It is always interesting to see job position announcements and see what is currently “hot” right now. Last year, the term that a lot of universities and businesses were using were “Public Relations and Social Media” or “Social Media Managers.” However, while this seems to be still going, there is a new trend currently happening right now both in the academic and professional world.
One of the things that I have noticed has been the increase of job positions and degrees offering programs in Strategic Communications. Is this due to the current trends happening in the field and economy, or is this just a new trend? The question that seems to be coming up is – is Strategic Communications replacing Public Relations? I will actually be taking on my position at Louisville as an Assistant Professor in Strategic Communication – where I will be incorporating all of these areas together in my introduction and writing courses.
What is strategic communications? It is the field in which aligns the overall strategy of the organizations by applying the specific tactics and messages throughout its associated functions and roles. Integrated marketing communications, public relations, advertising, organizational communication, and marketing are just a few disciplines that can be considered to be part of the Strategic Communications umbrella.
While I think that it is key to have a specialization like Public Relations, it is also important to be aware of the other disciplines and looking at the complete picture of how advertising, marketing, sales, and public relations influences the overall business communication sphere. When you think about it, you have to take into account all the various disciplines and professions when you are operating in specific areas in PR – and this is what Strategic Communications allows you to do. For example, when you are looking at a crisis situation – not only are you aware of the key messages and relationships that need to be addressed among individuals impacted by the crisis, but you have to be aware of the impact on behave of the organization in terms of their advertising and marketing campaigns, and how all of these have to be aligned together.
So, how can you get involved in Strategic Communications if you are in PR? Well, there are definitely ways that you can do this and position yourself in the field and profession:
- Take additional courses and workshops in IMC: Learning and adapting your knowledge base is one of the best things you can do to expand your horizon and expertise into Strategic Communications. Integrated Marketing Communications (IMC) is a great field where you can get great insight into the various areas involved in Strategic Communications – understanding how some of the same principles from PR can be looked at from an IMC perspective would be good to know.
- Understand the trend for a hybrid professional who is both theoretical and applied: The days of being just applied or theoretical are limited – and the expectations currently are to have a strong understanding in both the theory and application of Strategic Communications. This may mean going on for another advanced degree to balance one side or the other – but this seems to be one of the trends emerging in the current market place. Understanding how the theory is connected to the research to better understand the phenomenon is equally important as understanding the application of the research and strategies. This is the winning combination for professionals today.
- Look at other programs offering Strategic Communications in their program: What are the classes that are part of their program? What are the electives that would be important to offer to students? What is the education background of the researchers / professors? These are just a few things to consider when looking at other programs offering courses in Strategic Communications.
- See similarities and differences in Strategic Communication Programs compared to PR programs: There are some classes that are the same in Strategic Communication programs and PR courses (ex. Strategy, Crisis Communications, Writing, Theory, Visual Communications, Research Methods, etc) – however, there are courses that should be included such as Consumer Behavior, Marketing Research, Social media campaigns, and Persuasion in Strategic Message Planning. The key is to make sure to 1) make the connection between theory and application and 2) make sure that all of these topics cover the various components and disciplines associated with Strategic Communications.
- Become a student of Strategic Communications: Learning does not stop after you finish your Bachelor’s, Master’s, or even PhD. Purchase textbooks and read online about Strategic Communications so you are familiar with current trends and issues that are involving the field.
In summary, what we are seeing in the profession and job market is that the focus seems to be towards hiring professionals who do have a specialization (ex. public relations), but also have the knowledge and experience in expanding their expertise to be applied to Strategic Communications. Businesses, universities, and other organizations are looking for professionals who will be willing to work hard, continue to expand their horizons to new opportunities and areas, and bridge the gap between the theory and applied roles in the profession.
Hope you all are having a great day!
Best Wishes,
Karen
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