The top 5 skills comms pros need for success in the future
In a rapidly evolving communication landscape, professionals need to adapt not only to new tools but also to shifting expectations of skills. The core functions of communication as the transfer of meaning and achieving outcomes through collaboration remains the same, but the methods and skills required to do these are transforming - at a rapid pace. Which is why we’ve collated a few of the key things we think you’ll need to focus on to stay ahead:
1. Tech experience with a human touch
One of the recent major shifts in the sector is the need for communicators to embrace new technologies while retaining human empathy and strategic thinking. Tools like AI are becoming integral to productivity and efficiency, but they also come with big human challenges, alongside privacy and reputation risks. Communicators are uniquely positioned to lead AI adoption because of their boundary-spanning roles within organisations. But this takes experience and understanding of tech to get there, which is why communicators need to learn to leverage AI to enhance their work, while applying an emotional intelligence filter to distinguish human connection from machine-driven processes.
2. Adaptability to change
Change in communication is inevitable, whether through the introduction of social media or the current wave of generative AI. With every technological wave, communicators have had to evolve. From an understanding of graphic design, photography, and multimedia tactics through to the new AI and other emerging tools - it comes as part and parcel of our roles, as is our ability to adapt. Plus as time goes on, the pace of change will only continue to accelerate and communicators must be willing to experiment, learn, and implement new technologies to stay relevant.
3. Keep learning and networking
Professional development and networking for every comms pro is absolutely crucial because it enables comms pros to stay on the cutting edge of trends and advancements. Networking through professional associations, like the International Association of Business Communicators (IABC), provides a wealth of shared knowledge and experiences. In fact, taking the time to listen to key stakeholders, share experiences with other communicators, and stay curious has become almost a key part of every comms pros role - even outside of work.
4. Strategic thinking and reputation management
As tech advances, the fundamental challenge for communicators remains managing the organisation’s reputation, especially in a world where everything from a single tweet to an AI-generated miscommunication can have significant consequences. Luckily, communicators are best placed to manage reputational risks associated with technology, privacy, and ethical issues because we are boundary spanners who easily navigate the intersection of productivity, legal concerns, and ethical challenges, particularly when adopting AI or new tools.
5. Attitude over skills
While technical skills are important, it’s actually the right attitude that changes a comms pro’s likelihood at being offered a role. Employers are increasingly hiring for attitude and training for skill, recognising that a strong communicator must possess a hunger for learning and a passion for understanding societal trends and stakeholder sentiment. This is especially true in the comms profession, as a lot of the time it is more of a lifestyle than a nine-to-five job. Staying engaged with the world, understanding cultural shifts, and being open to continuous learning are what will set future communicators apart.
The future of communication requires a blend of technological fluency, human-centered strategies, and a proactive attitude toward learning. Communicators who stay on the cutting edge of technology, while never losing sight of the heart and soul of their craft, will not only remain relevant but will also lead the charge in shaping the future of the profession.
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