The Vital Business Skill of Learning to Say ‘No’

Sometimes PR and marketing professionals simply must say “no” to people who make demands on their time or other limited resources.

Saying “yes” to requests for your assistance or to take on additional assignments can sometimes open the door to opportunities. Saying “yes” too much can also overwhelm you.

Saying “no” creates focus and gives you time for accomplishments, as Eric Barker at The Week writes. Trying to do too much at once is the path to mediocrity.

As Warren Buffett once said: “The difference between successful people and very successful people is that very successful people say “no” to almost everything.”

The Power of “No”

“When you develop a reputation for being responsive and generous, an ever-expanding mountain of requests will come your way,” writes Wharton professor Adam Grant in a LinkedIn Pulse post.

But how do you politely reject such requests? Grant explains eight strategies for politely saying no. A summary of the best ones are:

• The Deferral: “I’m swamped right now, but feel free to follow up”
• The Referral: “I’m not qualified to do what you’re asking, but here’s something else that might.” Offer a helpful resource, such as a book, white paper or website.
• The Introduction: “This isn’t in my wheelhouse, but I know someone who might be helpful.” Introduce the person to someone else who may be willing to help
• The Bridge: “You two are working toward common goals.” Find a mutually beneficial connection for the solicitor.

The best strategy depends on the situation, but all options offer a solution even while you decline to help.

The PR Conundrum

PR is often a dumping ground for peripheral corporate tasks – and PR accepts them to be “good guys” and to “help the team.” Often the tasks have little to do with PR or even with advancing corporate goals – and they distract PR from its central responsibilities and tasks. In the end, politely deflecting requests outside your responsibilities benefits both the PR staff and the company by assuring that the department and its agency fulfill their primary PR responsibilities.

However, responding that “it’s not my job” doesn’t sit well with executives. If the person making the request is in your direct chain of command, you might ask for clarification by saying something like: “That will require around X days of work. Here are the other items on my “to do” list?  Should this new task take priority? Which of my other tasks should I delay? Another alternative is to lay out your scheduled tasks and ask if there is anyone else who might have more time to devote to the new task.

A Scientific Guide

James Clear offers “a scientific guide” to saying no in a Lifehacker guide.

In a research study published in the Journal of Consumer Research, 120 students were split into two different groups. Half said, “I can’t” when presented a temptation; half said “I don’t.” For example, one group would say, “I can’t eat ice cream.”

After the students thought the study as over, researchers let them choose either a complimentary chocolate candy bar or a granola bar. Students in the “I don’t eat x” group where far more likely to choose granola bars. Those in the “I can’t eat x” group were likely to pick candy bars.

The conclusion: Say “I don’t” rather than “I can’t” when considering an undesirable temptation, whether it’s an unsolicited request for help or a sinful extravagance. “I don’t” creates a sense of choice and creates a sense of empowerment. “I can’t” is a restriction that undermines your sense of power.

“The words that you use not only help you to make better choices on an individual basis, but also make it easier to stay on track with your long-term goals,” Clear says.

Bottom Line: The ability to say “no” gracefully is an essential business skill. It protects you from being overwhelmed with tasks that may not be core to your job responsibilities. PR pros who learn the art of declining unwanted requests without offending are more likely to build successful careers as well as happy lives.