Public Relations

Five skills you need to attain to build a career in corp comm in 2024?

In the dynamic realm of Corporate Communications, one enduring truth stands tall: ‘change is the only constant’, which resonates with resounding clarity, defining its very essence.

In the last few years, the corporate communications function has undergone a significant evolution from being a supportive function within an organisation to that of a strategic advisory role. This shift marks the transition from the traditional view of communications as a downstream function, moving it upstream to where business strategies are conceived and developed. With a more holistic approach the corporate communications function is now integrated in nature. In the current context it is involved in shaping key business strategies, influencing decision-making, and crafting narratives that resonate with internal and external stakeholders. 

Gone are the days of traditional one-way messaging. Corporate communications has undergone a transformative shift to being more dynamic and interactive, revolving around authentic conversations.  At the forefront of this evolution are social media engagement, online brand presence, transparency, and personalization.  

This brings us to the pertinent question of what are the various skills that a modern age Communicator should possess. As the need for strategies that connect with diverse audiences while upholding a unified brand narrative grows, the role of a Communicator has become significantly more demanding than ever before. To reach out to the audiences who range from digitally savvy consumers to socially conscious investors, requires a deep understanding of stakeholder perceptions, concerns, and communication preferences. 

5 suggested skills to have to as a modern age Communicator:

Harnessing insights through data-driven storytelling

In the dynamic realm of communications, one principle remains steadfast: insight reigns supreme. For communication professionals, embracing the power of data isn’t merely an option, it’s an imperative. Numbers hold the key to unlocking trends, preferences, and areas ripe for improvement. Leveraging analytics enables the crafting of narratives that deeply resonate with the target audience, forging personal connections. The era of data-driven storytelling has dawned, and mastery of this art form will undoubtedly lead the narrative in 2024.

Striking a balance: Humanizing AI in communication

The fusion of technology and human interaction is akin to a delicate dance, with communication professionals serving as the choreographers. Humanizing AI transcends being merely a task, it’s a profound responsibility. Striking the delicate balance that bridges innovation with empathy is paramount. AI should serve to enhance the human experience, not supplant it. In an era dominated by AI, communication narratives must orchestrate a symphony where technology and humanity harmoniously coexist.

Listening and learning: Unveiling audience insights through social listening

In today’s frenetic business landscape, staying relevant and fostering robust stakeholder relationships is more crucial than ever. This shift is propelled by the digital revolution, reshaping not only how we access information but also revolutionizing corporate communication strategies. Social listening emerges as a vital tool, empowering professionals to craft messages that deeply resonate with their intended audience. Though refining messages for diverse audiences can be arduous, social listening offers invaluable insights into customer expectations and reactions to new products.

Mastering the raft: Writing and Presentation skills

Writing stands as the cornerstone of corporate communication. Effectively engaging with varied stakeholders demands proficiency in various writing forms, from press releases to blog posts, each adhering to principles of simplicity, clarity, and adaptability. Consequently, the demand to enhance writing skills to communicate clearly to diverse target audiences has become imperative. Presentation skills, a top recruitment criterion, empower professionals to confidently convey ideas across various platforms and audiences.

Empowering advocacy: Harnessing the power of employee advocacy

Organizations increasingly recognize the pivotal role of employee communications and the impact of employees as brand advocates. Consequently, investments in employee communication and engagement have surged, underscoring the importance of recruiting individuals aligned with organizational values. The proliferation of sophisticated digital platforms facilitates seamless two-way communication with the employee population, fostering open dialogues that drive positive change, cultivate conducive work environments, and bolster employee satisfaction.

At the core of these facets lies research, the bedrock of effective corporate communications. Research skills discern key messages, channels, and strategies that resonate with stakeholders, propelling communication objectives forward towards achieving the organizational goals.

Tanmana Rath

Lead Communications and Stakeholder Engagement

TERI – The Energy and Resources Institute

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