Adapt, Innovate, Create Impact: A Multidisciplinary Approach to Communications

One in a series of articles exploring ethics in communications.

Traditionally, the communications landscape has been divided into distinct disciplines like public relations, marketing, and journalism. While each of these fields provides valuable frameworks, they often constrain our perspective, limiting our ability to achieve the ultimate goals of communication fully: to inform, persuade, and change behavior.

To unlock the full potential of communications, especially in the context of narrative change, we must transcend these boundaries and adopt a more holistic approach that recognizes the interconnectedness of these disciplines.

This need for adaptability and flexibility is reminiscent of Bruce Lee's philosophy. Known for his martial arts practice, particularly in the creation of Jeet Kune Do, Lee too was a philosopher who emphasized the importance of being like water—flexible, formless, and able to adapt to any situation or challenge. His philosophy extended beyond martial arts, urging individuals to strip away the non-essential and focus on what is effective and true to oneself. Lee’s approach encourages breaking free from rigid systems, remaining open to continuous learning, and authentically expressing one’s true self in all aspects of life.

Inspired by Lee’s philosophy, we can view communications as a similarly fluid process—an intentional act of exchanging ideas through various mediums to achieve a goal. Like water, communications should flow and adapt to the context at hand. It is a dynamic, ever-evolving blend of marketing, public relations, social behavior change communications, and journalism, drawing on insights from the social sciences, humanities, and performing arts to create narrative change.

Many professions primarily use storytelling to inform, persuade, or change behavior, yet they confine themselves to specific practices, such as:

• Public Relations and Corporate Communications: Managing and fostering a positive public image and relationships between organizations and their audiences.
• Marketing and Digital Communications: Promoting products, services, or ideas to drive engagement, sales, and brand loyalty.
• Journalism and Media: Gathering, verifying, and presenting news to inform, educate, and sometimes entertain while upholding ethical standards.
• Health, Social, and Environmental Communications: Disseminating information to promote wellness, change behaviors, and promote sustainability.

For one-person shops and smaller teams juggling multiple roles, understanding the interconnectedness of the communications field is essential for maximizing resources and achieving success. By recognizing the overlap between these disciplines, organizations of any size can make their efforts more effective.

The Interdisciplinary Nature of Communications

Lee drew upon multiple disciplines and styles for the action sequences in his films. In the development of his unified system, he sought to create a “style of no style,” that is, he didn’t want to be constrained or limited by definitions. He wanted to apply the most effective technique that the moment called for. In much the same way, one of the most fascinating aspects of communications is its interdisciplinary nature, blending disciplines from social sciences to humanities to achieve a goal or objective.

In other words, we should be like water in our thoughts and actions, as Lee suggests.

As such, communications professionals draw "water" from the wells of:

• Sociology: Understanding societal trends and their influence on communication. For example, sociological insights can help tailor messages to different generational values, languages, and cultural differences. In a campaign designed to help parents understand they are not alone in their struggles to raise their children, recognizing how societal norms around parenting vary across generations can help in choosing the most effective message and messengers.
• Psychology: Grasping motivations and behaviors to tailor messages effectively. Understanding the steps involved in behavior change, such as identifying triggers, barriers, and reinforcements, can be crucial in shaping campaigns. For instance, a campaign encouraging parents to seek help might emphasize that seeking support is a sign of strength, using psychological principles to break down stigma and foster a supportive community environment.
• Political Science: Navigating political communication and advocacy complexities. Harold Lasswell’s studies on propaganda and political messaging have significantly influenced the field.
• History: Learning from past communication strategies and outcomes to inform current practices. Historians like Walter Lippmann have provided crucial insights into the role of media in shaping public opinion.
• Philosophy: Considering the ethical implications of our messages and actions. Jürgen Habermas’s work on the public sphere highlights the importance of ethical discourse in communications.
• Anthropology: Appreciating cultural nuances in global communications. Clifford Geertz’s interpretive approach to culture helps communicators understand diverse audiences.
• Fine Arts: Utilizing visual storytelling and engaging narratives. Artists like Saul Bass have revolutionized graphic design, making visual storytelling a critical aspect of communication strategies. His work in creating iconic film posters and title sequences demonstrates how strong visual elements can communicate complex ideas succinctly and effectively.
• Performing Arts: Engaging audiences through compelling narratives. Comedians like Steve Martin and George Carlin have shown that comedy is a powerful form of storytelling, using humor to convey messages and provoke thought. Martin’s approach to comedy emphasizes timing and audience engagement, while Carlin’s social commentary demonstrates the impact of performance on public discourse.
• Language Arts: Mastering the craft of writing and speaking. The works of writers like George Orwell have shown the power of language in shaping public thought and action.
• Martial Arts: No, not combat, but the principles of using common sense, recognizing danger, and avoiding conflict. The ideal of “effortless perfection” through practice reflects how communicators prepare, adapt, and respond strategically to challenges with skill and confidence.

