The Evolution of Business Communication
This article was first published on BizCommunity, 2 October 2015. Read the original article here.
Business communication has undergone significant changes with the rise of social media and the increasing importance of the employee voice. This shift has necessitated a focus on internal communication alongside external efforts. The International Association of Public Relations hosts an annual Congress, gathering senior PR professionals worldwide to discuss these evolving dynamics.
Insights from the International PR Congress
The recent Congress in Johannesburg attracted over 300 participants from 30 countries, making it the largest PR conference of its kind in Africa. Esteemed speakers included Rob Cartwright from Ketchum, Svetlana Stavreva from IBM Eastern Europe, Todd Babiak of Story Engine, and Jeremy Galbraith from Burson-Marsteller. I had the privilege of discussing the new skill sets required for communicators today, based on VMA GROUP Africa’s research among 189 communication practitioners in South Africa.
In-house Communication Development
The research highlighted the importance of strategic thinking and business communication positioning, with one in three communicators identifying these as key skills for team development. Surprisingly, writing skills and business acumen were less prioritized, despite their significance in strategic communication roles. However, there is a strong demand for training in writing and strategic planning, indicating a shift towards enhancing these competencies.
Strategic Planning and Leadership in Communication
Half of the communicators expressed a desire for more training in strategic planning and thinking. This training is crucial for identifying business priorities and building frameworks for success in a dynamic environment. The role of communicators is evolving from operational execution to trusted advisory, emphasizing leadership as a primary communication tool.
Enhancing Leadership Communication
Today’s focus is on equipping leaders with the tools to effectively convey messages within the right context, fostering brand connection and operational efficiency. Leaders must demonstrate emotionally intelligent behaviors, such as authentic engagement and trust-building, to achieve true employee engagement.
Practical Approaches for Engagement
- Align leadership around communication and strategic messaging.
- Improve communication skills at executive and business unit levels.
- Enhance communication capabilities in key support functions like HR and IT.
- Promote employee voice and multidirectional communication.
- Drive integrated messaging standards for leadership.
Challenges and Opportunities in Communication
The primary concern among South African communicators is the skills shortage, affecting one in four practitioners. This highlights the need for continuous skills development to deliver business results effectively. Additionally, budget constraints are a significant issue, as noted by 22% of respondents.
As business communication evolves, so do the roles and skills required of communicators. If you are a candidate looking to develop your career in communications, read more about how we can help you here. If you are a client seeking to hire top communications talent, find out more here.
