Larry D. Lauer

People who make their  lives in institutional marketing and communication often complain about being frustrated because they get too little significant recognition for their achievements.

Over the years I have come to accept that much of this just comes with our chosen organizational territory. We are mostly in the business of making institutions and programs more successful, and that also involves making heroes of those that lead them. 

Chief executives of institutions and program heads will invaribly get the credit for their leadership and programmtic successes, even in those cases where we may have actually engineered that success from top to bottom.  It is embedded in the system that the credit for the acheivement will not go to marketing and communication professionals. Vision, strategy, brand identity, message points, supporting materials, and sometimes even key action initiatives, are often developed under the influence of marketing executives.  But the dynamics of organizational leadership will preclude the M&C professional from sharing in the glory.

It seems to me that there are two options open to us. The first is to identify dynamic leaders with high potential that you are motivated to help. Then, develop a collaborative relationship that can evolve into a coaching one. This kind of working situation often results in the kind of satisfaction a teacher gets from watching star students achieve.  Recognition then comes when that person attributes a ” my mentor” status to you, and sometimes in a very public way.

The second path toward professional recognition is to get involved in one of our major professional associations.  Speak at conferences, write articles and books, submit your work for award consideration– all of these lead to significant moments of rewarding recognition.  Because this recognition comes from your peers, it is likely to be the most satisfying of all.

One final point. The power of marketing and communication tools to transform programs and institutions is truly enormous.   Knowing how to harness that power, and make great things happen with it, is a very rewarding feeling.  Trading public recognition for personal satisfaction can be more than worth whatever sacrifice we end up making.