Why Generalists Might Deliver Better Results

By Jennifer Riegert, Senior Account Executive

There’s a long-standing assumption in marketing and communications that, to be effective, you need deep industry expertise. You need to know everyone and be familiar with the nuances of industry history. But increasingly that belief is being challenged, and for good reason.

Research from LinkedIn’s Skills on the Rise and Deloitte’s Future of Work reports shows that adaptability, creativity and cross-functional thinking are among the most valuable skills in today’s workforce, and especially on today’s communications teams. Fortunately, these are the exact strengths generalists bring, and more. They’re not limited by “how it’s always been done,” which makes them more likely to spot fresh opportunities and apply proven strategies in new ways.

Communications Generalists Bring Valuable Insights

A communications professional with varied experience builds their expertise across industries, channels and audiences. That breadth leads to stronger pattern and insight recognition, from understanding what works and why it works, to how it can translate elsewhere. In contrast, industry specialists can sometimes become tied to legacy approaches or unspoken “rules” that limit creativity and innovation.

This doesn’t mean generalists work haphazardly. The best ones are trained in communications principles, grounded in business strategy and guided by goals and objectives. They test thoughtfully, adapt quickly and refine based on results. Their value lies in pairing a strong strategic foundation with the willingness to try something new, often leading to clearer messaging, better engagement and more effective campaigns.

As the Market Changes, So Do Generalists

The speed at which marketing is changing only reinforces this advantage. New tools, platforms and audience behaviors emerge constantly. Generalists are comfortable with learning on the fly: researching trends, evaluating what’s useful and integrating it into their work without losing strategic focus.

So far, my career has been a testament to the value of being a generalist. This year, I stepped into a new space: public works communication. Thanks to Rasor, I’m learning the details and industry requirements of transportation and infrastructure projects. On paper, I’m the “new” team member. In reality, I’m building on more than 25 years of experience in brand strategy, media relations, digital marketing and storytelling and applying those skills in a new context.

So far, it’s working. Because strong communication isn’t about knowing one industry. It’s about knowing how to connect, adapt and deliver results in any of them.

Rasor is an award-winning marketing agency in Cincinnati, delivering communications, design and public relations strategies to industries such as healthcare, municipal and infrastructure and more. To learn more about how Rasor can help you improve your marketing communication, regardless of industry, contact us at info@gorasor.com or 513-793-1234.