Why there is a mad Rush for Communication degrees
By Angeline Wafula
Traverse all public and private universities and colleges in Kenya and you will be shocked to find out that most students are up for undergraduate, masters and doctorials in Communication Studies. Communication studies range from; Journalism, Language and Communication, Communication for Development, Media Studies, Communications and Public Relations, it will be Communications and Marketing, communication and Advertising, Communication and Law, Communication Sociology just to name but a few.
A college degree in communications is based on the Greek and Latin studies of language and rhetoric, and how they could be used as tools to benefit all of society. These ancient teachings are the foundation for many modern societies and form the core of studies in communications, linguistics, archeology, religion, philosophy, art history, fine arts, sociology, ancient history, and law.
In its highest form, rhetoric--or persuasive arguing--was structured using logos (logic), pathos (emotion), or ethos (status of the speaker) to convince an audience to believe the message being delivered. Innovative ideas were discussed through hypothesis, thesis, and antithesis--a structure which allowed scholars to consider and advance practical and theoretical knowledge which could then filter down through all sectors of society. Study any political speech or mass media message today and you'll see this rhetorical structure in use. Walk into any lab or brainstorming session and see how new ideas or processes are thought up, tested, and proven or disproven.
In the modern business world, a major in communications teaches you to combine a convincing argument with the appropriate medium to effectively deliver your message. It's the modern marriage of theory and application.
The information industry is present in all parts of society and employs, in one way or another, 80% of Kenyan workers. The highest percentages are seen in the Media and public Relations industry.
Career Specializations within Communications
In its highest form, rhetoric--or persuasive arguing--was structured using logos (logic), pathos (emotion), or ethos (status of the speaker) to convince an audience to believe the message being delivered. Innovative ideas were discussed through hypothesis, thesis, and antithesis--a structure which allowed scholars to consider and advance practical and theoretical knowledge which could then filter down through all sectors of society. Study any political speech or mass media message today and you'll see this rhetorical structure in use. Walk into any lab or brainstorming session and see how new ideas or processes are thought up, tested, and proven or disproven.
In the modern business world, a major in communications teaches you to combine a convincing argument with the appropriate medium to effectively deliver your message. It's the modern marriage of theory and application.
The information industry is present in all parts of society and employs, in one way or another, 80% of Kenyan workers. The highest percentages are seen in the Media and public Relations industry.
Career Specializations within Communications
The career choices for communications professionals are incredibly diverse, including banking, agriculture, manufacturing, government, healthcare and social programs. Every business, sector and industry needs effective communication to succeed.
A communications specialist can work in human resources, advertising, publications, research and development, sales and marketing, and training departments. S/he can do contract work as a freelancer, work for a consulting or public relations firm, in labor unions, non-profit organizations, in the medical services field, and at colleges, universities, technical and vocational schools.
For a communications career, you should have a natural curiosity and creativity, because you'll constantly be seeking accurate information and adapting it for different audiences. As a technical writer, for example, you'll combine your communications courses with industry-specific classes to learn the processes and terminology of the field you want to enter. If you're working for an engineering firm, then you'll need to talk like an engineer for employee memoranda and newsletters. You'll need to take these terms and translate them like a financial analyst for the Annual Report and shareholders' meetings, and you may need to soften the language and focus on the environmental safeguards for media releases.
A public relations specialist works on developing and maintaining a favorable image for an individual or organization. They work for consulting firms or large corporations, doing research and compiling data, writing reports, news releases and promotional pieces, and coordinating special event and meeting opportunities for target groups. If there's a launch for a new product, the public relations person prepares and distributes the information for the media, coordinates the location and logistical aspects of the meeting, writes the speeches and briefs the executives on answering questions, and establishes themselves as the liaison for any further information. They plan for the worst-case scenario by having generic news releases ready for emergency distribution and by educating key personnel on the value of "no comment" until they've had a chance to assess the situation and decide how best to present the information and what information to give. They often specialize in a specific skill, such as crisis management, or industry, such as healthcare. A bachelor's degree is considered the minimum level of education and a master's is generally required for a public relations manager.
Along the same lines, a public information officer works in government communications to gather information and write media releases, speeches, and newsletters to inform the public about certain topics or events..
A good publicist knows how to turn scandal into positive publicity. They work to gain coverage for their famous or not-so-famous clients. They might try to generate excitement about a new project a film star is involved in, to indirectly increase that star's earning potential through higher ticket sales. They can organize a merger launch that makes a hostile takeover look like a fabulous opportunity for growth and success. They can turn a long-fought labor dispute into a big-grin, hand-shaking photo opportunity.
A communications director will work with the executive director of a non-profit organization to promote the policies and goals of the group. They perform much of the same types of duties as a public information officer, but will focus more on ways to get the public involved with the organization as a way to develop a higher profile which indirectly increases funding, sponsorship, and opportunities to help more people.
For a communications career, you should have a natural curiosity and creativity, because you'll constantly be seeking accurate information and adapting it for different audiences. As a technical writer, for example, you'll combine your communications courses with industry-specific classes to learn the processes and terminology of the field you want to enter. If you're working for an engineering firm, then you'll need to talk like an engineer for employee memoranda and newsletters. You'll need to take these terms and translate them like a financial analyst for the Annual Report and shareholders' meetings, and you may need to soften the language and focus on the environmental safeguards for media releases.
A public relations specialist works on developing and maintaining a favorable image for an individual or organization. They work for consulting firms or large corporations, doing research and compiling data, writing reports, news releases and promotional pieces, and coordinating special event and meeting opportunities for target groups. If there's a launch for a new product, the public relations person prepares and distributes the information for the media, coordinates the location and logistical aspects of the meeting, writes the speeches and briefs the executives on answering questions, and establishes themselves as the liaison for any further information. They plan for the worst-case scenario by having generic news releases ready for emergency distribution and by educating key personnel on the value of "no comment" until they've had a chance to assess the situation and decide how best to present the information and what information to give. They often specialize in a specific skill, such as crisis management, or industry, such as healthcare. A bachelor's degree is considered the minimum level of education and a master's is generally required for a public relations manager.
Along the same lines, a public information officer works in government communications to gather information and write media releases, speeches, and newsletters to inform the public about certain topics or events..
A good publicist knows how to turn scandal into positive publicity. They work to gain coverage for their famous or not-so-famous clients. They might try to generate excitement about a new project a film star is involved in, to indirectly increase that star's earning potential through higher ticket sales. They can organize a merger launch that makes a hostile takeover look like a fabulous opportunity for growth and success. They can turn a long-fought labor dispute into a big-grin, hand-shaking photo opportunity.
A communications director will work with the executive director of a non-profit organization to promote the policies and goals of the group. They perform much of the same types of duties as a public information officer, but will focus more on ways to get the public involved with the organization as a way to develop a higher profile which indirectly increases funding, sponsorship, and opportunities to help more people.
