Two essential traits for PR pros

Confidence

A venture capitalist once jokingly told me, “It’s more important to be convincing than right.” Unfortunately, this is true in many circumstances, in life and work.

Think of it this way: If you see a woman in a dress so low-cut that it requires fashion tape, and so short that you’re nervous for her every time she leans forward—not to mention stiletto heels that have a 99 percent chance of causing an ankle break—you will think one of two things. If she’s moving about the room as if she wears it every day, you will perhaps think, “Good for her if she can pull that off.” On the other hand, if she is hunched over, crossing her arms to cover the low neckline and wobbling on her heels, you will probably think, “That woman has no business wearing that ridiculous outfit.”

The difference is the woman’s confidence, whether the attire was the right choice or not. Or as Coco Chanel put it: “Look for the woman in the dress. If there is no woman, there is no dress.”