Senior Manager, External communications and media relations – PSP Investments
What do you find yourself spending most of your time doing in the sphere of communications these days?
Having recently changed industries and working for a complex organization with a global presence, I find myself spending a significant amount of time learning about the industry and applying the insights to develop communications strategies – and oversee their execution – in response to precise business needs.
What are the biggest changes that you see in the practice of communications today?
New technologies have transformed the way organizations conduct their communications programs and interact with stakeholders. Machine learning and AI are taking the industry to the next level at neck-breaking speed. In addition to high levels of personalization, stakeholders have also come to expect immediate, high-quality service as well as authentic, transparent and ethical practices. To better respond to these complex needs and to rapid technological change, the profession is undergoing a complete makeover as the various disciplines that fall under the “communication” umbrella – PR, advertising, branding, marketing, etc – are converging and spilling over into new territories.
In your opinion, what could we as communication professionals be doing differently to provide the most value to our stakeholders?
I believe communication has a very important role to play in helping companies to position, anchor and amplify culture. This is particularly relevant in environments requiring high performance, awareness of and adaptability to rapid change.
What is the trend or themes that you think will continue to grow, and/or what will die off?
I think that communication will continue to transform into an increasingly complex function that will combine the main features of the traditional practice with elements of business consulting, experience design, social sciences and analytics. New technological solutions aligned with specific business objectives are being rolled out at an exponential rate. These sophisticated instruments have a direct influence on the roles practitioners are asked to play in the enterprise and on our career progression. In this day and age, one ignores complexity at their peril.
What is your advice for young people considering entering the field of communications today?
We’re heading deep into the knowledge economy where the ability to access, analyze, interpret and share information at top speed is a key differentiator. New practitioners can often up the ante by striving to develop a keen understanding of business, cultivating critical thinking and kick-starting their creativity. Also, in our line of work, genuine accomplishments are always the result of a team effort, so be kind and generous, even in the face of adversity. As you succeed, share the lessons learned and send the elevator back as often as you can.