PR Tweet of the day: The most important thing in communication is to hear what isn't being said.
This is soooooooo true. It is the most important thing my late father taught me in selling and it is as true in public relations. What people are not saying tells you much more than what they are saying.
There are certain objections prospects raise right before they buy, absence of these questions is a dead give away that they are not seriously considering buying. Lack of follow questions from a reporter is a frequent indicator that they are not seriously interested in the story. The silence tells you so much more than the words.