Role of communication and communicators in time of crisis


Future-proof curriculum, advanced media labs, industry visits and case studies, and mentoring from industry giants assures students of an education that is at par with global standards and relevant for the ever-evolving media landscape

The ability to communicate and express ourselves differentiated us from our ancestors, the Homo erectus. We started to develop an affinity for sharing stories. From informing about a potential threat around the corner to educating on social ethics, it was our characteristic of telling facts, stories that helped us develop into a society. A society which is built on the sense of togetherness, community, unity, and fosters resilience and combats rigidity. Simply put, the wheels of our society runs on the fuel of communication.

Today, when the world has come to a halt due to the novel coronavirus, maintaining social distance is the potential key to curb the menace. Within this new reality, where we are all living in uncertainty, our only source of solace is the content we are consuming via different mediums. Media professionals, particularly frontline journalists, have been braving the dystopian milieu to bring us the current updated situation. This is a huge and critical responsibility as it wields power to make and break our society, especially during such challenging times.

Social Media comes next in the funnel, where impactful pieces of communication are shared. Corporations, brands, celebrities, and individuals have the field open for them to share the content they feel most connected with. This gives everyone who is using social media a chance to make a positive impact using their content, especially today, when despair is filling the world. People are sharing their routine during the quarantine, videos of Samaritans are surfacing, and tips to deal with mental and emotional health are being circulated across channels. Brands are maintaining the confidence of stakeholders and consumers using positive, reassuring communication. Celebrities are creating content, ensuring that their fans and followers are adhering to the guidelines issued by their respective health authorities. This ability to reach people across the world also comes with a huge responsibility as fake news and false information can spread as well. How can one combat this menace? Again, by communicating what is relevant and factually correct.

Social Media comes next in the funnel, where impactful pieces of communication are shared

Perhaps, the biggest role of communication comes from individuals at a personal level. While we all reeling under isolation, it is highly likely that we start to feel our privacy being infringed. Moreover, it becomes even more critical when we are working from home. This is where interpersonal communication comes into play. Informing others about our work priorities, letting them know about our professional commitments, and ensuring that each member of the family gets enough freedom – mentally, emotionally, and physically – are just a few ways where clear communication can help resolve issues. Most importantly, it ensures our relation with our loved ones is not effected due to the current tension.

The compass of media and modern media will continue to direct towards communication – be it one-way relaying or freeway communication. Authentic, useful information will always be the hallmark of a good media ecosystem. With modern media’s exponential reach, demand for skilled professionals, who can efficiently leverage the medium, has grown many folds. Applications of Journalism, Mass Communication, and Digital and Mass Media have morphed into each other while Advertising, Digital Marketing, PR and Corporate Communications are blurring their boundaries every day. Digital-born field like Citizen Journalism has ushered us in an age of modern journalism that requires only a smartphone and access to the World Wide Web while Social Influencers have redefined marketing and advertising. From global brands to government units, all leverage the reach of individuals who have amassed a huge following on social. We, as audience, have embraced WhatsApp as the final word and play our part as ‘journalists’ by forwarding them in our group. There is no limit to what the media can achieve. Almost every organization aims to maintain a robust online and offline presence through meaningful content. Hence, professionals, especially in Modern Media, are becoming favourites. It is more evident now as we see enormous amounts of content being churned around the COVID-19 crisis and presumably, would continue so after it ends.

Media and modern media will remain the biggest sources of information and communication. They have the power to bring together entire nations and alienate them as well. Media education, thus, becomes a tool for building a nation and society. At the School of Modern Media, our vision is to cultivate such leaders who can uphold the values of Media. Future-proof curriculum, advanced media labs, industry visits and case studies, and mentoring from some of the biggest names in the industry, assures students of an education that’s at par with global standards and relevant for the ever-evolving media landscape.

Today, when media is playing such a crucial role in binding the world together, it becomes imperative that educated, skilled media leaders take charge of disseminating useful, accurate, and positive messages for the masses. Pen and 240-characters are mightier than the sword. If you are interested in a successful career in media, visit the School of Modern Media to know about the programs, curriculum, and more. 

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