Mynewsdesk UK A sneak peek of our survey results: 1 in 4 marketing and comms professionals said they think it will die out within 50 years #commschat
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- Transcript
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June 13, 2014 Transcript of #CommsChat on the future of comms pt. 2
See more of the transcript:
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Amen! RT @ncardwell T3: I think there’s also wider trends-public scepticism, desire for transparency – that will support jrnsm #commschat
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@PRJobCoach @CommsChat people who are journalists for their careers, but who aren’t paid for by an organisation #commschat
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@CommsChat possibly more opportunity to control the news agenda #commschat
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Yes to evolve! RT @adamcranfield: Exactly! RT @TimElliottUK @CommsChat #commschat … T3 …. Not die evolve … Everything evolves 🙂
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Totally agree with @adamcranfield – journalists increasingly employed by brands for MarComms content. Makes sense. #commschat
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A3: I think (and hope) there’ll always be a need for paid for, independent journalists to make sense of it all! #CommsChat
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A3. We will always need impartial journalism .. the model may change, but the premise of good accurate journalism should not. #commschat.
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RT @adamcranfield 200 people completed #FutureComms14 survey, so we’ll see what they say – results out this week! #commschat
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Exactly! RT @TimElliottUK @CommsChat #commschat … T3 …. Not die evolve … Everything evolves 🙂
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A3 #commschat No,there is a thirst out there for independent journalism – example @PeterJukes being crowd funded to cover the #hackingtrial
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If independent journalism does die out, how will that affect communicators? #commschat
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Bit late to #CommsChat this evening but some really interesting thoughts coming out about the future of comms. Follow the #tag to join in.
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@ms_organised Fantastic! Looking forward to chatting more 🙂 #commschat
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But 200 people completed our #FutureComms14 survey over past couple of weeks, so we’ll see what they say – results out this week! #commschat
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T3: I think there’s also wider trends – public scepticism, desire for transparency – that will support journalism #commschat
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@andrewmarcus Had to take stats & calculus in my MBA program .. forced me to be math focused. Not sure if I would have otherwise. #commschat
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I think comment is becoming ever stronger interested in views on this. #commschat
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@CommsChat #commschat … T3 …. Not die evolve … Everything evolves 🙂
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How is “paid” “independent”? RT @CommsChat T3: Will paid, independent, impartial journalism eventually die out? #commschat
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A3 I’m no futurologist but I seriously doubt it #commschat
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Oh no @CommsChat a3: over my dead body Public scrutiny is vital #commschat
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I personally can’t see paid journalism dying out, but a much larger % of journalists will be employed by “brands”. #commschat
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T3: As stories are central to comms so they are to journalism. How it’s paid for will change but good, impartial work won’t stop #commschat
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T3: No, but it will become less singular than now as it will be just one comms method of many. #commschat
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Great point as data drives biz decisions! RT @MandyKojetin: A2 Data will give you the edge in c-suite discussions #commschat
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@dbreakenridge pains me to say it but if I carried on maths and stats (and data) after age 16 my life would be so much easier! #commschat
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This next topic is very close to the heart for many of us T3: Will paid, independent, impartial journalism eventually die out? #commschat
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@ms_organised Let’s synch up post chat session! #commschat
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@ms_organised I would like that very much … the drink and meeting #face2face 🙂 #commschat
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A2 Data will give you the edge in c-suite discussions #commschat
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@robgordon Now there’s a friendly face! #CommsChat
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@BenMNoble Thanks for sharing … I love testing new tools! #commschat
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.@dbreakenridge I’d suggest a drink you’re stateside? #commschat #face2face
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At Mynewsdesk we try to find new ways to present data too. Eg we surveyed 400 comms pros – http://tinyurl.com/digiprchallenge #commschat
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@ms_organised @Laura__Bates @mynewsdesk_uk Or they are and giving the industry a bad name #commschat
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@andrewmarcus Thanks, Andrew! I would like to see more learning around the use of data, especially in the classroom. #commschat.
