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 evolve and 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 in communication is paramount. As she explains, "If your audience can’t quickly understand it, they won’t trust it." This principle applies across various domains, from social media to public relations (PR) to crisis communications.
Freberg, an award-winning author and leader of The Bird’s Nest, a student-run agency, has extensive experience in blending teaching, research, and consulting. Her work spans social media strategy, public relations, and crisis communication, with consulting and certification partnerships that include brands like Adobe, Facebook, HubSpot, Chipotle, and the CDC. These collaborations help organizations understand and implement modern communication practices. Freberg will soon lead Ragan’s Writing Certificate Course, focusing on sharpening workplace writing skills for communications professionals.
One significant gap between what is taught in schools and what the industry expects lies in the application of knowledge. Students often learn concepts, frameworks, and best practices, but the real world demands execution under pressure, ambiguity, and constant change. In practice, there are no perfect briefs or clean datasets; strategies must be built while managing clients, deadlines, and unexpected pivots. To address this, Freberg emphasizes the importance of experiential learning. She believes students need to engage in hands-on work, not just study, to develop the necessary skills.
As AI-generated content becomes increasingly 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. Freberg highlights that the next five years will likely see a heightened demand for writers who can effectively convey messages in a way that resonates with audiences.
In conclusion, while AI continues to transform communication, the human element of clear, concise, and intentional writing remains essential. The next generation of communicators must prioritize honing their writing skills to thrive in an ever-evolving landscape. By focusing on practical application and experiential learning, individuals can bridge the gap between academic knowledge and industry expectations, ensuring they remain credible and trusted voices in the world of communication.
