The PRoust Questionnaire provides a quick insight into a public relations practitioner’s interests and point of view, as well as her or his professional beliefs and values.
If you are not familiar with the original 19th-century Proust Questionnaire, please see details at the end of this post.
PRoust Questionnaire answers from José Manuel Velasco:
What is your most striking characteristic as a PR practitioner?
Appreciating and understanding the context of an initiative or challenge, and then
delivering a proposal to answer key questions about managing the environment,
including anticipated emotional responses.
What is your principal fault as a PR practitioner?
I have many faults, but the thing that tests me the most is project management; I know what I need is more order and better procedures.
What is your favourite occupation in PR?
Probably because of my background in journalism (see the next answer), the thing I continue to enjoy the most is writing (for effective communications).
Why do you work in PR?
To be honest, I don’t know why. Perhaps it is because I studied for and then began my working life as a journalist. For that matter, I don’t know why I felt at a young age the “call” of journalism, as there was no family tradition in this type of career. I’ve asked, and even my father doesn’t have an answer to this question!
Perhaps, between the written communications and the management counsel, a PR focus evolved into the best “genetically codified” role for me.
What is your idea of PR nirvana?
A PR professional who earned a place at (and contributes expertise towards the work of) a company’s board of directors, is my idea of PR nirvana.
What do you regard as the lowest depth of misery in PR?
One can’t get more miserable than being forced to incorporate lies (or at least partial truths) as part of a supposedly transparent and ethical speech.
What qualities do you most admire in a PR practitioner?
The PR practitioner who incorporates ongoing strategic, critical thinking, with the aim of seeing and evaluating the whole picture.
What qualities do you most dislike in a PR practitioner?
In regards to his or her work, a lack of profoundness, as this often translates into shallowness and frivolity.
Who would you describe as a PR hero or villain?
A hero tells the boss (often the CEO) that he or she is wrong and/or making a mistake (and enumerates why this is so).
A villain (or sycophant) would tell that same boss he or she is always right, even if the resulting actions are detrimental to the organisation.
What do you most value in your professional contacts?
In a working and volunteer capacity, I value seriousness and acquired knowledge and experience as a subject expert, plus modesty in appreciating that (for example, in a PR role) they are one part of a team, rather than a star.
Have you ever been influenced by a PR campaign?
Of course—every day! Sometimes I even believe in my own campaigns….
I’m joking. On the other hand, perhaps I’m not joking; campaigns can be like that.
Where would you most like to practise PR?
To date, my best experience practising public relations was 10 years ago, when I was employed as head of the PR department at an energy company; however, clinging to the past is not helpful.
I do enjoy what I am doing right now: coaching and advising top executives. In terms of a sector or industry, I would like to do PR for a travel company.
Has a novel, film, play or other work of fiction ever influenced you as a PR practitioner?
Yes. The Bonfire of the Vanities, by Tom Wolfe, changed my perception of journalism, as it revolves around telling stories and understanding the motivation of people. More recently, reading El desplome de las pirámides, by Chilean communicologist, Mauricio Tolosa, had a similar impact.
Who do you think has great public relations?
Up until recently, I would say Hollywood had great public relations.
In addition, would it surprise you that I think President Putin is great at PR?
Which real, historical or fictional person or brand would you like to give a reputation makeover?
This one is easy: Napoleon Bonaparte.
I would rewrite the final episode of his narrative.
Who is your favourite writer?
I have two. The first is Miguel Delibes. I love his novel, El hereje. And anything by Gabo! Gabriel García Márquez, who was as good a journalist as he was a great writer.
What one thing is essential to your PR life?
Having ongoing conversations with my mentors is essential to me.
Groucho Marx is quoted as saying he’d never join a club that would have him as a member. Which PR club, association or tribes do you belong to—and why?
I am a big believer in professional associations; however, if they are managed like a “club” I don’t like them. I continue to have a strong connection to DIRCOM, Spain’s association of PR professionals, and the Global Alliance of Public Relations and Communication Management, which I am honoured to serve (right now) in a two-year term as its chair.
On a less formal basis, around the age of 40, I found my purpose: to help PR managers to be better executives, and to help executives to be better communicators. I deliver my purpose through my professional “militancy.”
Where do you most like to do your professional networking?
As member of a professional body or association, in particular the regular events held by them (such as the Global Alliance’s biennial World PR Forum, which began the day after I wrote these answers). At these events, I have the opportunity and the responsibility to share my knowledge, talk to my mentors, plus enjoy the company of national and global colleagues.
What’s the best career decision you ever made?
I have a feeling the best decision is still coming!
What skills and abilities do you think tomorrow’s PR leaders need?
I think tomorrow’s PR leaders need to focus on developing more:
- strategic, critical and creative thinking skills, plus
- business acumen and management skills
Which talent would you most like to have?
To compose and then competently play that music.
How would you like to end your PR career?
I don’t think there will be an end…I will simply be forgotten.
How would you describe the current state of public relations?
I think that we, as PR practitioners, are in danger of becoming irrelevant.
We could play a prominent, ethical role in the transformation (including data analytics and general digitalization) processes of our companies…or be mere witnesses to others leading and controlling the transformation.
What is your PR motto?
Language creates reality, so really all we can manage are our conversations.
José Manuel Velasco is an executive coach and communication consultant, a member of the advisory board of the Latino American leading PR agency Llorente & Cuenca (and is its coaching practice lead), and serves as senior advisor of Thinking Heads.
Velasco’s earlier work experience includes 25 years leading PR departments in several large companies, such as FCC (construction and environmental services), Unión Fenosa (gas and power) and Renfe (railways). Prior to his public relations roles, Velasco worked as a journalist for print media and radio broadcasters.
Currently chair of the Global Alliance for Public Relations and Communication Management, earlier he served in this role (2008 to 2014) for DIRCOM, the leading professional body in the corporate communications sector in Spain.
Qualifications include a degree in journalism from Madrid’s Complutense University, and completion of the Advanced Strategic Program at the Institute for Management Development (IMD) in Lausanne (Switzerland). Velasco also is an associate certified coach (ACC) by the International Coach Federation (ICF).
If his PRoust Questionnaire answers intrigued you, check out José Manuel Velasco’s (mainly Spanish) blog, Fábulas de Comunicación, connect with him on LinkedIn and/or follow him on Twitter.
The PRoust Questionnaire was originally designed to reveal one’s personality. Its name and popularity as a form of interview has roots in the responses given by the French writer, Marcel Proust. His first set of responses came at the end of the nineteenth century, when he was still in his teens (from an English-language “confession album”).
For PR Conversations we have adapted this original idea with questions that offer a public relations’ perspective. It is fun to compare and contrast responses as the series grows. (See PRoust Questionnaire.)
Earlier PRoust Questionnaire respondents:
