Top communicator issues challenge
Glenda Hughes needed little introduction when she took the spot as the first speaker for IABC Wellington’s 2008 programme recently.
Glenda has been involved in a wide range of areas as a Commonwealth Games Athlete, a media relations consultant and a Police Detective for 18 years.
After nearly 20 years in the communications field, Glenda has been involved in managing the fall out around several of New Zealand’s high profile people and incidents. She is highly recognised for her ability to take control and resolve problems quickly and efficiently.
Speaking at the IABC Wellington AGM on 28 February, Glenda talked about the qualities she believed were needed to excel in communications in New Zealand, including credibility, and remaining true to a strong sense of ethics and values.
Glenda’s personal values have been the touchstone throughout her various professional roles, and for how she has approached communications in particular.
These values mean she will get involved in projects even when it is difficult or publicly unpopular. She is comfortable working in the background for clients and does not seek or expect accolades or recognition. She is also not afraid to stick up for her principles.
She told IABC Wellington members to take a questioning approach to their communications: “The more you communicate by questioning the better.”
That questioning approach also relates to tactics and techniques, particularly when dealing with a crisis or difficult communications issue in the public arena.
“You need to ask yourself what is the final outcome that you want? What is it going to look like in two years time if you decide to take a particular action or front anyone.”
Glenda’s challenge to all communicators was to remain relevant and focused on communications as an enabler not just an output. She voiced concern that communications people were being removed from the top table, particularly at points that key decisions were being made.
Communicators needed to fight to get back around that table if they were to be able to do their job effectively, she said.