InsightsPOSTED June 28, 2019

#FutureForward: Why “attention to detail” will never go out of style

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In our #FutureForward series we ask members of our APEX family to share their insights into what two skills they think will still be relevant in public relations, communications, marketing and digital in 30 years.

Marc Dodsworth, consultant at APEX Public Relations discusses how being detail-oriented is a skill that will continue to benefit communicators, both now and in the future.

“Attention to detail” is a generic term. It’s on every job description, asked at every job interview and has become so commonplace that it begs the question if it even needs to be listed as a requirement.

Of course attention to detail is important; how would any workplace function without it?

But this is a cynical reading of the term.

Attention to detail is necessary today and will be necessary 30 years down the road. And I’m not just talking about double checking your work. I’m talking about triple checking it; going down the Excel workbook row-by-row and ensuring every formula is correct; reading every sentence in a Word document word-by-word to make sure it is free of spelling and grammatical errors; you get the idea.

Because while technology no doubt handles a lot of the heavy lifting when it comes to accuracy and consistency in your work – and this will be even truer in three decades – it won’t be at the stage where it will be doing our work for us (just yet). Human intuition and discretion will still be necessary in those judgement-based evaluations. They will still be necessary in creative problem-solving and design.

And ultimately, anything created by humans will have to be vetted by humans too. To find the holes and inconsistencies. To analyze where processes can be improved. And in the end, to deliver the best work for your company or client.

So let’s celebrate “attention to detail” for the skill it really is: the differentiation between pristine and shoddy work. Put it on every job description; ask it in every interview; refine it every day. Pull out a magnifying glass if you need to: being detail-oriented is here to stay.  

Ultimately, businesses want to partner with agencies who are committed to covering all their bases. If you want a team that is detail-oriented and prides themselves on providing error-free work, visit our website or email us at

Marc Dodsworth, is a consultant at APEX Public Relations.

Check out more of our #FutureForward series to know what other skills are expected to stand the test of time 30 years from now. 

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