The experienced Independent Communicator (IC) is adept at conveying information, ideas, or policy to the public and has an established linguistic command and credibility in their field. They should be masters of the triple play: the ability to marry content and storytelling with strategy. A skilled IC may become a conduit for a change in how you communicate in your organization, help secure endorsements, attract investors and garner renewed or continued support for your company and what it offers. ICs can be consultants, ghost- and copywriters, journalists, or industry experts. Here are a few ways in which they can help you:
Six tips to help you find and build a beneficial relationship with an IC, resulting in an effective communications strategy:
1. Nobody knows your company better than you
Once you're clear about your company's identity, objectives and target audience, it’s a good idea to identify areas of communication that you want help with. Make sure that you have a clear and comprehensive understanding of what you’re looking for. Depending on your industry, you may require a more academic, cerebral, or scientific approach to your communications with your customers. Do your research before choosing an IC. The ideal candidate will have a mix of both experience and expertise; ideally (s)he will have reach, credibility, or both. Enlisting the services of an IC is not inexpensive, also for this reason you should devote time to finding the best match. You will need someone who will quickly get to know your company, its people and your values and someone who will be able to translate data into eloquent and actionable content. Online platforms, often regionalized, make it easy for companies to find contractors that offer IC services on a freelance basis, however, in my experience, you will find the most competent and influential profiles through your network, who will only endorse the services of tested and reliable suppliers, which will ease the screening process. Once you have a shortlist, prioritize it on the basis of experience, fields of expertise, clients and the impact you expect they will be able to have - then decide whom you want to meet with.
2. Get to know your IC
Before meeting with prospective candidates, I suggest that you review their published content. Typically, the senior IC will have an online presence; go through their posts, articles, discussion threads, and other information that you come across. This will give you an insight into how they communicate, and how they get their message across to their audience, which will be an indicator of how effective they will be. Reach out to a couple of candidates and meet with them in person. The idea is to develop a mutually beneficial relationship, based on trust and confidence in the IC’s ability to communicate your corporate identity effectively. The best ICs check their egos at the door, they don’t interrupt you, they listen to what you want and focus on what you say before they advise an approach and they know how to incorporate and communicate your vision – they ask questions, not to appear clever but to uncover how to best serve your company’s needs. And finally, don’t ignore the elusive dynamic of chemistry – likeability plays a huge part – pick someone you like and will enjoy working with.
3. Articulate expectations
When you have chosen the IC you wish to work with, you should make things clear from the very beginning to ensure that you are on the same page. Both parties should be upfront about their terms and these should be written down, it doesn’t have to be a long(-winded) contract with caveats and disclaimers a mile long. An email containing terms, non-disclosure and confidentiality issues, deadlines and the commitment to pursue a collaboration will suffice, it should, however, include your expectations from the IC and how you will compensate them for their work.
4. Give your IC full access
The greater access your IC has to your company information and the more forthcoming you are, the easier it will be to establish your corporate identity and formulate an effective communications strategy. Providing your IC with pertinent information will motivate and inspire and produce the best result. Be prepared for lots of questions, and for the IC to make several visits to your place of business to get to know your company, which will aid them in their work for you.
5. Tell your IC everything (s)he needs to know
Make sure to arm the IC with the necessary ammunition to become well versed in terminology specific to your trade or industry. If they are to write intelligently about your brand or something more specific, such as an event or offering; make it easier by providing all available articles, whitepapers, e-books, press releases, interviews, samples, etc. The IC may unknowingly fail to adhere to compliance-related industry standards or government regulations, so make sure that your IC is made aware of any compliance issues, also to avoid the inadvertent disclosure of any corporate secrets or proprietary information.
6. Know where you’re headed
Lewis Carroll’s oft-paraphrased Cheshire Cat maxim that if you don’t know where you’re going, you’ll end up going nowhere or be forever stuck in Wonderland, offers poignant advice. You need to know and be able to dictate the direction you want your communications strategy to take, but the effective IC should be able to provide critical counsel and contribute strategic communications input on issues that could impact your company's reputation. Depending on the size of your operation, your IC should be instrumental in leading the implementation of the company's image and communications agenda, ensuring cultural relevance while engaging management and employees to advance your chosen strategy. An understanding and appreciation of cultural diversity, human and organizational behavior is even more important if your company has transnational presence. The IC’s primary task is essentially helping your company introduce a communications strategy that will achieve lasting impact and effectively reach and influence your key audiences through relevant channels.
The number of small business owners, mid-sized companies and, in some cases, bigger corporations that employ ICs in lieu of agencies has increased in recent years, perhaps because it has become in vogue to think small when you go big. Companies that personify a sense of community or family excel, they appeal to the increasingly discerning and cynical consumer. Companies that understand how to use this valuable insight in their communications strategy stand to gain if it’s planned and executed well.
IC Limitations
The IC seldom comes with an entourage and doesn’t have access to a wellspring of resources, it is a more intimate setup and more appropriate for small business owners and mid-sized companies.
