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Current Trends in Communications

Mitchell Marovitz, PhD, program director for the MS in strategic communications at t ºÚÁÏÉçÇø, cites some recent social and technological developments and how they affect the strategic communication’s field.

One consistent trend is toward a more humanized approach to communications and public relations. Recent years have seen a more two-way process aimed at informing people about an organization and what it offers, as well as providing insights to the organization about who its customers are and what they want. It's a trend away from pitching to a demographic and toward dialoging with people.

There's also a trend toward greater authenticity in corporate messaging. As consumers become savvier, they're also more skeptical about empty claims. An organization's success is increasingly tied to its ability to express genuine belief in its offerings and in what it stands for.

Closely connected with authenticity is the trend toward more data-driven approaches to communication. Advances in the use of data analytics have given communicators broader and deeper insights into their publics, allowing for more individualized content and fostering more personal connections with the organization.

• Vice President of Communications: A VP of communication oversees and implements an organization’s internal and external communication programs. They also often act as the spokesperson for the organization, giving speeches, presentations, and media interviews. The average annual salary is about $225,000.²
• Marketing Communications Director: The role of a marketing communications director is to lead a team in developing an organization's brand and messaging, as well as to articulate and promote its offerings, activities, and values to its target audience. Salaries average around $192,000 per year.³
• Public Relations Director: These professionals develop and execute strategies designed to establish and maintain a positive public image for a business or client. This often includes building relationships with various media channels, creating press releases, arranging interviews, and organizing PR events. The average national salary is about $160,000 per year.³
• Press Secretary: The job of these professionals is to ensure that an organization’s activities, achievements, and objectives are communicated effectively to the media. Duties include responding to reporters’ questions, writing speeches and press releases, and organizing media events. The average annual salary is about $135,000.²
• Community Outreach Director: An outreach director’s role is to build relationships between an organization and the community. They communicate information to the public through various media channels, advertising campaigns, outreach events. Annual salaries average about $77,000.⁴
• Communications Writer: These writers specialize in developing text content for marketing in print, electronic, and digital media. Organizations in all sectors and industries need writers to develop, compose, and edit brand messaging to enhance and maintain their corporate images. Average salary is around $83,000 per year.⁴

Landing top-paying positions such as these is greatly facilitated with a graduate degree, and earning a master's in strategic communications can provide the knowledge and credentials you need to advance your career beyond what you can obtain with a bachelor’s degree alone.

Study Strategic Communications at t ºÚÁÏÉçÇø

The online Master of Science in strategic communications at University of Maryland Global Campus (UMGC) is a 36-credit program designed to help working professionals gain the skills they need to advance their careers. You'll develop leadership and management skills in strategic communications and public relations that employers are looking for.

The curriculum covers career-relevant topics such as communications techniques, media relations, social media product development, measurement, leadership and management, and crisis communications. You’ll complete course assignments that deal with strategy, research, audience segments, and messaging that you can expect to encounter in the communications industry.

"Our strategic communications program is set apart from others by its focus on not only preparing learners to be masters of the profession but also to lead and manage a communications team," said Marovitz. "Our program immerses learners in real-world scenarios, requiring them to deliver products as they would on the job. We are educating tomorrow’s communication leaders."

The curriculum is continually updated and designed with input from leading employers and industry experts. Courses are taught by respected faculty members who have decades of experience in the field.

The program is designed to help prepare you for the Public Relations Society of America’s and the Global Communication Certification Council’s certification exams.

UMGC accepts up to 6 transfer credits toward an MS in strategic communications degree from an approved institution, so you can complete your degree sooner and for less.

Not sure if you want to sign up for a master’s program? Earn an online graduate certificate in strategic communications and get a head start on your master’s degree. The certificate program consists of only three courses and 18 credits. 

To provide advice and support throughout your academic journey, UMGC will partner you with a dedicated UMGC success coach who can assist with class selection and help you map out your education and career goals. And wherever you are in your career, you'll always have access to UMGC’s lifetime career services to help you in your job search and career development.