Industry terms that catch on and that can be misconstrued
Years ago, in my early twenties, when I was just starting in the online marketing field, I branded myself as a ‘Communications Specialist’. I updated my headline on LinkedIn, my CV, and various other places online. I had seen the term’ Communications Specialist’ used widely by various individuals (native and non-native English speakers) and HR folk in their job ads. Consequently, I had also somehow internalised this job title.
In addition to ‘Communications Specialist,’ we nowadays also find ‘Communications Manager’ as a title for those with a more senior role in online marketing, public relations, or communication. Note that, in my experience, a large number of organisations in Europe still do not know the difference between these terms.
THE IMPORTANCE OF FEEDBACK
A spanner was thrown in the works a few years ago when I asked my mother for advice on a possible company name for my one-woman business. I had ‘English Communications’ written on the list of possible names. My mother, who worked as a PA her whole life, said skeptically, “Isn’t it meant to be: ‘English Communication’?” I was stumped. “Sure, that makes sense,” I replied, probing a little deeper into my word usage.
I knew that ‘communications’ refers to the technology/technological channels involved in sending messages, e.g., satellite communications, or telecommunications. So, the term’ communication’ would naturally make more sense (The Free Dictionary defines it as ” the exchange of thoughts, messages, or information, as by speech, signals, writing, or behaviour”).
However, The Free Dictionary defines ‘communications’ with an ‘s’ as “the art and technique of using words effectively to impart information or ideas.” So, perhaps this is where the confusion comes in.
COMMUNICATION SPECIALIST OR TV TECHNICIAN?
Recently, I came across an academic article on this specific debate by Michael M. Ndonye entitled, Disambiguating the terms “Communication” and “Communications”. Ndonye refers to various individuals who argue against using the’ Communications Specialist’ job title.
Specifically, Ndonye refers to Executive Editor Joshua Delung from Washington DC, who states that “[…] if a person replaces the term ‘communication’ with ‘communications’ in the presence of a ‘communication’ scholar (like me) or a professional, they might be referred to a cable company instead of a PR firm if they are not careful.”
Ndonye explains that ‘communications’ is more about how (or the process of how) experience/information is shared and the technical aspects of this. Hence, those who describe themselves as ‘Communications Managers’ are rather branding themselves as technicians dealing with the mechanical functioning of networks/channels.
That said, if your role as ‘Communications Manager’ is to technically set up/design a website as one of the channels involved in communication, then you could perhaps call yourself a ‘Communications Manager’ as you’re immersed in the technical aspects of getting the message across (and not just exclusively in writing of the messages).
THE RISK OF APPEARING SILLY
Regarding my skill set, I’m very involved in the technical aspects of the messages I share. For instance, I have designed my website and tend to its functionality all alone. But I’m certainly not involved in the fibre optic cable’s technicalities that allow me to use the internet daily or in the IT systems that keep my computer running smoothly (thank you, Apple!).
The Verdict? Communications OR Communication Manager/Expert?
So, yes, Mom, you were right! Calling oneself a ‘Communications Specialist’ (in my case) is inaccurate and can be misunderstood. We need to be critical of our own writing, be open-minded and question everything; otherwise, we cannot learn or improve. And gaining feedback on our work is a massive part of this development process. So, this may mean that we, too, must risk appearing silly to develop ourselves. And despite the term’ Communications Specialist’ becoming commonplace, we need to strive to uphold the proper meanings of words, or else we will face a glaring irony and humbling experience: that communications specialists are, after all, not at all specialists (yet).