Communications Grads Face a Tough Future Without Business Skills and Real-World Hustle
Photo credit Product School @productschool
CommPRO reached out to some of the industry's most respected executives with one important question: "What should communications graduates know as they enter the workforce in 2025?" In this first article of a two-part series, one theme rose unmistakably to the top: mastering business acumen, building meaningful relationships, and applying real-world skills will define success far beyond academic achievement.
Linda Descano, Global Chief Integration & Marketing Officer at Havas Red, emphasized the vital link between communications and business performance. "My piece of advice to communications graduates entering the workforce is to master 'the business of business,' meaning to overcome any fear they have of numbers and build a solid grasp of how organizations—be they listed, privately held, government or nonprofits—talk about and measure success," Descano said. She urged grads to be able to "translate or contextualize communications tactics and results in terms that connect back to those business success metrics."
Ken Kerrigan, Professional Services Practice Co-Lead at The Bliss Group, reinforced the call for a deeper commitment to real-world preparation. "It’s not enough to simply be good (or even great) at the tactical side of PR. To succeed you must invest the time to develop true business acumen—demonstrating that you truly understand your client’s business and how communications can help drive it forward," Kerrigan advised. His personal experience showed that the groundwork laid outside normal work hours—through research, reading earnings calls, and studying industries—often determines career trajectory.
Networking and relationship-building also stood out as critical skills, not just niceties. Raymond Kahn, Founder of Shomei, told graduates, "Networking is not a nice thing, it is essential. Learn to do it and do it daily." His perspective reflects a larger sentiment among respondents: that forging real human connections can open doors traditional applications never will.
Neil Foote, Founder of Foote Communications, advised that graduates must view "getting a job" itself as "your job" after graduation. He urged students to create detailed company research spreadsheets and "be the one who knocks" when it comes to seeking opportunities. "Don’t look at these as, ‘I need a job. Give me one,’ but consider these conversations as a way for you to listen, learn, and build a relationship," Foote shared.
From a skill-building standpoint, many respondents emphasized that communications graduates must not limit themselves to what they learned in class. Kimberly Willis Green, CEO of KW Green Consulting, stressed the need to "lean heavily into developing rock-solid writing, editing, and digital skills," explaining that communications pros must now be capable of crafting everything from "crisis employee emails" to "engaging video or podcast scripts."
Similarly, Marc Bivona, Professor of Marketing at the University of Illinois Urbana-Champaign, encouraged grads to "be your own test lab" by launching side projects like podcasts, Substacks, and TikTok accounts. Bivona explained, "The best way to prove you understand storytelling, audience engagement, or brand strategy is to show—not tell—how you’ve done it."
Underlying all the advice was a clear message: career success is no longer determined by just technical proficiency. It hinges on understanding how communications drives business outcomes, developing emotional intelligence to connect with people, and applying these capabilities through real-world action.
As CommPRO continues this two-part series, the next article will explore the second dominant theme: the power of lifelong learning, curiosity, and adaptability—critical mindsets that will separate those who thrive from those who simply survive in the communications field of tomorrow.
