Nicole Gilbride hates BBQs. I am not referring to the food (which is very popular in her home state of Tennessee), but to the awkward social gatherings around a friend’s grill or fire pit where new acquaintances, in an effort to break the ice, ask “What do you do?” She has great pride in her job as Strategic Planning and Communication Specialist at the Department of Veteran Affairs’ Office of Information and Technology; however, the problem lies in the reactions she gets when she replies: from sneering looks of people who think she is another lazy federal employee to questions about status of personal VA claims.
Fortunately, I did not meet Nicole at a BBQ but at a training summit for generation X and Y federal employees where she gave a talk and mentoring sessions to young people on how to thrive in the workplace. I was curious to know more about her role as a Washington insider and how she is able to bridge the communication and technology worlds.
Note: The interview has been edited for content and space.
Can you describe what you do?
I am the lead for the business planning operations in our Project Management division under our Product Development organization, which is VA’s software development organization. We handle VA IT software requests, like creating software solutions to help veterans schedule appointments online or schedule them on an iPad, or we develop systems to track prescription drug iterations to make sure people are not abusing substances. Those type of business solutions allow VA’s healthcare and benefit staff to provide world class engagement with Veterans, and they need IT solutions to effectively manage care for Veterans.
Admittedly, I am not a techie. I am in a very technical organization and in a lot of a ways I serve as a translator. I work to help translate to people who are on the ground building code and overseeing the IT projects, I help to translate the functions that they are developing and the services we are providing into words that normal people can understand. I make sure that I can explain what we do in a way that my grandma can understand… I do a multitude of other things: working strategic plans, prioritizing the assignment of our IT resources, but the communications part is probably 50 percent of my job, and it involves all kinds of comms… We do internal messaging within our organization and within VA and we do external messaging with the media, collaborating with Veteran Service Organizations, congressional engagements, video interviews, blog posts… There are very few briefings or memos that come out of Project Management that I have not seen or impacted. That’s sort of what I do.
You have a lot of responsibilities.
Yes (laughs). It’s a full day, it’s very impactful and it’s important. It’s challenging because I think communications is part of everyone’s job but we do have a lot of very technical subject matter experts that are not naturally communicators. One of the challenges in my job is “do I give them a fish or do I teach them how to fish?” “Do I do things for them or do I show them how they can do it better?” It’s a challenge.
Getting into the specifics of the technology part, as you mention you are a technology translator. From translating the user needs to the techies, how difficult is it not having a technical background? How do you learn to address that?
For me personally how did I learn to become savvy enough to be active in conversations about technology, honestly was just with time… I’m constantly researching what I need to research and when in doubt, I am constantly reminding my team “have you Googled this first?” because they’ll come to me with questions like “what is DevOps,” “what is the Internet of Things,” “what’s Scrum,” “what’s Agile?” When they do that I ask “did you consult Google?” There are so many resources available online that can at least help you… I either consult the Internet or I ask my peers, and part of that is overcoming your fear of asking people.
(…) The other part that you are talking about is what I would say is the requirements side, when the customer comes in and says “we want a shelter” but most of the time they don’t say “we want a shelter,” they say “we want a house and we want it to have tin roof, we want to have 38 windows, this is exactly what we want” and not realizing that maybe there is a better solution… I personally think its one of the most challenging areas for IT systems. Requirements are usually the thing that kills you. It manifests itself by either schedule delays or cost overruns… There has to be a line, you have to have things that go above and below the line. If you keep to your schedule or keep to your budget, it will help you decide where that line is.
In that part of the requirements, do you think the problem is the customer does not know what they want and they are having trouble communicating it? Or do you think is the problem is on whoever capturing those requirements?
I think it’s all of those things and it’s more things. If you ask two people what they want to get from point A to point B, what you would get as a response, even if they are the same business customer, is different… What the business customer wants is constantly evolving… It’s a challenge and I don’t think it’s a just communications challenge either.
In the other part of your job, the combination if internal and external communications, what are some of the challenges you have?
Our biggest problem internally with communications is really that people want a customized solution for them which is inherently impossible. The challenge is finding something that makes the most people happy and figuring out that each organization is so different… If you’ve got nurses and doctors running around with other clinicians, sending them an email twice a week with your message is not a good way to tell them that there is a new system coming out, that there is an employee survey coming out. Most doctors spend more (time) on their charts than they do on their email inbox…For every doctor out there they also have a lot of admin staff who do spend time on their computer. An all hands message in an email may work for those folks but it’s not going to reach the doctors and nurses. Finding ways to customize solutions for different audiences is a challenge.
On the IT realm (the challenge) is the level of technical detail in the messaging. We have a lot of very tech savvy people but for every one of them we have another person who is an admin staff, who does not have a technical background, a budget person, an HR person, whatever the case may be. Finding ways to balance, simplify our messaging for a general audience and keep it engaging enough that technical folks are not bored or dismissive of the messaging is a challenge.
Why did you decide to go into government work?
As a young person I went through the “I want to be a ballerina” phase. Then around 10 or so I entered the “I want to be President phase.” As a young child, I always had strong verbal skills. I could sit at the table with adults and negotiate with them. I could take on a debate. Eventually as I got to be an adult I started to get more into politics and that sort of led me to where I am today I’d say. In college I pursued an internship on the Hill which ended up being a communications internship with the former Speaker of the House. When I did that communications internship it opened a door for me.
(…) I wanted to help improve our country and so I recognized that communications is sort of the glue that holds everything together. I see a lot of great ideas don’t take root, don’t spread, don’t get shared, and communication could help spread and share great ideas. I think I kind of had an epiphany of “I really want to do communications for a job”… And I have a family that has a legacy of public (service), one of my grandmothers worked for the VA 50 years ago. My aunt works for the VA, I’ve got a lot of family members who have worked for various state, local government organizations; military service is throughout my family. I was always raised to believe that I could have a positive impact and that lead me to public service as a career.
For those people who insist on working in government because, as yourself, they feel they can make a difference, what skills in the communications field they should have or learn from?
Accolades for being committed to joining, I would tell you it took me probably close to seven years to finally get in. Navigating USAJobs is not for the faint of heart (laughs).
On the skill standpoint, I think the biggest communication skill is actually networking. Having someone who can actually write effectively is wonderful. Having someone who knows abut graphics and visuals and branding is great. Having somebody who has experience on camera or presenting to large audiences, all these things are great, they are important skill sets and by all means, put them on a resume, but the one thing that you can’t really put on a resume and will make or break a communications employee from my standpoint, is the ability to make connections with people and network. I’m not talking about networking in the sense we normally think of with LinkedIn networking or speed networking, but creating and cultivating really meaningful connections.
(…) For most people (in communications positions) it’s a multi-hat situation where you are doing various forms of communications and having those connections within your department, within your agency, with various staff offices, and with your peer group will make or break you.
I would also say an important thing for the future of communicators will be the ability to communicate by leveraging technology…Twenty years ago if you could write you could write. Today you need to be able to write to different sources. How do you turn a two page blog article into a Tweet? It’s a skill. You have to learn to transform something that is so content heavy into something so short and impactful. Being able to not only use current technology, but to be on the cutting edge and to show willingness to continue to learn and stay ahead of the curve. That is very critical I think.
Follow Nicole Gilbride on Twitter @NicoleGilbride
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