techniques that we should have as PR professionals. Well, most of you know I am a student of literature
and I am here to tell you how literature and PR cross paths.
When you realized it was March, 15, did you think of "The Ides of March" and secretly decide to watch
your back? If you did, then like me, you're a fan of Bill the Bard, except you probably know him by
another name: William Shakespeare. It's thanks to Shakespeare's "Julius Caesar" that the phraseand its
most popular historical reference, live on well after the actual Caesar was assassinated back in 44 B.C.
I don't know if we ever stop to think about just how much of our language, sayings and references we owe
to Shakespeare. If you look at quotes from his plays, some are particularly relevant for public relations
professionals, even today. So here I am, presenting in front of you 15 Shakespearean quotes that should
be kept in mind by all PR professionals.
1. "This above all; to thine own self be true." ~ Hamlet, Act III, Scene I.
This famous quote was said by Polonius in William Shakespeare's play Hamlet. This phrase has inspired
many forms of society, including politics, sports and music. It means to know yourself and be true to
yourself. Being yourself and not trying to emulate someone else's personality will help you to find your
own identity and allows you to live your life exactly the way that you want to live it.
In PR: This is one of the most important things we need to remember, as practitioners and advisers to our
clients. What is important about what we do, and why should anyone care? Accurately translating the
"truth" of who we, or our organization, are at our core, is critical to good storytelling, which is what we
do.
2. "An honest tale speeds best, being plainly told." ~ King Richard III, Act IV, Scene IV.
In simple terms, this means that an audience responds to a story which is told simply. A lot of twists and
turns make no point and only leave the reader confused.
In PR: It's one thing to craft elegant messages, it's quite another to create "facts" where none exist. The
best PR doesn't make things up. It is done after complete research and study of the company, product and
the situation.
"Nothing will come of nothing." ~ King Lear, Act I, Scene I.
In PR: You can't build a solid program until you've done your research, and know what measurable
objectives you're trying to reach. Otherwise, you might as well say:
"The first thing we do, let's kill all the lawyers." ~ King Henry the Sixth, Part II, Act IV, Scene II.
In PR: Yes, this is something we might, or might not, secretly dream about. But when working on your
social media policy, or crisis communications plan, getting buy-in from the legal department at the start is
a smarter way to go.
"Wisely and slow; they stumble that run fast." ~ Romeo and Juliet, Act II, Scene III.
In Romeo and Juliet, the Friar says this to Romeo, when he is trying to tell Romeo to slow down his new
love with Juliet because rushing doesn't end well in love.
In PR: Do you work as a community manager, or have a component of community management as part of
your responsibilities? Build it slowly; that's much more likely to scale well.
3. "Brevity is the soul of wit." ~ Hamlet, Act II, Scene II.
The real art of communication is to use as few words as possible. The quote means that articulate and
intelligent communication (in both speech and writing) should use few and wisely chosen words. This
also follows from the fact that words once spoken cannot be taken back.
In PR: Communication is the main job and art of PR. A PR professional plays with words, whether it is
instructing the CEO on what he has to say to the media or writing a press release.
4. "I like not fair terms and a villain's mind." ~ The Merchant of Venice, Act I, Scene III.
In PR: Ethics is the one thing we can never, ever be without.
12. "Of all base passions, fear is the most accursed." ~ King Henry the Sixth, Part I, Act V, Scene II.
In PR: Measurement is frightening, but it's critical if you want to learn and work successfully.
14. "Be not afraid of greatness: some are born great, some achieve greatness and some have greatness
thrust upon them." ~ Twelfth Night, Act II, Scene V.
In PR: There's nothing wrong with starting your PR program modestly. Some of the best campaigns
started out small. The main thing is to keep going.
15. "Why, then the world's mine oyster." ~ The Merry Wives of Windsor, Act II, Scene II.
In PR: We don't always make a ton of money working in public relations. But we do sometimes get the
opportunity to help effect real change. The world is our oyster if we choose to make it so.
And there you have it. Fifteen quotes from Shakespeare for PR pros (and I trust you know why I chose to
share 15, as opposed to seven, or 23, or another arbitrary number). If you enjoy them, keep them handy to
pull out at your next client or team meeting or maybe even when you need a little levity!
Shonali Burke is president and CEO of a micro PR agency that successfully helps businesses take their
communications from corporate codswallop to community cool. She founded and curates the popular
#measurePR Twitter chat, and is an adjunct faculty member at The Johns Hopkins University's
M.A./Communication program. A version of this article first appeared on her blog,Waxing UnLyrical.