What A Comms Dir At Media Co Wishes They Knew Before Entering The Comms
Nikki wishes someone had told them how many people believe communications is easy despite the dedication required to become an expert, saying, "oh, I'm gonna do PR this morning. How hard can it be?". They also emphasize the "importance of continuous learning" and adapting to the evolving industry, including the shift towards "infotainment" and creatively packaging stories to showcase value in new ways.
Corporate Communications, Continuous Learning, Adaptability, Storytelling, Industry Trends
Advizer Information
Name
Job Title
Company
Undergrad
Grad Programs
Majors
Industries
Job Functions
Traits
Nikki Wheeler
Senior Director Global Corporate Communications
Media Company
Metropolitian State College of Denver
Georgetown, MA
Political Science, American Studies
Biotechnology & Pharmaceutical, Healthcare, Medical & Wellness
Business Strategy
Pell Grant Recipient, Took Out Loans, Worked 20+ Hours in School
Video Highlights
1. Everyone thinks they're an expert in communications, underestimating the dedication and expertise required.
2. Continuous learning and adaptability are crucial due to the evolving nature of communication and information sharing.
3. The industry is transitioning from traditional news values to infotainment, requiring new storytelling approaches to engage audiences and highlight the value of products and services.
Transcript
What have you learned about this role that you wish someone had told you before you entered the industry?
Let's think about that for a second. The feeling that everyone thinks they're an expert in communications is prevalent. You dedicate a lot of time, talent, and treasure to becoming an expert in your field.
Then you enter the field and are surprised by the number of people who think, "I'm going to do PR this morning. How hard can it be? It's just words on paper. You just talk to people all day long. That's not hard. I can do that." This attitude was surprising to me.
Another important aspect is continuous learning. I've seen practitioners get stuck in the mindset of "this is how we've always done it." The industry is evolving, and how we communicate and share information changes daily.
There's an ongoing need to always be willing to adapt, be curious, and explore. The question is, "Is there a better way to tell this story?"
Additionally, there's a transition from discussing newsworthy or material information. News is becoming infotainment, meaning people need to be entertained constantly. There's a need to look at how we tell stories in different ways that may not meet the bar for traditional news.
For example, consider a case study about a hospital. That might not be strictly news, but how can we package that story and share critical information so people understand the value of our products and services and how a hospital used them? That's where adaptability, continuous learning, and curiosity come in.