New report: What communicators think of their professional role in 2024

Today, Mynewsdesk released a new report that sheds light on how communicators in the Nordics perceive their professional roles in a time characterized by polarization, increased demands, and technological advancements. The report shows, among other things, that more than half of communicators are considering changing careers due to increased demands and complexity in their professional roles. At the same time, industry experts point out in the report that the need for communication is greater now than ever.

With over 450 responses from professionals in the PR and communications industry in Sweden, Norway, and Denmark, the report highlights the strong ambition of communicators to take a more central and active role with increased mandate within their organizations and in society as a whole. At the same time, there is an emerging frustration over increased demands, unclear areas of responsibility, and lack of trust. The report also highlights the enormous importance that generative AI has had in the communicator's work in the past year, with a majority now using AI in various forms in everything from content creation to data analysis.

- Our report shows a paradox in the communications industry. On the one hand, we see a deep commitment and a passion for the profession. On the other hand, many communicators are struggling with a lack of mandate and recognition, says Louise Barnekow, CEO at Mynewsdesk.

While there are challenges, the report also highlights the opportunities for change and positive development in the communications industry, and here, the technological advances in generative AI play a crucial role. The experts in the report urge communicators to embrace the development and use the new technology to become even more vital in their role. At the same time, the human, in many cases, the communicator, is more important than ever.

- We are experiencing times of major changes, but this is also what makes our work as communicators so exciting and important. Our report shows the central role of communicators in shaping and leading the dialogue in society, especially in uncertain times, says Lotta Laurin, CMO at Mynewsdesk.

Examples of insights from the report

• 53% say they have an opportunity to make the world a better place
• 61% say that communication, in times of crisis, is more important than ever to contribute to social good
• 88% say they use generative AI in some form
• 60% state that communication about ethical issues has become more common in the past year
• 48% are worried about falling behind colleagues when it comes to using AI
• 39% state that their role has become more complex in the past year

To produce this report, Mynewsdesk and the insight and analysis company United Minds conducted extensive research in the form of analysis of global reports, articles, and research connected to PR and communication. In addition, a quantitative survey was conducted among people who work with PR and communication in the Nordics, and 451 people were interviewed. Data collection was conducted from November 11 to December 14, 2023. The survey was distributed through web panels provided by CINT. To gain deeper insight into current trends and reflections on the survey results, as well as tips and ideas for the future, seven well-known experts in PR and communication were also interviewed.