I was asked a question recently from a dear friend of mine who is a Buddhist nun. I met her at a conference here in Hungary and I told her then that I think her message and what she’s doing is really great. I believe more people should know about her. ☮️

She emailed me this: “I really struggle to take interest in things like image and popularity, but I get that in today’s world, these things are important. When it comes to PR, what do I do? It’s just not my thing.”

? We’ve been in the PR business for over 17 years. During that time, I’ve talked to a lot of people who think public relations is all about ego. And, like my friend, they’re just not into the idea of fame, popularity and everything else they associate with PR.

There are a lot of amazing people out there who have a commitment and passion to make a difference in the world. However, people often love to share their message one-on-one or in small groups, and since PR can be associated with ego, they simply dodge the subject when it’s raised.

Shift Your Thinking About PR

In our ever-changing digital world, it’s never been easier (and, at the same time, more challenging) to make a difference. We have so many vehicles to choose from: All you need to do is hit “record” on your smartphone to publish a Facebook Live or Instagram Story — anytime, anywhere.

But here’s the thing: Your content never changes, and PR should really be about connecting with the media to share the value you can bring to their audience. Therefore, it’s really important for you to shape the context and your view of how you’re managing PR.

Every time you get interviewed by the media — whether it’s radio, print, television or online — keep in mind those people who are listening to you. Even when it comes to social media, people are watching you. Consider that what you’re saying could impact their lives and really make a difference for them. ?

In reframing your perception of the relationship between PR and ego, it’s important to ask yourself these three questions:

1. What do you want to accomplish with PR? ?

What is your ultimate result? Do you want to get your message out there and shift the conversation? Know what you want to do so you can accomplish what you’re committed to.

2. What’s your ‘why’? ?

PR is not just about getting media placements; it has to be about something more than getting featured in The New York Times or landing a popular TV show. There’s a “why” behind your answer to question No. 1. This is very important because if you’re not clear on the “why,” then the “how” won’t matter. Sure, you may land those media placements — the great interviews, The Daily Mail, Good Morning America, etc. — but later you’ll see your interview or read your story in the newspaper and might realize it doesn’t truly fulfill what you’re ultimately committed to.

3. What structures do you need to put in place in order to fulfill your commitment? ?

This is about structure. Your content won’t really change, but the context is the decisive part, and that’s why the first two questions are so important. This is when you need to consider what it is you love to do. Love to write? Write. Love to talk and shoot videos? Do it. If you love to do interviews, look for interview opportunities. If you love to take pictures, Instagram more. No matter what tool or vehicle you’re using, make sure it fulfills on your commitment to making an impact and a difference in the world.

If you have a commitment and something to say, it’s important in this day and age to take the steps to embrace the idea of PR, even if your ego is trying to hold you back. Shift your thinking and realize that it’s not about results, it’s about the difference you’ll make for people and the world. ?❤️

Article was previously published on Forbes.