"The marketing and communications field is evolving rapidly, shaped by emerging technologies, shifting consumer behaviors and new expectations for authenticity and impact. For professionals just entering the industry, the opportunities are vast-but so are the challenges. Building a successful career requires not only technical skills, but also adaptability, creativity and a commitment to continuous learning. To help the next generation chart their paths with confidence, Forbes Communications Council members share their top advice for those beginning their journey in the industry."
"AI is essential. Use it, but don't let it think for you. The three skills that matter most are creativity, judgment and strategic thinking. Always outline your ideas first, then let AI polish. Your thinking is what sets you apart. AI can generate 50 headlines, but picking the right one is on you. Lastly, always pause before creating. Who's it for? What's the point? You can never know too much about your audience. - Lisa Peyton, University of Oregon, School of Journalism and Communication"
"Fail fast and cheap. Test early, learn quickly and move on. The best marketers aren't the ones who get everything right the first time-they're the ones who learn faster than the competition. - Dariia Opanasiuk, Headway Inc. Forbes Communications Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify? 3. Focus On Ideas, Influence And Implementation"
Marketing and communications are rapidly evolving due to emerging technologies, changing consumer behavior, and greater demands for authenticity and impact. Professionals entering the field face many opportunities and challenges. Successful careers combine technical skills with adaptability, creativity and continuous learning. AI should be used to polish and scale work, while human creativity, judgment and strategic thinking remain central. Embrace rapid, low-cost experimentation to learn faster than competitors. Develop strength across ideas, influence and implementation: generate visionary concepts, rally others, and execute to deliver results. Continuously sharpen strengths and address weaknesses to remain effective in a dynamic industry.
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