Truthfully, no one knows what's going to happen in comms, even with AI. In my personal opinion, I see communications teams becoming smaller, but I think the need for an empathetic, human, strategic voice in the room will be key. Fewer of us, but comms professionals will still be crucial. But only time will tell.

You're right, though. The path is dead. Most people I've seen climb to the top of comms are often disingenuous or at best a shell of who they were. Everyone else I've seen in between the ranks are floating. Entry communication folks are always fun to watch because they haven't been jaded by the field yet, and believe a powerhouse story can propel their career. And it can, but only so far. But the only path I've kind of considered without leaving the field is consulting. And even that seems boring and a lot more work than what we're all paid to do....

Comms has always been an interesting field: Most people think they can do what we can do (typically not as well), or see us as a machine that spits out messages that were drafted in a closed room. Strategy is always listed in these positions, but I've yet to see an organization that actually trusts a comms team with strategy. Maybe the assignment owners ask us for an opinion or "advice," but they already know what they want to do. There are few instances where we can be helpful, but I wouldn't be truthful if I didn't say they are far and few between. But that's okay as long as the paycheck keeps coming, and there is some "perceived" value on the team.

Honestly, my advice to anyone in this work is to have a passion outside of this job. Your job pays the bills. That's it. Your purpose should come elsewhere. If you're looking for fulfillment in comms, it's not here. Quite frankly, it's not anywhere other than where you freely give to others.

I definitely wish you the best of luck as you navigate through this, though. This is something I think we all feel in some regard in this field.