From time to time, I run into PAOs desperate to “add value” to their organization. Sometimes, their unit is changing and the PAO is trying to keep up and change with it. Other times, the PAO knows they’re not running the commander’s communication program, and needs to build some internal credibility.
“Value-Added.” It’s a great phrase, right? It’s what we all want to be within our organizations: value-added to the mission, for our team, and on behalf of our career field.
Three things about the phrase “value-added” come to mind:
- It implies action. The key verb here is “add” — someone has to be actively adding the value, and that someone has to be you. What other verb would make sense in this construct? Value taken? Value received? Nope, it’s not your commander’s (or anyone else’s) job to recognize and pull out your potential value if you’re hanging out in the background. Stop asking questions about your role, or talking about different possibilities. Stand up and do the adding.
- It’s past-tense. Nobody talks about “value-adding” or “soon-to-add-value” — if you want a unique and important role on the staff, you’ll need to build a track record to earn it. Do something. If you haven’t added value in the past, then you have no business complaining about a lousy reputation now. And if you haven’t been doing that within your team, you can start today.
- Value is valuable. Be a linchpin. Offer perspective, skills and service that your command needs, that can’t be found anywhere else. Offer up your clear understanding of the media environment, your ability to tailor forever lines to national policy and your commander’s goals, your infectious personality to build relationships with media members and community leaders.
Take action and make those actions matter. That’s how you become “value-added.”
(Photo by Kristen Wong, DVIDS)
