An Open Letter to Young Communications Professionals

I took a sabbatical in the month of June because frankly, I needed the break. It was great to unplug from work and social media. The time off allowed me to tarry in God’s presence to gain clarity on different things. I was also able to reflect on the year so far and define what really matters most to me. Especially with regards to the work that I do as a Communications professional. 

In doing all of this, I decided to write this open letter to young communications professionals because you’ve been on my mind. There’s a lot I’d like to say so this might end up being a long read. Grab a cup of tea and dive in. 🙂

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Dear Young Professional,

Less than 10 years ago, I was in your shoes. I was a newbie in the world of Communications and Public Relations who was trying to find her way. If you’ve read my book ‘From Cluesless to Success‘, you’d already know that I started my career journey rather cluelessly – not knowing what it was that I wanted or whether I had the competencies required to excel in this career path that I somehow found myself in.

I understand that pressure of feeling that you need to prove yourself and the deep desire to prove your worth in whatever organisation you work with. You look at those who have gone ahead and while you admire them, you wonder, “When will I get there?”

I get it and I’d like to share some words of counsel that I hope will be useful for you in your journey going forward:

 

Use this time to define what you don’t want 

You’re in a phase where you’re trying to figure a lot of things out. Should I apply for an agency or in-house role? Should I get a master’s degree or a professional qualification? There are many options before you and it’s not always a case of good versus bad which can make your decision-making process more confusing. This is fine. Embrace this part of the journey but use this opportunity to clearly define what you don’t want.

Here’s what I mean.

Right from my second internship, I was clear on the kind of work environment/ corporate culture I wanted to work in. Even though I wasn’t clear about the exact role that I wanted, I was clear about the fact that I wanted to work in an organisation that will enable me to grow. I wanted an organisation where my contributions will be recognised and where I can make a real difference.

Doing this helped me to do extra due diligence when applying for new roles. I didn’t take just any job that came my way. I went the extra mile to find out about the work culture and what the current employees were saying about the organisation. I remember a particular organisation that wanted to recruit me just after I had completed my service year. While I was in a secluded room taking a test in the office premises, I overheard the staff bantering and what I heard was not pretty. I decided in that moment that I couldn’t work there, no matter how much they offered me. So, when the offer came, I declined. Not because it wasn’t a good offer (it was a good one at the time) but I just knew that I couldn’t thrive in that environment.

Let me also add here that I also defined the kind of leader that I wanted to be. I wanted to treat people well and help them to become the best versions of themselves. I wanted to work with that kind of boss too and I must say that for most of the 9 to 5 roles that I had, I got exactly this.

 

Become self-aware

Now, you can only be clear on what you don’t want (and what you DO want) when you become self-aware. What are your values? What are the things that are important to you? My friends tease me about this but financial gain has never been the number one motivating factor for me. The one time that money was a motivating factor for a career move, it ended in tears. You can check my book for the details!

What I knew clearly was that being able to see the results of my work was more important for me. In the years I worked as a freelance consultant, I managed PR for a global makeup brand that wanted to gain visibility in Nigeria. The money was good but I often felt a disconnect after each activity we did. I was glad that I was contributing to helping the brand to achieve its goals but it did nothing for my ‘purpose bank’. On the other hand, I was handling social media for a social enterprise that gave me deep joy. The stipend I received barely covered my data costs but I slept better at night knowing I was making a real difference in the lives of women across Africa.

Of course, we need to be realistic here. Impact won’t pay your bills if you are not earning enough. What I did was to optimise my career journey to be able to work on the projects and briefs that resonate with me and helps me to be financially comfortable.

You can find that sweet spot too. Define what’s important to you and let that guide your career decisions and choices.

 

Put in the work

I had a conversation with a peer who has just come out of a year-long sabbatical and we talked about how our interests and drive has changed over the years. Yes, we are still passionate about the work we do in Communications but we are more streamlined in how we do that work. For example, the focus of my career now is on adding value to the Comms ecosystem across Africa and globally by upskilling and building the capacity of the professionals working in this space. I currently do this through the many platforms where I lecture and facilitate trainings.

However, we both commented on how hard we worked in the early years which has given us the luxury to make these streamlined decisions.

