Solid industry experience continues to be a necessary consideration when it comes to hiring senior corporate affairs executives despite the advent of cutting edge technology in media, according to research conducted by AUT University in Auckland. 

The study included interviews of over 120 senior practitioners. It found that while staying abreast of the rapid changes in the industry was mandatory, it was only with experience and maturity that a communications professional could understand the consequences of implementing strategies based on those changes. 

Time teaches lessons you cannot learn in a class 

Josh Shein, of Salt & Shein​, says experience in the corporate affairs industry refers to the process of facing issue after issue over a considerable period of time.

This helps senior professionals develop the instinct required to preempt and manage stakeholder concerns – one of the most highly-respected traits in the industry.  

Understanding strategy

The AUT research found senior professionals prefer to use technology for purposes that are more aligned with the strategic direction of the organisation, such as research and crisis management.    

The study goes on to point out that a communications practitioner’s portfolio is incomplete if all they bring to the table is technical knowledge. Without an understanding of strategic application, know-how of technology does not have much meaning.

In fact, one corporate affairs leader suggested that often times knowledge of a channel is confused with strategy. For example, social media is not a complete game plan on its own, it is a part of the larger jigsaw puzzle made up of pieces that come together to form an organisation’s communication strategy.

Building relationships 

The ability to win confidence is a skill that is honed over time, suggested Mr Shein.

“Relationship building is still key to earning respect from internal stakeholders,” he said.

He added that it is not just the media landscape that is changing, but the political landscape is not what it used to be either. All in all, we are living in a rapidly advancing world. Staying in the know of trends can be challenging, but surrounding yourself with trusted advisors makes the job a lot easier.

“Corporate affairs leaders can succeed by ensuring they surround themselves with good specialists. A head of corporate relations may find they rely on the advice of a good government affairs manager, an effective social media manager and so on.”

Understanding the real issue

Years of experience brings with it the ability to understand the actual pain point. Experienced executives know that launching straight into a solution is rarely the answer.

Renowned innovation experts and authors Nathan Furr and Jeff Dyer suggest the key to devising the most appropriate solution is exploring the problem in-depth. Over time, senior leaders become experts at quickly understanding the real need behind an issue – this is what helps them manage a crisis in the best possible manner.

Once all is said and done, industry experts and researchers agree that, despite the capricious climate of the media industry, nothing can replace solid experience in corporate affairs management.