Public relations intelligence vs emotional intelligence: What’s the difference?

Public relations intelligence and emotional intelligence are two distinct but equally valuable forms of intelligence that play significant roles in communications and various aspects of life. Here are 5 ways you can tell the difference between public relations intelligence and emotional intelligence:

1. Focus and scope

Public relations intelligence primarily centers around managing external perceptions, creating favorable impressions, and promoting a positive image of individuals, organizations, or brands. It involves strategic planning, media relations, crisis management, and maintaining positive public opinion.

Emotional intelligence on the other hand revolves around understanding and managing one’s emotions and effectively connecting with others on an emotional level.

It encompasses self-awareness, self-regulation, empathy, and social skills. Emotional intelligence is crucial for building relationships, resolving conflicts, and fostering positive interactions.

2. Objectives

The core objective of public relations intelligence is to shape public opinion, enhance reputation, and influence stakeholders’ perceptions. It focuses on crafting persuasive messages, managing media relations, and developing strategic campaigns to achieve specific goals, such as promoting a product, managing a crisis, or building brand loyalty.

Emotional intelligence, however, aims to cultivate self-awareness and empathy, leading to a better understanding and management of emotions.

The primary objective is to build strong interpersonal relationships, foster effective communication, and create harmonious environments where individuals feel understood, valued, and supported.

3. Target audience

Public relations intelligence primarily targets external audiences, including customers, investors, media professionals, and the general public. It aims to create a favorable image, build trust, and influence public opinion about an individual, organization, or brand.

But Emotional intelligence is applicable to both internal and external interactions. While it can enhance relationships with external stakeholders, its focus extends to internal relationships, such as colleagues, superiors, and subordinates.

4. Context and setting

Public relations intelligence often operates within strategic planning, media relations, and crisis management.

Public relations professionals utilize various tools and techniques to manage public perception and influence opinions.

Emotional intelligence on the other hand is not confined to a particular context or setting. It is applicable across various domains, including personal relationships, workplaces, leadership positions, and even in daily interactions.

5. Measurable outcomes

Public relations intelligence and PR success are often measured by key performance indicators (KPIs) such as media coverage, brand visibility, customer sentiment analysis, and public opinion surveys.

Measuring emotional intelligence involves evaluating individual self-awareness, empathy, adaptability, conflict resolution skills, and the ability to build strong relationships.

Assessments and feedback from peers, supervisors, or specialized tools can provide insights into an individual’s emotional intelligence competencies and areas for improvement.