The Times They Are A-Changing

The Times They Are A-Changing
November 25, 2015 Ross Lambert

What role do you think the communications sector has to play in driving Australia’s much needed innovation economy?

While it’s obviously not as important as the entrepreneurs themselves, for me the role of the communications professional is going to be incredibly valuable and important to delivering upon the visions set out – a belief backed up by a discussion around the impact of innovation on everyday life during a recent Australia Israel Chamber of Commerce event I attended.

I appreciate this is a bold – and somewhat bias – statement, but what use is a new innovative technology, process, or business model if consumers and organisations are reluctant to adopt them, or aren’t even aware of?

After all, how many of us would confidently say we would be comfortable being a passenger in a driverless car today? What about having a 3D printed organ transplanted into our body? Could we live in a cashless economy if it happened tomorrow?

Regardless of how you answered the above, this is the future we are predicted to be heading toward.

As communicators, it is our role to allay consumer fears around this change to encourage adoption and inspire others to create, enabling Australia to reap the plethora of societal, economic, cultural and environmental rewards.

The world as we know it is changing every day, meaning the way organisations engage with consumers needs to gradually change too.

Communicators need to take consumers on this journey of change, effectively demonstrating the new capabilities these innovations are bringing to the fore.

The way we do this might be through an owned piece of video content showing how a new device allows individuals to experience big life moments as if they were in the room despite being thousands of miles away. It could be a series of third-party blogs discussing how to be successful in this new era of business, or an online platform collating our personal information to show how this innovation relates to us as unique individuals.

Whatever way we tell stories in this era of innovation – and I’m sure there’s storytelling platforms we haven’t even discovered yet – it’s more important than ever for them to engage, demonstrate, and inspire. And for the sake of Australia’s future success we cannot afford to get it wrong.

Words might be nothing without actions. Yet in the future, actions might not even be possible without words.