5 Core Skills of an Effective Communications Consultant
By Afton Brazzoni
If communications is not your expertise, it may make better sense to tap a communications consultant to assist in the strategic planning and execution of initiatives to support your goals.
An effective communications professional plays a vital role in building brand awareness and strengthening your relationship with your target audience.
An effective communications professional plays a vital role in building brand awareness and strengthening your relationship with your target audience.
5 must-have communications skills
1. Strong writing chops
A communications consultant serves as a liaison between your organization to the media and your key audience. They are expected to develop a communications plan and strategies to help you reach your objectives.
It can be difficult to vet those who can deliver on their promises. A good way to identify a skilled communications consultant is their ability to write compelling content. The true experts are masters at storytelling and persuasion. They write with empathy and have a deep understanding of human psychology.
In fact, studies suggest that reading a good story is linked to the release of oxytocin, a hormone that is associated with trust and emotional connection among human beings. It is so powerful that it can spur people to take action such as supporting your organization financially, volunteering their time and resources—better yet—championing your cause among friends and family.
2. Understands your audience
Look for someone who has a clear understanding of the industry you are in, the key stakeholders, as well as the trends and current social or political climate. Ask questions about the previous organizations the consultant has worked with that may be similar to yours. Probe deeper to find out if they understand what you do.
Being excited about your vision and ideas is great, but if they don’t have relevant experience in your field, the learning curve might be too steep.
3. Responsive and flexible
To start on the right foot, you must make sure that your communications consultant is transparent from day one. Are they asking the right questions about the creative brief, scope of work and expectations? Are they willing to negotiate on the terms of your contract? How responsive and timely is your consultant when replying to emails and messages? Your initial interactions should be a two-way discussion where they actively listen and respond to your needs.
4. Results oriented
A solid grasp of your organizational goals and the ability to measure ROI are vital for anyone in this profession. They can identify key performance indicators (KPIs) that have an impact on your organization and not just vanity metrics.
Instead of simply measuring the traffic on your website generated by a campaign, focus must be placed on the number of qualified leads. An increase in the number of likes and followers on social platforms is great, but if they are not engaging, sharing or taking action, then this may not mean much.
Admittedly, measuring results can be a challenge, especially if your target audience encounters your brand through various touch points. An effective communications consultant should understand analytics that have an impact on the cause that you champion.
5. Good track record
Before partnering with a communications expert, it is essential that you do a background check. They may have been recommended by a trusted friend or organization acquaintance, but due diligence will prevent potential problems down the road.
Check out the consultant’s retention rate. Have they been working with the same institutions for several years? Do they have testimonials from reputable companies on LinkedIn? Are they part of a professional organization? Are case studies available for you to learn more about projects they have done in the past?
A communications consultant serves as a liaison between your organization to the media and your key audience. They are expected to develop a communications plan and strategies to help you reach your objectives.
It can be difficult to vet those who can deliver on their promises. A good way to identify a skilled communications consultant is their ability to write compelling content. The true experts are masters at storytelling and persuasion. They write with empathy and have a deep understanding of human psychology.
In fact, studies suggest that reading a good story is linked to the release of oxytocin, a hormone that is associated with trust and emotional connection among human beings. It is so powerful that it can spur people to take action such as supporting your organization financially, volunteering their time and resources—better yet—championing your cause among friends and family.
2. Understands your audience
Look for someone who has a clear understanding of the industry you are in, the key stakeholders, as well as the trends and current social or political climate. Ask questions about the previous organizations the consultant has worked with that may be similar to yours. Probe deeper to find out if they understand what you do.
Being excited about your vision and ideas is great, but if they don’t have relevant experience in your field, the learning curve might be too steep.
3. Responsive and flexible
To start on the right foot, you must make sure that your communications consultant is transparent from day one. Are they asking the right questions about the creative brief, scope of work and expectations? Are they willing to negotiate on the terms of your contract? How responsive and timely is your consultant when replying to emails and messages? Your initial interactions should be a two-way discussion where they actively listen and respond to your needs.
4. Results oriented
A solid grasp of your organizational goals and the ability to measure ROI are vital for anyone in this profession. They can identify key performance indicators (KPIs) that have an impact on your organization and not just vanity metrics.
Instead of simply measuring the traffic on your website generated by a campaign, focus must be placed on the number of qualified leads. An increase in the number of likes and followers on social platforms is great, but if they are not engaging, sharing or taking action, then this may not mean much.
Admittedly, measuring results can be a challenge, especially if your target audience encounters your brand through various touch points. An effective communications consultant should understand analytics that have an impact on the cause that you champion.
5. Good track record
Before partnering with a communications expert, it is essential that you do a background check. They may have been recommended by a trusted friend or organization acquaintance, but due diligence will prevent potential problems down the road.
Check out the consultant’s retention rate. Have they been working with the same institutions for several years? Do they have testimonials from reputable companies on LinkedIn? Are they part of a professional organization? Are case studies available for you to learn more about projects they have done in the past?
Communications counsel you can count on
Choosing to work with a communications consultant can have several benefits. They bring in their experience and expertise, and free up your time to focus on other important aspects of running your non-profit or charitable organization. They can also bring new insights and an independent point of view to help you reach your communications goals.
If you are looking for help in promoting your initiatives, contact Perch Communications for a free, 30-minute consultation.
If you are looking for help in promoting your initiatives, contact Perch Communications for a free, 30-minute consultation.