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@jendonovansf @Laura__Bates Agree – I really think that is why it is such a wonderful and exciting industry to work in! #commschat
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.@jendonovansf @Laura__Bates @mynewsdesk_uk show me a #pr who has stopped learning, Jennifer. They aren’t working anymore! #commschat
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Good comms profs have always been all-rounders – understanding of data will be important but so too will visual content creation #commschat
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Some sharp minds in this chat. Looking good for the conference next week! #futurecomms14 #commschat
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@jendonovansf @Laura__Bates @mynewsdesk_uk we should never stop learning #commschat
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A2. Data discipline has always been part of the mindset of good comms/pr folks. Part of journalism DNA #commschat
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@ms_organised Yes, I’m with you there! #commschat
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A2 Also need to understand different types of data today, which goes across the biz … web, sales, customer service, etc. #commschat
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@Laura__Bates @mynewsdesk_uk Yes! I’ve found even w/ a background in #journalism, #PR and #socialmedia, I’m still learning #commschat
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.@dbreakenridge thanks. I completely agree. Recruited too many teams to think otherwise #commschat
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@PRJobCoach data analytics is a skill, to be sure. That’s really the role, not just ‘data.’ #commschat
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A2 – Define “journalism” skills in a digital newsroom – Data skills already being used in surviving newsrooms. #commschat
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@PRJobCoach Great way of putting it. I think there is a danger of conflating what we do with how we do it #commschat
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A2: in terms of a trend – requirement for data skills in comms pros sure to grow. But writing and storytelling always essential. #commschat
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T2: But I see a new skill emerging: data journalism (probably better said as ‘data comms’). So the answer must be ‘both.’ #commschat
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A2. Data is a tool, not necessarily a skill set for Comms folks. #commschat
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@ms_organised Good point. As a former agency owner it was always a mix of communications skills. #commschat
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T2 Data can help to judge & target content but useless to the end consumer in raw form. Writing/creativity still essential #commschat
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@dbreakenridge couldn’t have put it better myself #commschat
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.@adamrubins @CommsChat really agree that data savvy comms folk is important. Balance sheet & data. #commschat
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A2 interesting q. I was only talking today about upskilling on data to augment trad PR skills. Hot topic at @MuseumofLondon #commschat
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RT @ncardwell T2: … I think understanding people and ability to tell powerful stories will always be top skill for comms people #commschat
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A2. Data is critical to our role: research, measurement, engagement, building relationships, but so is writing! A mix of both. #commschat
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@mynewsdesk_uk Creativity, ability to integrate ideas from across org, digital/graphics skills, aligning to biz goals, etc #commschat
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Did employers really look for only #journo skills before? I’ve never run a newsroom & don’t want to Left #bbc to stop doing that #commschat
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RT @EmmaHart A2. They already are. Although its important, it saddens me. You still need wit & judgement to create great content #CommsChat
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@CommsChat different skill set. Data should sit behind comms. Separate yet integrated. Important team can make data meaningful #commschat
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A2: Being as well-rounded as possible in skill sets is key for new #comms professionals #commschat
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T1 More likely to influenced by data & audience insights – by better understanding consumers, can deliver more relevant content #commschat
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T2: I’m not sure. I think understanding people and ability to tell powerful stories will always be top skill for comms people #commschat
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@jendonovansf def agree but what other skills do think comms professionals need to have to complement this? #CommsChat
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MT: @CommsChat T2: Will employers prioritise data skills over journalism skills when recruiting comms employees? #commschat
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@CommsChat I think it will be a hefty mix of both, a need to understand data but the skill of a writer will always be key. #commschat
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A2. Tough ?. Just depends on who’s hiring. HR will hire on numbers. Hiring Manager will hire on skills. #commschat
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A2: How highly employers value data skills vs journalism skills depends on how rare they believe those skills are. #commschat
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MRT @CommsChat T2: Will employers prioritise data skills over journalism skills when recruiting comms employees? #commschat
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A2. They already are. And although its important, it saddens me. You still need wit & judgement to create great content. #CommsChat
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RT @jendonovansf A2: #Comms professionals need to have more than #data & #journalism skills to succeed in today’s market #commschat
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MT @CommsChat: Will employers prioritise data skills over journalism skills when recruiting comms employees? #commschat” < I hope not!
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@CommsChat will they not look for a combination of the two? #commschat
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A2: #Comms professionals need to have more than #data & #journalism skills to succeed in today’s market #commschat
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@SJAbbott Yes, content with a purpose, which also ties back to @jangles point about reaching measurable goals. #commschat @commschat
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Bottom line is business and we are professionals – Strategy, goals & measurement are important – creativity is a stepping stone #commschat
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MT @CommsChat RT2: Will employers prioritise data skills over journalism skills when recruiting comms employees? #commschat
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RT @SJAbbott @dbreakenridge Yeah. It’s easy to be weird or funny or thoughtful. A lot harder to do so and still add value… #commschat
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Problem with past performance is it doesn’t look at quality. Eg “Twitter delivers no ROI”, well perhaps you’re doing it wrong. #commschat
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Ready for topic two evryone? T2: Will employers prioritise data skills over journalism skills when recruiting comms employees? #commschat
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@brownbare Agree, really important that insight and analytics are ‘deep’ and not superficial. Understanding breeds creativity #commschat
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@mynewsdesk_uk sure, but that’s tactical and follows strategy. #commschat
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A1: I’ve received too many pitches that are so ‘creative’ they aren’t reality for outcome driven orgs #commschat
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@dbreakenridge Yeah. It’s easy to be weird or funny or thoughtful. A lot harder to do so and still add value to your org. #commschat
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@jangles agree but won’t it help to understand what’s worked before when coming up with new ideas in order to reach those goals? #CommsChat
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@jangles I’m already on it 🙂 #commschat
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A1: deep insight/ data analytics that provides the foundation for sound creative application. #commschat
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RT @PRJobCoach: A1. Creative that is relevant, resonant and answers a need. #commschat
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Hope someone will make sense of this Twitter mayhem afterwards. @GabrielleNYC, you’re brilliant at this 🙂 #commschat
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Fingers crossed for outcomes – not noise! RT @ms_organised: I think (& hope) evidence & outcomes will win fuelled by creativity #commschat
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“@jangles: T1: I’d say neither: content decisions ought to be based on sound measurable goals. #commschat” my point too
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RT @jangles: T1: I’d say neither: content decisions ought to be based on sound measurable goals. #commschat
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Yes, don’t follow. Lead. RT @EmmaHart Trends important but also key to keep evolving creatively and remain fresh and interesting #commschat
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A1. Creative that is relevant, resonant and answers a need. #commschat
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.@adamcranfield I think a brand can adapt and change (look at Burberry). But a good creative idea can change perception. #commschat
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Trends important but also key to keep evolving creatively and remain fresh and interesting #CommsChat
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RT @jendonovansf: Development of creative #content can’t always be based on past engagement. Needs to be room for fresh ideas #commschat
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@SJAbbott @adamcranfield totally agree. Nothing happens in a vacuum. #commschat
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A1. Data will be play a bigger role, even more so when comms depts hire data scientists to provide meaningful, actionable insight #commschat
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T1: I’d say neither: content decisions ought to be based on sound measurable goals. #commschat
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Delighted to see so many of our wonderful #FutureComms14 speakers on #CommsChat – http://futurecomms.mynewsdesk.com/ Great start to the debate!
