Enhanced Skills Essential for Today’s Media Companies
By: Alexandar Tawiah
Programming and product management skills are becoming increasingly important in journalism today. As news distribution and marketing increasingly rely on digital platforms, these skills are crucial for journalists, media companies and communication professionals to stay relevant and competitive.
Digital media has transformed how people consume news and engage with businesses. According to a 2021 Pew Research Center study, nearly half of adults in the United States get their news from social media. This shift shows that today’s journalists need to be more than just great storytellers and reporters; they must also be skilled at creating engaging digital content accessible on the platforms audiences use most. The impact of digital media and emerging technologies has required media companies to hire professionals who can blend traditional information gathering skills with digital expertise, including coding, user-experience (UX) design and product management.
Programming and Product Management Explained
Programming skills — such as coding in HTML, CSS or Python—help mass communicators to present information in interactive ways, including creating engaging maps, data visualizations and personalized information feeds. Product management focuses on understanding audience needs and developing digital products like news apps, websites and interactive stories.
Think about scrolling through your favorite news app or portal. Not only do you see the latest headlines, but you also interact with polls, watch videos and receive personalized content recommendations. This engaging experience is created by programmers and product managers who transform complex stories into user-friendly, visually compelling formats that capture your attention.
With social media becoming a dominant information source, programming and product management have become indispensable. While traditional stories are still important, audiences now expect dynamic, multimedia content experiences. Without these skills, news organizations and media companies may struggle to produce the kind of interactive, audience-focused content that performs well on social media platforms, which could ultimately lead to the news organization losing a large portion of its viewers.
Overcoming Challenges in Integrating These Skills
Despite their importance, integrating programming and product management into journalism faces challenges. Many journalists lack these skills, and media companies often struggle to provide adequate training. To bridge this gap, mass communication schools need to adapt by including coding, UX design, and digital product management alongside traditional skills in their curricula.
Media companies can also invest in training and workshops to equip their teams with the necessary digital expertise. By creating an environment that values continuous learning and innovation, these organizations can stay competitive, create more engaging content, and better connect with their audiences.
Looking Ahead
For mass communication students, learning programming and product management can open doors to new opportunities. By embracing these skills, you will be better equipped to create the dynamic, interactive content that keeps audiences engaged in an increasingly digital media landscape.
Opportunities at Bobcat Promotions
Organizations like Bobcat Promotions offer mass communication students a valuable opportunity to learn and grow these skills. By participating in social media management, website design and graphic design, students gain hands-on experience in programming and product management. This involvement not only enhances their understanding of digital media but also prepares them to thrive in today’s competitive job market.
For businesses looking to enhance and promote their brand, partnering with Bobcat Promotions can provide access to innovative brand development strategies. By working with students skilled in the latest digital trends, companies can develop effective social media campaigns, engaging video content and dynamic digital designs tailored to their target audiences. Bobcat Promotions offers a unique opportunity for businesses to leverage student expertise while supporting the next generation of communication professionals.
Mr. Tawiah is a Graduate instructional assistant in the School of Journalism and Mass Communication at Texas State University.
For more information about Bobcat Promotions, a student media strategies firm, visit www.bobcatpromotions.com or email Charles “Chuck” Kaufman at kaufman@txstate.edu.