Friday, October 04, 2013


By Rod C. Estrera

Issue No. 008 – 04 October 2013

The C.C.P. Formula For Career Success In Communication – Part 2


Welcome back again! This is now the eighth issue of my ongoing Blog Series on Basic Public Relations and Corporate Communication lessons, tips and insights for Industry Professionals and interested Non-Practitioners. Feel free to visit and re-visit the first to sixth issues (01, 04, 09, 15 & 22 July, 15 August and 12 September) here on my Blog Site. Many thanks once more to the readers and followers who continue to send valuable feedback and suggestions, either on this Blog or through comments on social media. While I have been striving to do this at least every two weeks or, even better, weekly, I again regret the long gap, which is, thankfully, at three weeks this time, instead of the nearly one-month gap last time.  Hope this has been worth the wait.

In our last issue (Issue No. 7), we discussed the another easy-to-remember acronym I personally created – “C.C.P.” – which is what I continuously and strongly espouse and advocate among my college students and seminar participants if they want to secure a worthwhile job or get ahead in their careers, more so for those in the various Core Communication fields. I continue to teach three sets of “C.C.P.” acronyms.  We previously tackled the Primary or First Set, which is composed of:


This time around we discuss the Second Set of “C.C.P.” – as follows:

C – CREATIVE ABILITY – You might think that you need to be “artistic” like the creative directors of an advertising agency.  On the contrary, this refers to one’s ability to “THINK OUTSIDE THE BOX” – certainly an over-used term, but still an in-demand ability.  If Critical Thinking refers to analytical ability, thinking outside-the-box requires us to go beyond the trite, tried-and-tested conventions that lock us inside our comfort zones. Whether we like it or not, change will continue to be a universal constant. Our audience, especially if they are today’s young and dynamic consumers, are always on the lookout for something new, as proven by the ever-shortening product life-cycle of electronic products, particularly mobile devices and/or personal gadgets. “Creative” thus is not exclusive to being able to come up with nice, sleek designs, but, more importantly, to anticipate and come up with product solutions even before your audience needs and wants it. This is best exemplified by the late Steve Jobs of Apple. More than being a technological genius, his greater asset was his market vision and savvy. In the same way, we Communication Professionals need to constantly defy conventions in the way we communicate to effectively stand out and reach and connect with our audiences. This ability is greatly needed when using Social Media which continues to get more and more crowded and cluttered.

C – COLLABORATIVE ATTITUDE – Sadly, we presently live in a “Me First” world that foments a self-centered attitude among today’s youth. Hence, many of us in the academe, including college professors in Communication, continue to place a heavy premium in Group or Team exercises throughout the semester, and not just in the Finals. In the real corporate world, if you cannot be a Team Player, you’d have major problems getting things done. However, this should still not get in the way of our “getting ahead” and being successful individually in our respective careers. What hiring managers look for are people who can excel both individually and collectively. Tying this to the Creative Ability above, I can personally attest that many of great ideas that I had been part of over the years were results of Team Effort. In today’s highly competitive work environment, liking each other within a team can often be a challenge. Hence, maturity and a healthy positive work attitude are crucial in achieving Team Success.

P – PERSUASIVENESS – As Communicators, it is rather obvious that we are constantly advocating something to our audiences, whether these are PR stakeholders or consumer markets. While there may be some basically similarities to the skills and abilities of Sales Professionals, the persuasive ability in Communicators is closer to those found in Leadership Skills. A critical example of this is in Negotiating. Salespeople negotiate deals to quickly move a product or service by promoting its features and benefits (ONLY) in exchange for payment. Hence, selling is often referred to us a “Push” strategy. When negotiating, Communication Professionals, especially those in PR, strive to achieve mutual understanding through two-way interaction. For those in the Advertising field, effective Persuasion comes in the ability to develop highly-convincing material that ”Pulls” prospects toward a company, product or service, with a minimum or absence of “hard-sell.” Bottom-line for us Communicators is that, before we even attempt to persuade our audience/s, we must sincerely respect them, especially their intelligence.

Do continue to stay tuned for my next issue. We will conclude this mini-series by taking up the third and remaining “C.C.P.” acronym. Again, I do hope these easy-to-remember topics prove to be useful for both my fellow PR/Communication Professionals and our Clients/Bosses.

Thank you once more for your interest and patronage.  As always, may we all have a fun and restful weekend ahead! 

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