Innovation, adaptation and change are hallmarks of the communications industries. News organizations shift publication philosophies to address digital platform preferences, altering practices in terms of deadlines, timing, format, graphics and skill sets. Corporations communicate directly with a variety of audiences through social and digital media, and not just to sell products—consumers want to know about corporate social responsibility initiatives, local resource use and fair employment practices, among other things. Nonprofit organizations tap into traditional and digital media to connect to donors and volunteers and provide mission-critical outreach.
Even with all this change, strong basic communications skills reign. Effective communication practices are key to providing information to the public as well as understanding information provided and developing habits of good citizens.