By Alison Gallagher-Hughes. of Tillymint Communications
Imagine you’re on a road trip: your car breaks down. Would you call a bus driver to fix it? They may be competent at driving but navigating the roads doesn’t make them an expert mechanic.
The same applies to marketing communications (marcomms). Being skilled in using social media tools or creating eye-catching posts doesn’t make a person an expert. There’s no substitute for qualifications – they are an assurance that the person you have hired is tried and tested – not only bringing the tactical skills needed to get your brand running smoothly but strategy, insight and ethics to keep it strong and effective in the long haul. Here’s why hiring a qualified marketing communications professional makes all the difference.
Certified Skills and Knowledge Base
Marketing and communications involve a deep understanding of brand strategy, audience engagement, crisis management and media relations. Certified marketing communications professionals often possess qualifications from organisations such as Chartered Institute of Public Relations (CIPR) or the Chartered Institute of Marketing (CIM). Accreditation is a sign of achievement in professional standards and strategic communication. Those who achieve “Chartership” with CIPR are held to high standards of practice, ethics, and continual professional development, similar to the ongoing education required in fields like law or accounting.
Those who may lack formal training or exposure to the intricate skills needed to manage complex brand strategies may have a different focus – on visual appeal or engagement levels, for example. In comparison certified marcomms professionals are equipped to address underlying brand goals, analyse the market, and make strategic, data-driven decisions.
Strategic, Long-Term Focus
A marketing communications professional’s approach is always anchored in strategy. They work with your brand’s long-term goals in mind, creating plans and content that advance specific objectives. This expertise enables them to evaluate every campaign for its potential impact on brand reputation, target audience perceptions, and overall company objectives.
Qualified marcomms professionals understand how to build lasting brand value through strategies that are meticulously planned, aligned with core values and optimised for future growth.
Mastery Across Communication Channels
Modern marketing communications require multi-channel expertise. From drafting press releases to managing social media, creating content, and handling internal communications, each channel requires a unique tone, message, and level of formality. A certified marcomms professional has the skills to seamlessly adapt messaging across these channels, ensuring consistency and professionalism. A certified professional knows how to create an integrated communications strategy that adapts to each platform and audience while maintaining a coherent brand identity.
Crisis Management Skills and Brand Protection
When a crisis occurs – a negative review, a backlash on social media, a product recall – a trained marcomms professional is invaluable. They bring a toolkit of skills in crisis management, including pre-emptive planning, quick response, and controlled messaging. Certified professionals understand that crises can either tarnish a brand’s reputation or, if handled properly, enhance its credibility. Their training emphasises ethical standards and accountability, enabling them to respond thoughtfully, professionally, and in ways that align with the brand’s values. Without training in brand management and crisis communications, an unqualified person may inadvertently put the brand at risk.
Ethical Standards and Accountability
Professional standards in marketing and communications are critical. Organisations like CIPR enforce ethical guidelines that govern the conduct of certified professionals, requiring them to act transparently, maintain the integrity of their work, and be accountable for the messages they communicate. A CIPR-chartered professional is held to rigorous standards and is required to commit to ongoing professional development to keep pace with industry changes. Those who are self-taught aren’t always bound by such standards. This lack of formalised accountability can lead to inconsistent or potentially risky practices. A qualified professional brings with them a commitment to ethics, quality, and continuous improvement.
Measurable Results
One of the hallmarks of a qualified marcomms person is their ability to review and evaluate. This focus ensures that the approach is constantly refined to meet objectives, improve performance, and provide measurable returns on investment.
Rather than base decisions on intuition or what has worked in the past, an informed approach is monitored, measured, and improved to support business goals.
The Value of Certified Expertise
Choosing between a qualified marketing communications professional and a self-styled content creator may seem challenging in a world where social media presence is key and budgets limited. However, as with any field, the specialised skills and ethical standards that come with certification make a significant difference. Much like entrusting your car to a qualified mechanic, when you hire a qualified marcomms pro, you gain a partner with the expertise, accountability, and ethical commitment to safeguard your brand and help it thrive for years to come.