ONE would think that public relations (PR), being involved in business and public affairs, is and should always be a serious preoccupation, and that the companies and the executives who lead them should always conduct themselves in a proper and formal manner. This is because if they did not act accordingly, they would not be given the respect and high regard befitting their importance and prominence in business and industry or in government.
Yet, many studies have shown humor can be an effective PR tool in gaining the trust and confidence of the public in the leaders and in the institutions the latter head and manage. However, humor must be used judiciously and with care, especially in this day and age when one has to be “politically correct” and must avoid offending minority groups whose protests, especially with accompanying wide media coverage, can do much to damage a company’s reputation and even business.
But done well and with finesse, humor can be an important tool which business and government leaders can try to learn to master and use when the occasion and circumstances are right for it, with resultant benefits.
Self-deprecating humor is best
ONE safe and sure-fire type is self-deprecating humor, which would indicate the leader does not have an exaggerated sense of self-importance, but is, in fact, humble and a regular guy despite his high office. Since it is at the expense of oneself, no other external groups are likely to feel slighted.
In the United States past President John F. Kennedy was known for his witticisms at his own expense. Once, while campaigning for President, a teen-ager asked Kennedy how he became a hero. Kennedy answered: “It was involuntary. They sank my boat.”
Among American business leaders, the one said to have a penchant for making people laugh is Berkshire Hathaway CEO Warren Buffett. Although he is one of the richest men in the world, Buffet has a reputation for being stingy. And he revels in it. Once in an interview, Buffett was asked about his buying habits, and he replied: “I buy expensive suits. They just look cheap on me.”
Eating death threats for breakfast
HERE in the Philippines, there seems to be a dearth of humor among business leaders, at least in public, although in the privacy of their homes or among their friends at drinking sessions, they are likely capable of exchanging the funniest and most outrageous (and not necessarily the cleanest) jokes with each other. Some top executives are known to let their hair down (or whatever is left of it) and turn into comedians at company parties.
But many politicians, perhaps because they have to entertain the audience during campaigns, are adept at dispensing humor. The foremost example was the late Sen.Miriam Defensor-Santiago, who reinforced her image as a tough and incorruptible public official by her quip that she ate death threats for breakfast. She even came up with two best-selling books containing a collection of her best jokes.
Benefits from use of humor
WHAT PR benefits then can be derived from a deft use of humor?
- It creates a feeling of the trust and affinity with the leader and his company on the part of the public. It makes the public treat the leader like a good friend he can share a good laugh with, and all the good feeling of fellowship and camaraderie that such entails.
- It lightens up tense and stressful situations, and puts the people involved in a more relaxed and less belligerent and confrontational mood. One can just imagine the number of difficult negotiations that have been turned around and resulted in a willingness to compromise to be able to reach an agreement.
- The good effects of humor last long. Studies have shown humor is more memorable than serious stuff. The choice of Dolphy as a spokesman and talent for ads for pain reliever, Dolfenal has created a warm feeling toward the product that remains long after the great comedian has gone to heaven to make God, the saints and the angels laugh.
- Humor spreads far easily and quickly. People love to share funny stories they experienced firsthand or heard from someone else. And the ones they tell the funny stories to are just as eager to pass them on to others and so on down the line. The more people hear and enjoy the joke, the more people will put their trust and confidence in the leader concerned and his organization.
- Humor helps in team building. When the leader of a team of employees knows how to make the members of his team laugh, it boosts their morale and helps develop team work and cooperation and motivates them to work harder, resulting in greater productivity.
- Humor can help the leaders get across a message or important points he wants to convey with more emphases and impact on the listeners. People remember funny stories more than words of doom and warnings of a terrible fate that awaits you if you do not fall into line.
- It builds goodwill toward the leader because people generally like a leaders with a sense of humor. He is generally regarded as the “good guy” whom they are rooting for to succeed and lord it over the serious and scary villains. In the competitive world of business and politics, this goodwill is certainly a capital asset one can count on.
Everyone has a sense of humor
EXPERTS believe everyone has a sense of humor. One is not human if one is not capable of laughing. Why, even hyenas can laugh. (Joke). People just do not show their hilarious side out of shyness and lack of confidence in themselves, or the mistaken belief that, as leaders of business and industry, they must appear serious all the time.
Maybe if they are in the funeral business, a funereal countenance is to be expected. But I bet you, people in the mortuary business are not so morbid all the time and enjoy a good laugh now and then. Otherwise, their lives will be even more dreary than it already is.
In fact, an aunt of ours who owns a funeral service company is one of the funniest people I know. She wonders why when she donates coffins as raffle draw prizes, nobody wants to win. Or the winner always prefers to donate the same to be raffled off again.
Finally, there is no more fitting way to end this article than with the famous quotation from Stanley Gordon West: “Smile and the world smiles with you. Cry and you cry alone.”
PR Matters is a roundtable column by members of the local chapter of the International Public Relations Association, the premier association for senior professionals around the world. Rene Nieva is the chairman and CEO of Perceptions Inc.
We are devoting a special column each month to answer the readers’ questions about public relations. Please send your comments and questions to askipraphil@gmail.com.