After five years in government communications, I moved into the “fast-paced world” of PR at Progress Communications. I am known for following my own path, but this felt particularly exciting and daunting. There is no shortage of stereotypes about civil servants. Surely they are not suited to a fast-moving commercial environment? And does communication mean something different in these two worlds?
Building bridges
After two weeks, I can conclude with relief that my government experience is indeed useful. At Progress in Amsterdam, I learned a sentence that defines communication: “Who says what, to whom, in which situation and with what purpose?” PR is not just about winning journalists over and making slick, fashionable videos. Above all, it is about listening to the client and the audience. Who does the client want to be, and what makes them unique? What does the audience need? We build bridges to start a dialogue and, most importantly, sustain it.
Deciding how is the next step. Naturally, Progress Communications has the right people for that: colleagues who can reach everyone through social media or organise outstanding press tours.
Government
It reminds me of my years in government, where the process was much the same. If a municipal executive decided to withdraw a subsidy because of budget cuts, for example, residents needed to know how it would affect them. Sometimes they needed to act. Building bridges between the municipality and its residents and keeping the dialogue going was the most important part of my job. We also used local media interviews and press conferences to support those conversations. And civil servants have found their way around the digital world, too.
Things do move more slowly in government than in PR, but that is not necessarily bad. Municipal decisions and activities are funded with public money, so you think carefully before spending it. People still work incredibly hard, though, so those stereotypes are not entirely fair.
Ten colleagues rather than 1,300
Why make the move? I was ready for a new challenge and attracted by the pace of commercial work. With ten colleagues instead of 1,300, things can happen much faster. I find the opportunity to be even more creative both enjoyable and exciting. Rather than political priorities determining the main areas of attention, I can put my own stamp on what we do at Progress. There is more freedom and room for entrepreneurship. But the foundation remains the same: communication.
Marlous
More news ›