Sharpening the Saw: How Communication Professionals Can Stay Sharp and Relevant

Effective communication goes beyond merely speaking; it involves continual growth and adaptation. To truly excel in the fast-paced realm of corporate communication, professionals must embrace ongoing self-improvement, a concept famously termed “sharpening the saw” by Stephen Covey in his book The 7 Habits of Highly Effective People. This principle underscores the need for continuous development and renewal in a field that is always evolving.

1. Downtime: The Unseen Sharpening Stone: Just as a saw becomes dull with constant use, your communication skills can suffer if you don’t take the time to step back, recharge, and clear your mental cache. In a culture that often glorifies the hustle, it’s easy to overlook the value of taking a step back. Yet, downtime is one of the most effective ways to sharpen your saw. Disconnecting from work to engage in rejuvenating activities—such as enjoying a meal with family, cheering your kids at their basketball game, or simply walking in nature—can do wonders for your mental clarity. This deliberate pause from the daily grind is not about doing nothing; it’s about doing something different. When you return, you bring back a refreshed perspective, sharper focus, and renewed energy, ready to tackle challenges with a clear mind and enhanced creativity. It’s the reset button that keeps you at your best.
2. Lifelong learning isn’t just a buzzword—it’s a necessity: In the dynamic field of communication, staying stagnant is not an option. The industry’s rapid evolution demands that professionals stay informed and adaptable. Regularly engage with industry-related content, including news articles and case studies of successful campaigns. This ongoing intake helps you stay aware of new trends and best practices. Take advantage of the wealth of resources available for professional development such as online courses, webinars, and workshops. These opportunities are great ways to deepen your expertise in specific areas like crisis communication, storytelling, or the latest digital tools.
3. The Power of Feedback: Feedback is more than just a critique—it’s a roadmap for growth. Regularly seeking input from peers, supervisors, and even your audience can offer invaluable insights into how your communication strategies are perceived. Understanding both your strengths and areas for improvement allows you to adjust your approach, ensuring your messages are effective and well-received.
4. Expand Your Network: Networking is more than just exchanging business cards; it’s about cultivating relationships that can help you grow. Engaging with other communication professionals—whether through industry events, online communities, or collaborative projects—opens doors to new ideas and approaches. These interactions provide a fresh perspective that can inspire your own work and keep you at the forefront of industry innovation.
5. Stay Ahead with Technology: In a digital-first world, technology is your ally in staying sharp. New tools and platforms are constantly emerging, and mastering them can give you a significant edge. Whether it’s using advanced analytics to measure your impact, exploring new social media channels, or integrating AI into your communication strategies, staying tech-savvy ensures you remain competitive.
6. Creativity Meets Strategy: Good communication balances creativity with strategic thinking. While originality in messaging is vital, it must also align with your organisation’s broader objectives. Regularly revisiting your strategies and ensuring they are in sync with the overall goals will help you craft communications that are not only creative but also impactful.

Remember, sharpening the saw is not a one-time activity but a continuous process of renewal and improvement. This involves balancing work with intentional downtime, committing to lifelong learning, seeking out feedback, expanding your network, staying up-to-date with technology, and marrying creativity with strategic thinking. By doing so, you remain sharp, adaptable, and ready to excel in a dynamic industry.

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Kanika Bedi

Kanika is a seasoned communications professional with more than 14 years of experience across
internal & external communications, brand PR, executive & leadership communications, digital & social media, crisis management, public policy and government communications, and more. She has a vast
exposure of working in FMCG, beverage, technology, telecom & manufacturing industries, leading communications for companies like Reckitt, Coca-Cola, International Paper, and Ericsson.

Kanika has a passion for crafting compelling stories and innovative campaigns that help drive business, create culture change, and inspire people. She started her career with 20:20 MSL, working on a host of
Technology and Telecom clients. She holds a Postgraduate Diploma in PR & Corporate Communications from Xavier Institute of Communications and a Postgraduate Certificate in Business Management from
XLRI, Jamshedpur.
Kanika is a fitness enthusiast and enjoys travelling, painting and yoga.