The 48 Laws of Power…for business and PR people

“The 48 Laws of Power” by Robert Greene explores the dynamics of power and strategies for attaining and maintaining it. Here is a summary of the 48 laws, and how it applies in life and to business and public relations people.

1. Never Outshine the Master: Maintain humility to avoid threatening those in power. Public Relations professionals should highlight their clients or organizations rather than overshadowing them.
2. Never Put Too Much Trust in Friends: In the PR and business world, alliances can be fleeting, so trust must be balanced with strategic considerations.
3. Conceal Your Intentions: Keep your plans and motives private to maintain an element of surprise. Don’t brag like some PR people.
4. Always Say Less Than Necessary: Choose words carefully to control information and perception.
5. So Much Depends on Reputation: Safeguard your reputation as it greatly influences your power. This is also one of the golden rules of public relations.
6. Court Attention at All Costs: Ensure you’re noticed and remembered to wield influence- but don’t overdo it! Managing public perception is a key aspect of PR.
7. Get Others to Do the Work for You: Delegate effectively while taking credit for success. More public relations agency owners should note this.
8. Make Other People Come to You: Position yourself as a desirable force, drawing others to your influence. Be an authentically nice person. It also pays in public relations
9. Win Through Your Actions, Never Through Argument: Demonstrating value through actions and results is more persuasive than mere words. Let success be your argument. Good PR people don’t argue excessively with clients.
10. Infection: Avoid the Unhappy and Unlucky: Negative influences can drain your power, so steer clear. That also includes negative public relations clients. There’s no harm in sacking a bad client!
11. Learn to Keep People Dependent on You: Foster dependence strategically to enhance your influence. Get your key publics to love you.
12. Use Selective Honesty and Generosity: Reveal information strategically to control perceptions. PR pros must balance transparency with strategic information disclosure.
13. When Asking for Help, Appeal to Self-Interest: Frame requests to align with others’ self-interest. Remember, people are first lovers of themselves!
14. Pose as a Friend, Work as a Spy: Gather information discreetly while maintaining friendly appearances.
15. Crush Your Enemy Totally!: Eliminate external threats and internal weaknesses decisively; leave no room for return. In PR, this could mean outshining competitors effectively.
16. Use Absence to Increase Respect and Honor: Scarcity increases value, including your presence. Learn to be strategically scarce, so your next PR appearance is a grand one.
17. Keep Others in Suspended Terror: Cultivate unpredictability to maintain control. Creating anticipation or unpredictability in marketing and public relations campaigns can also generate heightened interest and engagement.
18. Do Not Build Fortresses to Protect Yourself: Adaptability and openness are essential in the dynamic field of PR.
19. Know Who You’re Dealing with: Be aware of others’ power and sensitivities to avoid unnecessary conflicts. Understanding the media landscape and stakeholders is crucial for effective communications and public relations.
20. Do Not Overcommit to Anyone: Flexibility is key in PR relationships; alliances may need to shift based on strategic goals.
21. Play a Sucker to Catch a Sucker: Appear less intelligent sometimes to manipulate perceptions and eventual PR actions.
22. Use the Surrender Tactic: Occasionally yielding ground in negotiations or crisis management can lead to long-term positive PR outcomes.
23. Concentrate Your Forces: Focus resources and efforts for maximum impact. Great PR people don’t spread themselves too thin. Focusing on key messages and target audiences is vital too.
24. Play the Perfect Courtier: PR professionals must navigate social and professional circles adeptly to build effective networks.
25. Re-create Yourself: Continually adapt to stay relevant and powerful. Adapting personal and brand images to fit evolving PR strategies and goals is a valuable skill.
26. Keep Your Hands Clean: “You can’t carve fine art out of rotten wood.” Maintaining ethical conduct is crucial in PR to preserve long-term trust and credibility.
27. Play on People’s Need to Believe: Crafting compelling narratives that resonate with the public’s beliefs enhances your PR profile.
28. Enter Action with Boldness: Confidence and audacity can instil respect and a nice fear. Good PR professionals know how to peddle confidence and make decisive recommendations.
29. Plan All the Way to the End: Anticipate consequences and plan for the long term.
30. Make Your Accomplishments Seem Effortless: Effortlessness enhances the perception of mastery and power.
31. Control the Options: Manipulate choices to steer outcomes in your favor. Guiding public discourse and perception is a vital public relations skill and power tool.
32. Play to People’s Fantasies: Appeal to desires and aspirations for influence. Aspirational public relations and marketing campaigns do work.
33. Discover Each Man’s Thumbscrew: Identify weaknesses to exert subtle control.
34. Be Royal in Your Own Fashion: PR professionals should project an image of authority and competence. Project regality and confidence to be treated accordingly.
35. Master the Art of Timing: Act at the opportune moment for maximum impact.
36. Disdain Things You Cannot Have: Focus on attainable goals to avoid unnecessary frustration. “If you chase two rabbits, you will not catch either one.”
37. Create Compelling Spectacles: Capture attention through grand gestures and memorable PR events.
38. Think as You Like but Behave Like Others: Balancing personal beliefs with professional adaptability is a power and PR skill.
39. Stir Up Waters to Catch Fish: Learn to create chaos strategically to exploit media and public relations opportunities.
40. Despise the Free Lunch: Be wary of favors; everything has a cost.Not only in the public relations world.
41. Avoid Stepping into a Great Man’s Shoes: Imitate and copy greatness. But carve your path.
42. Strike the Shepherd and the Sheep Will Scatter: Neutralize leaders to disperse opposition.
43. Work on the Hearts and Minds of Others: Effective PR engages emotions and intellect to build lasting connections.
44. Disarm and Infuriate with the Mirror Effect: Reflect others’ behavior to manipulate reactions. Mirroring public sentiment or competitors’ strategies can be a powerful PR tactic.
45. Preach the Need for Change: Advocate change cautiously to maintain control.
46. Do Not Go Past the Mark You Aimed For: Avoid overextending; know when to stop.
47. Assume Formlessness: Adaptability is a powerful tool; be flexible in your approach.
48. Never Appear Too Perfect: Flaws can make you relatable and less threatening.

Final law for the road:

“Power is Nothing Without Control.”