Joel Nettey outlines six ways to achieving excellence in communications
In the world of business, staying competitive and successful requires a constant pursuit of excellence. This is particularly true for communications professionals, who must navigate the often-turbulent waters of public opinion and perception. At the 2023 National PR & Communication Summit, keynote speaker Joel E. Nettey spoke on the topic of “Becoming the Difference by Raising the Bar of Excellence,” outlining six keys to achieving excellence in the field of communications.
The first key, according to Nettey, is attitude. In order to succeed in any endeavor, one must have the right attitude. Excellence is not simply a result of innate talent or skill, but of an unfettered commitment to be the best in whatever one is doing. For communications professionals, this is particularly important, as their outputs often become the subject of public scrutiny. Nettey also cautioned against comparing oneself to others, noting that such comparisons can lead to feelings of vanity or bitterness.
The second key to excellence, according to Nettey, is passion. Without passion for one’s work, it is impossible to achieve excellence. Passion is what drives individuals to pursue their goals with initiative and self-motivation, and is an essential component of achieving excellence. Nettey noted that passion cannot be taught; it is an innate desire that must be cultivated and nurtured in order to succeed.
The third key to excellence, Nettey argued, is being the difference you seek. In order to stand out in a crowded field, one must be willing to be different, even if it means being seen as odd or unconventional. In the field of communications, this means being timely and professional, and having a keen sense of when and how to communicate with different audiences. It also means being committed to excellence in all aspects of one’s work, including expertise, ethics, and quality.
The fourth key to excellence, Nettey noted, is consistency. Consistency is perhaps the most powerful differentiator of all, and refers to the ability to repeatedly do the things that will put one in a position to succeed. Inconsistency leads to a lack of “countability,” which is the ability to count on someone or something to deliver what is expected. Consistency is essential in building trust with clients and colleagues, and is a key component of achieving excellence.
The fifth key to excellence, according to Nettey, is continuous learning. In order to stay competitive and successful, one must be committed to ongoing learning and development. This means seeking out new information, staying up-to-date with the latest trends and technologies, and continually improving one’s skills and knowledge. This commitment to learning is essential in the rapidly-changing field of communications, where new platforms and technologies are constantly emerging.
Finally, Nettey argued that the sixth key to excellence is collaboration. In order to achieve excellence, communications professionals must be willing to work collaboratively with others, including colleagues, clients, and stakeholders. Collaboration is essential in developing innovative solutions, building consensus, and achieving common goals. It also helps to build trust and mutual respect, which are essential in achieving excellence in any field.
Achieving excellence in the field of communications requires a combination of attitude, passion, being the difference one seeks, consistency, continuous learning, and collaboration. By focusing on these key areas, communications professionals can raise the bar of excellence in their work, and stay competitive and successful in an ever-changing business environment.
