I’ve been doing this job for so many years – 13-plus – that sometimes I forget PR doesn’t come naturally to most ordinary people. Let’s take small talk as an example. Most people really suck at small talk. See, the point of small talk – if you’re someone with something to offer, which last I checked covers all of my clients – isn’t just to kill time. Done right, small talk can lead to Big Talk.

Small talk happens in plenty of circumstances, the classics being in lines, in waiting rooms, and on elevators. But it’s also a staple in most premeditated conversations, such as at deal closings, or during an interview between a reporter and – oh, let’s just use a chef for the heck of it. When the conversation is either just getting going or starting to wrap up, there’s that awkward gap of time to fill – small talk time.

Here’s a quick tip to make it Big: Whatever is the most important thing you’re doing right now – your new restaurant, recent chef change, upcoming TV appearance or event – find a way to insert it into the conversation.

• The TV producer guy says they’re short on camera crews? Tell him that’s a shame, but you hope he can make it to your opening on the evening of Sept. 22.
• The reporter has to cut short her interview because she’s on a tight deadline? Use your last few seconds to thank her for her time, and let her know you hope to continue the conversation at your annual beer-pairing dinner on Oct. 4.

The art of small talk is learning to use tiny openings to turn the tide of conversation in your favor. Learn it, and you’ll leave more lasting impressions.