After more than three decades as a communications consultant, it’s more important for me to stay abreast of new communications tools than ever before. The number of communications consultants is growing, partly because of downsizing in private and public sector communications departments and traditional media fed by the global market decline of 2008. And the competition is sharp, resourceful and hungry.

Many clients are changing the way they communicate. They range from corporate CEOs, students looking for a first job, entrepreneurs, practicing professionals in law and finance and educators. Thanks to writing tools such as Grammarly, Draft and Hemmingway Editor, many are doing their own writing, editing and proofing to save time and money. Millennial clients, who are being promoted faster than any other group in corporate Canada are raising the bar for consultants when it comes to getting the best work at the best price and on time. Given these rising expectations, here are seven tips for communications consultants who want to remain competitive.

Digital communications (versus traditional communication) is obviously impacting every industry communications consultants serve. “Old” media has its supporters, but “new” media is winning the race, supported by artificial intelligence and robotic technology. To keep pace, ongoing self-learning accounts for more of my time than it used to – two hours daily, at least.
Managers and mid-managers often see themselves as running their own business. Much like franchisees who rely on their franchisor for certain resources, they are expected to do more with less and consequently ask more of their teams and consultants.
The age of the communications generalist is over. This means that communications consultants need a well-defined thought leadership platform to present iron clad facts as clients have zero tolerance for unsupported assumptions. (For example, mine is how different cohorts can build mutual trust in the work place.)
We see evidence daily that social media makes it possible for business and political leaders to create and manage the brand/party message personally – for better or for worse. They feel they don’t need communications consultants to tell them what they believe in – or how to communicate it. Yes, a communications expert can help assemble the communications infrastructure (social media placement, for example) and add quantitative research to their argument. But given the communications tools at their disposal, the client is more likely to take greater ownership of the communication.
Some consultants don’t bother following news that is outside their business focus. Doing business from a silo is difficult for two reasons. First, as a communications expert, people expect you to know about world developments. Second, limiting your focus can deny you access to new ideas, for which clients pay you to apply. Within reason, occasionally network outside your area of expertise to stay current and keep learning. I am often surprised by how much I can learn at an event that is outside my area of focus.
Understand the larger communications themes. I find it helpful to anticipate questions from prospective clients who don’t work in the communications field. For example, “How do you think artificial intelligence will change the way we communicate?” is a question I am asked frequently. Consider: “Artificial intelligence will never replace the conversation we are having right now. But if we want to continue our conversation, artificial intelligence will help us communicate the information we need faster – exactly when and how we want to receive it.”
Finally, let your personality shine and use your relevant, business related experiences and observations to support your ideas and fuel your enthusiasm. Try to focus on your ability to relate to the other person to build trust. You and your client aren’t machines.