Failure doesn’t make someone a loser, but history shows failure can lead to success. Exactly what is the chemistry that converts an ounce of failure into a pound of success?
The scientific method regards failed experiments as useful because they eliminate one path and invite pursuit of alternatives. Failure is less a roadblock than a detour sign. Thomas Edison summed it up, “I have not failed. I’ve just found 10,000 ways that don’t work.”
Some failures produce unexpected success, such as the discovery of an unintended use of a substance or process. Some of the most gainful inventions were actually accidental successes. Google Post-It notes for a good example.
The attitude of people toward failure can be a huge factor. Some see failure as the end. Others view failure as the beginning. Or, as Winston Churchill noted, “success is stumbling from failure to failure.”
Stumbling from failure to failure isn’t exactly an inviting prospect, especially in a field such as public affairs. Clients expect public affairs professionals to “fix” their public issues, not fumble them.
Failing to fix a client’s problem can be humiliating and demoralizing for public affairs professionals, who pitch clients on the prospect of victory, not consolation prizes. Good public affairs professionals win more than they lose, but everyone loses sometimes.
The image of a public affairs professional as a “fixer” isn’t useful – or usually accurate. Yes, public affairs professionals, if they are worth their fee, have relevant experience, good contacts and a huge dose of savvy. If they really know what they are doing, they will focus their attention on what they don’t know before spinning out a strategy.
In this sense, the discipline of public affairs is a lot like a scientific experiment. You need to test your hypothesis and let the results guide your actions. Testing the waters might take the form of talking with trusted sources, closely reading media coverage, consulting with legal experts or conducting research, often via one-on-one interviews.
A client may have a clear understanding of his or her public problem. The public affairs professional’s responsibility is to develop a clear direction to address that problem. The solutions to most public affairs challenges aren’t as simple as stepping from A to B. The chance for strategic missteps or detours is high. Failure at one turn can’t be construed as total disaster. Sometimes a failure is the light post to the pathway to success.
That suggests the chemistry for converting failure to success depends a lot on mental attitude – curiosity instead of bravado, flexibility instead of rigidity, honesty instead of spin, self-confidence instead of over-confidence. The right chemistry also requires an underlying optimism that success is achievable and the resiliency to keep searching for the road to success amid failure. Albert Einstein’s well-known words are apt, “You never fail until you stop trying.”
Success for a public affairs professional is seldom a hero’s walk. More often, success involves deep questioning, a realistic objective, a strategic plan and thoughtful execution of that plan – with eyes wide open for ditches, dead-ends and detours that require a modified route. Patience is a virtue.
The chemistry of success boils down to self-confidence in finding a way that works, regardless of how many twists and turns it might take. Getting to success doesn’t have to be smooth, simple or pretty. You just have to keep trying to get there.
Gary Conkling is principal and co-founder of CFM Strategic Communications, and he leads the firm's PR practice, specializing in crisis communications. He is a former journalist, who later worked on Capitol Hill and represented a major Oregon company. But most importantly, he’s a die-hard Ducks fan. You can reach Gary at firstname.lastname@example.org and you can follow him on Twitter at @GaryConkling.