"The biggest gap isn't knowledge, but it's application. Students learn concepts, frameworks and best practices, but the industry expects you to perform under pressure, ambiguity and constant change. In the real world, there's no perfectly written brief or clean dataset as you're building strategy while managing clients, deadlines and unexpected pivots."
"In a world flooded with AI-generated content, the people who win will be the ones who can say something clearly, quickly and with intention. If you can take something complex and make it understandable (and compelling), you're going to stand out. Clarity is credibility."
"If you're sending emails, building decks, posting on social, or drafting talking points...you're writing. The shift is to stop seeing writing as this daunting task and recognize its importance in everyday communication."
Karen Freberg is a professor of strategic communications at the University of Louisville, focusing on social media strategy, public relations, and crisis communication. She emphasizes the gap between academic knowledge and real-world application, advocating for experiential learning. Freberg highlights the importance of clarity in writing, especially in an era of AI-generated content. She advises communicators to recognize that everyday tasks involve writing, encouraging them to embrace their writing responsibilities and improve their skills.
#strategic-communications #experiential-learning #writing-skills #public-relations #crisis-communication
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