Advice from the Pros: 6 tips for succeeding as a communications specialist

The communications team plays a critical role in supporting the overall mission of any development organization. Tasked with the management and delivery of the organization’s message, communications specialists help raise awareness and support for the work being done. Communications specialists can work internally within an organization, ensuring all departments and employees are up-to-date with the latest developments, or work externally to build relations, create brand awareness, and convey the organization’s message to a broader audience. Alternatively, some communication roles can span both. The trend toward digitization means “new media” is transforming communication roles, and specialists need to keep up with a growing number of platforms and channels. Devex spoke to Lisa Legall Belgrave, communications specialist at CARICOM, to find out her thoughts on the top tools and skills needed to succeed in this role. 1. New media: Technology, photography, and video The portfolio of communication specialists today is less and less about traditional written communication. The rise of new media has created alternative outlets, such as photography and video, to get the message across. Photography experience along with the ability to edit video is very beneficial for the role — and the importance of technology will only increase, Belgrave said. “I think staying on top of technology … will be the only way to stay in the game really,” she said. People are demanding “short, quick, interesting messages,” said Belgrave, who utilizes “more creative communication pieces.” The longer the article, the less chance that people finish reading it, Belgrave noted. “There’s so much going on digitally, so there’s a lot out there that distracts you and pulls you away,” she said. “But I will sit and watch a video, and if it’s a video that has short tags — even better.” “Younger people, they don’t read that much now, and I don’t anticipate that it will get easier or better as they grow older,” Belgrave continued. “So, having the ability to create messages that’s focused around video or photography is a plus.” 2. Marketing and advertising skills Grabbing the viewer’s attention is very important. “I’ve had to call on all my marketing skills a lot,” said Belgrave. “You have to utilize marketing tools to communicate — especially in today’s marketplace where everything’s focused on digital and on mobile.” Having marketing experience has “helped tremendously,” she said, adding that some aspects of her communications role have included activities similar to the product-selling practices she experienced in sales roles. Likewise, her previous experience working for a newspaper and in marketing and advertising has also helped, “because now I can bring a more rounded approach to the communications,” she said. 3. Graphic design experience As a communications specialist, “it helps to have some understanding of graphic arts,” Belgrave said. Some organizations may already have graphic designers, but even if that is the case, it’s helpful to have some understanding of design in order to work alongside them and better indicate what you want, she explained. Belgrave has noticed a growing demand for communications professionals with Adobe Suite experience, and finds herself using these programs more and more. To acquire such skills, “online courses are a good place to start,” said Belgrave, who has completed many herself. She also advised asking graphic artists in the workplace for tips. 4. Write for the medium: Social media There is an increasing demand for short and snappy content that gets the message across quickly, clearly, and simply. Understanding social media and having strong digital content writing abilities are both highly important for a communications role, Belgrave said. “I think it’s worthwhile to have some kind of certification in terms of social media marketing or content marketing,” she added. “That’s a direction where the field is going.” The ability to write in different styles is generally very useful, explained Belgrave, as some tasks involve taking long reports and shaping them for different audiences. 5. Stay up-to-date with the latest trends Communication specialists need to stay on top of the latest trends in social media — and other methods of communication — within the sector of interest, Belgrave advised. Belgrave follows various other outlets, and recommends HubSpot, Content Marketing Institute, LinkedIn, and the Harvard Business Review for useful communications content, particularly on the topics of business, marketing, and communications. Additionally, depending on the area of specialization, “it’s always good to follow any online media outlets who are specific to your field,” said Belgrave. She recommended following Devex to keep up-to-date with what’s going on in the development sector, as well as subscribing to other organizations in the field, to see how they are reporting on their work. 6. Get up and speak to people Belgrave noted that compared to her experience in other sectors, the development sector has a slower pace for getting things done. Tasks often require more people’s approval, particularly when attempting to introduce something new. If the management team comprises older professionals, this can present additional challenges in breaking out of comfort zones, she said. Communications is about “always trying to bridge the gap and to do things so that each audience can tune in,” said Belgrave, adding that this involves everyone “from millennials to baby boomers.” Belgrave suggested that building and maintaining in-person relationships with co-workers can allow you to achieve more in your role. “If you sit on your computer and you send an email, there’s a strong possibility that time will pass and you will not get a response,” she explained. “Getting up from your desk, going to see people, having conversations, getting to know them, talking to them, makes it easier to get what you want.” Belgrave has found building relationships to be the most critical and significant tool in getting things done because people are more likely to respond. Advice from the pros is a new Devex series highlighting experienced professionals working across the global development sector and their advice for succeeding in this field.