A marketer’s ability to do their job relies on how well they understand their audience…
Same goes for you PR professionals. You too advertising pros!
…so unless your audience (the one you were hired to understand) consists of mostly marketers, focusing so much time and effort on them will not make you much better at your job.
One could argue that lately, many professionals are equally (or more) concerned with building their personal network as they are with being good at their job.
This is especially an issue for young communications professionals and students.
We’re just starting out, and the first thing we now learn isn’t to start studying people and marketing, it’s to use social media to network and build a personal brand.
When you focus on interacting with other communications professionals all the time, you lose touch with the people that you’re supposed to understand…the ones you’re getting paid to understand.
Learning how to reach out and engage with communications professionals will usually be very different from engaging with other people. If you’re focusing too much on the former, you’ll quickly find yourself failing at the latter.
A communications professionals has to understand what people want, what triggers them, what turns them off, how to reach them, how to build trust with them, etc… and strictly communicating with other marketing professionals will only take you so far.
Is the value of a professional’s network starting to outweigh the value of their ability as a professional?
What happens when we focus more on meeting communications professionals than on becoming a better communications professionals?