The blurring of boundaries between PR, SMM, marketing and advertising, the personalization of communication, the use of VR and other emerging technologies will have a significant impact on the development of communication professions in the next 5-10 years. Irene Shkarovskaya, QIWI Corporate Communications Director and Co-Chair of the Media and Information Policy Committee, spoke about this issue at the Media and Information Policy Committee meeting.
He presented the results of the Management Association’s “Future of Communication Professions” study. According to him, the participants expressed their belief in the emergence of new professions and the decline in the role of narrowly focused specialties.
“The new professions are expected to create and manage the flow of information for users, perform high-level customization of media bots, and help multinational companies work with foreign partners in a culturally sensitive manner,” he said.
As Valery Levchenko, head of the priority IT communications development center, said, a lot has changed technologically over the 20 years of existence of the profession.
“Previously, the main communication methods were telephone, fax and face-to-face communication. With the development of multimedia journalism in Russia, communicators from all walks of life need to master the latest technologies and tools for integrated communication. “A professional communicator must keep up with the times and respond to the demands and needs of the target audience,” he said.
Red Digital General Manager Maria Vysotskaya reminded that previously the profession required basic knowledge obtained at the university. According to him, today it is often enough to be able to timely and publicly talk to a wide audience about a popular topic or openly advertise your product.
“The format of communication has changed, the ability to speak has disappeared. The school education system is based on tests that do not contribute to the development of the desire to speak and read. People who represent a company or speak publicly about themselves or their business must have proficient oral speech. “The future belongs to experts who can speak well,” he said.
The media partner of the event was the media organization Rambler&Co.
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Source: Gazeta
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