Today I want to explore a few ideas about the
future in communication and necessity of broader ideas among my colleagues and
future practitioners. In meeting with internationally respected
industry leaders at the global research conference I kept
hearing recurring themes in needed skills.
How do we get our profession more globally savvy?
Today’s global political climate and disappearing business borders
require a professional communicator with global savvy and cultural sensitivity
to new market entry. Programs designed in one culture can fail miserably in
another. Professionals from the host country are the most knowledgeable about how a given program could be tweaked to be most effective. Offering them a
seat at the implementation table is not a luxury - it is a must!
2) A need exists to integrate
relationship building into social media campaigns.
With the birth of social media use, practitioners have a valuable opportunity to directly reach our clients or
constituents. Yet, the majority of entities are talking at and not with the
consumer. Today our clients are challenged by competing products and services
all around and the new professional consumer needs to feel heard and have
issues addressed not just community service or sale information megaphoned to
3) PR professionals need to
broaden the basis of thinking and education in new areas. We as communicators can no longer just lean on the press release to standard media outlets to get our program message to the consumers.
Knowledge of governmental constraints, cultural norms, and economic/ business
environments are needed to create program initiatives with tactics that will
reach out rather than repel. A much broader curriculum must be included in any
new communication professional education. Analysis of all environmental and
cultural factors internationally and even within country segmented areas is
necessary to achieve strategic goals of any program.
As I sat with my
distinguished colleagues at the conference, the themes of common needs kept being reappearing. We as a
profession are expected to keep broadening our skills and spanning our
boundaries with the growth of the industry. Don’t let yourself fall behind the curve. To keep global corporate business as healthy as it needs to
be and giving clients quality campaign results these new ideas seem to be
extremely high in importance for PR and the industries and customers or professional
consumers they serve.