Recently, positive expectations for the communication profession appeared on 'Communicatie Online'. The ' increasing demand will continue to rise ', was the message. 'The' profession is doing fine, you would think. But last year, various official figures appeared in the media showing that the communication profession should be very concerned. Is something wrong?
Research figures from last year showed that almost all vocational training courses scored very low on subject matter, customer/student satisfaction and job prospects. The consistent message that resounds from the formal pulpits of the profession is however 'the communication profession is doing fine'. With communication you have a chance! The positive secondment trends, which were recently mentioned (but not made public), do what has been the practice in communication for decades. They distract attention from a Crisis in Communication.
The crisis
'Crisis in Communication' existed long before 'crisis communication' was marketed. It is timeless. But in a period of (financial) abundance it was not a problem for a long time. Moreover, it was in a sense part of the corporate culture around the turn of the century, in which all sorts of things were promised to the outside world, while behind closed doors other agendas, standards and values were being pursued.
Many formal promises turned out to be untrue. Now that, among other things due to the advancing digitalization, the differences between 'indoors' and 'to the outside world' have become increasingly visible, there is a crisis of confidence in communication. Formal persuasive media communication is increasingly distrusted by the consumer. Lying where you are standing is not very sustainable, as recent history shows.
Labor market
The labor market for media makers and information officers has shrunk drastically in recent times. Large organizations, such as the big banks, have already largely dismantled their 'communication departments'. In their place, digital platforms have been set up for (all) employees and collaboration. The trend is moving from media communication by a few towards external target groups to internal communication by everyone. There is less and less need for chaperones of the formal internal media channels of yesteryear in dynamic and open organizations. It is not expected that this trend will change. Something is changing in communication.
Meanwhile, communication vocational training courses continue to recruit, with exciting promises, new labels and bright future prospects in the media world, which indicate that nothing at all is changing in terms of focus in communication.
Bachelor of Communications
– The Hague University of Applied Sciences:
“Suppose you are a communications expert and you work for an advisory body for the government. The new advice is published tomorrow. The article has a high news value. Do you involve journalists? And if so, which ones? Who do you let say something on the radio, and with which station do you reach the target group?”
Communications Education – Rotterdam University of Applied Sciences:
"Are you innovative, verbally and in writing strong? Do you enjoy coming up with creative concepts and do the terms media, online and advertising appeal to you? Communication is for you!"
Media, Information and Communication – Amsterdam University of Applied Sciences:
“Would you like to work in the media world and help determine what the media pay attention to? Do you think about the influence of the media and would you like to launch a new medium yourself? Are you good at language but are you not afraid of numbers?”
The creators of 'the' profession
In communication, there is a tradition of positioning communication as a very heterogeneous field of work as 'the' profession. Keywords in the field are changed from time to time. For example, 'Communication' as a profession was elevated to 'Communication management' in 2010. But now there is a tendency to revert to reputation management. However, anyone who reads reports on 'communication management', such as the European Communication Monitors , will read about PR and information, just two professions in the heterogeneous communication field.
The description of 'communication science' on Wikipedia states that this science focuses on media, the production and distribution of (media) messages and advertising. As if that is a pure (and scientifically substantiated) demarcation of 'communication'. You will probably learn more about communication if you study psychology, or follow an NLP training. But anyway, 'communication is a top sport', is the official communication frame this year. And the question bounces back just as hard: " what kind of sport?"
'Trouble with the internet'
Internet technology is meanwhile unstoppably shaking up the entire media communication arena. Just like various other sectors, Communications is ' affected by the internet '. After all, disruptive technologies do what they are supposed to do. Communication technologies in particular affect everything and everyone. Especially communication - and many traditions and institutions that go with it.
Where in the paper world 'the' communication was a clear lawn, that only gatekeepers were allowed to enter, nowadays everyone is on the playing field. Everyone can communicate with others, via all kinds of open media platforms. Call it social, but professional gatekeepers are only bothered by it.
playing field-do-not-enter
rather inflexible in wanting to share belize mobile phone number list 'their' playing field: communication as a skill may be everyone's, but communication as a profession is and remains the domain of professionals. In other words, it remains our lawn. In any case, nothing will change in this position and positioning in the Digital Age.
The movement from the old paper situation is more against the social revolution. Old roles are now being pushed into the new environment. Roles such as formal media editor, but then for social media. In this, the gatekeeper tradition remains in honor, media monopolists of the past keep their (feeling of) control over 'the' media and media remain what they were; the clear terrain of 'the' communication professionals.
General development
In terms of general development, future communication professionals usually receive very little in their vocational training. That is an issue if you want to simultaneously discuss strategy and such as an advisor at board room level. Many communication specialists of today therefore bring their content from the profession they studied and practiced, before they focused on (professional) communication about it. A different profession than media communication.