Deep dives matter, so put on your scuba gear

Sometimes in the marketing/advertising business, we get the impression that people think it’s “fun and easy” – the result of watching “Mad Men” or movies that make it seem that way. It is fun. It’s not easy. In fact, just as in every other profession, successful marketers dive deep and enjoy the quest of what they’ll find. Diving deep into the art and craft of marketing matters, and so does knowing business acumen. On the agency side, we consult with clients who know their business, and they rightfully expect us to as well.

This is where business acumen comes in. Did you know “business acumen” now tops most wish lists for PR job openings at all levels? (PR is a critical channel for marketing brands). Interestingly, business acumen overtook “writing,” which is now second on the wish list. As one corporate comms officer reported in a recent PRSA Strategies and Tactics article on the topic, “give me a PR pro who can think strategically about my business, and I bet they will be a good writer.”

As Corinne Gudovic, managing director, brand practice at Ruder Finn, put it, “You can’t advise C-Suite executives if you don’t speak their language, and to truly partner, it’s essential to understand how your partners realize financial success and compete.” Target’s CCO Katie Boylan said that, “more than any other skill or capability, understanding the business is vital for communicators as we navigate change, counsel our partners and stay anchored to strategy which ultimately differentiates our brands.”

It’s about knowing business basics and the business of your business.

So how?  Here’s a list from Ron Culp, PRSA fellow, and Matthew Raga, Ph.D., co-authors of four books on the topic:

• Expand your news diet to include more business news.
• Get into the habit of reading more business books.
• Read the writing and interviews of top business leaders.
• Add business “entertainment” shows (i.e., “Shark Tank”) to your viewing.
• Seek out formal learning and development programs.
• Develop a network of pros across business functions.