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- Conceptualize actionable communications strategies
- Assist with the implementation (roll-out) of communications strategies
- Align your internal and external communication
- Create content for proposals, pitches, presentations, websites
- Compose blog posts or articles about your company its products and services
- Write copy for add campaigns, press releases, mission statements, brand and product descriptions, and white papers
Six tips to help you find and build a beneficial relationship with an IC, resulting in an effective communications strategy:
1. Nobody knows your company better than you
Once you're clear about your company's identity, objectives and target audience, it’s a good idea to identify areas of communication that you want help with. Make sure that you have a clear and comprehensive understanding of what you’re looking for. Depending on your industry, you may require a more academic, cerebral, or scientific approach to your communications with your customers. Do your research before choosing an IC. The ideal candidate will have a mix of both experience and expertise; ideally (s)he will have reach, credibility, or both. Enlisting the services of an IC is not inexpensive, also for this reason you should devote time to finding the best match. You will need someone who will quickly get to know your company, its people and your values and someone who will be able to translate data into eloquent and actionable content. Online platforms, often regionalized, make it easy for companies to find contractors that offer IC services on a freelance basis, however, in my experience, you will find the most competent and influential profiles through your network, who will only endorse the services of tested and reliable suppliers, which will ease the screening process. Once you have a shortlist, prioritize it on the basis of experience, fields of expertise, clients and the impact you expect they will be able to have - then decide whom you want to meet with.
2. Get to know your IC
Before meeting with prospective candidates, I suggest that you review their published content. Typically, the senior IC will have an online presence; go through their posts, articles, discussion threads, and other information that you come across. This will give you an insight into how they communicate, and how they get their message across to their audience, which will be an indicator of how effective they will be. Reach out to a couple of candidates and meet with them in person. The idea is to develop a mutually beneficial relationship, based on trust and confidence in the IC’s ability to communicate your corporate identity effectively. The best ICs check their egos at the door, they don’t interrupt you, they listen to what you want and focus on what you say before they advise an approach and they know how to incorporate and communicate your vision – they ask questions, not to appear clever but to uncover how to best serve your company’s needs. And finally, don’t ignore the elusive dynamic of chemistry – likeability plays a huge part – pick someone you like and will enjoy working with.
3. Articulate expectations
When you have chosen the IC you wish to work with, you should make things clear from the very beginning to ensure that you are on the same page. Both parties should be upfront about their terms and these should be written down, it doesn’t have to be a long(-winded) contract with caveats and disclaimers a mile long. An email containing terms, non-disclosure and confidentiality issues, deadlines and the commitment to pursue a collaboration will suffice, it should, however, include your expectations from the IC and how you will compensate them for their work.
4. Give your IC full access
The greater access your IC has to your company information and the more forthcoming you are, the easier it will be to establish your corporate identity and formulate an effective communications strategy. Providing your IC with pertinent information will motivate and inspire and produce the best result. Be prepared for lots of questions, and for the IC to make several visits to your place of business to get to know your company, which will aid them in their work for you.
5. Tell your IC everything (s)he needs to know
Make sure to arm the IC with the necessary ammunition to become well versed in terminology specific to your trade or industry. If they are to write intelligently about your brand or something more specific, such as an event or offering; make it easier by providing all available articles, whitepapers, e-books, press releases, interviews, samples, etc. The IC may unknowingly fail to adhere to compliance-related industry standards or government regulations, so make sure that your IC is made aware of any compliance issues, also to avoid the inadvertent disclosure of any corporate secrets or proprietary information.
6. Know where you’re headed
Lewis Carroll’s oft-paraphrased Cheshire Cat maxim that if you don’t know where you’re going, you’ll end up going nowhere or be forever stuck in Wonderland, offers poignant advice. You need to know and be able to dictate the direction you want your communications strategy to take, but the effective IC should be able to provide critical counsel and contribute strategic communications input on issues that could impact your company's reputation. Depending on the size of your operation, your IC should be instrumental in leading the implementation of the company's image and communications agenda, ensuring cultural relevance while engaging management and employees to advance your chosen strategy. An understanding and appreciation of cultural diversity, human and organizational behavior is even more important if your company has transnational presence. The IC’s primary task is essentially helping your company introduce a communications strategy that will achieve lasting impact and effectively reach and influence your key audiences through relevant channels.
The number of small business owners, mid-sized companies and, in some cases, bigger corporations that employ ICs in lieu of agencies has increased in recent years, perhaps because it has become in vogue to think small when you go big. Companies that personify a sense of community or family excel, they appeal to the increasingly discerning and cynical consumer. Companies that understand how to use this valuable insight in their communications strategy stand to gain if it’s planned and executed well.
IC Limitations
The IC seldom comes with an entourage and doesn’t have access to a wellspring of resources, it is a more intimate setup and more appropriate for small business owners and mid-sized companies.
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