As communicators, we wear many hats, adapting our roles daily to inform, persuade, and change behavior. This call to be versatile and ever-evolving is the challenge of communications and what I love about it.

Interdisciplinary Collaboration in Action

Interdisciplinary collaboration has led to successful communication campaigns across various sectors. Here are some notable examples:

1. The "Truth" Anti-Smoking Campaign: Blending psychology, sociology, marketing, and digital communications, the "Truth" campaign used psychological insights into teen behavior and attitudes, combined with social marketing techniques, to create a compelling anti-smoking message. By focusing on themes of independence and rebellion against the tobacco industry, the campaign resonated with its audience and led to a significant decline in youth smoking rates.
2. The "It Gets Better" Project: This campaign combined sociology, psychology, digital communications, and film to support LGBTQ+ youth. Using personal stories and testimonials shared through social media and video platforms, it combined sociological insights into the challenges faced by LGBTQ+ youth with the emotional power of personal narratives, providing hope and support to countless individuals.

Ethical Implications of Interdisciplinary Collaboration

Interdisciplinary collaboration brings ethical considerations to the forefront. For example, using psychological tactics in marketing must be balanced with respect for consumer autonomy and well-being. This ethical awareness is crucial in ensuring our strategies do good and mitigate harm, whether we are persuading people to adopt healthier lifestyles or to engage with brands.

Building a Versatile Skill Set

To excel, professionals must cultivate a skill set that bridges the gap between practical communication disciplines like PR and marketing and academic fields such as sociology, psychology, and the arts. Understanding how these areas intersect will enable you to craft more effective, resonant messages.

• Sociological Competence: Mastering the art of communication requires an understanding of the social forces at play. By studying sociology, you gain insights into societal trends, cultural nuances, and generational differences. These insights help tailor communication strategies that resonate with diverse audiences. For instance, PR campaigns can be more effective when they reflect the social values and cultural contexts of the target audience.
• Psychological Insight: Psychology teaches us about human behavior, motivation, and emotional triggers—all crucial elements in crafting messages that move people. Whether you're working in marketing or digital communications, applying psychological principles can help you create campaigns that drive behavior change, engage emotions, and motivate action. Understanding these psychological drivers is key to connecting with your audience on a deeper level.
• Strategic Thinking: Effective communication also demands strategic thinking, which involves navigating the political, historical, and ethical dimensions of your message. Political science and history provide the tools to understand power dynamics, policy impacts, and the importance of timing in communication efforts. Ethics, meanwhile, ensures that your strategies are not only effective but also responsible, helping to build trust and credibility.
• Creative Skills: The fine arts and performing arts bring creativity to the forefront of communication. Visual storytelling, influenced by the fine arts, and engaging narratives, drawn from the performing arts, are essential in capturing attention and conveying complex ideas simply. Whether through graphic design, video production, or theatrical techniques, creative skills allow you to present content in ways that are not just informative but also emotionally impactful.

By integrating these academic insights with your practical communication efforts, you can build a versatile skill set that enhances your ability to inform, persuade, and inspire across various platforms and audiences.

Continuous Learning and Adaptability

Developing a versatile skill set is just the beginning. Continuous learning is essential to maintaining and expanding your expertise. To stay ahead in this dynamic field, professionals should actively seek opportunities to expand their knowledge and stay updated with the latest interdisciplinary insights.

For example, attending conferences can provide new strategies and tools relevant to your role. PR practitioners might find value in marketing conferences like the AMA Marketing and Public Policy Conference or the Content Marketing Institute's Content Marketing World , while marketers could benefit from understanding media practices by attending the Society of Professional Journalists' conferences .

Additionally, podcasts, online courses, webinars, and industry conferences are invaluable resources for keeping skills sharp and relevant. Engaging with these learning opportunities ensures you remain at the forefront of the field, adapting to new challenges and seizing emerging opportunities.

A Broader Conversation

If you're in one of these professions, how did you get here? Do you have a degree in communications or another field? Did you pursue additional education, certifications, or training? What have you learned that you wished you knew much earlier?

By understanding and making the most of the interconnectedness of communications disciplines, we can wield greater influence and create meaningful change, reinforcing that communications is far more powerful than the sum of its parts.