The new year brings new opportunities and, for some, may even prompt thoughts of a career change. For individuals re-evaluating their career focus, a new gig in communications might seem like a step in the right direction.
Before you make the leap, it’s important to be aware of the skills needed and the challenges you’ll face on a daily basis. It helps to get an insider’s perspective, so we asked members of Forbes Communications Council to offer their advice for professionals entering the communications field for the first time. Here’s what they had to say.
Members of Forbes Communications Council offer advice for those considering a career in communications in the new year.Photos courtesy of the individual members.
1. Hone Your Skills
Not everyone is a writer. Like any skill, though, writing can be learned. So if you’re considering a move to communications, start with the fundamentals and take a writing course or write something to exercise that muscle. The best communications professionals also have oratory skills, as well as some visual art experience or at least an eye for what works. If you don’t, get the training. – Eugenie Bisulco, The Child Center of NY
2. Be Able To Demonstrate Results
Almost everyone thinks they can write and be a communicator. If you want to move into communications, ensure you have both multichannel writing samples and return on investment (ROI) — what was the open rate, click-through rate, campaign result (such as sales), impressions, engagement, change in behavior and so on? It’s important to prove you have what it takes to be an excellent communications professional. – Amanda Ponzar, Community Health Charities
3. Clean Up Your Social Profiles
Communications roles tend to be pretty visible, as these are professionals who may sit on panels, author guest blogs or pen newsletters as part of their role. Your previous tweets will likely come up when Googled, so spend time making sure your personal brand reflects the brands you’d like to work with. Set accounts to private and delete old content that doesn’t fit your target companies. – Mandy Menaker, Shapr
4. Learn Search Engine Optimization (SEO)
Learn SEO so you know how to make any type of content findable on the web. This helps you rank for job titles on LinkedIn and build a personal brand to help make the career change. It’s also important for communication roles, because the point of SEO is to make sure people find your content and message. A foundation in SEO enhances your ability to do public relations (PR), content, copywriting and even be a CMO. – Lavall Chichester, JumpCrew
5. Get To Know Your Target Audience
It’s easy to get excited about the prospect of delivering a well-executed PR or internal communications campaign. The key is to ensure your messaging is not only clear, but also resonates with your target audience(s). The best campaigns can fall short when there is no emotional connection or clear tie-in to what’s in it for them. Measurement of results is also critical to justify your role. – Nysha King, MRINetwork
6. Talk To People Who Work In The Field
I’ve counseled hundreds of young and established professionals considering a career in communications and always encourage them to start with informational interviews. They help you learn about the different types of communications (in-house, agency, government and so on), build your network and understand which of your skills translate and what areas will need attention as you get up and running. – Colby Reade, M.J. Murdock Charitable Trust
7. Always Be Learning
The communications industry is changing every day, and you have to keep up. Professionals and companies who want steady jobs where every day looks the same shouldn’t pursue marketing and communications. With technology improving each day, digital is the future. What worked yesterday might not work today, so you must always be learning what’s next to keep up with today’s marketplace. – Holly Tate, Vanderbloemen Search Group
8. Build Your Personal Brand
When someone looks you up online, it’s like a self-service interview. Before they say a word to you, they will learn about you from websites that mention you, your social profiles, articles you’ve published, places you’ve been quoted and more. Post consciously, keeping your end goals in mind. It’s a great way to show off your skills and build the brand you want to represent yourself. – Holly Chessman, GlowTouch Technologies
9. Get Comfortable With Change And The Unknown
Communications is ever-changing — new forms of communication for marketing keep launching, and current forms keep evolving! Professionals entering this field for the first time should be comfortable with the unknown and the fact that this area is constantly changing. It is hard to measure ROI on certain things, and it is trial and error. It is a bit uncomfortable — but that makes it exciting! – Sherry Jhawar, Blended Strategy Group
10. Think Like A Shopper First
Because you’re new to communications, you have a fresh perspective that is probably in line with how your customers perceive your brand. Therefore, think like a shopper first, and then a marketer. What do you like to see in other brands’ social media feeds? What do you like in your personal shopping experience? What pain points do you feel, and how can the marketing team rectify them? – Janice Chou, TrueFacet
11. Trust In Your Creativity
Communications is all about being creative and finding ways to get your message to resonate with others. Go with your gut instinct and try things out. Having the confidence and courage to attempt something new and different isn’t always easy, but we all communicate differently, so you have to try. Embrace and trust your inner creativity — that’s what marketing and communications are all about. – Amber Mullaney, QSR Automations Inc.
12. Focus Your Messaging On Your End Goal
Whether it’s external or internal, long form or a tweet, every communications strategy should be prepared through the lens of “Who is receiving this?” and “What is my goal?” If you take a minute to learn about your audience and what will add value to their experience with your message, you will be that much closer to your end goal. This thinking scales across your entire career at every level. – Laia Pescetto, Innovid
13. Follow Your Passion
Whether you’re a college graduate or a seasoned professional, look for positions in areas you are passionate about. Love the arts? Consider a communications position with a museum or performing arts center. Is there a cause you champion? Look at positions with related nonprofits. Are you an avid sports fan? Consider a sports marketing career. You’ll feel more fulfilled and drive yourself to greater success. – Brandi Wessel, Chaparral Energy