5 emerging challenges for communicators

New research shows emerging challenges and evolving priorities for communicators to watch out for.
 
1️⃣ Return to work (RTO)
The mandate is clear: Most CEOs are pushing to have employees return to the office. But the reality is that work continues to occur outside of the traditional office environment. Research shows that just 3% of employees operate entirely in-person, compared to 44% working fully remotely.
 
For communicators, sharing RTO policies that are unpopular among employees has led to disengagement and dissatisfaction.
 
In addition, the next challenge is finding evolved ways to engage. Tried and trusted methods of engagement are falling short in our new mixed work environments that include fully remote, hybrid and entirely in the office.
 
2️⃣ How to best implement AI
Emerging AI is top of mind for many. That’s hardly surprising considering how ChatGPT has dominated the news since its arrival in November 2022.
 
82% of respondents believed AI would help them do their work faster. But there are a lot of unanswered questions, many of which revolve around misinformation, legal uncertainties and data security. 
 
3️⃣ Internal comms has external implications 
A trend that has been slowly inching upward is the importance of oversight of both internal and external communications.
 
This interconnectedness demonstrates how effective internal comms not only shapes organizational culture but also extends its impact to external stakeholders and perceptions.
 
4️⃣New and emerging social media platforms
More than ever, communicators are using social media platforms to craft and deliver clear strategic messaging. But identifying which platform is most effective and relevant for a brand has become a challenge.
 
Since Elon Musk’s acquisition of X (formerly Twitter) in 2022, more than half of the platform’s top advertisers have left. TikTok has been indefinitely banned for all US federal employees, with more restrictions likely to come. On top of that, new players like Threads are going head-to-head with X.

It is critical that communicators stay vigilant about where they invest their time.
 
5️⃣ Crisis comms
COVID-19 showcased internal communicators' ability to swiftly engage e.g. relay remote work protocols, safety measures and emotional support resources to employees across diverse locations.
 
However, research shows a move away from communications teams to in-house PR teams to take the lead in crisis messaging strategy.

This shift can present challenges for communicators striving to secure a seat at the executive table and the ear of the CEO. And risks internal comms being relegated to a supporting role, potentially diminishing their influence on crucial strategic decisions.

📷 Gantas Vaičiulėnas at Pexels

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