#RTSPECTRA: Next-Gen Leadership- What will it take to become a communications leader in 2030?

On Day 2 of #RTSPECTRA, the biggest virtual PR conference hosted Edna Ayme-Yahil for the keynote address, followed by a conversation with Sahil Chopra of Stanza Living, Edna is the Senior Director, Head of communications, Brand & Sustainability of SITA based out of Geneva, Switzerland. The topic of discussion was what makes a communications leader and what it would take to be the next generation communications leader in 2030?

Communications leader today 

A communications leader is a multi-tasker and an enabler. They take up multiple responsibilities like media relations, digital communications, executive communications, events, and more. They are a director than an actor. Unpredictability is part of the job and no one know is better than a comms leader. They are always learning new skills which is the key to be a successful leader. 

Few key skills are required to be a successful communications leader and these are as follows:

1. Technical ability – It includes keeping up with digital marketing like knowing how to run email marketing campaigns, social media ads, and other such digital media activities; possessing project management skills; knowledge about measurement tools and how to interpret metrics. 
2. Messaging – A good professional should know how to quickly, effectively give birth to correct messaging to their target audience. They should know dynamic writing across different genres right from white paper to a tweet. Audience-centric appeal and good peaking and presentation skills are a virtue. 
3. Collaboration – Managing stakeholders, dealing with conflicts, negotiating with people with the art of persuasion is a skill that helps leaders navigate easily. 

Coaching significant people of the company and creating their impact on other people is a skill to learn. 

1. Strategic Thinking – It is the most important skill to forecast the possibilities and look at business outcomes. This skill sets apart a great comms leader from a good one. Knowing the business acumens and speaking the language of the decision-makers of their company is the central point to be a successful leader.

Navigating with Changes 

The field of communications has changed dramatically and the biggest change it brought was the change in comms channels. Technological advancement brought dramatic speed in spreading news. The previous generation grew up in a world where corporate reputation was the most important job role but today’s world requires much more than that. Key roles like working with influencers, coaching the company leaders, digital media knowledge, and many more have become an integral part of their job. The aspect of sustainability plays a big role for brands and the comms leader will be at the forefront of leading this development. The vision n mission will remain the same but there will be more emphasis on thought leadership.

Unprecedented Times and Evolution of Leaders 

To be a successful leader, being pragmatic and changing with the times is important. The skills and competencies discussed above should be inherited to lead the coming generation. To be a leader, one should never get complacent with their work and always try to go out of their comfort zones to seize the opportunities. Unlearning and learning play an important role to hone your skills and be a desirable professional. 

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

Nidhi Verma

Nidhi Verma is a part of class of 2021 at SCoRe, Mumbai. She did her Bachelors in Commerce from Calcutta University. After graduation, she started working with branding consultancies as a Brand Executive for both mainstream and local brands. She simultaneously brushed her educational qualifications by undertaking the Post graduate diploma course on Advertising and Public Relations from MICA, Ahmedabad. Aside her professional background, Nidhi is an ardent food lover and she loves to discover new places. She also likes writing poems. She is a passionate individual who loves to keep a tab on current trends and love watching good content online. She believes in embracing the world we live in and implementing efforts to make it a better place.