The communications industry is in the midst of a major shift. Jamie McLaughlin, CEO + Founder of Monday Talent, told our Founder and Global CEO Aaron Kwittken that the field is moving away from hyper-specialization toward “multi-specialists”—professionals with both broad understanding and deep expertise across multiple disciplines.
This isn’t just a hiring trend; it’s redefining the profession in an AI-driven world. A 2023 USC Annenberg study found 87% of PR leaders believe AI will significantly reshape required skill sets within two years, and 64% now seek candidates who combine traditional PR expertise with data and tech fluency.
Welcome to the era of the “communications engineer.” For years, professionals were either deep specialists or broad generalists. Neither is enough anymore. Multi-specialists integrate disciplines, connect dots others miss, and translate across stakeholder languages.
McLaughlin sees this demand daily: “The generalist has come back into play… I prefer ‘multi-specialist.’ People who understand culture, entertainment, sports, and business—and can sell—are making a huge impact.”
Unlike generalists who know a little about everything, multi-specialists build meaningful expertise in several areas. They’re masters of integration, combining “left brain, right brain thinking”—technically sharp yet also charismatic, persuasive, and able to guide clients with confidence.
They bridge the gap between data-driven experts who struggle with client connection and charismatic communicators who lack analytical rigor. Today’s most valuable professionals develop depth in four areas:
- Content creation that blends storytelling with SEO, algorithms, and audience psychology.
- Data analysis that ties metrics to real business outcomes.
- Media relations that combine authentic relationship-building with AI-powered targeting.
- Strategic planning that aligns PR with revenue, reputation, and organizational goals.
AI accelerates this evolution by automating repetitive work—media list building, sentiment analysis, and content drafting—so professionals can focus on higher-value strategy.
In media relations, AI predicts journalist interest and suggests tailored pitches. For social listening, it filters millions of conversations into actionable insights. In influencer marketing, it identifies authentic partners and tracks performance. For content creation, AI generates drafts and optimizations while humans refine the message and creative direction.
This creates a new kind of communicator who blends creativity, emotional intelligence, and strategy with AI-enhanced technical skills. They don’t just run campaigns—they engineer systems that deliver measurable business impact.
Yet even with all this technology, human connection remains critical. As McLaughlin notes, “80 to 90% of my clients come from networking events.” AI may make you more efficient, but authentic relationships still drive opportunities.
As AI takes over routine work, relationship-building becomes even more valuable. The most successful communications engineers will balance technical fluency with emotional intelligence, strategic vision, and the ability to sell ideas.
So how do you evolve into a multi-specialist?
- Embrace AI as a force multiplier. Use AI-powered monitoring, content creation, and analysis to boost efficiency.
- Develop cross-domain fluency. Learn how marketing, sales, and product development intersect with PR.
- Strengthen commercial acumen. Connect communications directly to business outcomes.
- Stay curious and adaptable. Continuously learn about new technology, industry trends, and cultural shifts.
As organizations navigate increasingly complex stakeholder landscapes, multi-specialists become indispensable—not because they do everything, but because they do the right things exceptionally well, amplified by technology.
The rise of the multi-specialist isn’t just about hiring—it’s a mindset shift. Tomorrow’s communications engineers won’t be replaced by AI; they’ll be empowered by it. AI will handle the routine, while humans focus on strategy, creativity, relationships, and judgment.
The question isn’t whether AI will change communications—it already has. The real question is whether you’ll evolve into a multi-specialist who thrives in this new landscape or stay confined to single-discipline thinking.
The multi-specialist revolution is here. Are you ready?