The Senior Communicator of the Future – Competencies and Training Needs.

Abstract

Sanchez (2005) proposed the future leading communicator as: “the true professional [who] will be an adroit strategist, a creative technician and a skilled facilitator – a friend of technology and an exponent of life-long learning. The future is a global voyage into the art and science of communication, where the successful communicator will be like the men and women of the Renaissance, pulling it all together, but in the high tech environment of the 21st century.” (pp.10-11) Since the 1980s, starting from Broom and Dozier’s seminal studies on the nature of public relations employment and professionalism, there has been discussion of the career paths, competencies and training needs of public relations and corporate communication professionals. More recently, the Arthur W. Page Society (2007) has scoped the role of the Chief Communication Officer’s role in the Authentic Enterprise which placed the communicator at C-Level (Executive Board) or close to it (the marzipan layer) of the corporation. The research to be reported in this paper analyses the responses of leading European and international senior-level communicators as to the knowledge, skills, relationships, 360-degree vision, and managerial abilities that senior communications professionals will need in five years’ time, and what it takes to prepare the next generation of leaders in globally integrated organizations. The paper will also reflect on recent academic and practice literature about the nature of these competencies and discusses the potential methods and routes of their delivery. It will also consider the current operating situation, the challenges facing senior corporate communicators and their future needs. The outcomes will include recommendations for consideration by educators and employers, especially those operating in cross-cultural environments.