I was chatting last week with a new cause-driven communications consultant. She’s a former journalist, she got disillusioned with journalism, then got a comms role. But working in-house for a major foundation also disillusioned her. Now she’s got an anchor client to work freelance and is ready to set up her own business.
“Stick at it,” I told her. “I can tell you’ve got what it takes.”
Independent communications consultants offer you proven expertise. We do so at arms’ length and without the conflicts of interest that come up when you’re an agency or in-house. Our value is in telling you the truth, not what you want to hear. When she talked about some of her experiences at the foundation, I could tell: She’s going to make it as a consultant. She’s come through the fire and is ready to forge her own path. She’ll find her voice and use it well.
Yes, freelance communications consulting is difficult. You must build a regular client base. You must balance being direct with keeping your clients. But the more people I meet who are setting out on the same career path I’ve chosen, the happier I am. We’re a happy few. We’re a band of brothers and sisters. Shakespeare would be proud! We’re making communications better on behalf of our clients and focused on that. To be blunt, too many nonprofits and foundations focus on the wrong things. We’re intent on being a breath of fresh air in a stale field riddled with frustrations.
John Le Carre said the ideal spy is criminal enough to be good at it, and patriotic enough to be loyal. It’s a rare combination and the ideal communications consultant needs a glint in the eye, too. You can’t roll over and play nice doggie at the first sign of choppy waters. Likewise, you’ve got to be adept at navigating conflict and office politics with grace. I love balancing these considerations in the service of good causes. If you feel like you could use me around, then get in touch. I promise not to be too larcenous, unless that’s exactly what you want me for, in which case…happy to help.
While we were talking, the consultant asked me how I generate new content ideas. Both for my clients and for this newsletter. When you first start communicating on behalf of your cause, it’s common to feel stuck. You indulge that feeling and you don’t get beyond it. It’s not writer’s block, exactly. It’s more that it’s easier not to publish your thoughts than it is to think them, write them, and then, hit “send.” Many people never get beyond that paralysis and it’s a shame. They get distracted by less important considerations.
If you start doing it, though, then writing for your target audience is all that matters. Then, the practice throws up more ideas. A simple conversation can lead you to a newsletter subject. Something you’re working on can refract through the lens of communication. It all fleshes itself out once you get started. There’s a sense of abundance that comes with it. It should be joyful. Honestly. No jokes.
It does all begin, of course, when you ask yourself why you want to communicate in the first place. What are you doing here? What’s the point of being an executive director of a nonprofit? What are you aiming to do with that responsibility? How ambitious are you? What are your frustrations? Those are great places to start when it comes to the kernels of great communication and so much more. You just need to be a bit brave. You can do it. Trust me. Or you could just use Chat GPT, hire somebody uninspiring to do your comms and play it safe, in general. But you’re better than that, aren’t you? I think you are.
