Born in Ireland, but having lived in England for the majority of my life, I’ve always been fascinated by the behaviour and mannerisms of the English, which is why one of my favourite books is Watching the English: The Hidden Rules of English Behaviour. Anthropologist Kate Fox spends 566 pages examining the quirky habits and behaviours of the English, uncovering a culture full of unspoken rules and odd social codes.
Fox devotes an entire chapter to the English obsession with talking about the weather. Think back to your last conversation with an English person, and chances are it started with something like, “Nice day, isn’t it?” or “I hear it’s going to rain later.” My favorite theory of Fox’s is that the English aren’t just asking about the weather—they’re using it as a social bonding tool.
When it comes to networking, public relations, and relationship-building, we often think about deep conversations, meaningful connections, or even discussing current events. While it might seem trivial or mundane, here are four ways that small talk can be a powerful tool for building relationships and improving your public relations efforts:
A universal icebreaker for journalists
Journalists, just like anyone else, have busy, sometimes stressful days. They’re constantly juggling multiple deadlines, stories, and pitches. Starting off a conversation with small talk— particularly about something universally relatable, like the weather—can help ease the tension and break the ice. A simple “How’s the weather today?” or “I see it’s stormy in your area. How are you managing?” adds a personal touch, showing you care about them, not just their coverage of your story. This approach is especially helpful when you haven’t yet established a personal connection.
Stand out from your competition
It’s important to remember that even if you believe your company is unique and has no direct competitors, you’re still competing with hundreds of others for the attention of the journalists you want to cover your story. When reaching out to journalists, friendliness is key, especially during phone calls or in-person interviews. Journalists have little patience for those who come across as rude or unhelpful. Starting the conversation with a bit of light, friendly talk can help build rapport, making it more likely they’ll remember you and reach out for future stories.
Get the attention of your audience
Just like small talk is used to break the ice and gauge the attention of your audience, identifying the right angles for your story or announcement is key to capturing interest. Think of it as the first step in building a relationship. A well-crafted, compelling angle draws journalists in, piques their curiosity and makes them want to learn more. Once they’re intrigued and engaged, they’re more likely to stay invested in your story, continue covering your brand, and return for future opportunities.
The power of asking for advice
Early in my career, I worked in the British Parliament, where I had to gain the trust and confidence of the influential politicians I was engaging with daily. One piece of advice from my then-boss has stuck with me throughout my professional career and even in my personal life: “Ask for advice.” His reasoning was that by asking someone for advice, you show that you value their opinion and time enough to learn from them. It’s an ego boost that fosters goodwill and trust. This principle applies equally well to casual conversations like small talk with a journalist, customer, or anyone else. Asking a simple question like, “Do you think I need an umbrella later today?” is a wonderful way to build rapport.
Small talk, big impact
Whether you’re trying to break the ice with a journalist, set yourself apart from the competition, or create a lasting connection, starting a conversation with something as simple as the weather can lay the foundation for meaningful and successful professional relationships. So, next time you pick up the phone or sit down for an interview with a journalist, don’t underestimate the power of a little friendly chat—and don’t forget to smile! It might just be the key to helping your PR efforts succeed.
