Building future competencies

In my last post I had mentioned about the three trends that communicators will need to navigate in 2025. these are – understanding human behaviour, hyper-personalisation of messages and the death of greenwashing statements.

To be able to navigate these trends seamlessly, corporate communicators must stay ahead of the curve. They will need to develop key competencies, some of which are:

1. Being technologically savvy

There was a time when not understanding AI or blockchain, or data analytics was not essential for corporate communicators. Not any more. Today, they are indispensable tools for shaping strategies and engaging with stakeholders. AI, for example, can analyse sentiment from thousands of online conversations in real-time, offering insights that shape messaging. Analysing the data can inform changes in messaging to better align with customer emotions and expectations, ensuring the launch resonates with the target audience.

Engaging in real-world tech projects or partnerships with digital teams within an organisation can also build practical expertise.

Technological savviness is essential in scenarios like product recalls, where a company must manage its reputation while handling large-scale consumer feedback across multiple platforms. Using AI to gauge sentiment in real-time can guide a strategic response that mitigates damage.

2. Strategic Foresight

Who would have foreseen a decade ago that energy efficient mobility would soon be the rage and in demand? Having a strategic foresight can enable communicators to think beyond immediate challenges and plan for long-term shifts in industry, technology, and consumer behavior.

Communicators need to be in a continuous learning mode, attending industry conferences, and reading reports from think tanks on future business trends. The key is to network beyond the obvious network of communicators and extend your circle of knowledge and communications to include futurists and industry leaders who can offer insights into upcoming shifts.

This competency is critical when preparing for major industry disruptions, such as regulatory changes or global market shifts. For instance, during the COVID-19 pandemic, organisations with foresight adapted their communications to focus on empathy and resilience, while those without it struggled to maintain engagement.

3. Adaptability and Agility

In a world where information moves quickly, corporate communicators must be agile and adaptable. This means being able to pivot messaging strategies in real-time and respond quickly to crises. It also includes staying adept with new media platforms, from social media to video content, and being able to craft messages that work across all channels. It also means being proficient enough to make the shift from a planned promotional campaign to crisis management messaging in a matter of hours.

Engaging in cross-functional projects, developing an understanding of various communication platforms, training in crisis management techniques, etc; can enhance agility. When agile, communicators can swiftly mitigate damage and maintain trust with stakeholders.

4. Empathy and Cultural Intelligence

It is essential that communicators understand the diverse perspectives of their audiences, particularly as inclusivity and diversity become central to corporate values. Crafting messages that resonate across cultures requires an appreciation for different social norms, values, and communication styles.

Immersing oneself in different cultures through travel, language learning, and collaboration with international teams can enhance cultural intelligence. Empathy can be cultivated through active listening and understanding the needs and concerns of various audience segments.

5. Ethical Communication

As issues like misinformation, data privacy, and ethical business practices take center stage, communicators must be vigilant about maintaining transparency and integrity in their messages. Trust is the currency of communication, and ethical lapses can erode that trust irreparably.

Communicators will need to stay informed about legal regulations, undergoing training on media law, and adhering to professional codes of conduct. Ethical communication ensures that organisations maintain transparency with stakeholders.

Going beyond story telling

To be future-ready, communicators must be more than just storytellers. The future demands they be tech-savvy strategists, empathetic leaders, and agile decision-makers. These competencies can not only help them navigate the challenges of a rapidly changing landscape but also lead their organisations through it successfully.

The future belongs to those who are prepared.

The views and opinions published here belong to the author and do not necessarily reflect the views and opinions of the publisher.

Sarita Bahl

Sarita Bahl is an alumnus of Tata Institute of Social Sciences and the Swedish Institute of Management Program. An experienced and versatile leader, she comes with nearly four decades of professional experience. She has over the years successfully overseen the communications and public affairs function and led the corporate social responsibility strategy for Bayer South Asia, Pfizer, and Monsanto, among others. Sarita has held multiple roles across diverse industries, the public sector, trade associations, MNCs, and the not-for-profit sector. Her areas of interest include advocacy, stakeholder engagement, sustainability, and communications.

As an Associate Certified Coach (ACC) from the International Coaching Federation (ICF) and Senior Practitioner (Mentoring) from the European Council of Mentoring and Coaching (EMCC), Sarita specializes in career transition, inner engineering and life issues. Sarita enjoys writing and is passionate about animals, books, and movies.