4 Key Skills for Modern Communicators

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New technologies introduced at the beginning of the 21^st century enhanced the speed in which communicators gathered information, conducted evaluations, monitored public opinion and obtained data (Lance, Sallot, Cameron and Shamp, 2001). Before powerful search engines came into existence, communicators used online databases comprised of text, pictures, videos and sound that was retrieved through dial-up modems to access information (Lance et al., 2001). As the public relations, marketing and advertising fields have shifted to using more digital-based technologies, practitioners’ job responsibilities have expanded beyond using the Web for research to develop and pitch story ideas. Today’s communicators should have the following skills to plan, manage, analyze and lead in the digital world.

1. Writing for the web

Even though we live in a multimedia age, writing is still an important skill to have in the communications profession. Being able to write on a wide-range of subjects in long-form, for blog posts and tweets is essential in an industry built on engaging and informing audiences. People consume information on the web differently than they do reading a magazine or brochure, so a communicator needs to know how to write content appropriate for every platform and communication channel (Porter, 2013; Demetrio, 2013).

2. Web Analytics

Big data can be hard to mine, but effective communicators invest in learning and understanding online conversations to improve reach. Being able to analyze social media coverage, web and print outreach, and how people engage with brands will help communicators produce content that is appealing to their audiences. Monitoring conversations and analyzing data is a way to measure the ROI (return on investment) in campaigns and ensure organizational goals are being met (Demetrio, 2013).

3. Social media

92 percent of marketers believe social media is important for their industry (Winfrey, 2014). Nearly 80 percent of journalists surveyed in “The American Journalist in the Digital Age” said they use social networking sites to check for breaking news (Peterson, 2014). Building a social media presence is important for personal and professional branding purposes, but communicators need to demonstrate that they can do more than just use social media tools. They have to actually know how to curate, develop messages and have conversations on multiple platforms to reach audiences (Porter, 2013). Additionally, knowing how to use the analytics tools built into many of the platforms to assess community activity and traffic is even better.

4. Creative Thinking and Design

Images are easier to consume than text. According to eMarketer, photos are the primary content posted and shared on Facebook (Redsicker, 2014). Infographics helps break up text into digestible consumption, and 12 percent of websites saw an increase in traffic after posting an infographic (Winfrey, 2014). Communicators should learn how to shoot, edit and post videos to sites like Vimeo and YouTube, or be able to alter images using Photoshop to achieve optimal outcomes in amplifying messages (Porter, 2013). It’s not essential to be a whiz at using the entire Adobe Creative Suite, but creative thinking and design sensibility will help communicators work with designers who are responsible for designing reports, publications and graphics used in campaigns.

References
Demetrio. (2013, September 3). 7 skills of an effective communicator. Retrieved from: http://www.limeredstudio.com/what-we-think/7-skills-of-an-effective-communicator/#.VPxx9ivF98E    

Lance, V. P., Sallot, L. M., Cameron, G. T., & Shamp, S. (2001). New technologies and public relations: Exploring practitioners' use of online resources to earn a seat at the management table. Journalism and Mass Communication Quarterly, 78(1), 172-190. Retrieved from: http://ezproxy.snhu.edu/login?url=http://search.proquest.com/docview/216936217?accountid=3783   

Peterson, A. (2014, May 6). Three charts that explain how U.S. journalists use social media. The Washington Post. Retrieved from: http://www.washingtonpost.com/blogs/the-switch/wp/2014/05/06/three-charts-that-explain-how-u-s-journalists-use-social-media/   

Porter, J. (2013, December 30). 4 skills PR newbies should possess (if they want a job). Retrieved from: http://www.prdaily.com/Main/Articles/4_skills_PR_newbies_should_possess_if_they_want_a_13983.aspx   
Redsicker, P. (2014, May 13). Social photos generate more engagement: New research. Retrieved from: http://www.socialmediaexaminer.com/photos-generate-engagement-research/   

Winfrey, G. (2014, September 10). 7 skills all digital marketers need to succeed (infographic). Inc. Magazine. Retrieved from: http://www.inc.com/graham-winfrey/7-skills-all-digital-marketers-need.html