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Keep On Learning
By: Dwayne W. Waite Jr.
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One of the most dangerous things a communications professional can do is believe that they know everything there is to know about their trade.

Whether it is public relations, advertising, or marketing, the moment we cease to learn in our trade is the moment we cease to grow as a professional.

Yes, at times it may be difficult for us to search out new information. At times it may seem that the same topics and activities are repeated over and over again. But this cannot stop your goal to stretch your mind in order to learn a little bit more. We can dedicate ourselves to reading new research papers, or applying practices of different industries to your trade to see if we can improve our offerings. We can engage in various advertising activities to make us well-rounded. If we work for a brand, we can learn more about the business and industry itself, or the audience we serve. If we work for an agency, we can see if we can jump into a different industry segment and learn how things are done differently.

Why is learning in advertising so important?

We share information in creative ways. The more information we have, the better information we can provide the publics we connect with. When we understand more about our audience, we understand what information they need and don't need in order to make an informed choice about our product and service. As gatekeepers to information, shouldn't we know everything there is to know behind the gate? Shouldn't we be prepared to tell whatever story needs to be told?

Whether you are learning about advertising itself, or the brand you serve, continue increasing your information bank.

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About the Author
Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.
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