South Africa, Feb. 7 -- Once dominated by press releases, media briefings, and traditional advertising, the industry now demands professionals who can seamlessly navigate a variety of platforms, from traditional PR tools to social media giants like TikTok, Instagram, and YouTube.

Separate roles

In the past, communication roles were separate.

PR specialists wrote press releases, social media managers handled platforms, and videographers created content.

Today, these roles often merge into one.

Companies now prefer hiring professionals who can create video content,and manage social media and PR simultaneously.

According to a Deloitte report, Global Marketing Trends, published in 2023, companies with multi-skilled communication teams s...