Communications, and public relations in particular, have gone through significant changes over recent years and are continuing to evolve at a rapid pace. Technology, the way we share information, a growing virtual workforce, and the dramatic shift in traditional media–these are all contributing factors to this metamorphosis of the profession.
Successfully keeping up with the innovations and increased competition requires a heightened level of skill and expertise. Today’s communicator must actively build and evolve skills to stay relevant, and to leap ahead of demand.
There are many important skills necessary to be a successful communicator, but I believe there is a core set that will differentiate the empowered master from the average communicator. These skills are important today, but will be even more critical for tomorrow.