The Class of 2021
Meet the Class of 2021. Last week, Williams Nicolson welcomed students to our inaugural Summer School for a crash course in strategic communications.
Here’s how the next generation see our industry’s future:
[From left to right] Claudia: “The communications sector will develop an increased dependency on statistics and AI-powered technology to make informed decisions. Although increasing importance is being placed on social media, the COVID pandemic marked the return of traditional physical methods, such as door-to-door approaches. Undoubtedly, the rise of technology and social media will influence the digitalisation of communications, however, the importance of personal relationships will ensure the endurance of long-established means of communications.”
“The communications sector will develop an increased dependency on statistics and AI-powered technology.”
Jenna: “Digital media will overwrite physical media. The use of social channels is constantly growing and information is readily available at your fingertips. Communications will use more digital methods to influence consumers. Information will be more accessible and easier to reach. Speed is of the essence. Money will be saved and the environment will benefit as physical media decreases.”
“Speed is of the essence.”
Max: “In the next five years the profession of communications will be as unpredictable and dynamic as ever, particularly with the emergence of a digital space where everyone is free to voice their opinion and openly challenge those that differ. Communications informs a product, idea or person. However, with increasing access to information so too increases the quantity of misinformation. Communications faces the challenge of promoting and protecting clients through the new digital noise of this generation.”
“Everyone is free to voice their opinion and openly challenge those that differ.”
Emily: “The future of communications isn’t linear; there’s no guarantee of the pathways it will explore, however there are signifiers to suggest it will continue to shy away from traditional or physical print media. Public relations appear to be channelling more resources into online and social media, possibly as a result of the change in the way modern media is consumed worldwide and the need to play an active role with younger generations. The core values of agencies remain concrete; create, progress and maintain relationships with clients while delivering ever evolving work, emphasising the need for balance between traditional and personal approaches.”
“The core values of agencies remain concrete; create, progress and maintain relationships.”
Rosa: “March 2020 marked an unprecedented shift for all industries and now, on the other side, it’s become more apparent than ever that a reliance upon what we know cannot always be sufficient; growth, innovation and a willingness to adapt are essential to life post-lockdown. The means through which people communicate, the way professional relationships are conducted, how information is presented to public audiences have, I would say, taken on an increased importance in a world where we can be sure of very little; the necessity of understanding and working with others is a uniquely consistent certainty among people. Communication as a business, therefore, can and will endure future challenges presented so long as the importance of adaptability, as exposed by the pandemic, is maintained – there are strengths to be found in the unknown.”
“There are strengths to be found in the unknown.”
Adele: “In an increasingly digital world, the communications industry is shifting towards innovative platforms and new audiences. The hyper-individualised nature of social media has allowed brands to tap into new arenas of focus, with faces of influencers brandishing gifted goods dominating the content we consume through our phones.
“By utilising content creators’ personal platforms to advertise goods and services, advertising has become evermore subtle. The influencer marketing industry was valued $9.7 billion in 2020 and is expected to reach $13.8 billion this year. Allowing a diverse range of content creators the freedom to conduct PR campaigns contributes to authenticity and means the advertisements we consume online subconsciously influence our behaviour. Selecting influencers who align with the values of a brand maintains coherence within communications and ensures content can be consumed with the utmost ease.”
“The hyper-individualised nature of social media has allowed brands to tap into new arenas of focus.”
