It’s been more than 40 years since Mark Hamill first graced movie screens as Luke Skywalker, and many people clamored to see the Jedi suit up again in Disney’s most recent installment this weekend. Deadline reported that the film could close its worldwide box office opening by making up to $440 million.
In honor of the franchise—and to celebrate the Force—here are 10 types of PR pros, explained using “Star Wars” characters:
1. The leader: Leia Organa
Whether it’s an organization or a client, you’ve got an alliance to protect—and you take your role seriously. You are decisive and help your team (or rebel army) craft engaging campaigns and tight PR copy. You’re the one to take responsibility when PR messages go south, so you ensure that you’re prepared for anything and set clear goals and rules to help your team succeed.
2. The risk taker: Han Solo
You’re a PR pro who knows that taking risks is the way to stand out from the crowd and potentially win media coverage and consumers’ attention with a unique PR campaign or snarky social media messages. That attitude can get you into controversy (as when Han shot Greedo first), so you’re always prepared for a crisis.
3. The introvert: Luke Skywalker or Rey
You might have grown to appreciate solace more (à la Luke) or maybe you have become more extroverted when your responsibilities have forced you into the spotlight (Rey), but you definitely need time to recharge after being “on” all day and working with others. Though some might think you don’t belong in PR, you make a great communicator because of your keen observations and listening skills. You just prioritize your socializing.
4. The analyst: BB-8, R2-D2 or C-3PO
When it comes to measurement, you are the droids PR pros are looking for. You have a keen eye for metrics, and can recognize which analytics can reveal if your efforts are boosting your organization’s bottom line—and which are just for show. You stay up to date on the newest measurement trends and tools to collect data on your audience before you launch a campaign, and you’re the person everyone turns to for effective evaluation metrics and to prove ROI.
5. The storyteller: Yoda
You’re a communicator who sees the big picture, and can share that vision with others. A master storyteller, you craft tales that grab audiences’ attention and evoke powerful emotions. You’re instinctively able to pick out the hero (or Jedi) of any story, which is helpful when you want to identify an organization’s champions for press releases, social media posts and more.