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Simplifying Connections – Transactional Middleman to Passionate Liaison

Posted in: Best Practices, Culture, Industry  |  By:

Image by EcoVirtual on Flickr.

Image by EcoVirtual on Flickr.

Disintermediation. Defined by Merriam-Webster as “the elimination of an intermediary in a transaction between two parties” or, simply put, cutting out the middleman.

It has been my favorite word ever since I learned it during my business marketing class in college. Something about the way it rolls off my tongue maybe, but more so because of what it means, an effort to simplify connections. Though recently, speaking the word aloud has left a sour taste in my mouth.

As with any new job, it takes some time to learn all that is affiliated with your position. I’ve been a part of Eastwick now for just shy of two months and I’m finally starting to feel like I have a grip on the various tasks at hand.

Conversations with friends and family about my new role are frequent and seem to help clarify the various duties I am responsible for, but I’m still far from settling on my elevator speech. One friend tried to sum things up by offering, “So, you’re a middleman?”

I cringed.

For years I have strived to have simple and uncomplicated connections to the people around me, to remove the possibility of diluted conversation and information to be lost in translation. But it’s true. I am, and have been, the woman in the middle of more than I care to admit. So much so that it has manifested itself into a career as an Executive Administrator in public relations, a genre of service-based business that thrives as the communication stepping-stone between the media, influencers and companies (queue Inception).

So, is the presence of a middleman really a bad thing? Did my marketing professor lead me astray with a negative light on this word “disintermediation”?

Let’s just say the sound of my drum has a bit of a new tune. In many ways, direct communication between two parties is the best solution but what I’ve come to realize, is that the middleman exists to simplify relations between those two groups who simply don’t have the time or the skill to deliver information as effectively. This liaison role is everywhere in life and it is because no one person can do it all. We all have a special set of skills we develop that hopefully set us apart from each other and add to our individuality.

Here at Eastwick, I see what a special niche we provide to companies. Taking the time to get to know our clients and share in the passion of their business. Developing rich stories and delivering that message to the right audiences makes us a liaison link in the communications chain.

Hmm… liaison… Webster defines it as a connection or close bond. I like the way that sounds.


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