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Featured Article
From Psychology to Nonprofits Consulting
April 12, 2002
Not all consultants work in the private sector. Michaela
Hayes loves her work as a communications & marketing specialist
assisting client organizations to meet their strategic goals.
Career Center (CC): What field are you in and what is your current position? Michaela Hayes (MH): I am a Senior Associate with La Piana Associates, Inc., a management consulting firm that specializes in the nonprofit sector. We work with philanthropic foundations and nonprofit organizations to help them meet their strategic challenges. Our core competencies are in strategic planning and strategic restructuring (such as, mergers, joint ventures, administrative consolidations, and other partnerships and collaborations). We also provide services related to environmental assessment and organizational assessment. These services are often provided as part of a strategic planning or strategic restructuring engagement. CC: What are your main job responsibilities? MH: I provide communication and marketing, market research, program and organizational assessment, and environmental assessment consulting and services for our clients, as well as serving as our firm's marketing director. Because we work with organizations that are considering or undergoing significant change (e.g., mergers), effective communication is very important to our clients. This is important to any organization, but is especially important during major change. I help clients develop and implement internal and external communications strategies and plans. CC: What experiences/training were important in getting you to where you are in your career? MH: I did not set out specifically to become involved in marketing and communications. I graduated from UC Berkeley with a BA in psychology, and then attended the University of Michigan where I received a Master's degree from the School of Public Health. After graduating, I ended up in positions where I did a lot of analytical and research-related work, such as market research and environmental and needs assessments. This work was typically related to strategic planning. I worked in state government, private consulting, business, and in the nonprofit sector. I gradually migrated to positions as director of marketing with various organizations. In those positions, I learned that I love marketing communications. That's how I ended up focusing in this area. My background in research has led me to always conduct some form of research prior to developing a marketing or communications piece. I believe it is essential to know one's audience, and this means doing research. Usually, this takes the form of survey research or interviews. I also review all relevant information that my clients provide so that I can understand their organization, and their goals and objectives. That way, I can make sure that the communications and marketing materials I produce are effective and meet my clients' needs. Essentially, I try to put myself in my clients' shoes and understand their expectations and perspective. Because I've been in many kinds of organizations myself and have contracted with many consultants, this makes me better able to understand what clients expect from a consultant. CC: What do you like about your work? MH: Everything. I love my work. I feel very blessed to have excellent colleagues and wonderful clients. Our clients are many and diverse, which means that my work is always interesting and challenging. Our focus in the nonprofit sector means that I work with organizations that have exciting and important missions. It is very fulfilling work. CC: Do you have any tips regarding what Cal undergraduates can do to prepare for a career in the field? MH: One of the best ways to learn about the different opportunities that exist in the field of communications is to talk with people in the field. Communications is an important part of all organizations, so you can use it in many different fields. If there is a particular field that you would like to work in (e.g., health care, engineering, or computers), talk with as many people as possible in the field and see what type of communications position is most appealing to you. Ask these professionals how they got to where they are in the field. [The questions asked in this article are good ones to start with.] Join professional organizations. There are several good ones that have chapters in the Bay Area. And, they usually have student rates for membership and meetings. A great organization to join is the International Association of Business Communicators (IABC). If you are interested in technical communications, the Society for Technical Communication is a good organization. Also, given the close relationship between communications, marketing and public relations, the American Marketing Association and the Public Relations Society of America are good ones to consider, as well. There are many volunteer opportunities available with these organizations. Volunteering is a good way to meet working professionals and to learn more about the field. During your summer vacations, consider communications internships with organizations that are in the areas that you are most interested in. Because writing is an important part of any communications position, practice your writing skills every chance you get. Don't be afraid to be creative. Creativity is an important ingredient of success in the communications field. Read books and journals that are focused on your field(s) of interest and on communications in general. Keep up on trends. Learn about new developments. Find out what skills are needed, and take classes to develop and strengthen your skills and expertise. |
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