Want to work abroad as a professional communicator? Before stepping foot on a plane, there are some preparations you should make. Dr Lukasz Swiatek, a Lecturer in Communication and Public Relations at Massey University, recently co-organised and co-led a unique international study tour as part of the university’s Master of Professional Public Relations degree. The study tour team heard from dozens of communication professionals in Dubai, Abu Dhabi and Singapore. In this article for MegaphoneOz, he shares some of his top insights from the tour for budding professional communicators looking to expand their wings and discover new horizons.
Be well-rounded and a specialist
Jobs in professional communication are evolving just as dynamically as the sector itself. For this reason, professional communicators need to be well-rounded and aware of the latest developments. Public relations (PR) professionals’ knowledge and skills should range from developing a campaign to managing an organisation’s reputation. At the same time, communication pros should have a specialisation or two up their sleeves. Take the experts in financial communication at FleishmanHillard in Singapore. These practitioners are not only brilliantly versed in the detail of the dollar; they are also well-equipped with the general tools and techniques of the trade.
Expand your digital know-how
PR teams around the world are using increasingly complex digital resources. These assets include software, for instance, that helps practitioners undertake media relations more effectively, and understand the impact of their campaigns more deeply. Firms are also building their own internationally used programs; one particularly interesting example about which we (the team on the study tour) heard in Dubai is a sophisticated software that helps clients prepare for crises. The more you can get across digital developments like these, the better.
Ferrari World, Abu Dhabi
Work out the state of the sector
Not all professional communication sectors have been created equal. Try to find out about the state of your intended destination’s sector. For instance, PR in the United Arab Emirates (UAE) has been rapidly catching up with the rest of the world. Representatives from Dubai-based PR firms like Hill+Knowlton Strategies let us know about the rapid maturation of PR in the UAE. Academics at Zayed University tipped us off to the fact that there is still relatively little critical scholarship and research about it in the country (though that situation is changing).
Some places need talent more than others
Professional communication is booming. Public relations, in particular, keeps growing steadily around the globe from year to year as organisations of all kinds increasingly want to communicate directly with audiences. However, some places have a shortage of talent. Singapore is one of them. As we heard from some of the leaders of the Institute of Public Relations of Singapore, the city-state has an ageing population and is in need of skilled professionals, including PR practitioners.
Learn about the law
You don’t need to become an overnight legal eagle, but you do need to familiarise yourself with a country’s legal and political situation. It’s especially important to get across new developments. In the UAE, for example, new laws have recently been introduced to govern social media influencers. PR firms that use influencers have had to rush to understand the laws and change their practices accordingly. Knowing details like these can help you stand out from the competition.
Gaze into the future
Take a little time to find out what the future holds for your intended country of residence. Large-scale future policies or programs can impact practitioners significantly. The UAE, for example, is preparing for a post-oil future. One of its major strategies involves shifting focus heavily to tourism. Corporate and (especially) government PR teams are acutely aware of this, and are beginning to meet this challenge accordingly. Even professional communication courses in the country’s universities now include tourism content.
