For years, many communication functions have been measured by output: campaigns delivered, content produced, channels managed, messages written. Unfortunately for us, AI is accelerating a shift whereby organisations are increasingly questioning whether value comes from producing communication, or from shaping outcomes. So, what comms skills matter most right now?

If you're working in communications right now (or you want to), you've probably found yourself wondering what the future holds for the profession. So it’s not really surprising when you see this question keep popping up in conversations across the industry: will AI take our jobs? The real risk isn't AI itself, but standing still while everything around us changes because of it. What’s the biggest risk for a career in communications?

You can be the smartest person in the room and still completely lose your message the moment a microphone appears. So… what actually separates confident communicators from nervous ones, and how can we use these traits or skills to become more confident in speaking to the media, public or even just during a presentation? We’ve got some tips.

For years, communication roles have often been heavily associated with outputs like writing newsletters, drafting CEO emails, producing social media content, preparing presentations or managing internal updates.  While those tasks still matter, AI is rapidly changing how they are produced and how quickly, too. So: what does AI really mean for communications professionals?

When leaders hear the word “reputation,” many think about media coverage, public relations, and crisis response. While these are certainly part of the equation, they represent only a small piece of the bigger picture. Reputation is formed through every interaction people have with your organisation. So, how do you build a strong business reputation in the age of AI?

Reputation is everything. But no matter how strong a brand may be, at some point, it’s likely to face a reputational crisis. As a communication professional, your role in crisis response is critical. But the real challenge lies in what happens after the initial storm has passed—the recovery phase. So, how do you rebuild a tarnished reputation? Here are five key strategies.