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understand their organisation and the operating environment they are working in. It’s all about business acumen for communicators. 3. Digital acumen We define this as a good understanding of technological trends and how they impact an organisation, and it has emerged in our research as a key skill for every communicator. As we’ve seen with AI, communicators must learn how to use new technologies for their own work and to reach their audiences. Communicators need to be more digitally literate. We know that identifying the skills that will make your team most valuable and relevant is only part of the story.
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