Kasper Zeuthen discusses the evolving demands of modern leadership in PR and communications, covering qualities needed for success, sought-after skill sets, staying updated on industry trends, emerging technologies, the role of a VP in Communications, challenges in the digital age, and fostering a motivated workforce.
Take a look.
In this world of constant change, leaders must be adaptable. They should be able to pivot and adjust their strategies and approaches in response to new information, shifts, and unexpected challenges.
It’s also crucial for leaders to be good communicators. More so than ever. They must be able to convey their vision, expectations, and feedback clearly and transparently. And they need to remember that good communication is a two-way street – that means active listening to understand the needs and concerns of their team.
We are operating in a more and more complex – and rapidly evolving -environment. That puts a premium on having the ability to adapt to change and uncertainty. To succeed, we need people who can exercise analytical thinking and reasoning. We need creative problem-solvers. There’s a lot of data at our disposal now – if you can properly digest that and make it inform your strategies and decisions you are ahead of the curve.
Comparing notes with fellow communicators is a big part of it. Ongoing training is also key – given how quickly our field is evolving you really need to set aside time to upskill to maintain a competitive advantage, and understand how this applies to your work.
Failing is also a great way of developing your own best practices.
The obvious answer is of course AI-powered tools. I’m particularly keen on using them to analyse vast amounts of data quickly to help inform communications strategies.
I would also point to our metrics capabilities – we continue to get better and better at measuring what works and what doesn’t. These tools should guide all of our work, and help establish our priorities at the start. Having 10 ways to reach an audience isn’t much good if 8 of them don’t really work.
Communications has a lot of power now. We’re not second fiddle anymore – we’re increasingly acting as strategic advisors, contributing to the broader organisational goals and priorities. Being at the very beginning of the process all the way to the final stage means we’re becoming more and more agile and vital. This need to stay ahead of the curve and be prepared to pivot is going to become more crucial.
The digital age has been a blessing and a curse. It’s given us powerful new ways to reach and engage audiences. But it’s also led to an abundance of information, and it can challenge our ability to break through the noise and get to our audiences.
It’s also become the age of disinformation. Those are some choppy waters to navigate. We’re also seeing people’s attention spans getting shorter and shorter, which makes it particularly challenging to convey complex messages effectively.
Employees increasingly seek a sense of purpose and meaning in their work. They want to know that their contributions have a positive impact. That’s a good thing, and puts the onus on leaders to communicate their organisation’s mission and values effectively. They should align employees’ roles with the larger purpose and celebrate their contributions.
If you’d like to contact us, please press the button to the right to reveal our contact form.
+44 207 632 1410