Have you ever heard the word, “no” and thought the world would immediately come to an end? Of course you have.

When you were young and you’d ask for candy before dinner you heard, “no.” If you asked to spend the night a friend’s house during the week instead of the weekend you heard, “no.” When you’d asked to drive your parents car before you carried an actual permit the answer was, “no.”

As a child that word meant something was off limits and your mind processed a few things. Surprise. Rejection. Failure. Frustration. As an adult you may process the same emotions, but the word now takes on a new context. No may really mean…not now.

No’s aren’t always negative and what we should all recognize is just because “no” is the answer at the time, it doesn’t have to remain that way. No’s should instead give you power!

When we hear that response in the world of public relations it enables us to do a number of things. A few of those approaches are important to note regardless of your industry.

Develop a new angle – Think of it another way… whatever “it” may be and come up with a better fit. The saying, “there are multiple ways to skin a cat” is applicable here. It’s important to evaluate how you presented your case to determine if another approach will work in your favor. Think about your framework.

Ask at a different time – Timeliness is just as important as the ask itself. The ask should be sensible and be presented at an appropriate time. Consider the person on the receiving end of your request. Did you approach them at the right time of day? Are you able to determine if they’ve heard what you have to say before? Can you find out what’s on their plate to tackle before you present your thoughts? Your consideration of others could ultimately influence their decision.

Identify another person – Sometimes your ask was not directed to the most suitable person, decision maker or gatekeeper. Asking someone else is not a back door tactic; instead, it’s called efficiency. If the most appropriate person to ask is not who you initially reached out to it’s important to identify that person. Research or think of the individual best suited to address your idea, question or concern.

So, consider your next “no” a favor. You are now able to address next steps or brainstorm efforts that could potentially yield a “yes.” Ultimately, you have an update and updates are essential – whether good or bad.