How My Client Inspired Me to Pursue a Masters Degree

By Harry Warne

In the fast-paced world of communications consultancy, it's easy to get caught up in the daily rhythm of client work and forget about our own professional development. However, a recent series of conversations with the leadership team at LIBF challenged my perspective on continuous education – particularly a profound discussion with Steve Hill, their CEO and Vice-Chancellor. ​

The Spark of Inspiration ​

As a communications professional, now managing LIBF's communications strategy, I expected our point-of-view sessions to focus solely on their institutional messaging. Instead, I found myself deeply moved by their philosophy on modern education. Steve Hill's words particularly resonated with me: "The rise of portfolio careers means lifelong learning is no longer optional – it's essential." 
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This statement struck a chord. With three years in communications consultancy and an undergraduate degree in marketing and business studies, I had begun to see myself as 'established' in my career. But Hill's perspective on the evolving professional landscape made me question this complacency. ​

Breaking Down Barriers ​

One of the common hurdles professionals face when considering further education is the balance between work and study. Hill addressed this head-on in our discussions: "Life responsibilities, particularly when people have families and careers, can make traditional education impractical... We’re building flexible programmes that match personal needs but don’t compromise quality." 
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This approach to flexible learning became my gateway to possibility. After careful consideration, I've decided to pursue an MSc in Digital Marketing at LIBF, structuring the program over two years to complement my professional commitments. ​

The Decision to Evolve ​

My decision wasn't just about adding another qualification to my CV – it was about fundamentally transforming my approach to professional growth. In today's rapidly changing digital landscape, staying relevant means staying educated, but it also means staying ahead of industry trends and technological advances that reshape how we communicate. 

As Hill noted during our discussion, "The pace of technological change is unprecedented, and frankly, I'm uncertain whether traditional teaching methods can keep up. Institutions that fail to incorporate modern technology risk becoming irrelevant." This observation particularly resonated with me as a communications professional. In our industry, we're not just witnessing technological change – we're responsible for helping our clients navigate and leverage it effectively. 

The communications landscape has evolved dramatically even in the three years I've worked in consultancy. Social media algorithms change weekly, AI is revolutionizing content creation, and digital marketing strategies have become increasingly sophisticated. What worked yesterday might not work tomorrow, and what works tomorrow might be obsolete next month. 

This MSc represents more than personal development – it's an investment in my client's future success. The digital marketing expertise I'll gain will enhance my ability to craft more comprehensive, integrated communications strategies. It's about bridging the gap between traditional PR and the evolving digital landscape, understanding the intricate interplay between different marketing channels, and being able to advise clients on holistic strategies that leverage both established and emerging platforms. 

Moreover, the program will provide me with technical skills in areas like data analytics, marketing automation, and digital consumer behaviour – capabilities that are becoming increasingly crucial in PR strategy development. By understanding these technical aspects in depth, I'll be better equipped to collaborate with clients' internal teams and provide more nuanced, data-driven recommendations. 

A New Perspective on Professional Education ​

Working with LIBF has transformed my view of professional education. On one of our introductory calls, Hill emphasized, "We're not just teaching theory – we're preparing students for real-world success." This practical approach to education aligns perfectly with my goals as a communications consultant, where real-world application is everything. 

The traditional model of education – where theory and practice are often disconnected – no longer serves the needs of modern professionals. What attracted me to this particular MSc program was its emphasis on practical application and its understanding of industry demands. Each module is designed to deliver knowledge that can be immediately implemented in real-world scenarios. 

The decision to spread the course over two years wasn't a compromise – it was a particular choice to maximize both my learning and professional impact. This structure allows me to immediately apply new concepts to my clients' work, creating a symbiotic relationship between my studies and professional practice. When I learn about new digital marketing techniques or analytical tools, I can test them in real-world scenarios, measure their effectiveness, and refine my approach based on actual results. 

This approach also aligns with what Hill described as LIBF's philosophy: "Our students learn to navigate corporate settings, handle meetings effectively, and present their ideas with confidence. This isn't just about academic achievement; it's about developing the complete professional package." By maintaining my full-time role while studying, I'm not just learning new skills – I'm actively integrating them into my professional identity. 

Furthermore, this dual role as student and practitioner will enable me to bring fresh perspectives to both environments. The challenges I encounter in my client work will inform my academic understanding, while the theoretical frameworks and emerging trends I study will enhance my strategic thinking in the workplace. This continuous feedback loop between theory and practice is, I believe, the future of professional education. 

Looking Forward ​

This journey has taught me that education doesn't end with an undergraduate degree at 21. In fact, that's just the beginning. The most valuable lesson from my interactions with LIBF's leadership is that continuous learning isn't just about personal growth – it's about staying relevant and valuable in an ever-evolving professional landscape. 

To anyone else who is considering further education: the barriers you perceive might be more surmountable than you think. With flexible learning options and the right mindset, it's possible to enhance your expertise while maintaining your professional momentum. 
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As I embark on this new chapter, I'm grateful for the unexpected inspiration that came from a client conversation. Sometimes, the best career advice comes from simply being open to new perspectives and willing to challenge our own assumptions about professional development. ​