Generalists the New Specialists - Keeping Up with the Latest Trends

In our last article, we looked at?skills ?that?can be translated?for candidates?who are?looking for a career shift.

But getting in the door doesn’t mean the learning stops there. There is a constant moving of the goalposts in communications, so much so that upskilling and keeping up with the latest trends is pivotal to survival.

The role of a communications agency is far beyond picking up the phone to a journalist to pitch an interview or following up on a media release – they are becoming an integral part of a client’s business strategy. Greater demands are being put on them to provide integrated offerings and?more?importantly, measure effectiveness. For agencies to?provide?an offering that meets business demands, practitioners must be generalists and have a good knowledge of the comms mix.

Through our day-to-day work, we’re spotting key watchouts that candidates need to?be aware of?when looking to land their next role. They are:

Knowledge of AI and Emerging Technologies

It is a hot topic in all industries right now –?is AI going to?disrupt my job? Will robots take over??We’re finding that?in comms,?talk of emerging technologies replacing you is farfetched.?In fact, it’s only enhancing your role.

Many agencies are now using tools to media monitor or develop competitor analysis,?resulting in you having?more time to interpret data and make informed decisions.

Likewise with VR headsets and Augmented reality – their use in PR is becoming more common. These technologies?are adding?to brand activations or client events, making them a more interactive experience.

Research ?from the Chartered Institute of Public Relations (CIPR) last year?found that up to 40% of tasks performed by public relations professionals are now assisted by AI tools.?Understanding?how emerging tech can benefit your new employer or their clients will impress your bosses!

Influencer Marketing

Not?a new phenomenon to the world of comms – but?always?evolving.?The role of influencers has become central to integrated campaigns, especially when it comes to public awareness. However, it is become a much more sophisticated business. Gone are the days when you look at the number of followers to pick the influencer of choice, consumers?have become too?smart?for that.

Recent?research ?from universities in Europe found that nano (between 1,000 and 10,000) or micro influencers (fewer than 100,000 followers) are seen as more authentic and relatable?whereas?macro-influencers?are viewed?as professional advertisers with no real affiliation with the brand they’re promoting. Being across influencer trends is becoming a common question asked in interviews.

Writing variety

Writing to the best standard was?and is?fundamental to any comms practitioner career. Once upon a time?drafting?a media release or an op-ed for an executive were the?main?sources of your writing skills – not now!?

From short-form content for socials to blogging to video scripts – the variety of content can be challenging to master. If you can, take the opportunity to put your hand up if you have the chance to draft content outside?of?your?normal?remit – this will make you stand out from the crowd when going for your next role!

ROI!

Now becoming a crucial area of comms. Once AVE (Advertising Value Equivalent) was the only show in town when measuring comms success,?but the advent of social media has been a game changer in this regard.

It’s?important?to keep up with ideal numbers in engagement rates, impressions or click-through rates to measure the success or failure of a post or campaign.

In a more general context, many agencies?look to the?Barcelona principles ?as?a measurement and evaluation barometer when communicating success with clients.?The principles?look to?provide clarity on outputs, outcomes, and potential impact.

Want to learn more about the skills agencies are looking for? Contact me, Brendan Madden?on?LinkedIn or email?[email protected] ?

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