What makes a successful communicator? What are some of the steps or actions that you can you take to improve your chances of promotion? What are some of the ingredients, traits, values and skills that employers are looking for in the public relations/communications profession? I have been in the business of communications and leadership for over 30 years, and what follows are some random thoughts/recommendations on what I believe we can all do to make ourselves more attractive and valuable. (Many of these recommendations are based on my successes, and yes, failures.)
First of all, be a straight talking, straight-shooting, honest and open person. You have a right to be heard and we are looking for professionals that add their opinions. Don’t be wishy washy and part of the pack. Be yourself.
Listen. Listen far more than you talk. Ask questions. Make sure you are clear on what instructions you are receiving. Listen to what the client is really saying. Take time to think about your response. Be selective in the words that you use to respond.
Be candid and transparent in your communications for yourself, your company and with your client. It is a formula for success for building trust and credibility. People are very smart. Clients, customers, bosses and colleagues can read BS and spin in a second and they don’t like it. So don’t do it, ever.
Stay away from water cooler gossip. I know its fun and juicy but it won’t help you in your career. Rather spend that time reading just one newspaper so you are aware of current events.
Be a problem solver, not a complainer. Nobody likes a whiner. Be a fixer. At the end of the day you should be able to go home and say “I made this better for the client,” or “I solved this problem.” Or “I contributed to the betterment of the organization.” If you can’t say something like this at the end of each and every day you have not done your job.
Display a high level of commitment to your company, your client and yourself. Life is too short to be mediocre. Loyalty is still a desired character trait. Be loyal to your boss, your company and your client. You are getting paid to do this job. If you can’t be loyal, then you owe it to yourself and your company to leave.
Don’t make enemies. What goes around comes around.
The communications and public relations community is very small indeed.
We expect you to be competent and smart about the issues. If that means doing extra homework or self-study then do it.
Be confident. Our clients, bosses etc., want someone who has courage of convictions. You develop that courage of conviction and confidence by knowing the business of communications and the business of the company or the client (see homework above.)
Always display a high level of professionalism. Be well dressed and be well groomed. You only get one chance to make a first impression. There is an old saying that you can tell a lot about a person by the state of his/her shoes. Shine the shoes.
Seek responsibility, volunteer and be accountable for your actions. Stay away from the blame game.
Admit mistakes. Do this quickly. Be the first to tell the bad news to your boss or client. Admit that you made a mistake and have a solution if there is one. This can sometimes turn a negative into a positive and enhance your credibility. Then move on and don’t dwell on the issue.
Always be on time or early.
There is no such thing as an off switch in the communications and public relations business. So keep your switch on. We are always going forward. We have no neutral and reverse gears.
Be a positive force. Look for the upside….always. Be an inspiration to others. If you spend your time wringing your hands you can’t roll up your sleeves.
Be real, always. Be authentic. Don’t try and be someone else.
Give 100 percent all of the time. Don’t cut corners. Anything less is a lack of commitment.
Be flexible and nimble. You have to be able to turn on a dime. Written plans are never executed the way they are written. They are fluid and they change and so must you.
Over-deliver on promises. Never make a commitment/promise you can’t keep. You’ll lose your credibility.
Be aggressive, forward looking and preemptive in your thinking and actions. There is no going back to the good old days. The good old days are today.
Never ever look back except for lessons learned and self-improvement. You cannot change yesterday. Take care of today and tomorrow will take care of itself.
Half-truths are half-lies. Stay away from them. Enough said.
Be a mentor and teacher. Seek a mentor. Help someone else that is looking for a job.
You’ll be looking yourself someday. And say thank you.
Stay current in the business. Know the new media. And be sure you are proficient in the uses of the traditional media…. they are not going away.
Be customer focused and results oriented. Be innovative, creative and seek excellence.
Have a bias for action. Speed is the first imperative.
Remember the seven deadly sins of communications:
- failure to be prepared or situationally aware
- failure to expect the unexpected
- failure to focus on the problem or crisis at hand. Don’t manage the wrong issue.
- failure to be open, honest, candid and forthright
- failure to understand that there is no such thing as a secret and that you cannot hide problems.
- And remember the deadliest sin of all is complacency. You must constantly be improving yourself everyday and looking for ways to be a valued member of your organization, team or agency. You cannot rest on yesterday’s successes.
Always have a fresh and well-done resume.
Last but most importantly I leave you with this thought. Practice humility and avoid arrogance. Don’t gloat over someone else’s misfortunes. “Today’s Peacock is Tomorrow’s Feather Duster.”
Don Kirchoffner is a senior communications advisor to corporations and institutions. He can be reached at DonKirch@aol.com
