6 Reasons Why a Comms Officer Should be Managed by a Communications Specialist/Manager

In my experience, many "non-profits" are trying to fit a cross-functional segment of their organization into a non-workable space. The trend is to have a Monitoring, Evaluation, Research and Learning Team with their own manager then throw in the Communications Officer there to be under that department.

To understand a pattern, one must ask questions and that is exactly what I did.

Why?

In some cases, I realized that the organizational culture does not prioritize effective communication. Also, some of these organizations lacked transparency, open communication channels, or a culture that does not value sharing information. Thus the communications team was struggling to gain recognition and support for their efforts. The result was = the culture of placing them in a seemingly optional position.

Yet, for those who expect sudden "miracles", it is necessary to note that a watered garden flourishes. It is important for organizations to recognize the strategic importance of communication and the role of the communications team in achieving organizational goals. By investing in resources, advocating for the team, and fostering a culture of effective communication, organizations can ensure that the communications function is not overlooked and can contribute to overall success.

Therefore, while a Monitoring and Evaluation Manager plays a critical role in assessing the impact of communication activities, their primary focus is on monitoring and evaluating program outcomes. Meaning, they may not possess the same level of expertise and knowledge in communication strategy development and implementation. Consequently, organizations must understand that managing a Communications Officer under a Monitoring and Evaluation Manager may limit their growth and hinder the organization's ability to effectively communicate its goals and messages. Therefore, to fully leverage the potential of a Communications Officer and ensure strategic and impactful communication, it is advisable to have them managed by a Communications Specialist or Manager who has the right training and understands the core of communication.

Here are several reasons to support this approach:

Expertise and Knowledge: Comms is a specialized field that requires specific skills and knowledge in areas such as strategic planning, message development, media relations, content creation, and digital marketing. A Comms Specialist or Manager is more likely to possess the necessary expertise to guide and mentor a Communications Officer effectively.

Strategic Alignment: The Comms team is charged with the organization's overall communication strategy, branding, and messaging. As such the design and implementation rests in their purview. Therefore, a Comms Specialist or Manager is better equipped to provide strategic guidance, ensure alignment with organizational goals, and make informed decisions about communication priorities. They understand the nuances of communicating effectively with various stakeholders and target audiences.

Resource Allocation: A Comms Officer often requires access to resources such as budget, design software, media contacts, media vendors, and content creation tools. This is something another department may not fully understand and support. However, a Comms Specialist or Manager is more likely to have the authority and knowledge to allocate these resources effectively, ensuring that the team can perform their duties efficiently.

Cross-Functional Collaboration: Communication activities often involve collaboration with other departments, such as program teams, advocacy, gender, value chain, fundraising, and partnerships. This is another justification for why a Comms Specialist or Manager, with their broader perspective and experience, should be involved. As they can facilitate effective collaboration, coordinate efforts, and ensure that communication strategies align with the goals and objectives of different departments.

Performance Evaluation: Abeg oo, wetin consign M&E consign comms for appraisal? LoL. This may not be as obvious as it should but a Comms Specialist or Manager, should be the person performing team specific evaluations. This is because they are better positioned to evaluate the performance of a Comms Officer. They can provide constructive feedback, identify areas for improvement, and help the Comms Officer develop professionally. Similarly, with their expertise in the field, they can set appropriate goals and metrics to measure the impact of communication efforts.

Stay Updated with Communication Trends: It's no news that the field of communications is a dynamic one that evolves rapidly with technology, new media platforms, and strategies which are emerging regularly. Hence, a Comms Specialist or Manager is more likely to stay updated on these trends.

With like minds, managers can look out for the interest of their team and suggest professional development activities and ensure they are well up-to-date in their skills and performance by even recommending they attend industry conferences. On the other hand, the Monitoring and Evaluation Manager primarily looks forward to their critical role in assessing program outcomes and how to develop their skills in relevant areas.

Wearing multiple hats in the industry is not uncommon but these roles must be clearly defined. M&E or MERL can then share their suggestions and knowledge with the Comms team to ensure they achieve the organization's set goals but when it comes to management and leadership, it is imperative that each team receives the necessary guidance, mentorship, and strategic oversight so they can stay at the forefront of professionalism and excellence.

Q - In your experience, what is your professional perception on the communication team and management?

P.S - Here is a career opportunity for a Comms Role