We’ve all been called into an ugly duckling project where our advice is being sought. We look at it, tilt our heads, give the thing a good squint and just go: what the hell am I doing here!? But a seemingly obscure, arcane or only tangentially relevant business task provides an opportunity for learning, career advancement and reputation enhancement: a beautiful swan indeed.
The professional communication disciplines (communication management, public relations, stakeholder relations, marketing communication et al and ad nauseum) are no different than any other discipline (e.g. accounting, law) in this respect. In fact, due to there being such a general lack of understanding of professional communication disciplines such as PR, it wouldn’t surprise me if we are called into projects where we can add little value more often than other professions.
And as much as it is tempting to ‘participate’ in these projects with little enthusiasm and minimal effort, especially where it is clear the value we can offer is either negligible or will not manifest itself until a long way down the path of the project’s evolution, that is not an approach I espouse taking.
Opportunity for learning
One of the great delights in participating in projects which seem alien or irrelevant to our day-to-day activities is they provide an opportunity to learn. I would expect all communication professionals to be naturally curious and have a desire to learn. Without these characteristics, I don’t see how we can reach our potential as professionals.
Participating in projects based on topics or fields we are unfamiliar with almost certainly means we are interacting and building relationships with people we have not met and/or undertaken business with. By visibly adding value to the project and by being an enthusiastic, conscientious participant our reputation will be enhanced.
The value we add will help build up our capability to influence approaches and outcomes not just in the project at hand but, also, through other projects. Our influence will definitely not be contained to the single project team as its participants have connections to other parts of the business, as will the project itself. The power of word of mouth…..
The information we learn can have benefits in opening up new areas of expertise for our careers. If participating in an accounting or IT-specific project, for instance, knowledge gained through this project could provide the foundation for a career change into practicing comms within those industries.
Participating in projects could also lead to sufficient knowledge in a particular field being generated to allow the comms professional to leap up into a higher management level (and not necessarily comms-specific). This can occur based on the relationships built, the project management experience gained and the expertise in certain fields accrued.
You really do never know where next steps can lead.
Relationships are a critical conduit in career advancement, as is proving you can add value to a process and help achieve an excellent outcome. If you are not an active and enthusiastic participant in the ‘ugly duckling’ projects, then this may well be an opportunity lost – and that potential career advancement in the form of a beautiful swan could be sailing blithely by you as you impotently wonder why you are stuck in the muddy rut.
Pulling the pin on the ‘ugly duckling’
In some ways, this post could be read as another example of PR spin. The question, you may ask, is still unanswered: what if it really is impossible for the communication professional to add value to this project? It’s all well and good, you may say, to try to achieve the three outcomes noted above, but you are not adding any value to the process.
There are three responses to this I can think of.
Firstly, if the project team continues to want you to participate in the project as it evolves, there is likely to be a reason for this. Perhaps, without even realising it, you are in fact adding value to the process. This will only occur if you are engaged to an acceptable degree in it, however. Being purely a spectator in what is occurring will contribute nothing.
By asking questions (no matter how ‘stupid’ you may think they are – the only stupid question is the one not being asked, I recall hearing…) is providing a very valuable and typically PR contribution:
- you are challenging assumptions
- you are challenging accepted orthodoxies
- you are, in fact, challenging the potential of groupthink occurring which, as has been proven time and time again, is a good thing. Call it the emperor’s new clothes approach, if you like.
Sometimes, what seems obvious to you can be lost to those deeply immersed in the topic. One of the best ways of adding rigour to the process and quality to the end result is to continually question assumptions.
Conversely, and this is the second of my answers, the communication professional is typically a great source of enthusiasm for excellent and innovative approaches and what will be likely outcomes. As a default, we tend to be half-glass full professionals. And that in itself is a highly valued commodity in what can sometimes be a jaded business environment.
Who can blame non-communication business disciplines for wanting to have some of this magic mojo!
Thirdly, and here I end the post on a downer, you may well be right, there is no point in being in this room with these people or being part of this project. If that is the case, you are going to need an acceptable rationale for suggesting you are not included in the team. You have been asked to join the team, presumably, for a good reason. Look hard at that reason and identify whether it really does hold up under scrutiny.
Before you jump, however, seek counsel from someone you respect, someone who will keep your conversation confidential.
Often, it all comes down to ROI. All of us only have so much time. The business is paying for this time. Is this time you are contributing offering the best return on investment for the business based on all your other responsibilities? We all need to prioritise. And often we need to be ruthless about it, too.
So what’s your approach going to be to this ugly duckling? Is it a swan in gestation – or not?
Have you been involved in projects where you have been unable to offer any value? Did you tolerate it or resign from the project? How have you managed to offer value to these projects and what has been your mindset in the involvement – with tolerance and enthusiasm being just two options?
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