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 communication professional—and it doesn't matter whether you are a junior, senior, or manager— being curious , in the broadest sense of the word. Without innate curiosity, it is difficult to hold your own. Curious about where your organization wants to go and how you can contribute to that through 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 impact that might have on your organization and its objectives.

Critical thinking and reflection

Being curious also entails a critical and ethical mindset . Especially now that we increasingly rely on media channels about which we do not always know whether they meet ethical standards. Do you ask yourself whether you are using these channels correctly, or whether the privacy data of citizens or consumers is being misused? Is a new product or service really something people are waiting for? And what about the diversity and inclusivity of the organization? My experience is that it is often the communications function that can reflect on this . It is in the nature of our role to arrive at a sound analysis based on various perspectives and to translate this into actionable advice. But how do you actually do that?

Use data and research

At the beginning of my own career, advice based on experience and gut feeling was often sufficient to convince colleagues of a communication activity or action. Those days are long gone. Just like marketing or human resources, for example, communication must also make much greater use of research and data . Fortunately, many universities and colleges are already paying a great deal of attention to this aspect of the communication profession. Increasingly, communication plans must be presented based on hard data. And more importantly, they must be adjusted and ultimately evaluated based on hard data. The age-old adage “I wasn’t good at math, so I just went into communication” no longer holds true. The good news is that data is now easily obtainable, either internally or through external parties.

Collaboration and empathy as keys to success

One of the most underestimated qualities for practicing our profession well is the ability to collaborate . Communication can only be successful when you can work with all the disciplines around you: thinking and acting interdisciplinarily. And increasingly, also with people and groups outside your own organization. Major challenges such as climate change, polarization, poverty, and inequality call for a joint approach. In my opinion, in our current society, the role of "connector" is perfectly suited to the communication function, and one that must therefore be embraced with both hands. In fact, the communication function can be a key driver in this regard. And of course, all of this must be done in an empathetic manner ; otherwise, you won't get the other person on board.

Innovative and creative

Moreover, our added value in this collaboration lies in our ability to think and act innovatively, without, however, immediately reverting to action mode. Traditionally, communication is always looked to for creative insights 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. Socioeconomic, political, and technological developments are accelerating. This means that organizations must keep pace, and so must the communications professional. Of course, we are all familiar with terms like agile working or the Scrum method. Whatever name you give it, a communications team, too, must be fast and flexible and constantly anticipate 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!

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