The invisible communications professional

When did so many communications professionals in PR, AR decide to hide? Is there a secret code that I somehow missed reading about?

It’s true that a big part of our jobs is to shine the spotlight on our leaders — making sure we are able to put them in a strong position to deliver the company message. We agonize behind the scenes in ensuring the right message, context, and prep is available for the spokespeople. We create elaborate briefing documents (which may never get read) and talking points and journalist /analyst details all in the hope of getting the message across consistently. We think of ourselves as the strategists, orchestrating every move while remaining unseen.

But in all of this, there is one thing that I’ve realized: communications professionals need to step up and be heard.

I was recently put in a couple of situations where we had some terrific opportunities but unfortunately the executives originally planned couldn’t make it. So there was a decision to be made: are we able to replace the exec with someone else or do we let go of that oppy itself? The replacement option went out of the window quickly… no one else was available in such a short notice. And I wasn’t willing to give up on the opportunity, having worked so hard on securing them.

After thinking some more, I realized that there was a third option — I could step up and do it.

Why? As the keeper of the message, one could deliver it as well. Plus, would you rather lose the opportunity to get your company some more exposure, because of a scheduling problem?

As nervous that I was, I did it anyway. And I’m happy I did.

So here’s my learning from this experience:

• Learn the message and the delivery — you never know when you will be put in a position to speak up
• Learn the technology basics and your industry. Don’t take the agency view when you are in-House — you can’t afford to be horizontal anymore.
• Be confident and improve every time. Just because you didn’t get it perfect is not an excuse to not do it again.

So comms guys — it’s time to step out of the shadows! You are not just the message but you can, with some practice, also become the medium. Best of luck!

P.S. in case you are curious, this is the video link. How badly did I do :) ?