Are Your Expectations for Your Communications Team Realistic

If you want to maximize your communication’s results, you will want to appropriately staff your communications department. 

Often, I see job descriptions for communications staffers that are loaded with unrealistic expectations. Many lack the salary commensurate with the experience they want for the role or the expectations they have for the position. I have literally seen job descriptions expecting a communication staffer to manage media outreach, content creation, digital media, event planning, scheduling, as well as fundraising. This is unrealistic and unsustainable.

Unique Functions

Media engagement and outreach requires a unique skillset; it should be its own position. Digital media requires unique talents and abilities. It is its own enterprise. It is also massive and spans multiple domains include websites, SEO, analytics and more. To be successful in digital media, one has to have the time to learn and grow in the practice.

Fundraising is a unique specialty. To do it well, staff need time to cultivate relationships, learn different techniques for promoting giving, and practice in the position. Managing the schedule of an executive is also a unique talent and position. While one may consider melding these varying functions in one position, doing so is unwise.

To perform any job well requires time, space and practice. It is tempting for organizations to merge multiple functions into one position. In many cases, this is a result of limited financial capacity. In other instances, it is a lack of knowledge. While leaders may be seeking to leverage resources, they may be undermining their own effectiveness by expecting one person to fulfill three or more different roles.

Shockingly, in these scenarios, the salary attached to the job descriptions is quite low. For example, I recently saw a job description a communications and development associate – two distinct functions merged into one position – paying $24 per hour. I’m not sure how else to say but this so I’ll be direct — this is insane.

Do Things That Promote Sustainability

Organizations that champion fairness and justice should be creating a work environment where their teams can learn and grow, and hopefully stay in the movement longer. The goal shouldn’t be to extract every ounce of life from your team. And remember, intent has little bearing on impact.

If you are crafting a job description and considering hiring a strategic communications team member, carefully consider what you should pay and what you should reasonably expect a single person to do.

Most importantly, you won’t get as far as you may think. In the same way that it’s tempting for many of us to believe we can successfully multitask, believing that we ask a single person to serve multiple different roles is unrealistic and futile.

What’s the Solution?

I recommend leaders and organizations focus on one thing at a time. If you only have the resources to hire someone to do social media, focus there. Perhaps you only have the resources to hire someone for content creation;  invest there. Maybe your goal is to boost brand awareness, focus on media outreach for a season. It is better to prioritize one or two aspects of strategic communications than to put undue pressure on your team. This will reduce employee engagement and may lead to burnout.

In closing, don’t be afraid to take your time. Set reasonable expectations so that you and your organization can thrive.

 

Jennifer R. Farmer, aka The PR Whisperer^®, is the principal of Spotlight PR LLC. Be sure to check out other blogs and subscribe for regular communications updates.