The automotive industry continues to change at pace. Digital disruption, shifting consumer expectations and the evolving media landscape mean that by 2035, automotive communications professionals will face new challenges that will require an even more diverse and dynamic skillset.
In November, our automotive director Mel Wicks attended an insightful masterclass on this topic organised by the Motor Industry Communicators Association (MICA). There, a fantastic roster of industry experts across publishing, recruitment, marketing, digital and social content, as well as experienced in-house press officers from global OEMs, shared their insights, which can be distilled into key themes.
“Liquid content” for multi-channel storytelling
Journalists are having to juggle content across more platforms than ever before. As well as print and website articles, they need to feed Apple News, social media channels, podcasts and newsletters, and that’s only set to increase.
To support them, communicators will need to master “liquid content”, crafting stories that cascade seamlessly across platforms and emerging channels. Looking further into the future, this could require communicators to create a hub or “ecosystem” of brand content and information that connects to different platforms and enables the repurposing of content to suit platform-specific requirements.
Pace will be key
In an industry already obsessed by speed, comms teams must keep pace as this only continues to increase. Newsroom analytics are now being shared in real-time. AI is enhancing this, enabling journalists to see what stories are gaining traction with their audience as it happens, helping guide editorial content strategy to maintain engagement.
Comms teams will need to match this speed. Planning is expected to shift from annual to quarterly cycles, with communicators needing to react in hours, not days.
AI to enhance, not replace
While the potential benefits of AI are vast, AI won’t replace communicators. However, those who harness its power will outpace those who don’t.
Keeping on top of AI tools that support productivity, insights and creativity will reap efficiency benefits. For example, AI has the potential to simulate crisis trajectories, creating a ‘digital twin’ environment to allow teams to rehearse their response strategies in real time.
But human creativity, insight and empathy will remain irreplaceable. This reflects Elan and Talacom’s viewpoint, with our own approach to using AI always being “human first and human last”.
A bespoke approach with flex
No longer does a one-size-fits-all press pack or launch event cut through. Each outlet wants to take its own pictures and create bespoke video, especially when algorithms are demoting “unoriginal” content. PR professionals need to plan ahead, factoring increased time for content creation ahead of or at launches.
Moreover, brands will need to adopt a more flexible, open-minded approach to how they are represented. As media outlets and individual creators increasingly produce content in their own distinctive styles, comms teams must allow greater freedom in how their brand stories are told while working to maintain core messages.
Curiosity, empathy and authenticity are key
Curiosity and deep sector expertise will be essential. The communicators of 2035 will be lifelong learners, ready to adapt and innovate as the industry continues to evolve.
And as digital noise grows, empathy and human connection will cut through that and be the ultimate differentiators. Building trust, understanding audiences and fostering genuine relationships will continue to set top communicators apart.
Fuelled by this and its own insights, Elan is helping its clients navigate today’s changing landscape and preparing them for success in the years to come. If you would like support to communicate your brand’s offering, please get in touch.
