Early in my career, I had the opportunity to spend some time with Hunter S. Thompson.
At the time, I was a cub reporter in Aspen and full of ideals and not very much experience — professional or otherwise.
The Gonzo journalist was solidified as nationally known author and political-social commentator who was still healthy, prolific and years away from ultimately giving in to his demons.
During one of our conversations at the unofficial office – the J Bar next to the newspaper offices – I lamented about being on the bottom rung of the career ladder. He took immediate umbrage, and said that’s exactly where I want to be. People will still trust you, and give you the best stories. And you are not too jaded, and will actively listen to them, he said.
It was true, and to this day, my best stories, conversations and connections were the ones I got as a rookie reporter.
I was reminded of Thompson’s career advice recently when I came across a blog that reprinted his 1958 cover letter for a job as a reporter at the Vancouver Sun.
One salient paragraph of the cover letter reads:
“As far as I’m concerned, it’s a damned shame that a field as potentially dynamic and vital as journalism should be overrun with dullards, bums, and hacks, hag-ridden with myopia, apathy, and complacence, and generally stuck in a bog of stagnant mediocrity. If this is what you’re trying to get The Sun away from, then I think I’d like to work for you.”
The brash, in-your-face prose intermingled with humor reminded me of the other lessons Thompson shared during one of our “business meetings” at Aspen’s lesser-known establishments.
They still apply today, even after trading in my reporter hat for the world of communications:
Focus on your audience, not executives:
As a reporter, this was especially true. The best stories are the ones that relate to readers or your customers, not executives or special interests. For the PR industry, remember that while we work for our clients, we will be more successful when we focus on the audience (our customers) when we pitch relevant stories and crisp content.
Stay in touch:
The higher you move up in the corporate world, the further you are from the best stories and creativity. While moving up the ladder is a natural desire and goal, people should make an effort get their hands dirty with the day-to-day client work, and think of ideas that aren’t tied to spreadsheets or bonuses.
Fight convention:
This is where Thompson excelled. He never took the party line, and if he did, it was because that’s where his true beliefs were. It gets back to following what you believe or what you know, not what is expected or safe. Your audience will appreciate that approach.
Embrace what you are good at:
Thompson told me that his lifestyle didn’t work for everyone, but it sure did work for him. He had an enormous tolerance, and he excelled at living up to his reputation. And he parlayed that into his stories. While the thread is harder follow in the world of PR, the lesson, I think, is to recognize your strengths and capitalize on them.
On the wall in my home office, I have a fax from Thompson congratulating me on an article I wrote that held public officials accountable. The key phrase in his letter was “No Pasaran,” a term that comes from the Spanish Civil War meaning “they shall not pass.”
A lifetime removed from those talks, I still remind myself in meetings to listen, understand and focus on building relationships through honesty and integrity. And to push back when needed.
Gil Rudawsky has spent two decades helping clients navigate the kinds of stories most PR firms would rather avoid. If you’re facing a reputation issue, a crisis, or a communications challenge that needs a journalist’s instincts, reach out to start a conversation.
About the Author: Gil Rudawsky specializes in issues and reputation management, and crisis communication. He began his career as a reporter in Aspen, and journalism took him across the country and then back to his native hometown of Denver, where he worked for the Rocky Mountain News. His journalistic skills – source development, research, credibility, storytelling, and curiosity – remain the foundation of his work with clients. He has experience working on a range of issues across sectors, including federal investigations, corporate and workplace issues, DEI and public advocacy campaigns. He provides expert-level strategic counsel, including on-the-ground support. He is a graduate of the University of Southern California, with a degree in philosophy.