What is common between the communication consultant and the dentist?

… or why the communication consultant is not just for the benefit of the communication agency but together they can do wonders for the customer.

The first seven years.

At 3х7 I made my first unsuccessful attempts to explain to my grandfather what exactly I had enrolled to study at the university (I’m not going to open a big bracket here to write on the subject: University education right after high-school, which means that at the conscious age of 18 you are to take the decision of WHAT YOU WANT TO BE … at least I was lucky to like what I graduated).

At 5х7 a customer turned to me with the request to “explain to the people what exactly his business is” and “what distinguishes him from the competition”.

Similar situations … which as at today’s date are leading me to the present story.

… You can’t do without communication, that part is clear; it is also clear that PROBABLY in order to communicate we need a budget but WHY or WHERE is the communication consultant in this picture, especially when we have marketing and PR agencies for that!!?

This is where I should mention Plovdiv (which will happen quite often in my stories): a city of multi-layered personality in terms of history, geography, culture, people, and … business. A large part of my analyses is based on my contacts with both organizations from Plovdiv and activities in Plovdiv, as well as with ones interested in Plovdiv for one particular reason or another.

I mention that because the main communicator of a business or institution is its heart – they beat in the same rhythm and there’s no way separate one from the other. This communicator is often an entire communication department or the so-called in-house communicator but quite often neither option is available. This is where the communication consultant fits in:

• the communication consultant knows well the structure from the inside.
• the communication consultant has a detailed analysis of the target groups, the needs and problems of the organization.
• the communication consultant is often based where the customer operates and knows the environment in detail.
• the communication consultant has the contacts that are for the benefit of the customer.
• the communication consultant is a good administrator: he/she can make a schedule of the planned activities, assist in the organizational processes and save the customer time and money.
• the communication consultant knows about analyzing: he/she draws and monitors a communication plan coordinated with the customer’s goals.
• the communication consultant is the interim unit between the customer and the advertising/PR/event agency, between the customer and the graphic designer, programmer, catering company … and why not Lady Gaga, the Solo-flutist of the Vienna Philharmonic Orchestra or Elton John.
• the communication consultant is here for you: live meetings prevent the misunderstandings in communication.
• last but not least, the communication consultant is the person you trust completely.

But why a consultant – we already have a marketing manager?!

The communication consultant is a person from the outside engaged under a project and very often, just to “put out a fire”, “bring in some fresh air”, or just to find a solution. All three are: а/creative processes, b/ processes related to experience and c/the result of teamwork. As far as freshness is concerned: it is not strange that it is “imported” or brought in because it comes inside FROM OUTSIDE … and not vice versa. In the factor “teamwork” comes the communication agency’s role: the customer likes it, he is used to it, he likes their office … and why not the garden of the office; the agency provides customers a reason to leave their daily working space, to travel for a change and get distracted  … and many other pleasant things of this sort. The agency is an integral part of the communication consultant’s job as well. They work together because if the communication consultant is the heart, the agency drives the other processes such as: website development, SEO, Google Ads, online advertisements, TV commercials, relations with the media, event organization and other activities where THE TEAM matters. In short: the pulse of your organization is maintained by your trusted communicator and the agency. TOGETHER. They are related just like the housekeeper of the residential building where you live and the different workers he calls when there are failures; just like your trusted dentist and the dental technician who will make your new tooth-crown; just like your tourist agency and the complex where you will spend you next holiday.

If you selected both of them to be good ones – you have nothing to worry about … almost!