Portrait of a modern communicator in 2024: trends and challenges

What does a typical communications specialist look like in 2024? According to a report by LOOQME, this is mainly a woman aged 26-35 (46%) who works as a communications manager or holds a managerial position. 91.7% of respondents are women, which confirms the significant female dominance in the industry. Let’s also go through other aspects of the portrait of a communicator in 2024 and trends for the future of this profession.

Education and professional development

Communicators most often have a degree in journalism (29%), PR (23%), economics (16%), philology (14%), or marketing (13%). At the same time, 98% of specialists have a university degree, and only 2% are not engaged in additional training.

Self-education and development are essential elements of the work of a modern communicator. The most common formats are:

• Self-education through books, articles and video tutorials – 78%.
• Seminars and webinars – 65%.
• Professional conferences – 56%.
• Professional courses – 55%.

This indicates that specialists strive to constantly update their knowledge, because the dynamics of the modern market requires adaptation and flexibility.

Main areas of work

In 2024, communicators are focused on the following areas:

• PR and media communications,
• branding and strategy,
• Crisis management,
• partnerships.

Two main sectors of work prevail: B2C (39%) and B2B (35%). It is worth noting that 65% of respondents cooperate with international markets, demonstrating the adaptability of Ukrainian business to global challenges.

Working format and team size

The most popular work format is hybrid. Compared to last year, the number of specialists working remotely has decreased, while the percentage of hybrid work has increased to 41%.

As for teams, more than half of the specialists work in small groups (2-7 people). Another 24% perform all functions independently. Large teams (more than 14 people) are rare, usually in large agencies or international companies.

Income and job satisfaction

60% of communicators report stability or growth in their companies’ revenues, which indicates the stability of the market. 30% of respondents reported an increase in salaries, which correlates with the financial success of companies.

It is interesting that more than 80% of respondents are satisfied with their work, despite the workload.

Challenges of the industry

The main challenges include:

• Sufficient number of qualified personnel – 41%.
• Significant amount of work – 38%.

This emphasizes that the demand for communication professionals is growing and the requirements for their skills are becoming increasingly higher.

The role of AI in communications

What is AI most often used for?
The use of artificial intelligence tools has expanded significantly, and today they play a key role in the daily work of communicators:

• 72% – writing and editing texts, content ideas, translations
• 41% – search and analysis of relevant information.
  
• 19% – creating images.
• 5% – do not use AI.

Dynamics of AI usage
Compared to 2023:

• 78% of respondents say they have started using AI more often.
  
• Only 20% use it the same way as last year, and 2% – less often.

The outlook is also encouraging: 82% of professionals plan to actively implement AI in their work in the future.

Top skills for communicators in 2024

The growing importance of strategic thinking and digital technologies creates new requirements for communicators:

• Strategic planning – 90% consider it a key skill.
• Crisis management – 82% emphasize its importance.
  
• Data management and analysis – 74%, which demonstrates a systematic and proactive approach to communications.
  
• Digital literacy – remains important, but with a slight decrease (59% in 2023 to 52% in 2024).
  
• Artificial intelligence tools – their importance increased from 55% in 2023 to 73% in 2024.

Conclusion

The portrait of a modern communicator is an active, educated and motivated specialist working in a dynamic market environment. Women’s leadership, the desire for self-development and adaptation to new challenges are the key features of this profession in 2024.