How to succeed as a communications specialist
Leading communications professionals working in the United Nations system on climate issues share lessons from their careers and offer advice to those looking to work in the sector.
By Katrina J. Lane // 13 July 2023For purpose-driven organizations, effective communication is pivotal in driving change, creating awareness, and fostering understanding across diverse communities and nations. Addressing complex global challenges such as climate change requires communications specialists with not only the skills to do the job well but who are also driven by the cause. “As with any career path, it is important to follow your passion. You have to find a job that you wake up inspired to go to every day because this is somewhere that you are going to be spending most of your waking life,” said Laura Fuller, the head of communications for North America at the U.N. Environment Programme. Fuller began her career in the private sector before securing a position with the United Nations over 12 years ago. For Sarah Marchildon, a communications officer at the U.N. Framework Convention on Climate Change, her journey from working as a newspaper journalist to the U.N. has been driven by a passion for environmental advocacy and a deep understanding of the power of communication. Marchildon believes this field is about being humble and knowing “that it’s okay not to have all the answers and to always be growing and learning,” she said. In interviews with Devex, these two seasoned environmental communications professionals shared further insights on what aspiring communication specialists can do to set themselves up for success and make the greatest impact in the field. Kindness and empathy Issues such as climate change affect communities worldwide, and each group may have unique perspectives, experiences, and priorities. In a field where international cooperation is paramount, effective communication involves actively working toward a common understanding — even if complete alignment may not always be achievable. Empathy and kindness are vital when working with diverse groups and different nations, and Marchildon believes that these are often underrated skills for effective communication. She advised to "put yourself in the shoes of the reader who may not know much about the topic and explain it without using jargon and acronyms, which is alienating and shuts them out of the conversation." When doing this, it’s important to pay attention to differences in context, especially environmental and cultural ones when it comes to climate communication. By acknowledging and respecting these differences, communication professionals can find the best ways to build bridges of understanding and make messages more accessible. Marchildon highlighted that trying to understand something from someone else's perspective can also be immensely helpful to break down complex information and explain things clearly and compellingly. Know your stakeholders and tailor messages accordingly “Communicating complex information is about pulling it apart first,” Marchildon said. This is particularly relevant when working in global development as you interact with a wide range of stakeholders. At the U.N., Fuller highlights how this includes governments, NGOs, the private sector, academia, and other U.N. entities, “so we need to really target our messaging depending on the audience and what outcome we are hoping to achieve.” she said. To do so, Marchildon draws on the importance of knowing your stakeholders thoroughly. “Know what motivates them. Know what they care about. Know what their challenges are. Speak to them in their language, in terms they will understand. Tell stories with people in them,” she said. First, she says that it’s important to make sure you understand the information or message yourself. After which, “you need to sift through it and answer key questions: What is important? Why is this important? What’s new? What’s surprising? What do you want the reader to know/do with this information?” she said. Finally, she emphasized telling the story using simple, jargon-free language to make sure that what you are trying to communicate is understandable and invites people to be a part of the conversation. Continuous learning and staying up on trends “To be successful in what you do, you have to be confident in who you are, so you need to make sure that you have all of the skills required to do your job properly. Of course, this takes time and these skills are forever changing, so it is always a learning process,” Fuller said. Staying current may be more important in communications than in any other field. Both experts highlight the importance of having a mindset that embraces continuous learning and being open to new ideas. Marchildon said that social media can serve as a powerful tool for this “especially Twitter and LinkedIn. It’s great to follow people who are currently working in the field and those who are leading experts in communications. A lot of them will point to articles or resources with good information.” Fuller also said that it’s important to network with professionals and colleagues within your own organizations. Marchildon recommends learning from colleagues of different age groups, as they offer fresh perspectives and a wealth of experience. “I love learning by watching my colleagues, especially colleagues who are a lot younger (fresh ideas, more digitally savvy) and a lot older (wealth of knowledge and experience),” she said. A mix of hard and soft skills Fuller draws on the importance of having a combination of hard and soft skills. “There are many aspects to working in communications that require specialized knowledge such as: how to develop a strategic communications plan; how to write a press release; digital literacy, and things like that.” Marchildon believes that “good writing is a product of good editing” and that strong editing skills are also important. “Being a good writer is a skill that takes a lot of time and a lot of practice to develop but there are great courses and books out there for people who are just starting out.” On the other hand, soft skills like “relationship-building and collaboration, [like] the ability to translate complex material into easily understood messages, and knowledge of current affairs to understand what is happening in the world today which in turn, impacts your audience,” are also crucial, Fuller said. While hard skills can come from experience, mentoring, and training; soft skills are mostly innate or honed through practice and self-reflection, she said. Our in-house recruitment specialists are currently compiling talent pools based on specific global development skill sets, including communications specialists. Candidates can update their Devex profiles to be considered, and employers can learn more here.
For purpose-driven organizations, effective communication is pivotal in driving change, creating awareness, and fostering understanding across diverse communities and nations. Addressing complex global challenges such as climate change requires communications specialists with not only the skills to do the job well but who are also driven by the cause.
“As with any career path, it is important to follow your passion. You have to find a job that you wake up inspired to go to every day because this is somewhere that you are going to be spending most of your waking life,” said Laura Fuller, the head of communications for North America at the U.N. Environment Programme. Fuller began her career in the private sector before securing a position with the United Nations over 12 years ago.
For Sarah Marchildon, a communications officer at the U.N. Framework Convention on Climate Change, her journey from working as a newspaper journalist to the U.N. has been driven by a passion for environmental advocacy and a deep understanding of the power of communication. Marchildon believes this field is about being humble and knowing “that it’s okay not to have all the answers and to always be growing and learning,” she said.
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Katrina Lane is an Editorial Strategist and Reporter at Devex. She writes on ecologies and social inclusion, and also supports the creation of partnership content at Devex. She holds a degree in Psychology from Warwick University, offering a unique perspective on the cognitive frameworks and social factors that influence responses to global issues.