Why writing skills matter more than AI for the next generation of communicators
Clarity builds credibility. If your audience can’t quickly understand it, they won’t trust it, according to Karen Freberg of the University of Louisville. From social media to PR to crisis comms, if it’s happening in the real world, Karen Freberg has likely taught it, written about it or advised on it. A professor of strategic […] The post Why writing skills matter more than AI for the next generation of communicators appeared first on PR Daily .
In an era where artificial intelligence (AI) continues to reshape communication, the importance of honing writing skills for the next generation of communicators cannot be overstated. According to Karen Freberg, a professor of strategic communications at the University of Louisville, clarity is the cornerstone of credibility. If an audience cannot quickly grasp the message, they will not trust it. Freberg, who has extensive experience in social media, PR, and crisis communications, emphasizes the need for effective communication skills in an increasingly interconnected world.
Freberg's expertise spans teaching, research, and consulting across various communication domains. She is an award-winning author and the leader of The Bird’s Nest, a student-run agency that nurtures the next generation of communicators. Her work extends beyond the classroom, with consulting and certification partnerships with brands such as Adobe, Facebook, HubSpot, Chipotle, and the CDC. These collaborations help organizations learn, teach, and execute modern communications strategies. Freberg will lead Ragan’s upcoming Writing Certificate Course, which aims to help communication professionals sharpen their workplace writing skills.
One of the significant gaps between what is taught in schools and what the industry expects lies in the application of knowledge. Students are taught concepts, frameworks, and best practices, but the real world demands execution under pressure, ambiguity, and constant change. In practice, there are no perfectly written briefs or clean datasets; strategies must be built while managing clients, deadlines, and unexpected pivots. This is why Freberg advocates for experiential learning. Students need to engage in hands-on activities, not just study theory.
As AI-generated content becomes more prevalent, the ability to communicate clearly, quickly, and with intention will become even more crucial. In a world where information is abundant, those who can distill complex ideas into understandable and compelling narratives will stand out. The next generation of communicators must master the art of simplifying messages while maintaining their impact. This skill will not only differentiate them but also ensure their messages resonate with audiences, fostering trust and credibility in an increasingly competitive landscape.
In conclusion, while AI may revolutionize communication, it cannot replace the human ability to convey ideas effectively. The next generation of communicators must prioritize honing their writing skills to navigate the complexities of modern communication. By focusing on clarity, application, and experiential learning, they can ensure their messages are not only understood but also trusted in an ever-evolving digital landscape.
