The Digital Communicator – Training for a Rapidly Evolving Media World

Once upon a time, being a journalist meant scribbling notes in a press room, chasing stories on foot, and meeting newspaper deadlines with ink-stained hands. Fast forward to today: communicators must navigate Instagram Reels, tweet breaking news before the competition, and juggle SEO while editing a podcast episode.

The role has expanded far beyond print or even broadcast. The rise of digital platforms has created a new media environment that requires fluency in technical tools and storytelling formats. In his interview, Pulitzer Prize winning journalist and author of Supercommunicators: How to Unlock the Secret Language of Connection, Charles Duhigg emphasizes that effective communication hinges on the ability to tell meaningful stories that create emotional and neural alignment. This aligns with the evolving role of communicators, who must now not only craft compelling narratives but also tailor them to fit the unique demands and storytelling styles of platforms like TikTok, Twitter, and YouTube (Abrahams & Duhigg, 2024).

The speed at which the media landscape changes means training has to be continuous. Courses that once focused solely on AP Style and editing are now integrating lessons on data visualization, brand voice development, and even social media psychology. For instance, knowing how to engage Gen Z audiences on platforms like TikTok may require using trending sounds or memes without compromising journalistic integrity.

A great example is NBC News Now on TikTok, where traditional reporting meets fast-paced visual storytelling, often condensed into 30 seconds or less. A 2015 study explored how journalists use Twitter, now X, and how it influences their routines, organizational expectations, and perceptions of audience engagement. While most journalists are encouraged to use Twitter, they primarily interact with fellow journalists rather than audiences, using it for sourcing and speed-driven reporting. Despite its potential to increase news use, journalists were unsure about X’s impact on credibility and doubtful of its ability to drive revenue, revealing a disconnect between industry expectations and actual practices in social media engagement (Lee, 2015). Communicators aren’t just reporting news anymore - they’re becoming part of the conversation.

https://www.tiktok.com/@nbcnews?lang=en

-Cristine

References:

Abrahams, M., & Duhigg, C. (2024, January 14). From Good to Great: What Makes a “Supercommunicator.” https://www.gsb.stanford.edu/.

Lee, A. M. (2015). Social media and speed-driven journalism: Expectations and practices. International Journal on Media Management, 17(4), 217–239. https://doi.org/10.1080/14241277.2015.1107566