The convergence of public relations, social media marketing, advertising, and broader marketing communications is accelerating. Messages are becoming highly personalized, immersive technologies such as virtual reality are moving into everyday practice, and a growing set of data tools is changing how professionals approach work. These shifts are expected to influence the communication discipline over the next five to ten years. This topic was discussed by Irene Shkarovskaya, QIWI Corporate Communications Director and Co-Chair of the Media and Information Policy Committee, during the committee meeting.
She presented the findings from the Management Association’s study on the Future of Communication Professions. Participants expressed belief in the emergence of new roles, while the relevance of narrowly focused specialties could decline. The study points to a future where versatility matters more than a single-skill focus, with professionals who can weave strategy, technology, culture, and audience experience.
“The new roles 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,” she said.
As Valery Levchenko, head of the priority IT communications development center, noted, a lot has changed technologically over the twenty years 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.
Maria Vysotskaya, General Manager of Red Digital, reminded that previously the profession required basic knowledge obtained at the university. According to her, 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. In North American contexts, this practical ability to engage audiences online and in real time is frequently valued as highly as formal training, and teams across the US and Canada look for professionals who can translate broad topics into clear, credible messages that resonate across channels.
“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.