• by Ray Schultz , Columnist, September 16, 2024

Media companies are scrambling to redefine the skillsets they need when hiring talent, judging by "The skills shaping tomorrow’s media ecosystem," a study by Kantar Media. 

Of the companies polled, 72% say they must reshape their organization in this way to adapt to AI and the changing media environment. 

It’s not clear that these initiatives will directly involve journalists. But one skill stands out: ability to parse data. And surely reporters with data skills will have an edge. 

Here are the skills rated as very important: 

• Data analysis & interpretation—73%
• Explaining complex techniques & methods—65% 
• Connecting data sources—60%
• Data visualization—59% 
• Diverse experience & new perspectives—57%
• Research expertise—46%
• Data science skills—39% 
• Handling big data—36% 
• Experience in using AI—27%

And going forward? These skills are most likely to increase in importance in the future: 

• Experience in using AI—69% 
• Data analysis & interpretation—61% 
• Connecting data sources—60%
• Communication skills & storytelling—56%
  
• Data visualization—55% 

AI is already having a significant impact on 49% of organizations. And 74% say AI skills will be essential for recruits.

At the same time, 70% believe the industry suffers from unconscious bias, and that talent should be recruited from all backgrounds. And 83% say recruits will need a good grounding in how media works. 

“Now, more than ever, hiring and retaining talent that can adapt to and drive change, challenge the status quo, and bring fresh perspectives on the future of media and measurement, will dictate who wins and who is left behind,” says Patrick Béhar, global CEO, Kantar Media. 

Kantar Media surveyed 1,110 respondents involved in data, research and insights in more than 53 markets in April and May 2024.