In a recent engaging talk with a cohort of public relations students at the University of Johannesburg, Caroline Smith, head of PR at Flow Communications, shared invaluable insights on “future-proofing” careers in an increasingly fast-paced and transformative industry. With decades of experience, Smith candidly acknowledged her feelings of inadequacy as she addressed students who are preparing to embark on their own PR journeys. But within those reservations lay a wealth of wisdom that is crucial for young professionals today.
Referring to the job market as not merely knocking but rather “bursting in,” Smith highlighted the seismic shifts that have occurred during her career. “Media releases have been replaced by social media posts, and TikTok trends are now heavily influencing communications strategies,” she reflected. With an undeniable impact from technological innovations—particularly tools like ChatGPT and Midjourney—Smith recognised that aspiring PR professionals face a radically different landscape compared to when she first entered the field.
As she navigated through her own thoughts about the future, Smith distilled her message into four essential pillars designed to guide young students into their careers, regardless of how the profession evolves. Here are her actionable insights:
- Show up like a pro: Professional readiness commences before landing your first job. Smith encourages students to act like a professional now, suggesting they join industry bodies such as the Public Relations Institute of Southern Africa, and engage in networking opportunities. “Building a digital portfolio that outlines your skills and experiences is critical,” she advised, adding that this proactive approach can signal readiness for the professional world.
- Learn by doing: Theory has its place, but practical experience trumps it in the working world. “Create something on your own; whether it’s a digital marketing project or a PR campaign, posting your work and seeking feedback is invaluable,” she instructed, emphasising the importance of learning from others within the industry.
- Be someone people want to work with: Competence may allow individuals to excel technically, but emotional intelligence and teamwork determine long-term success. “Being approachable and willing to collaborate will establish you as an indispensable team member,” said Smith. Respect and communication are critical attributes to cultivate.
- Keep learning, always: In a tech-driven world, the ability to adapt is paramount. Smith urged students to embrace AI tools, while also stressing the necessity of critical thinking. “Your value lies in understanding your audience and analysing the ‘why’ behind every message,” she explained. Striking a balance between leveraging technology and maintaining core human insights is vital for future professionals.
As Smith concluded her address, she left her audience with an empowering reminder: “The rapid pace of technological change may challenge you, but the timeless principles of professionalism, curiosity, and genuine connection will remain your strongest assets.” The job market is no longer waiting at the door, and by heeding these enduring pillars, today’s students can step confidently into their future roles, equipped to thrive in whatever the evolving industry throws their way.
Story and Picture: Supplied