The 8 qualities of a communications professional

Recently I was asked to tell bachelor students communication something about my experiences. A nice way to bridge the gap between education and science and practice. And to tell what I have learned in recent years to be successful. What are the skills that have helped me during my career? And more importantly, do they also apply to current and future colleagues?

To be curious

Let me start with what I consider to be one of the most important qualities of a communications professional, and it doesn't matter whether you are a junior, senior or a manager; to be curious, in the broadest sense of the word. Without an innate curiosity, it is difficult to survive. Curious about where your organization wants to go and how you can contribute to that with communication. Curious about new professional developments (are you reading the right blogs?), curious about colleagues and also curious about what is happening around you and what the impact of that can be on your organization and its objectives.

Critical thinking and reflection

Being curious also involves being critical and ethical attitude. Especially now that we increasingly rely on media channels of which we do not always know whether they meet ethical requirements. Ask yourself whether you are using these channels correctly or whether privacy data of citizens or consumers is being stolen. Is a new product or a new service really something that people are waiting for? And what about the diversity and inclusiveness of the organization? My experience is that it is often the communications function that can respond to this. to reflect. It is in the nature of our function to come up with a good analysis based on different angles and to convert this into useful advice. But how do you do that?

Use data and research

At the beginning of my own career, advice based on experience and gut feeling was often enough to convince your colleagues of a communication activity or action. That time is gone forever. Just like marketing or human resources, communication also needs to be much more using research and data. Fortunately, many colleges and universities already pay a lot of attention to this aspect of the communication profession. Increasingly, communication plans must be presented on the basis of hard data. And more importantly, adjusted and ultimately assessed on the basis of hard data. The old adage "I wasn't good at math so I went into communication" no longer applies. The great thing is that data is now easy to obtain, internally or via external parties.  

Collaboration and empathy as keys to success

One of the most underestimated qualities to be able to practice our profession well is the ability to work together. Communication can only be successful when you can collaborate with all disciplines around you: interdisciplinary thinking and acting. And increasingly also with people, groups outside your own organization. Major challenges such as climate, polarization, poverty, inequality require a joint approach. In my opinion, in our current society, the role of "connector" is tailor-made for the communication function and it should therefore seize this role with both hands. In fact, the communication function can be an important driver in this. And of course, all of this must be done in a empathetic wayotherwise you won't get the other person on board.

Innovative and creative

Our added value in this collaboration also lies in the ability to think and act innovatively. Without immediately falling back into action mode. Traditionally, communication is always considered for creative ideas and out-of-the-box ideas. Let us cherish this role and ensure that we meet the expectations of others at all times.

Be agile and flexible

Finally, the world around us is constantly changing. Socio-economic, political and technological developments are happening faster and faster. This means that organizations have to keep up with this, and so do the communications professionals. Of course, we are all familiar with terms such as agile working or the scrum method. Whatever name you give it, a communications team must also be fast and flexible and constantly anticipate to changing circumstances.

Are you looking for a new challenge as an (interim) communications professional? Take a look at all our vacancies or contact us directly, then we will look together!

Andrew Manning was Managing Director of Logeion, the Dutch professional organization for communication professionals. He has more than 20 years of international experience as a marketing and communication consultant at Philips, Booking.com and Akzo Nobel, among others. He specializes in integrated 3.0 communication, reputation management and thought leadership, and (inter)national media relations.