6 Skills You Need for a Broadcasting and Communications Career

Updated January 2024

“If you want to make it in broadcasting, you can’t be a one-trick pony.” Wise words from Winnipeg broadcasting guru and Herzing instructor Bev Edmondson. 

Anyone who's studied with Bev over the past 20 years has heard this piece of advice over and over in her classroom. And it’s more true now than ever! 

The world of broadcasting has changed dramatically since the dawn of the internet. Gone are the days when radio and television were your only two options. From podcasts to YouTube to virtually limitless possibilities for content production on social media—there are so many new ways to tell stories and share news. 

What does this mean for today’s broadcasters? You’ll need a different kind of skillset to succeed in this industry. You’ll still need those core, broadcasting fundamentals...but you'll also need a new range of digital skills that barely existed 10 years ago. 

And like Bev says, you’ll need to be ready to use those abilities in new and fresh ways, to keep up with an industry that’s always changing. 

Want to work in broadcasting? These are six key skills you’ll need to get hired. 


Social Media  

Almost every job in broadcast journalism requires knowledge of social media. You must understand the communication differences between major channels like Facebook, Instagram, Snapchat, YouTube, and Twitter.  

You'll need to write and create various kinds of content for different social media platforms (stills, video, live streaming, text updates). You’ll also be expected to engage with audiences on social media, respond to feedback, run contests, and promote upcoming stories and events. 

This means thinking on your feet, keeping up with social trends, and knowing a range of techniques for attracting audiences on social.  


Online Marketing/Advertising 

You might not think online marketing has much to do with broadcasting...but in the world of digital media, these two fields go hand in hand. 

Many jobs in marketing involve some aspect of digital content production. You could easily find yourself writing and promoting stories for online media and helping your employer promote upcoming events online.  

You might even get hired on a sales and marketing team at a media company. You’ll need to know about writing advertisements, branding, blogging, guerrilla marketing, communications, and public relations. 

Want to become a media entrepreneur? You’ll definitely need marketing/advertising savvy to promote your own stories, podcasts, YouTube channel, blog, etc.  

Wherever your broadcasting career takes you, knowledge of digital marketing tactics will help you get ahead.


Creative Storytelling 

Creative storytelling is, and always has been, at the heart of broadcasting. Whether you’re working with images, video, or text, online or in print, knowing how to captivate audiences with a great story is key. 

Online media has changed the way we share stories, but the basic ingredients of hook, characters, plot, and emotional impact remain the same.  

Talented broadcasters know how to motivate, surprise, and mesmerize audiences with compelling stories. They understand how to make current events, sports, news, arts, and culture relatable to the general public.  

Skilled journalists know how to steer an interview, find a new angle, and highlight the story elements audiences will truly connect with. This is the fine art and beauty of broadcasting. 


Video Production 

Think you want to work in radio and will never need to learn video editing and production? Think again.

Many radio stations are using video to promote upcoming shows and events and market the DJs and station online—usually through social media. And social media usually means video. 

Plus, you can expect to move around quite a bit as you begin your broadcasting career. You might start in radio, and after a few years, find yourself doing digital journalism and content production for a media company. A lot of positions involve creating and sharing video online. 

Bottom line? Being able to produce your own video makes you more competitive as a job candidate. This is a skill many employers are looking for. 


Broadcasting software 

If you want to work in broadcasting, you need to know your way around software for video and audio production. Tools like DaVinci Resolve and Audacity are standard requirements for many positions. 

These are the programs you’ll use for special effects, mixing, editing, recording, podcasting, and more. A good broadcasting diploma program incorporates tons of projects using the software, so students can get hands-on experience before graduating. 

But this technology is constantly evolving. If you want a long and successful career, you’ll need to keep learning and honing your skills in this area.



This is more a mindset than a skill, but it may be the most important asset on this list. To succeed in a rapidly evolving industry like broadcasting, you can’t be too rigid about which paths you’ll explore. 

You simply never know where a new experience will take you. If you’re too fixated on getting one specific job, you’ll end up missing out on amazing opportunities down the road. 

Herzing graduate Austin Siragusa landed his dream job as a Digital Content Producer for the Manitoba Moose. But back when he first started broadcasting training, his only goal was to become a radio sportscaster.  

He never even considered doing anything else until he started trying out different roles and learning new skills. Versatility played a key role in his career success.  

“It's really important to be open-minded and flexible. Be willing to explore different parts of the broadcasting business. I started in radio, then moved to TV, and now a good chunk of the content I'm creating is for social media. You never know where this career will take you! My best advice for newcomers? Be open to every opportunity that comes your way.” 


Ready to Start your Broadcasting and Communications Career? 

You don’t need a university degree to build a successful broadcasting career. You can land jobs behind the scenes or in front of the camera with a college diploma in broadcasting. 

At Herzing, we offer an accelerated 12-month broadcasting diploma program, which includes an intensive six-week (150-hour) internship at a local station or media company. A lot of our grads get job offers from their internship.

The broadcasting courses include a good mix of digital media and fundamental radio/TV broadcasting skills. From writing, editing, producing, and camera operation to on-air presenting and starting your own media brand online—this program covers it all. 

Click below to explore a detailed course list, and see exactly what students learn in class.

You can chat online with an admissions advisor and request free program information by email. We’re here to help! 

Explore the Broadcasting & Media Communications Program


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