As a young student of communication, I had a clear notion of separate sectors of the business communication field. In my mind, you had your advertising department, your marketing departmen, your sales department, and your public or media relations department. And for many years, this was indeed the case.
In a modern headquarters, you might be hard pressed to find clear distinctions between the traditional departments of advertising, marketing, sales, and public relations.
However, as the business pipeline has evolved over the last handul of decades, so to have the various departments of business communication. In a modern headquarters, you might be hard pressed to find clear distinctions between the traditional departments of advertising, marketing, sales, and public relations. As a matter of fact, in one of my previous in house positions, my job responsibilities entailed aspects of all four departments.
This modernization has created a new demand for communications professionals that have experience and expertise in a growing number of areas. For instance, I have quickly educated myself not only in all four traditional elements of business communication, but also in adjacent areas such as web development, graphic design, event planning, etc.
To keep pace with the ever-changing business communication field, agencies and in-house departments should make an effort to cross train and further the education of their employees. Having experience across the spectrum of communication specialities will ensure that a communicator is able to work on multifaceted and diverse projects that bridge the gap of the typical business pipeline.