Pleasing the Powers That Be

By: Zainab Zaman, Account Supervisor

Mastering the Art of Managing Multiple Managers 

When you're starting out in public relations, whether at an agency or in-house, you'll likely begin your career as a coordinator, account executive, or assistant. It's an exciting entry point into a fast-paced industry, but it comes with a unique challenge that catches many newcomers off guard. Answering to multiple managers with different expectations, priorities, and communication styles is something you might be unfamiliar with, but mastering this will set you apart from others. 

In PR, your success often hinges on making your organization look good while simultaneously keeping various stakeholders happy. It's a juggling act that can feel overwhelming, especially when you're managing competing demands or different people reporting to you on the same task. But with the right strategies, you can navigate these complex relationships effectively and build a reputation as someone who gets things done.

The Reality of Several Stakeholders

I’ll give you a personal example: I’m working in PR on a pilot season of a new TV show. This project has hands on it from across the board. I have to report to my media relations team managers, coordinate with in-house programming executives, align with producers and showrunners, and keep show-based talent informed. Each of these stakeholders has different goals, different timelines, and different definitions of success.

My media relations manager wants compelling story angles and strong media placements. Programming cares about the review-based coverage, producers need to know how PR press will be timed to certain episodes and themes, and talent wants to understand how coverage affects their personal brand. Same project, four different lenses.

The Key to Successful Stakeholder Management

The secret isn't working harder; it's working smarter by understanding what each party expects and how they'll react to different situations. This means going beyond surface-level communication and developing genuine insight into each stakeholder's priorities and pressure points.

Start by mapping out your stakeholders at the beginning of any project. Who needs to be informed? Who needs to approve decisions? Who just wants updates? Understanding these distinctions will help you tailor your communication approach and avoid unnecessary bottlenecks.

Practical Strategies That Work

• Know their preferences: Some managers want detailed updates; others prefer high-level summaries. Some react poorly to surprises; others appreciate it when you take initiative. Pay attention to these patterns and adjust how you present your work accordingly.

• Anticipate conflicts: When stakeholders have competing priorities, addressing potential points of contention early will save you some problems in the long run. For example, the talent team didn’t want to see negative reviews, but the programming team needs to see everything. We were able to notice this early on and establish different communications streams to reflect that. 

• Create communication patterns: Establish regular check-ins with each stakeholder group so they know when to expect updates. This confirms you are on the same page, as things move quickly in the PR world. 

• Document everything: When managing multiple decision-makers, clear paper trails protect you and keep everyone aligned as you move forward. Follow up verbal conversations with written recaps. This ensures you stay organized and can easily point to what has been asked of you. 

• Be the translator: Often, stakeholders struggle to understand each other's perspectives. Position yourself as the bridge who can translate media relations into language that resonates with the other people you report to. 

Takeways

Overall, success is less about pleasing everyone and more about understanding how to align different goals toward a shared outcome. By communicating thoughtfully, anticipating conflicts, and acting as the bridge between competing priorities, you’ll not only earn trust but also establish yourself as an indispensable partner in any PR team.

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About the Author

Zainab Zaman is a senior from Houston, Texas, double-majoring in Public Relations and Political Science. She serves as an Account Supervisor for Jorge Sierra & Associates and United Spay Alliance. Outside of PRLab, Zainab is a Media Relations Intern with HBO/HBO Max and a producer for On That Point on BUTV. As someone passionate about travel and entertainment, she’s also gained international experience working in Sydney and London!