Director of Agent99 PR, Sharon Zeev Poole (pictured), reveals why as a successful business women she feels the need to keep studying.
There is a reason why 60% of workers globally are actively seeking further education and training, or are considering it. Now more than ever in business, it is so important to keep learning and stay current. In the cut throat industry of Public Relations, agencies are opening fast and furiously to get a piece of the pie. The competition is just never far behind.
Technology and business practice is developing at an incomprehensible speed. People no longer have the time to meet face-to-face or speak on the phone. So, businesses are constantly evolving to keep up with expectations – clients are looking for efficiency, low costs and tactics that get results, results, results! As a successful and well established business, it can be easy to stay on course without looking to further develop, particularly if what you’re doing works. However, in today’s global climate, coasting along just doesn’t cut it.
Since starting Agent99 PR in 2007, I have realized the importance of taking charge of my professional development. My daily routine has been embedded for nearly two decades, from when I first landed in the PR industry. Wake up, check the news headlines. Check industry websites. Make a to-do list for the week, meet with clients, work with my team on strategy and execution, and secure results for the brands we work with time and time again.
However, to develop my company and drive it to where I want it to go has taken some serious proactive learning. It has now become second nature to me to research new training opportunities, attend conferences and seminars, and source advice from my business coach and professional network. Every month I set myself a learning target to improve my skills and knowledge of my industry.
Why? Here are my top 5 essential reasons of the importance of self-directed learning:
1. Studying generates new ideas and business development opportunities
By constantly surrounding yourself with stimulating thoughts and concepts, you are simply building new paths to brilliant business opportunities. By keeping up to date and up skilling, you and your team can inadvertently offer clients new services. It might just give you that edge and point of differentiation in the market that you’ve been looking for.
2. Studying ensures you don’t remain in the dark ages
It is all too easy to remain in your comfort zone, and getting too comfortable with your business may mean getting sloppy. Yes, breaking the mould and pushing business in new directions is scary. However, it is a sure fire way to keep clients old and new engaged. Finding and learning a niche area of expertise will allow your organization to stand out from the rest.
3. Studying keeps you on top of new trends
As a publicist, it is paramount to learn the inside outs of current trends. Not only does the client expect this of you, it enables you to proactively jump on an opportunity to expose clients to media and their target audience. Educate yourself around current events and trends and use this as a promotional tool to showcase your expertise – the key is to catch people’s attention by talking about what’s hot.
4. Studying helps you get the best out of your team
As a company director, self-learning is imperative to keep the workforce strong by sharing knowledge and ensuring the right training is given to staff. Through attending evening classes and speaking with other professionals, I am able to gauge what training is out there for my team. Also having attended the class myself, I am able to assess whether it may be worthwhile for other team members to undertake it.
5. Studying allows you to network and get the word out about your brand
They do say that it’s not what you know, but it’s who you know. So, even if you do not come away with anything majorly significant from a course, you may have made a contact or two who could come in very handy in the long run. Also, networking is a great chance to talk to people about the perks of your company, ensuring word spreads and you get your name out there.
About Sharon Zeev Poole, Director of Agent99 PR: Having worked all over the world on high profile brands such as Warner Bros. Pictures and Starbucks Coffee for over 13 years, Sharon founded Agent99 Public Relations in January 2007. An agency built on strong strategic and creative credentials, Agent99 is in constant pursuit of the unconventional, routinely implementing bold brand campaigns that capture national attention in unexpected ways. Committed to achieving unbeatable results, Sharon is always innovating to keep the agency one step ahead of the competition. Today, Agent99 represents an enviable list of lifestyle, consumer and business-to-business clients across the food and wine, travel, health, beauty, online and non-for-profit spaces. For more information, visit www.agent99pr.com |