 For years, I took on all client work, regardless of industry or client personalities, to ensure a steady cash flow and income. However, after more than a decade of running my consultancy, I've realised that there's more to business than just financial stability. As a sole trader and small business, I've found that the most successful client projects are the ones where I've been integrated into the internal marketing teams and genuinely treated as though I am one of them.
It's the relationships where there isn't a power dynamic of "client and supplier" that work best. When we are all honest with each other, without any bureaucracy within our relationship (often despite the bureaucratic nature of a client's business or industry), we can really drive each other to be our best. External communications consultants bring fresh perspectives, often uncontaminated by internal biases or company dynamics. This integration leads to better outcomes and makes the process enjoyable for everyone involved. The Pitfalls of Power Imbalance On the other hand, I've also had clients who claim to treat external consultants as part of their team, but an obvious client/supplier power imbalance results in less open communication. This imbalance can hinder the collaborative process and ultimately affect the quality of any outcomes. Finding the Right Communications Consultant: Aligning Values for Success When seeking a communications consultant for your business, finding a professional whose values align with your personal ethos and the core values of your business is paramount. Integrating an external consultant whose values match your own can lead to a more honest and open working relationship, ultimately benefiting the overall success of the collaboration. It can also lead to long-term and more productive relationships in the future. For example, I have one relationship that began when I was an internal Corporate Affairs Manager (client), and she was a Senior Manager in a PR firm (supplier). Over the past twenty-plus years, we have taken turns being the client and consultant across numerous jobs and roles. We understand how each other works and trust each other's judgement, which means we can quickly generate meaningful results for whoever the client is or even on shared clients - without any egos getting in the way. The Importance of Shared Values Your values play a crucial role in shaping the culture and ethos of your business, so finding a communications consultant whose values align with yours can lay the foundation for a solid and transparent working relationship. In turn, when the consultant's values resonate with the business's, it creates a harmonious environment where mutual respect, understanding, and trust can thrive. With those two alignments as a foundation, the sky's the limit to what you can achieve. Establishing a rapport that allows for occasional personal sharing can also be invaluable. A positive relationship where occasional personal details are shared fosters camaraderie and also respectfully acknowledges the impact personal situations can have on professional performance. In an environment of openness and support between client and consultant, individuals can navigate personal challenges with mutual understanding, mirroring the support and affinity often found within high-functioning internal business teams. Define What You Are Looking For Naturally, it is best if there’s more than simply having aligned values. Experience and expertise also play a role. When assessing and planning resource allocation for hiring a communications consultant, consider the following steps to define and identify your ideal candidate: Current Situation Review: Assess your current resource allocation and identify gaps to understand the baseline, your goals, and what skills gaps exist to achieve them. Goal Definition: Clearly define the objectives, budget and priorities that will guide your subsequent resource allocation decisions. Core expertise: Identify the expertise your ideal candidate will have, including industry/ sector experience and the specific communication expertise you need (e.g., strategy, media relations, social media, crisis communications, etc.) Desired Values: Identify the values important to you as an individual, as a team, and as a business as a whole, and actively seek a consultant whose values align with these. Cultural Fit: Look for a consultant who has the necessary skills and experience, and embodies the cultural fit that aligns with your business. After all, the objective is to identify a consultant who will blend seamlessly with your team. Communication Style: Consider the consultant's desired communication style and your preferred mode of interaction. Collaborative Attitude: Look for evidence of a collaborative and team-oriented mindset to ensure a seamless integration into your internal teams. By prioritising shared values and cultural alignment in your search for a communications consultant, you can foster a more cohesive and productive working relationship, ultimately driving the success of your business's marketing and communications endeavours. Image Credit: Photo by Kindel Media: https://www.pexels.com/photo/group-of-people-putting-their-hands-together-7688159/
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