You are young and you have the energy. Please put in the work. Sometimes, Comms and PR can be a tough industry to work in but allow yourself to go through the process and grow. I recently listened to my dear sister-mentor talk about how she has a thorough understanding of the policy communications landscape in Nigeria and Africa thanks to the work she has done in over a decade. She knows the ins and outs of media relations and stakeholder engagement because she has put in the work.

This is the time to do the work. The truth is if you don’t put in the work now, it will affect how far you can go and some things are a bit harder to learn as you rise up the ranks. Don’t put yourself at a disadvantage by giving excuses that prevent you from learning and growing. Stretch, learn and become a well-rounded professional who knows his or her stuff. There is no shortcut unfortunately.

 

Be committed to yourself

Tied to the point about putting in the work is being committed to yourself. This means deciding to become the best Communications professional you can be. It also means positioning yourself as a valuable person. There are many ways you can do this but it is usually the ‘little things’ that people don’t pay attention to that will make a difference. For example, do you deliver excellent work or when you send in a draft, there are many avoidable typos? Can people count on you to show up on time and in a professional manner? Do you volunteer to do things and then disappear when it’s time to actually do the work? Do you take responsibility when you’re not able to meet a deadline and communicate this in a timely manner?

These things may seem small but they do make a difference. Trust me. Essentially, you need to commit to developing the right work ethic. You should also commit to making your strengths stronger and see how your weaknesses can be improved. The higher you go in your career, the more likely it is that you’ll be able to outsource the things you are not great at. But while you’re here, find ways to improve so it doesn’t cost you your job.

I’ll say one more thing here. Be committed to the other sides of you that go beyond your career. Like I said before, working in Comms can be tough and it can also be all-consuming. But I encourage you to find the balance. Create time to unplug and explore other non-work interests. I’m not asking you to take a month-long sabbatical but please dedicate some of your weekends to your well-being. Go to the spa, book a weekend staycation, watch a play, travel…do whatever will nourish your soul, body and mind. Being refreshed in this way also helps you to deliver better in your role.

 

Getting the support you need

It’s time wrap up this letter but I just have to put this in here. Do get a mentor or people who can handhold you in your career journey. People who can point you in the right direction and people you can bounce ideas off. I know that getting the right mentor can be daunting and senior professionals are sometimes too busy to offer mentorship guidance. But don’t give up. Please take advantage of the Comms Mentoring Programme offered by The Comms Avenue. I look forward to when we can take on thousands of mentees from across the continent for each batch. Until then, we will continue to give hundreds of young professionals access to suitable mentors in the Communications industry.

When you get a mentor, please add value to your mentor. It shouldn’t be a parastic relationship and you shouldn’t be a user either. Add value and you will receive value in return. This is actually the mindset you should have for your entire career.

If you’re at a point where you need professional counsel but you don’t have a mentor to guide you, I’ll be opening up one on one virtual office hour slots soon. My one request to you is that you actually show up if you go ahead to sign up for this. You’ll be surprised by the number of young professionals who claim they want to learn but don’t show up. That’s a conversation for another day.

Lastly (really, lastly), your peers are important in this journey. Please don’t ignore or look down on them. Grow together, learn together and be a support for one another. Many times in my early years, my colleagues helped me to gain clarity and they allowed me to pick their brains when I was confused about a brief or project. You need your peers, as much as you need the senior professionals.

I have to end this letter here but I don’t want our engagement to stop here. If you have questions for me, please don’t hesitate to drop them as a comment here or you can reach out via LinkedIn or email – adedoyin@thecommsavenue.com.

Also, as part of the 2023 World PR Day celebration, I’ll be having a conversation with a friend and former colleage, Sola Obagbemi on YouTube live. We will share openly about our journey in Comms so far and we will answer any questions you may have for us. I invite you to join us on Sunday 16th July by 7pm WAT.

You can find details of how to join the conversation here. Permit me to make a little request – please invite your friends and colleagues for this YouTube Live session.

Thank you for reading thus far. I am committed to your professional success and I’ll be here for you as much as I possibly can.

 

Best wishes,

From Adedoyin