Five Ways the Communications Field is Implementing Technology
- Expanding Range of Careers
- Proliferation of Propaganda
- Evolving Brand Identification and Engagement
- Crisis Management
- Rise of the Influencer
The communications field has changed a lot since the advancement of technology, and especially the internet. Technology has had a major impact on the field and is as big of a leap forward as the Industrial Revolution. From new communications careers to brand engagement, here are five ways technology has made over this industry.
1. Expanding Range of Careers
Communications careers have undergone a massive makeover in the last fifteen years; the rise of the internet, slate computers, and smartphones have been the biggest reason for the change. Now, most career postings require an in-depth understanding of social media, email marketing, and other internet-related communications skills. At the very least, professionals are required to be fluent in social media, with some going so far as to become experts in the field within traditional educational programs. From social media managers to directors of ambassador programs, the field has made a monumental shift to become a technology-dependent industry.
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2. Proliferation of Propaganda
The communications field can be categorized in many different ways, but one of the most recent examples would be that of propaganda. Technology has given rise to a nearly-democratic internet with a major caveat: every person has a voice, but in the communications field, not every voice is equal. Propaganda communications professionals, who often herald themselves as investigators or journalists, can use the internet to push their agenda through the use of false news stories, unverified research, and more. It is up to communications professionals to work through the propaganda and become credible sources that their demographics can rely on.
3. Evolution of Brand Engagement
Brand engagement used to be closely monitored and controlled through traditional means; technology has thrown all of that out the window. Now communications professionals are tasked with keeping close tabs on consumer and brand engagement on a nearly 24/7 basis; between websites, emails, and social media, a communications team must stay observant about their brand’s overall presence online and in traditional outlets for consumers that are all over the world. Technology has made this a challenging task; with analytics, algorithms, and more playing a role in how much a company is willing to spend on their communications, it has never been more important for communications professionals to stay on top of engagement through the various channels offered to them.
4. Crisis Management
There will inevitably come a time when crisis management is required; this could be for an individual, a company, or a brand. This is where communications professionals can utilize the internet. By interacting directly with their demographic, these professionals can send a well-crafted message directly to inboxes or through the various social media feeds that the company or individual supports. This enables communications experts to take hold of a crisis and manage it in real time without having to wait for a traditional media company to pick up their side of the story.
5. Rise of the Influencer
Influencers play a large role in communications and no one knows this better than communications professionals. Influencers are celebrities or high-profile social media users who have a large following on their platform and can translate interest into actual engagement; this is a departure from the previous need to have bonafide movie stars and musicians hawk wares to a demographic. Communications professionals are now tasked with assessing and screening potential influencers, including their engagement analytics, previous ambassadorships, and more. The rise of the influencer, which has been brought on by technology and a more democratic playing field in terms of communications, has directly led to companies finding new ways to create interest in their brands by using more relatable ambassadors.
The communications field has always been important in America, but with the introduction and advancement of the internet, the field has become one of the most visible in the country. From adding new communications careers to building pathways for ambitious individuals to create their own path forward, the field is becoming increasingly democratic. By understanding the major impact that technology has had on this field, professionals can learn to use their skill set for their own career goals.
Source: Forbes