The Evolution of the Hybrid Communicator

The Evolution of the Hybrid Communicator

businesswoman on tablet in an office setting February 13, 2017 By: Sandra Lundgren

In the ever-changing communications landscape, organizations need to leverage multiple channels quickly and flexibly to meet organizational and member needs. Today, the roles of marketing, communications, and public relations are converging, requiring a new level of strategic and operational know-how in association communications professionals.

In the last 10 years, changes in the way news and information are disseminated and received have outstripped the predictions of even the most imaginative futurists. As a result, the edges of the communications disciplines—communications, marketing, and public relations—are softening, overlapping, and blending. What's emerging is a new role, framed to meet a rapidly changing environment....