In all my years working in the public relations industry, I have never paused to reflect on what a professional services firm is. At a recent town hall, this topic came up, and the definition that was offered was simple: “A firm that offers customised solutions to unique client problems.” I really liked the simplicity of this definition.
Simple and elegant is never easy; the complexity of the world we operate in, and the maze of stakeholders who together make a “client,” means it’s never easy to get to the clear articulation of a “unique problem”. Different stakeholders in a client organisation have their own version of what needs to be done. Synthesis of these into one coherent and meaningful “brief” is where the journey begins.
Framing the problem statement is such a big part of what the consulting business is about. When done well, the consultant (PR or otherwise) helps clarify thinking, identify priorities, and bring focus to what matters most to the client. This is the only meaningful starting point from which creative solution finding begins. The diagnostics to arrive at “a good problem to solve” include having the courage to ask probing and sometimes uncomfortable questions. To do this, preparation and knowledge about the sector, the competition, and the client become critical. That said, having “fresh eyes” is equally valuable.
Having a set of people who bring different perspectives and views to the table is another important role professional services firms play. The need for a set of specialist capabilities to come together and work on the “creative solution” requires collaboration, and on paper this sounds easy, but getting alignment and cohesion takes time and effort.
Now the real work begins. The unique problem has been defined, and the customised and creative solution has been developed. It now needs to be executed. This is what I most love about the PR business; our job is not only to offer the counsel, but also to execute the idea.
In a coaching session, a client expressed deep satisfaction for having reached a place where they get pleasure and meaning from being able to “do the work and make a meaningful contribution”. This, I believe, is the zen zone of the professional services industry. The adage of enjoying the journey and not fixating on the destination is what makes it a gratifying profession.
So here is me reminding myself to be grateful to get to do the work and to contribute. The human mind is always identifying problems and trying to solve them. The key in life and work seems to be to find the right problems to solve. Creativity has been described as intelligence having fun. I look forward to another week of finding creative and customised solutions to unique problems. Not all will work, but doing the work is important. I must put in the effort and remind myself that even if it’s not always a win, I must emerge undefeated, another day, and another meaningful problem awaits.
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