Strategic communication, both internal and external, is a critical component of any organization's success. In fact, having a robust strategic communication plan in place could even have a direct impact on business outcomes — building credibility with audiences and driving engagement.
Of course, what works in strategic communication doesn't always stay consistent from year to year (or even month to month). Those tasked with communicating at this level must stay ahead of the curve and leverage the latest trends and even prepare for emerging strategic communication roles in order to remain relevant in their fields.
This is why corporations and nonprofits alike need strategic communicators to command influence across industries while crafting communication strategies with globalization, digital media fragmentation, and societal trust challenges in mind.
As communication technology advances, it may become possible to hyper-personalize messaging to employees based on such factors as role, location, and language with multichannel delivery across email, mobile apps, intranet, digital signage, and more. These tailored messages may result in increased engagement among employees in ways that more generic messaging simply cannot.
Through authentic and co-created storytelling, communicators can demonstrate their effectiveness not just as broadcasters of information but also as strategic advisors.
Of course, what works in strategic communication doesn't always stay consistent from year to year (or even month to month). Those tasked with communicating at this level must stay ahead of the curve and leverage the latest trends and even prepare for emerging strategic communication roles in order to remain relevant in their fields.
Why Strategic Communication Is More Critical Than Ever
Even though communication as we know it has become increasingly automated, the fact remains that strategic communication is essential to business success. As the field itself shifts from reactive PR to more proactive and strategic partner roles, the business world is constantly growing in its complexity.This is why corporations and nonprofits alike need strategic communicators to command influence across industries while crafting communication strategies with globalization, digital media fragmentation, and societal trust challenges in mind.
Key Strategic Communication Trends on the Horizon
So, what will the future hold for external and internal communications trends? Here are some of the top predictions on the horizon.AI as the Operating System of Communication
Today, artificial intelligence (AI) technology influences nearly every field imaginable — and strategic communication is no exception. As this technology improves and expands, experts predict that generative AI will eventually be able to power hyper-personalized messaging at scale. Meanwhile, AI technology may eventually make it possible for businesses to use autonomous agents for everything from content generation to crisis monitoring.Data-Driven and Unified Communication Analytics
Businesses rely on increasing amounts of data to shape strategic communication plans, meaning we will likely see an elevated integration of tools for real-time data monitoring and cross-channel intelligence. These data-driven and unified communication analytics may empower businesses to better tailor their communication strategies and, ultimately, more readily achieve strategic outcomes and business goals.Hyper-Personalization and Internal Comms Evolution
Highly personalized messaging can be especially effective in internal and external communication, helping businesses tailor messaging for optimal engagement and impact.As communication technology advances, it may become possible to hyper-personalize messaging to employees based on such factors as role, location, and language with multichannel delivery across email, mobile apps, intranet, digital signage, and more. These tailored messages may result in increased engagement among employees in ways that more generic messaging simply cannot.
Reclaiming Storytelling and Human-Centered Engagement
Today's consumers are actively seeking out authentic brands more than ever, which requires businesses to be up-front about their own values and mission. By putting out human-centered and authentic content that tells a story rather than trying to directly sell a product, businesses may be able to position themselves more competitively, even in a highly saturated media environment.Through authentic and co-created storytelling, communicators can demonstrate their effectiveness not just as broadcasters of information but also as strategic advisors.
Crisis Anticipation and Misinformation Defense
Rather than passively waiting to respond to risks as they arise, the latest trends in strategic communication empower businesses to actively anticipate and mitigate reputational risks through:- Deepfake detection, which can identify the use of AI-generated media (such as videos and images) to combat misinformation that could negatively affect a brand's reputation.
- Predictive risk analytics, which can help brands better understand their likelihood of facing certain risks and develop plans to mitigate them as much as possible.
- AI Communications Strategist - This communication professional leverages artificial intelligence technology to craft highly personalized and engaging internal and external brand messaging.
- Internal Communications Architect – This communication expert is responsible for designing and implementing a company's internal communication strategy, including all messaging that goes out to employees using various platforms.
- Crisis and Risk Communication Lead - These professionals assess and mitigate risk within a company as much as possible, taking proactive measures to protect against deepfakes and other communication-related reputational hazards.
