Communications, and public relations in particular, have gone through significant changes over recent years and are continuing to evolve at a rapid pace. Technology, the way we share information, a growing virtual workforce, and the dramatic shift in traditional media–these are all contributing factors to this metamorphosis of the profession.
Successfully keeping up with the innovations and increased competition requires a heightened level of skill and expertise. Today’s communicator must actively build and evolve skills to stay relevant, and to leap ahead of demand.
There are many important skills necessary to be a successful communicator, but I believe there is a core set that will differentiate the empowered master from the average communicator. These skills are important today, but will be even more critical for tomorrow.
A few of the larger organizations I’ve worked for include ‘entrepreneurial spirit’ on their list of core values. Unfortunately, most of the employees are unclear as to what that actually means and how they are expected to display entrepreneurial characteristics in their daily activities. Within a smaller organization or a startup, this may be more easily realized given the inherent mindset and culture of the work environment. But for larger organizations, corporate bureaucracy, complexities, control, and investor pressures bring a host of challenges and barriers. Established brands, organizational hierarchies, and endless policies and procedures can breed complacency.
No matter the size of the organization you work for, or even if you are in fact an entrepreneur launching your own business, proactively incorporating core elements of an entrepreneurial spirit is vital to distinguishing oneself in a sea of talent, building professional excellence, and achieving long-term success.