How to Make Your Mark in Communications

Humans are natural storytellers—and in today’s fast-moving, digitally connected world, the ways we tell those stories are evolving faster than ever. The communications industry is no longer just about newspapers, radio, or PR. It’s about navigating AI-powered platforms, multi-format content, social-first storytelling, data insights, and audience interaction across channels.

So how can creative professionals build a future-proof career in this ever-changing space?

Dr Travis Holland, Course Director of Communication at Charles Sturt University, outlines five essential strategies for anyone looking to thrive in modern media and communications.

1. Embrace Emerging Technologies

“The internet is no longer a trend—it’s the foundation,” says Dr Holland. “The delivery of content is increasingly online, and with that comes the need for new technical skills like data analysis and data visualisation.”

From audience analytics to generative AI and immersive platforms like VR/AR, professionals who stay curious and adaptable to tech will lead the way.

Action step: Upskill in tools like Adobe Creative Cloud, Canva, ChatGPT, Premiere Pro, and analytics platforms like Google Analytics 4 or HubSpot. Try a short digital marketing course to sharpen your edge.

2. Think (and Work) Multidisciplinary

In modern comms roles, you’re rarely doing just one thing. Content creators today might write, shoot, edit, post, pitch, and analyse—all in the same week.

“Graduates with cross-platform skills—across video, audio, social and written formats—will open more doors,” says Dr Holland. “From PR firms to sports teams to in-house content studios, employers want adaptable creatives.”

Tip: If you’re studying communication, look for project-based or industry-aligned units that simulate real media environments.

3. Collaborate and Co-Create

The communications industry thrives on teamwork. Content is rarely created in isolation—and audience interaction has become part of the creative process itself.

“Collaborating across disciplines—and even with your audience—is now central,” explains Dr Holland. “Think about how social media feedback, user-generated content or comments shape the next piece of content.”

Pro tip: Build your network early—collaborate with writers, designers, developers and marketers. Platforms like LinkedIn and Behance are great for showcasing work and connecting with like-minded creatives.

4. Think Cross-Channel, Not Just Cross-Platform

The lines between journalism, PR, marketing and content creation are more blurred than ever. Media professionals are shifting between formats and industries, following where audiences are and how they consume content.

“We’re seeing people move fluidly between sectors—digital journalism to branded content, podcasting to corporate communications,” says Dr Holland.

What this means: Learn to tailor your message for different platforms, from a 30-second Instagram reel to a longform article or eDM campaign.

5. Keep Upskilling—Always

In an industry this dynamic, standing still means falling behind. Whether it’s learning how to fly a drone, understanding TikTok algorithms, or brushing up on ethical content practices in the age of AI, there’s always something new to learn.

“Media tools and platforms change fast. Professionals need to stay curious and ready to evolve,” says Dr Holland.

Try this: Subscribe to industry newsletters like Mumbrella, follow thought leaders on LinkedIn, or take an online microcredential in content strategy or storytelling.

Tell Powerful Stories That Matter

Despite all the tech, trends and tools, the heart of communications hasn’t changed: it’s still about telling compelling human stories. As Dr Holland puts it:

“Whether through film, podcast, blog or TikTok, communications professionals are still connecting people to ideas, and people to each other. The platforms may change—but the power of storytelling endures.”

Where Could a Career in Communications Take You?

If you want a career that combines creativity, strategy and digital smarts, communications is a field with endless possibilities—from content creation and social media to PR, corporate comms and digital journalism.

Explore your options with:

• Online communication courses
• Bachelor of Communication (Digital Media Production) from Charles Sturt University
• Journalism and content writing programs