- Media Intelligence and Analytics Specialist - These experts analyze media content and other data to better understand and shape communication strategies — providing valuable insights to help decision-makers craft internal and external communication frameworks.
- Immersive Media Producer - These media professionals use a wide range of tools and technologies to create engaging and immersive media through VR, AR, and other means for maximum engagement.
Immersive Media and Multimodal Experiences
Advancements in technology now make it possible to craft highly immersive and multimodal experiences, and strategic communicators are likely to use these tools increasingly in the coming years to engage and enthrall audiences. Specifically, the use of augmented reality (AR) and virtual reality (VR) communication platforms, spatial storytelling, and even 3D engagement in the metaverse are poised to make messaging more immersive than ever.To adapt, strategic communicators will need to be proficient in multimedia-first strategies, including audio, live, and interactive formats.
Trends in Internal Communications
Aside from the strategic communication trends already covered, some potential trends could specifically impact internal communication among businesses and nonprofits alike.For one, we're beginning to see the adaptation of AI tools to improve internal search and training. Coca-Cola, for example, has already piloted and rolled out its own generative AI tool (known as Bottlecap) to assist with everything from basic proofreading to employee onboarding.
Additionally, internal communicators may be able to improve collaboration across silos by leveraging connectivity platforms while driving specific employee actions through the increasingly popular "Do, Feel, Know" model. At the same time, these professionals must be prepared to combat digital overload by creating targeted, proven, and genuinely engaging messages.
Business Communication Trends Across the Board
How do all these trends fit into the overarching business communication landscape? As communicators use more technology and tools to craft highly personalized internal and external messaging, there will likely be an even greater push for security and privacy enhancements in the form of zero-trust frameworks. Likewise, businesses will continue to grapple with evolving data privacy and compliance laws, including in relation to the Health Insurance Portability and Accountability Act (HIPAA) and General Data Protection Regulation (GDPR).Businesses also need to consistently be prepared for media shifts and volatility. This is where strategic communicators may benefit from being agile in their response to changing platforms (such as Bluesky) while being able to use data for compelling storytelling and brand humanization that aligns with larger corporate social responsibility and sustainability trends.
Emerging Roles You Can Expect in Strategic Communication
As communication technologies continue to evolve, new roles will likely emerge and grow in demand along with them. Some examples of these strategic roles that demand excellent technical fluency and data-backed storytelling skills include:How to Prepare Yourself Now for Future Strategic Communication Roles
Clearly, the world of strategic communication is shifting, especially as new tools and technologies become the norm in optimizing audience engagement and building brand reputation. More than ever, future leaders in strategic communication are called to be proficient in emerging AI tools, data analytics platforms, AR/VR software, and other technologies used to capture audience attention.At the same time, these professionals are tasked with staying current on thought leadership trends (including those from such sources as Edelman, Fortune's internal communication leaders, and Business Insider). Some aspiring experts in the field may benefit from participating in internships or other lab projects where they can focus on internal communication or crisis simulation while gaining valuable firsthand experience.
By gaining competency with these tools and staying on top of the latest strategic communication trends as they emerge, professionals in the field remain relevant and prepared to differentiate themselves as much as possible.
How a Master's in Strategic Communications Gets You Career Ready
In the realm of strategic communication, today's most dynamic and effective strategic communicators rise to the challenge of adapting the latest technologies and innovations to their own work. If you're serious about taking on emerging roles in this field, earning a master’s in strategic communications could be an excellent way to build proficiency in the latest tools and software while studying best practices and strategies.At the University of Minnesota (UMN) Hubbard School of Journalism and Mass Communication, our Master of Arts (MA) in Strategic Communication program is designed with the latest trends in communication in mind. Through career-focused courses and practicum, students have the opportunity to delve into the latest trends in strategic communications: AI, data analytics, media strategy, and more. Meanwhile, coursework explores essential topics such as data-informed decision-making, crisis management, internal communications design, and misinformation counter-strategies — all with immersive media labs for students to practice AR and VR storytelling.
Learn more about UMN's master's in strategic communication program today, including details about faculty mentorship and hands-on learning experiences. Ready to get started? Begin your online application!
