Sometimes even communications professionals feel overwhelmed. Digitalization, media transformations, and artificial intelligence are constantly reshaping the way we communicate, and communicators must keep pace with these changes. Lifelong learning has become routine: what was relevant yesterday may already be outdated today.
Navigating the currents of working life isn’t easy. Communicators must stay alert to global developments and their impact on their work. Yet, an overflow of information can obscure critical signals, making it difficult to discern what truly drives change and what it means for one’s professional role.
To help communicators tackle the future of work, I’ve compiled a list of essential meta-skills. The good news is that these skills are already part of many communications professionals’ toolkit!
Communicator's toolkit for the future
Human Insight
The information overload is a real challenge. Communication professionals must filter the relevant from the irrelevant and structure even complex issues into clear messages. This is why human understanding is the most important tool for a communication professional. Successful communication requires a deep understanding of what the audience thinks, feels, and needs. This must also be constantly developed, as our society and demographics evolve at an accelerating pace. In multicultural environments, success also requires challenging traditional ways of working and thinking.
Environmental literacy
Climate change and nature loss must be tackled throughout society. For a communicator, this means, for example, that the environmental impact of your organization and how to mitigate it must be at the back of your mind. As political decision-making often feels painfully slow, agency is shifting to other stakeholders, such as businesses. Sustainability requirements are becoming more stringent, and it is also the role of communications to respond to the issues involved – and to drive environmental responsibility forward within their organizations
Technological understanding and the use of artificial intelligence
Technology is evolving at a dizzying pace, and AI is here to stay. A communicator does not need to be a coder, but a basic understanding of the possibilities and limitations of technology is essential. AI will make work more efficient in many ways, and it is worth embracing sooner rather than later while maintaining a human perspective. Communicators should also be aware of cybersecurity not only regarding their own work but the organization as a whole. For example, communication can strengthen a company's credibility by bringing transparency to cybersecurity and personal data processing.
Working in a multi-location workplace
Right now, there is a lot of pain in the relationship between remote and office work, but hybrid work is here to stay. Over time, a balance in working practices will be found. Smooth interaction, brainstorming, and working from anywhere requires new skills from both employees and management – and the role of the communicator in between is crucial. The communicator needs to strengthen interactions, build communication skills across the organization, and create ways for people to meet naturally, whether in the office or remotely. When this is achieved, both satisfaction and productivity will increase. Win-win!
Media literacy and media skills
Journalism is in transition: content is shifting from a product to a service. Generations that embrace authorship on social media expect media to foster debate and build community. Younger audiences, in particular, have become active participants and content producers.
At the same time, the media landscape is fragmented and constantly changing. Communicators need to master both traditional and social media, understand the logic of algorithms, and keep up with the latest media trends.
Media literacy is needed to avoid misinformation. In the era of generative AI, ownership of information is getting blurred, making critical thinking and source verification invaluable.
Strategic thinking
Communicators need to see the forest for the trees. A deep understanding of the company's business and objectives enables communication that supports the strategy and drives the organization toward its goals. Knowing the ship's direction allows you to design messages that make the propellers work faster and more effectively to the port of destination. Seeing the big picture also helps you prioritize and focus on what matters.
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When these skills are mastered, a communications professional not only survives change but becomes a trendsetter and influencer within their organization. Change is inevitable, but with the right skills, it opens up new, fruitful opportunities.
Insights into the future skills of communicators are based on the Finnish Association of Communication Professionals ProCom's Viestintäpäivä Plus event. The event focused on changes in working life and communications, and how best to prepare for them. My participation was part of Netprofile's Grow program, which provides every Netprofile employee with the opportunity to develop their skills in a self-selected area.
If your organization’s hands are full and you need support with strategic communication, let Netprofile’s professionals help you! Read more about our communication services here.
