What are the Communications roles of the future?

Narrative Engineer? Information Integrity Analyst? Synthetic Media Specialist? Influencer Relations Manager? Community Builder?

What does their team look like?

It has Narrative & Storytelling Strategy - securing narrative spaces and story architecture that is mindful of user journeys and cognisant of competing arguments - maybe even disinformation - from other brands or ideological opponents.

It has Data Scientists - who can dig into internal metrics and external open data about message testing, audience behaviour, reputational risks, and content performance. Without this, you're flying blind.

It has rapid Content Production capability - creating and curating content has evolved far beyond traditional copywriting and publishing. This is about using technology to create multimedia content across multiple channels at speed and scale.

It has Relationship Management - this has always been important, but the relationships that matter have shifted from largely journalists to influencers and direct audience engagement through community building

How did they get there?

*Lowered the % of resource dedicated to traditional media engagement
*Took time to understand the impacts of AI on the information environment
*Developed new skills to harness the potential of AI and took steps to limit risks
*Shortened the expected life-cycle of projects from initial idea to execution
*Started measuring impact by outcome not output

What's stopping you?