In today's digital world, all the traditional aspects of communication converge. Picture this: an organizations sends a press release to a news channel, and the news channel covers the topic online. Someone reads the article online and adds their own comments to the conversation via Twitter, linking to the article and tagging the organization. The social media person at the organization responds to the tweet. In this way, both the media relations and social media staff spoke to the public about the same thing in their own avenue. That illustrates why it is crucial for all to operate in a shared and nimble space. In smaller teams, it may be one person who literally does it all!
Reid (2012) cites ten skills that modern communicators need. Some are expected--such as writing, reading, understanding what makes news, and speed. But other skills are newer, nodding to the generalist knowledge base needed in the communications industry: coding, social media engagement and experimentation, graphic design, and continuing education. Another unexpected one? Humor. With all that is facing communicators in the world today, we must be a little bit of everything--and still crack a joke.
For training, this means communicators must continually brush up on their skills and jump on board with new technologies and trends. Even if the latest trend isn't worth sticking with, we still need to understand it enough to know that. Most of all, communicators need to keep curious.
References
Reid, Brian. (2012). The 10 Skills
Modern Communicators Have (or Need to Get). Retrieved from http://blog.wcgworld.com/2012/05/the-10-skills-modern-communicators-have-or-need-to-get