Communications departments worldwide are undergoing significant changes as economic pressures and advancements in artificial intelligence (AI) technology push companies toward downsizing and restructuring their communications functions. This trend poses challenges for professionals across the industry, who find themselves facing not only fewer job opportunities but also heightened competition for roles, even among seasoned experts.
To navigate these turbulent waters and sustain relevance and growth, 16 members of the Forbes Agency Council have collectively shared insights on key strategies for communications professionals. Their advice emphasizes the necessity of embracing continuous learning and adapting to a fast-paced, technologically driven environment.
According to Don Dodds of M16 Marketing, continuous education is pivotal. 3Invest time developing skills in digital communication strategies and analytics,4 he states, urging professionals to refine their expertise to align with the changing demands of their audiences. Mastering analytical tools can aid communicators significantly as they craft messages aimed to resonate with their target demographics.
Joining Dodds, Jason Hennessey of Hennessey Digital stresses the importance of blending new technology with storytelling. 3The key is not just using AI for efficiencies but combining it with strong storytelling and authentic connections,4 he articulates. Despite the digital age's influence, human engagement remains at the heart of effective communication. Genuine interactions are what audiences still crave.
Beyond technology, Nataliya Andreychuk from Viseven advocates for authenticity and the development of personal style. She notes, 3Work on developing your tone of voice and make it distinct; avoid formalizing your language and writing style.4 Authenticity not only speaks volumes but also engages audiences more effectively.
Educative roles with clients are pivotal. George Arabian from NVISION emphasizes, 3AI is powerful, but it can’t replace strategic human insight.4 Professional communicators must focus on educating clients about effective communication strategies to navigate the complexity of messages and their execution.
Equipping themselves with technological skills is equally as important. Guy Leon Sheetrit of Guac Digital pushes the envelope by urging communications specialists to master AI-driven tools, integrating efficiency with human-centric storytelling. 3This balance is where true value lies,4 he claims. Automations can streamline processes, significantly refining how messages reach audiences.
To maximize their roles, communications professionals must become go-to strategists, contends Justin Belmont of Prose. 3AI and automation can handle the basics,4 he states, 3but true expertise lies in nuanced areas like crisis communications, reputation management and strategic narrative shaping, which only experienced professionals can master and leverage."
Data competence is also increasingly necessary across the communications field. Jonathan Johnson of Streamline Results points out the need for strong internal networks within organizations, observing, 3Building cross-functional expertise will increase their value across corporate landscapes.4 This internal collaboration allows for greater insight and agility when responding to changing dynamics.
Data-driven storytelling should remain central to communications strategy. Elyse Flynn Meyer of Prism Global Marketing Solutions highlights the necessity of embracing analytics tools to not only measure effectiveness but also prove the return on investment (ROI). Doing so assures companies of the strategic value communicators provide, even as functions consolidate.
Reflecting on the shifting dynamics of communications, Oksana Matviichuk from OM Strategic Forecasting emphasizes returning to core principles. 3Returning to the basics means partnering with clients to achieve their business objectives. Ensuring beneficial partnerships will maintain professionals' relevance,4 she argues.
Finally, as seasoned communication practitioners hone their skills, they must avoid complacency. Being aware of internal audience needs complements analyses of external outreach, urging professionals to understand engagement and drive investment within their organizations. According to Mike Maynard of Napier Partnership Limited, 3If communications experts can influence internal opinions positively, they will witness greater investment from management.4
To conclude, as the communications industry evolves, professionals must be agile, embrace new technologies, and prioritize sustained personal and professional growth. The insights from the Forbes Agency Council members serve as invaluable guidelines for thriving amid pressures from both economic landscapes and technological advancements. Adaptability and continuous learning are no longer optional—they are imperative for sustaining relevance and success.