In communications work, we spend a lot of time listening. We listen during discovery meetings, strategy sessions, client calls and stakeholder interviews. The Universal Accreditation Board defines our craft as “a strategic communication process that builds mutually beneficial relationships between organizations and their publics.”
But the longer I’ve worked in this profession, the more I’ve realized that the most important information is often the information that isn’t said out loud.
At Peritus PR, we call this sensing: the ability to recognize subtle signals, spot patterns and act before small issues become big problems. It’s part intuition, part observation and part discipline. I share more about this on this week’s episode of PRGN Presents.
Many communicators are naturally skilled at the art of sensing. Experience teaches us how to read a room, pick up on body language and recognize when something feels… off. We learn through years of high-stakes client meetings, new business pitches and difficult staff conversations. But sensing is more than a gut feeling. There’s a science behind it, too.
The science is in spotting patterns, building a hypothesis and testing it through action.
For example, most agency leaders can tell when a client is excited about a topic. Their energy changes. They ask curious questions and lean into the conversation. The same is true when priorities shift or concerns begin to surface. The signs are often subtle: shorter emails, fewer questions, delayed responses or canceled meetings.
On their own, these signals may mean nothing. A busy week is just a busy week. But when those changes become patterns, they tell a story.
That’s why we teach our team to focus on three simple steps:
- Listen to what is and isn’t being said.
- Spot patterns.
- Act early.
Listening goes beyond words.
It means paying attention to tone, energy, curiosity and nonverbal cues. What topics generate enthusiasm? What challenges seem to weigh heavily on someone’s mind?
Next comes pattern recognition.
Are we seeing a one-off occurrence or a meaningful shift over time? The ability to distinguish between the two is what turns observation into insight.
Acting early is where sensing becomes leadership.
Too often, we wait until renewal season, a performance issue or a conflict forces a conversation. The better approach is to create space for dialogue while the stakes are still low. A simple check-in, coffee meeting or thoughtful question can surface concerns before they become problems.
While this framework originated from client service discussions at our firm, I’ve found it applies far beyond business relationships… but that might be the psychologist in me talking.
The same patterns appear within teams. Employees rarely disengage overnight. More often, the signs emerge gradually. Their participation decreases, curiosity fades, energy shifts. Leaders who are paying attention can often intervene with support, coaching or a meaningful conversation before challenges escalate.
The same is true in our personal lives. Whether as spouses, parents, friends or community members, relationships are constantly communicating with us if we’re willing to pay attention.
Ultimately, sensing is about curiosity. It’s about slowing down long enough to notice what’s changing, asking thoughtful questions and creating opportunities for honest conversation.
The future rarely announces itself loudly. More often, it whispers. The leaders who learn to listen for those whispers, seek clarity and act with courage have a powerful advantage.
If you are interested to dive deeper into the art of sensing, listen to this week’s episode of the PRGN Presents podcast series here:
