It's an interesting dilemma for a comms professional - is it best to specialise or to generalise? Or do you need to be a generalist with some specialisms?
by Nicky Speed
‘Press Officer needed to manage the media and write lively copy’ the job advert headline read. Really, is that all you’re asking for? Do those jobs actually exist anymore? To have the luxury of having such a big communications team to be able to specialise sounds great in theory – but in the digital age and more demands placed on communications people, is that realistic?