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It is often well into an organization’s existence when leadership realizes they need someone to “do communications” full-time. When that realization does eventually come, the next steps can be scary and confounding.
“Communications” is one of those tricky roles in an organization that everyone thinks they can do, until they can’t. As a result, the role tends to be a catch-all of everything leadership realizes they are bad at: social media, digital strategy, brand strategy, marketing, public relations, media relations, graphic design, promotions, writing, events, creative strategy, and more. More often than not an organization loses site of what they are hiring for, increasing the likelihood that they hire someone who is better at blowing smoke than they are at actually making a difference.
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Just like organizational strategy, the process of bringing in communications support should start with answering the question, “What problem are we solving?” An overload of work is a different problem than the lack of a strategy. Both may be true and you will need a different set of skills to solve for each. Start by defining the goals for your organization and how you imagine a professional communicator making your job easier and the organization better. This will begin to outline the CORE COMPETENCIES of the professional you bring in.
Core competencies for an effective communicator include:
If the workload of a professional communicator can support full-time work all year AND the addition of communications support is a value-add for the entire organization, a full-time Communications Director may be justified. Those are not small criteria. Be specific about the ways in which the organization will improve as a result of communications support (more money in the door, more awareness of your issue, etc.) This will begin to outline the GOALS of the professional you bring in.
A communications professional’s goals should be:
I can help drive more people, resources, and attention to your cause.
When you have a rock-solid communications professional in-house, it can be a game-changer for any organization. There are specific functions, however, that I still recommend outside support for, even with in-house communications capacity, such as:
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