This recession has not been kind to marketers and other communications pros. Especially at the senior level.
Frankly, I’m not surprised.
Just look at how we typically refer to ourselves. Marketer. Public Affairs Specialist. Writer. Editor. Media Relations Manager. Videographer. It’s all task-based.
IABC has the word “business” in it, but our titles rarely do. And too often we haven’t made the case that storytelling is key to selling widgets (or sneakers, politicians, goodwill, or support for your cause). That communications is a core business function, as necessary to organizational success as product designers and the sales team.
We talk about transparency and authenticity. Our bosses care about sales, opportunity costs, and ROI.
I’ve heard a lot of hand wringing about how communicators don’t have a seat at the table. Yada, Yada, Yada. Feel better?
Now, what are we going to do about it?
The comments are yours.
Note: This post originally appeared on IABC’s Communication World blog.
Photo by Randy Son of Robert (Flickr).
{ 2 comments… read them below or add one }
Daria — You raise so many good points.
I think the most important thing is how you see yourself and how your present yourself to colleagues in your business who don’t work in the communications function.
My goal is to be the businessman first and the communications advisor second. That means I think about sales, our balance sheet, customer service… a whole long list of things… before I put on my communications hat. What I’ve found is that when you demonstrate to peers outside of the Corporate Communications Department that you understand the fundamentals of the business as well as they do, then they will defer to your communications recommendations and respect the work you do as core to the success of the business.
John
John–I totally agree; it’s about recognizing that we are business people. After all, we’re working in businesses (whether for profit or nonprofit).
It’s time for more communicators to stop thinking of themselves and their departments as “support” for their organizations’ business functions. Then maybe we’ll start to make more progress on this issue.