The Modern Communications Professional: Beyond Content Creation

“What are you going to do with a communications degree?”

This is a question that follows graduate students in communications almost everywhere, posed by well-meaning friends, curious family members and strangers simply inquiring about your life. Though well intentioned, the question reveals a fundamental misunderstanding of the evolving landscape of modern communication and its critical role in today’s digital world.  

If you are like me and sometimes don’t know how to answer the question, here is some perspective on why advanced communications expertise isn’t just valuable—it’s increasingly essential in an interconnected world where strategic messaging and digital engagement drive organizational success, shape public discourse and influence decision-making at every level. We are not merely content creators—we are strategic architects of understanding, bridges between ideas and audiences and navigators of increasingly complex digital landscapes. 

Today’s communications experts wear multiple hats, each more valuable than the last. We are: 

• Leaders who serve as the voice of reason in organizational chaos, translating complex ideas into clear directives and inspiring action across diverse teams. 

• Strategic problem solvers who analyze situations from multiple angles, considering not just the message but its broader implications, cultural context and potential ripple effects across various stakeholder groups. 

• Community builders who create and maintain the delicate web of connections that organizations need to thrive, whether with customers, employees, media or the broader community. 

• Crisis navigation experts who provide a steady hand guiding organizations through turbulent waters, protecting reputations while maintaining transparency and trust. 

The integration of artificial intelligence (AI) into communications should be viewed as an opportunity rather than a threat. Advanced degree holders in communications are uniquely positioned to understand both the capabilities and limitations of AI tools, maintain essential human oversight in communication strategies, bridge the gap between technological capabilities and human needs and guide organizations in maintaining authenticity while leveraging AI efficiency. 

Carrie Welch, a public relations adjunct professor at Newhouse, offered valuable insight: “Much of my research centers on how we not only have to learn how to use AI tools effectively but also practice responsible AI. That means understanding the datasets and how the models are built so we can act as “humans in the loop” who mitigate biases in the systems and step in to fix or adapt the AI when needed.” 

She continued, “As we as communication professionals learn to work with AI, I think we may start treating it more like a coworker—one that needs training, updating and maybe even mentorship. I reconcile it by centering my work in data feminism and mitigating bias to make sure these tools are the best they can be for everyone.” 

What sets communications professionals apart—and what cannot be replicated by AI— are distinctly human capabilities that include emotional intelligence, cultural fluency, ethical decision-making and strategic vision. We excel at reading between the lines, understanding unspoken concerns and navigating complex interpersonal dynamics. We possess the ability to understand and adapt to cultural nuances, ensuring messages resonate across diverse audiences.  

Speaking about Newhouse specifically, Welch emphasized the program’s practical approach. 

“In communications, everyone knows Newhouse, and this program excels at providing actual, real-world practice. In writing classes, we write pieces that become op-eds or white papers worthy of portfolio inclusion. In research classes, we work on behalf of clients to provide insights from both industry and academic perspectives they could not otherwise access. And in my campaigns classes, we get to put it all together and execute creative campaigns for real clients. It’s thrilling to see students implement this work together,” Welch explained.  

“With the range that Newhouse spans, it’s incredible what this program provides,” she added. 

The communications field is evolving rapidly, but its fundamental importance remains constant. As technology advances, the need for skilled communicators only grows stronger. The future belongs to those who can harness both the efficiency of AI and the irreplaceable power of human connection. 

For more perspectives on AI in communications, read “Adapting to AI” or listen to the “Newhouse Impact” podcast episodes “How concerned should you be about AI-generated content in media and communications?” and “AI: Tools, not a Takeover.” Or visit the page “AI and Newhouse: Innovation in Action.”