- Have any questions?
- 02 9247 6000
- media@commsroom.co
- Have any questions?
- 02 9247 6000
- media@commsroom.co
Menu
That said, professionals must remain flexible and constantly refine their techniques to keep pace with the technological advancements of today. Adaptability and continuous improvement are now more crucial than ever in this dynamic field. To shed light on the future of communication and the skills required to navigate the field, Comms Room interviewed the Department of the Prime Minister and Cabinet, Director of Content Strategy & Production at the Communications Branch, Tim Price.
As communication roles adapt to meet modern challenges, what skills and attributes will professionals need most?
I think one of the biggest technological advances in recent times is artificial intelligence. How will AI be used in the communication space and how will communication roles adapt to take advantage of it? It could mean that skills to improve efficiency and realise the impact of your communication will be vital as you may be competing with an AI that can produce communications and campaigns in record time. What skills can humans bring to communication that AI cannot? Those will be the skills that will be highly regarded in the future.
Do you believe that it is vital for individuals and businesses to be agile and adaptable in their communication as media evolves? Can you share any strategies for fostering adaptability in communication practices?
Modern media and in particular digital media continues to evolve. The last couple of years have seen some of the most significant changes in the social media landscape. I think one of the keys to being able to adapt is to continually learn and to keep abreast of changes to platforms. Continued professional development and training is important in maintaining adaptability. Also be prepared to change your thinking on how communication can be done, because it can change quite dramatically in a different environment.
How have communication preferences and expectations changed for different age groups? What strategies may communicators use to reach diverse audiences?
We currently have a huge difference in communication preferences depending on what age group you may be targeting. Younger people no longer engage in traditional forms of media like commercial TV, or traditional media newspapers. Older people have had to learn new skills to adapt to the internet VS those in the middle who may view both traditional and new media. I think knowing who your audience is, is extremely important so that you can target your audience on the platforms they use and where they are. Just doing broad-style communications campaigns with the same content across multiple channels is not effective.
In the age of fake news and misinformation, how can organisations develop trust and credibility with their audiences online?
To be viewed as a credible source online, you need to engage with your audience and demonstrate you are a source of truth. This may be done by taking an active role and calling out misinformation, or joining conversations where misinformation is being spread to call out inaccuracies. Engaging with your audience and not just broadcasting is extremely important to build a relationship between organisations and individuals.
What’s next in communication innovation? How can individuals and businesses stay competitive in the ever-changing communication landscape?
I think where we need to see real innovation is how our communication teams are constructed. What are the roles that you need in a communication team to deliver in this changing landscape? Do you have a team that can use modern technology and changing platforms? Who is creating the content for your communications and are they integrated into the team or is it sitting somewhere else? I think we need to think holistically about our teams, structures and processes to be best placed to adapt.
Adaptability, ongoing learning, and strategic thinking are absolute necessities in the world of communication, as Price points out. To keep up with the rapid changes brought about by AI and digital media, experts in the field will need to keep developing their abilities.
Navigating the difficulties of the modern day and building lasting trust and credibility may be achieved by communicators who keep informed, engage authentically with audiences, and promote innovative team structures.
Exciting innovations are on the horizon in this field, and those who are open to change will surely find their places in the digital world.
Also read: Benefits and hurdles of AI in social media
Adrianne Saplagio is a Content Producer at Comms Room, where she combines her passion for storytelling with her expertise in multimedia content creation. With a keen eye for detail and a knack for engaging audiences, Adrianne has been instrumental in crafting compelling narratives that resonate across various digital platforms.
