How can you be an effective sponsor for Strategic Communications?

This is true in every function and every rung of the ladder, not just in Strategic Communications: lift as you rise. At every stage of our journey, there's always someone behind us making the same mistakes and climbing the same path. The best way to sponsor someone is 1) to live in your authenticity, 2) leave a legacy of exceptional work that others will want to emulate and respect, and 3) help those behind you learn the tricks of the trade, actively make way for them. There is enough room around the table. Extend a hand.

One of the times I was able to help someone in my field was when I was working on a project with a team of engineer trainees. One of the engineers, Sarah, was a bright and talented young woman, but she was hesitant to speak up in meetings. I encouraged her to share her ideas, and I helped her to develop her confidence. As a result, Sarah became a valuable member of the team, and she was eventually promoted to a senior consultant position.

In the gaming industry, imagine a talented game developer with high potential but lacking visibility within the organization. A senior executive, serving as a sponsor, recognizes this developer's skills and potential. Instead of merely offering advice (as a mentor might), the sponsor actively advocates for the developer in key decision-making circles, ensuring their work gains recognition. The sponsor uses their influence to assign high-impact projects to the developer, provides opportunities to present their work to higher-ups, and strategically networks on their behalf. This sponsorship goes beyond mentorship, actively propelling the developer's career by creating opportunities.

Here's how I define strategic communications: "Conveying an idea or a point of view, with a specific (business) outcome in mind, in an authentic and memorable way that is understandable, relatable, and relevant to the audience." Wouldn't it be great if everyone could do this?

Many years ago, when, I was giving a presentation to a group of senior colleagues. I was nervous, but I remembered the advice my sponsor had given me about gestures and focusing on my message. I delivered the presentation flawlessly, and the leaders were very impressed. That experience taught me the importance of having a good sponsor who can give you the guidance and the support you need to succeed.

I once found a protégé by advertising on the web. Many people need better communication skills, and that happens to be my forte. So, the person got together with me, and we had a fantastic professional relationship as she grew into a great marketer and made her business hugely profitable.

In my personal experience, supporting a protégé in their strategic communications journey involves fostering a dynamic learning environment. Imagine it as cultivating a thriving garden; provide resources and industry insights. Encourage continuous curiosity, inspiring them to explore new trends. Act as a guide, offering constructive feedback and sharing real-world experiences. It's akin to being a lighthouse, illuminating their path in the complex sea of communications. Facilitate networking opportunities, connecting them with industry experts. By investing in their growth, you not only empower your protégé but also elevate the entire field, creating a symbiotic relationship that ensures both personal and professional development flourishes

What I do on a daily basis is underlining my co-workers' qualities and results, even when I'm not directly involved. And I also defend them from unfair criticism and unfair behaviours. This makes it possible to find the right protégés in one's environment, even unexpected ones. What happened to me, recently, is that my boss has given me a number of possibilities to be in the front rank. This has helped me build relations, showcase my capabilities and gain others' trust within and without the company.

Determine how your strategic communications "SMART" goals are focused on, and balance quality, quantity, efficiency, effectiveness. This will greatly determine the measurement and evaluation of your protégé, depending on their experience at the time and their pathway towards growth and expertise in the field. Quantity and efficiency can generally be more easily measured, while quality and effectiveness will likely require feedback from relevant stakeholders.