by Ed Barks

Business executives sometimes boast that they have been "media trained." But in most cases that means they have participated in only a single training session. I shake my head in dismay when I see otherwise intelligent people shun the need for lifelong learning. An individual is no more media trained after a lone workshop than he is qualified to drive on the NASCAR circuit after taking a spin to the grocery store.

Constant Change Mandates Lifelong Learning

The old model held that everything we needed crammed into our heads occurred before we left college. That limited view is a recipe for failure in today's world. The touchstone for success in the 21st century will be a constant parade of instruction that sharpens your knowledge, skills, and competence over the long haul.

Those who neglect lifelong learning when it comes to their communications skills will be tagged as failures. They are normally easy to spot since they lack polish on even the most basic skills - all because they fail to commit to learning beyond the four walls of the training classroom.

Let me level with you. There is not a communications trainer alive who can magically transform you into a stellar speaker or sparkling news source in a single afternoon. Sure, you can cover the basics and get some practice time. But of equal importance, your trainer should help you begin to construct a road map for lifelong learning.

Make Learning Fun

The process need not be viewed as the drudgery of a teenager forced to clean his room. A vital component of lifelong learning involves shining the light on your natural talents and preferences, for that is where improvement will come most readily.

In today's rapidly changing business climate, your career advancement opportunities and your personal development depend on what you discover as an adult. If you fail to engage in lifelong learning, you will soon witness your peers zipping past you on the organizational chart. You will miss out on promotions and new jobs while they reap the benefits of those big raises.

From an organizational standpoint, the business with the most current knowledge wins, all other things being equal. If you, as an executive or manager, neglect to foster the learning of those who report to you, it won't be long until you find yourself headed back down the career ladder.

The Tonic for Ongoing Improvement

What is the number one resource to extend lifelong learning? Find an expert communications coach - one who can help sharpen strengths and, over time, address weaknesses.

As a next step, establish a lifelong learning plan in concert with your coach. Here are some areas to consider:

• What are your inherent strengths?
• Which skills do you want to sharpen?
• What formats do you most enjoy and at which do you exhibit the greatest success - presentations to small groups? Live TV interviews? Testimony before lawmakers?
• Would weekly or monthly coaching sessions be most effective?
• Which type of extended learning works best for you - videotape review? Audio CDs? Short articles? Books?
• Is your goal to go beyond the occasional quote in the trade press and aim for The New York Times?
• How can you prepare to graduate from speaking before small internal audiences to larger external groups?

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