I'm about to let you in on a little secret for being a super hero level public relations professional. It's not some special technique, and it doesn't take months to master. In fact, it's as close to Neo downloading Kung Fu in The Matrix as anyone is getting anytime soon. I'm talking about Crystal Reports, and specifically their artificial intelligence plugin for Google Chrome and LinkedIn called Crystal Knows.
In order to understand what the plug-in/App does, and why it's important for PR professionals, I'm going to have to break this in to a few segments. First I'll go over what that app itself does, and the actual actions taken to use it. Second I'll explain what information is available and how to interpret it. Finally, I'll explain what the use for this is for PR and marketing professionals.
The app itself is an extension only available on Google Chrome, and used when viewing a person's LinkedIn profile. It looks like a little blue flower hovering on the right hand side of your page, and says "View Personality." The app analyzes the information available on the person's LinkedIn profile, as well several million other data points. It then runs this data though its artificial intelligence and assigns information using a few different personality and behavioral metrics. All you need to do is click the button below and it will bring out a window with information. Read, and know how best to approach your target audience.
The information available on this app is simultaneously incredibly simple and complex at the same time. This is probably the biggest negative of this app. It's a bit overwhelming for someone who isn't familiar with this type of app, or the kinds of information it's giving. The detail, and accuracy, of this mountain of information is probably the best part of Crystal Knows, followed closely behind by the way its organized to get a user directly to the important parts. This app uses four different types of personality tests; the Enneagram, The Big 5, a Myers-Briggs style 16 personalities test, and their main one, the DISC assessment. Each of these assesses different variations of approaching given sets of tasks, or just general modalities of approach. For example, the Myers-Briggs measures 4 scales: Introversion vs Extroversion, Intuition vs Sensing, Feeling vs Thinking, and Perceiving vs Judging. The DISC assessment determines how Dominant, Influential, Steady, and/or Conscientious someone is. These different data sets can be used to determine the best way to approach conflict with a given person, how best to present information, and various other scenarios.
A Public Relations professional can use these sorts of data to make informed decisions regarding networking, pitching stories, or knowing how best to approach a client to ensure maximum impact of your advice. I personally use it before meeting pretty much any new contact for business. I want to communicate in the best way possible for mutual benefit. Unfortunately it doesn't have an "unlimited free assessments" feature, but you can do the first 10 for free to get the hang of it. After that it depends on what sort of information, and uses one could possibly need. The company offers a $99 per month option for internal teams to communicate better, and a $29 per month option geared toward sales and/or networking. They also offer custom packages for pre-hiring screenings. A PR professional using it for my above suggested purposes would want the $29 per month version.
Overall, I can't say enough good things about this. I feel like it lets me know exactly who I'm dealing with ahead of time, and has drastically improved my communication skills. It's also managed to increase my close rates, and my connection rate on LinkedIn.
Crystal - The personality platform for growing businesses. (2020). Retrieved 14 December 2020, from https://www.crystalknows.com/
Free DISC Personality Test / DISC Assessment. (2020). Retrieved 14 December 2020, from https://www.crystalknows.com/disc-personality-test
Free Jung, Myers, and Briggs Personality Test | Crystal Knows. (2020). Retrieved 14 December 2020, from https://www.crystalknows.com/jung-myers-and-briggs-personality-test