The Golden Retriever Approach to Communication

TL;DR:  Great communicators are like Golden Retrievers. They are loyal, energetic, and always ready to engage. Be authentic, stay persistent, and seize every opportunity. 

The Golden Retriever Approach to Communication

Today, on National Golden Retriever Day, I propose something radical: public relations professionals should embody the traits of this beloved breed.

The best communicators are loyal, energetic, and endlessly optimistic. These are the qualities that make Golden Retrievers such cherished companions. There is no room for cynicism, arrogance, or detachment in an industry built on relationships, trust, and relentless advocacy. Instead, the best professionals thrive by being approachable, eager to help, and ready to seize opportunities. I may be biased toward Wheaten Terriers. Bowie and Rudie, my two Wheaties, would undoubtedly argue they bring just as much enthusiasm to the job. However, Golden Retrievers set the gold standard for how communication should be done.

Loyalty to the Message

Golden Retrievers are known for their unwavering devotion. They stick by their humans through thick and thin, always ready to offer support. Communicators must approach their work the same way. Representing a brand, a cause, or a client requires a steadfast commitment to messaging, values, and long-term reputation building.

Loyalty to a brand's core mission is essential in a world where public sentiment shifts daily. This does not mean blind obedience. It means knowing when to stand firm, when to adapt, and when to defend a client's integrity with conviction.

Relentless Enthusiasm

A Golden Retriever will chase the same tennis ball a hundred times without losing an ounce of excitement. Communicators need that same boundless energy when pitching stories, crafting campaigns, or securing media placements.

Too often, teams get discouraged when a journalist ignores a pitch, or a story does not gain traction. But success in communications is about persistence. The best pros do not give up after one rejection. They find another angle, outlet, and way to make the story land.

Golden Retrievers do not get discouraged; they get creative. And so should communication professionals.

Building Trust Through Authenticity

People love Golden Retrievers because they are genuine. They have no hidden agendas, no fake enthusiasm, just pure, tail-wagging sincerity. This authenticity is critical in communication, especially when audiences are skeptical of corporate messaging and spin.

The best communicators focus on genuine relationships, not transactional ones. They nurture trust with journalists, clients, and stakeholders by being honest, transparent, and consistently delivering on promises. They do not just talk to people. They listen, understand, and respond sincerely.

Crisis Management with a Calm and Friendly Demeanor

Golden Retrievers have an uncanny ability to make people feel at ease, even in stressful situations. They exude warmth and reassurance. Communicators must do the same, especially in crises.

When brands face scrutiny, misinformation, or reputational threats, a measured, friendly, and solution-oriented approach is far more effective than defensiveness or spin. The best professionals de-escalate, reassure, and guide the conversation toward resolution rather than fanning the flames.

Always Ready to Fetch Opportunities

Golden Retrievers do not wait for someone to throw the ball. They watch, anticipate, and position themselves to sprint when the opportunity presents itself. Communicators should be just as proactive.

Media cycles move fast, and the best teams do not just react to the news; they jump ahead of it. They anticipate trends, understand journalists' needs, and position their brands to be part of the conversation before the opportunity passes.

The Best Communicators Are Golden Retrievers, Not Guard Dogs

Some communication professionals see themselves as gatekeepers or enforcers, obsessing over control and messaging restrictions. That is the wrong approach.

The most effective professionals welcome engagement instead of shutting it down. They build bridges instead of walls. Like a Golden Retriever greeting new people, they approach every interaction with positivity, curiosity, and a genuine willingness to connect.

A More Effective, More Human Approach to Communication

Golden Retrievers have mastered something communicators should aspire to: people trust them. They bring energy without aggression, persistence without annoyance, and loyalty without rigidity.

The communication industry is at its best when it embraces warmth, sincerity, and enthusiasm. Not just for the brands we represent but for the people we interact with daily. Whether working with reporters, clients, or the public, the Golden Retriever mindset will always win more hearts and headlines than cold, calculated corporate messaging.

So, on this National Golden Retriever Day, let's take a lesson from the world's friendliest dog. Be loyal. Be energetic. Be relentlessly optimistic.

And always, always be ready to fetch.