This is the third installment in my series on business partnerships. Earlier this month (6 November) I was invited by IABC Ireland to give a talk at the Dublin Institute of Technology on how communicators can advance their career. This month’s column is based on that talk and the subsequent discussions we had at the event.
There are five concepts that can help you advance your career as a communication professional and move, like me, from technical expert to strategic adviser. Developing your career is a challenge, but I’ve found these five tips to be useful.
1. Perspective. Escape your professional sandbox and explore others’ worlds to get a rounder perspective. As you develop your career you are no longer judged purely on your technical knowledge—after all, if you are the communication expert, your non-communication colleagues have no way of second guessing the quality of your advice. They can only judge you on your business or organizational knowledge, or your consulting and advisory skills (as I mentioned in my last column). The bad news is that few communication professionals get training in these areas. The good news is that these skills are fairly easy to learn and to teach. (I have lots of training materials if you are interested.)
2. Purpose. This is really about asking who or what your communications are for. I think there are four possible answers to this: 1) the author, 2) the boss, 3) to create a sense of activity, or 4) the audience.
In my view, only the latter has a place in business. Self-centered communications are called diaries or blogs. If you get pleasure out of writing as a hobby and don’t care if anyone reads it or not,...
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