Are You Doing The Right Work?

shutterstock_149080763This is a question I’ve worked with others to answer on a regular basis. It’s a tough question for communicators to answer because as demand for your expertise grows, it is too easy to say “yes” to every project requested. As communicators, we are passionate and want to help our customers be strong communicators themselves. It tests our ability to balance and prioritize.

Ah, the word “prioritize”. The goal when one prioritizes projects, responsibilities, etc., is to put the most important, strategic, and high value work first. For my world, this is key to providing as much value to the business as possible, but as an advisor and communications expert versus being an order-taker.

Yet, as word leaks out that we do know what we are doing, people begin to come to the team for what can be called “low value work”. Examples include transcribing notes taken for articles and speeches, writing articles for 70 people versus finding a story that impacts 15,000 business employees, and being asked to handle tactical items that are buried down in the weeds. It’s quite easy to find yourself or your team drowning versus rising up as the strategic communications expert.

So, when finding yourself being overwhelmed, sit down with your lists of projects and prioritize them. Questions to ask include:

  • What do you need to do to maximize work at the higher levels that will impact, engage and benefit the business and its employees?
  • How are you best serving your businesses?
  • Go back and ask the business leaders “How are we best serving you?” – again.

Decisions you may make include:

  • Pushing back on busy work
  • Staying customer focused
  • Staying focused on your role as a strategic communicator, internal public relations professional and internal marketing communication professional
  • Meeting with the business leaders to explain and discuss how and why you are prioritizing in this manner (see above decisions and questions)

The above is just a sampling, but this will allow you to be the best you can be and create the most value for the business.

So let me know your thoughts, comments, and additional ideas as well as if you believe you are doing the right work.

The post “Are You Doing The Right Work” appeared first on Fumbling Towards Epiphany.

Published by


Susan Cellura is a marketing communications professional with over 20 years of experience. She is a dynamic communications professional and enthusiastic team-builder, with a progressive history of success in designing and implementing communications programs for global organizations. A strategic thinker with the ability to understand the needs of multiple audiences and deliver solutions, Susan is a results-oriented problem-solver with exceptional interpersonal and negotiation abilities. Having worked in a variety of global industries, she has grown business communications in her current position via a strong mixture of strategic resources, including social media.

Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s