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@SJAbbott I like the way you put it … “Creativity in context.” Then, you know there’s meaning behind the content. #commschat
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A1: a creative idea rooted in an understanding of past performance (and the target audience) will always be a winner. #commschat
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Development of creative #content can’t always be based on past engagement. Needs to be room for fresh ideas #commschat
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Greetings all! #commschat
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@mynewsdesk_uk I had a feeling we’d be on the same page! #commschat @commschat
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I think (& hope) evidence & outcomes will win, fuelled by creativity #commschat
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Yes. Creativity in context. MT @adamcranfield: A1: creative ideas will always be important, …an authentic, consistent brand. #commschat
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T1: Performance data will drive content but not to extent we think it will. Content to me will always be art as well as science #commschat
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Yes! RT @PaulCTayla: @CommsChat same as it always was, mix of insight, data & a damn good bit of creative. #commschat
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A1. Also be listening & reviewing current data / trends for “on the fly” content opportunities. #commschat @commschat
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Just joining as well. #commschat Greetings from California.
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@CommsChat T1 I think using formats that worked well before is important but equally if not more is the need to be creative #commschat
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Me too! RT @jangles: Just joining #commschat …
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Joining in #commschat
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A1. Important to analyze past engagement to develop meaningful content … give people what they want. #commschat @commschat
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Agree on insight. Unless it’s learning from your nasty mistakes, of course! #CommsChat
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Ok, so A1: I think creative ideas will always be important, but actually not as important as an authentic, consistent brand. #commschat
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Hi everyone taking part in this evening’s #commschat. Looking forward to a interesting hour on some great topics
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A1: Hopefully a mix of both – you don’t want to get stale by doing what’s always worked before. #commschat
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A1. It will depend on context and relevance. T1: Will content decisions be based more on previous performance than creative ? #commschat
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A1. Content decisions will be based on both previous performance & creative real time content needs. #commschat @commschat
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Dropping into #commschat ahead of #futurecomms14 next Wed.
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Just joining #commschat …
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@CommsChat neither. Content decisions will be driven by insight and data. Insight informs strategy. Strategy drives ideation #commschat
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@CommsChat same as it always was, mix of insight, data & a damn good bit of creative. #commschat
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welcome first timers and familiar faces! #commschat see topic 1 below…
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Thanks Adam RT @adamcranfield: @jendonovansf welcome! #commschat
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@EmmaHart Hi Emma, me too. Should be a really interesting discussion. #commschat @commschat @damcranfield
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@EmmaHart let’s do it! #commschat
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#commschat Hi I’ll be joining in about 15- in transit! can’t wait!
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@adamcranfield enjoy #commschat, last time I did one I got RSI!
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Let’s begin predicting the comms future… T1: Will content decisions be based more on previous performance than creative ideas? #commschat
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Peeking in on #commschat for the first time.
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RT @CommsChat: Today, we’re going to be talking about the future of comms in the run-up to the #futurecomms14 event #commschat
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Yes, #futurecomms14 is next Weds. We’ll hopefully be joined tonight by some of the speakers! http://futurecomms.mynewsdesk.com/ #commschat
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Hello! Ready to chat the future of comms @CommsChat @adamcranfield @mynewsdesk_uk #CommsChat
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RT @CommsChat: Good evening everyone, welcome to #commschat don’t forget to use hashtag! We’re joined by @adamcranfield fr @mynewsdesk_uk
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I’ll be participating in #Commschat for the next hour. Hope you’ll join in the discussion. @adamcranfield is hosting.
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Today, we’re going to be talking about the future of comms in the run-up to the #futurecomms14 event #commschat
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