Over the last few years, a common theme has emerged when talking about the future of the communications profession: a shift from creating communication to enabling it.
That doesn’t mean that what I’ve spent years learning and practicing is worthless. To me, it implies that I now need to take everything I know and learn how to apply it differently.
I’ve noticed that many employee communicators would rather wrestle with words on paper than engage in live conversation, much less negotiate with clients who think they already know what they want. Probably the toughest thing I’ve ever had to do is force myself to confidently push back and persuade a client to stop long enough to consider taking a different approach.
That’s why I’m so passionate about measurement. If you can measure it, you can sell it to senior management! [Hear, hear! Ed.]
Add in the challenge of convincing a client that it’s time for them to learn something new to become a better leader and communicator—now that’s hard. And for me, the advent of employee social networking requires looking at everything I do from different perspective and developing completely new skills. It’s already time to move from enabling to connecting.