You Have Two Jobs: The Work and Promoting Your Work

Regardless of how meaningful our work is, and how much value we get from doing it, we still need to be intentional in promoting what we’re doing.

By Jennifer R. Farmer

For nearly twenty years, I’ve worked in the public relations (PR) industry. As a PR practitioner, I’ve supported other people in telling their stories, raising awareness about their work, managing their brand, and securing media coverage.

I’ve led strategic communications for labor unions, racial justice organizations and faith-based entities. Nearly every campaign I’ve been a part of has been high stakes, especially for marginalized communities. There have been momentary pauses where I could promote something fun, but for the most part, I’ve been involved in critical work. 

But while my work is important, promoting what I’m doing – when I can ethically do so – is critical. It is not just a nice thing to do; it is an imperative. Because everyone who is leading important work has two jobs; the work and promoting the work.

For me, this looks like developing an intentional and proactive strategy to market my business and promote my thought leadership. For you, this could look like working on your business and in your business; service delivery and internal building.

This compulsion to focus exclusively on what others need is tempting, and even more so depending on your upbringing.  Based on my background – which could have informed my profession – my default was once putting the needs of others above my own. I am just now learning to bring more balance to my life, both in terms of how I work, but also how I hold and see myself.

As I unpack this, I invite you to question your own orientation. Are you doing the work and promoting it? I draw so much inspiration from business owners who give us a glimpse into their path on social media. They do the work, and allow us a front row seat, along the way.   

Even when we enjoy what we do, we still need to make time to do the work and highlight our skills. You can do this in an ethical fashion and in a way that is comfortable to you. You can also go at your own pace. Do you want to know more?

Here’s why this is so important.

People will not know who we are if we do not tell them. If we do not have an intentional strategy to talk about the work that we do in the world, why it matters and how it impacts others, we will miss opportunities to connect with people who would align with and support our work and vision. Certainly, we need to be strategic in how we tell our story, but promoting ourselves is non-negotiable.

Now promoting our work could include social media outreach, sharing our thought leadership or pitching ourselves to appear on panels and at conferences. It could also include email or digital marketing. When we tell our story, we define who we are versus waiting for someone else to do it for us. We also celebrate our place in, and contribution to, the world.

I’ll end how I began. We have two jobs; the work we’re leading and promoting said work.