THE VALUE OF ADDING VALUE

I must admit that when appraisals come round, I get a case of the butterflies. This is not because I think I’ll be in any trouble, but rather because it is an exciting and slightly anxious time when I tend to overthink my role and question my value, which can be a daunting experience.

My main ponderings tend to revolve around the following questions:

• Have the hours that I spent at my desk paid off?
• Will I be recognised for my hard work?
• Have I added value to my company?

The last question is perhaps the most important to me, because while many people may focus on promotions, salary increases or what they can get out of an appraisal, I think it all boils down to whether or not we add value to our companies. This is not only what underpins our professional success and determines our ability to rise up through the ranks, but is also essential to our ongoing job satisfaction and how happy we feel to come into the office every morning. When we add value, we have purpose, meaning and motivation in our professional lives. Adding value also leads to recognition and retention, giving us development, growth and security as we forge our career paths.

In the complex and constantly evolving PR industry, I believe that adding value happens on three levels, and that we should be addressing all of them when we ask ourselves whether we are valuable to our companies.

1. Client: Adding value to clients means not only delivering on KPIs and business objectives, but proactively surpassing them. This involves going above and beyond to lend strategic insights that will boost their business, even if this falls outside the purview of ‘traditional’ PR. If we can do this, we will build strong and lasting relationships that move us from PR professionals to trusted advisors in their eyes.
2. Media: With our media contacts, we must recognise that our relationship is a two-way street. If we want them to support our clients and publish our news, then we need to offer them added value by making their lives easier, providing them with highly newsworthy information at the right time and in the right way, and finding meaningful ways to thank them.
3. Colleagues: While we are working to add value for our clients and the media, we must not forget our own colleagues, who are our motivators, support system, allies and muses all rolled into one. I strongly believe that contributing to building a happy and efficient workplace is a fundamental part of professional success.

With this in mind, I will spend the second part of my blog delving into the methods I have developed for proactively adding value across all three levels, which have allowed me to thrive at work while also deeply enjoying what I do.

Lovelyn Rodrigues is the Senior Account Executive of Cicero & Bernay Public Relations. An independent PR agency headquartered in Dubai and offering new-age public relations consultancy to the UAE and across MENA. | www.cbpr.me