Lesson series

Shortcuts to becoming an expert in your client's business

Empathy is one of your most important skills as a PR consultant. You’re expected to exercise empathy professionally so you can manage clients effectively.

You also need empathy to do the work that connects them with their audience meaningfully. It’s not just about imagining yourself in other people’s positions, empathy means you seek to understanding people’s motivations and emotions - it’s not easy.
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Meet the HOST

Liton Ali, learning director

Liton helps people upgrade their performance by making them understand and optimise their own business techniques so they can own their journey to perpetual improvement.

Over the last 25 years, Liton has worked in-house, at agencies and even as a journalist. He has spent the majority of his career as an independent consultant, working with companies of all sorts in various markets across the world. 
Patrick Jones - Course author
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