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Tell Me … What Do You Do?

Our guest blogger this month is IABC NJ member Laina Minervino, find her at https://lainaminervino.com/

My family and friends often ask me “what do you do all day”? Not that they question if I go to work but more so because they don’t understand what a business communicator does. Business communicators can be writers, strategists, content managers, public relations specialists, marketers or people with skills in each of these areas.

However, unlike, doctors or nurses or plumbers or teachers, there really is no clear definition of what communications professionals do. And television or movie characters don’t help because they just show glamourous people doing something in an office or running around town after a high-powered executive or someone that is just a “fixer” for corporate issues.

Here’s a quick look at how to answer the “What do you do?” question:

1. We are storytellers. Whether it’s for a customer, a reporter, an investor or an employee, we are the craftsman (and woman) building the message, framing the story. We’re the masters of engagement … and wordsmithing.

2. We see the big picture and help leaders see it too. In many situations, communicators have their fingers on the pulse of the organization, industry and community. We know what is working well and what isn’t. We guide the conversations to support the company and leadership mission.

3. We are idea generators and problem solvers. Doing the same things over and over is not only the definition of insanity; it is also boring. Communicators need to find the balance between traditional activities and breaking through the clutter that inundates the industry, the investors and employees. Innovation is critical but so is finding the solution to a multitude of things from bad press to unhappy customers to negative employee morale.

4. We are relationship builders, negotiators and peacemakers. A good healthy dose of emotional intelligence is a good personality characteristic for business communicators. We’re often in the position to influence – the media, the conversation, the direction of an employee program – but that means we must build relationships, understand a wide-range of personalities and how to mediate.

5. We are multitaskers. With more companies looking to do more with less, communications teams are often small which results in a great deal of work done by a few people. The work consists of planning, strategy, writing, editing, coordinating with vendors, reporting on what we’ve accomplished and even ordering food for meetings or making sure microphones work at events.

How do you describe what you do? Do you have insights or ideas about what business communicators do – or should do? Share your thoughts here.

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