The skills you need to work in globaldev communications

The work of communications teams across global development organizations has shifted significantly in recent years, with this function becoming more strategic, data-driven, digital, and impact-oriented. Among other things, these teams are tasked with translating complex policy into human stories, reaching fragmented audiences across various platforms, and helping counter the growing skepticism of development work amid declining trust in NGOs. To meet these challenges, organizations are seeking more creative, narrative-led communications skills — an approach that could strengthen how global development work is understood and supported, according to those Devex spoke to. Integrating creative voices changes how development stories function, said Maryam Bukar Hassan — also known as Alhanislam — a Nigerian spoken word artist and storytelling consultant. As the work becomes less extractive and more relational, “audiences don’t just understand the issue; they recognize themselves in it,” she explained, and that “moves people from awareness to action.” The demand for different skills is reflected in current communications job postings on Devex, which include roles such as digital content specialist, communications officer for social media, and communications and graphic design intern. Here’s what job seekers need to know to stay relevant. It’s all about audience-driven storytelling Communications teams are increasingly thinking about how, where, and for whom they design messaging and content. Jimmy Grattan, vice president of marketing and communications at Vitamin Angels, a nonprofit focused on improving maternal and child nutrition, described a shift toward storytelling that is intentionally designed around audience behavior and platform context. While foundational principles, such as clear messaging and emotionally compelling visuals, remain essential, they are no longer enough on their own, she said. “Modern communicators must deeply understand who they are speaking to, and how to connect with them,” explained Grattan, noting that teams are expected to use data to tailor messages to specific audiences. It’s still rare to see roles explicitly labeled as storytelling, according to Bilha Luseka, a Kenya-based storyteller and founder of The African Cool Kid, who also manages the Gates Foundation-supported Young Women & Climate Change vodcast project. These responsibilities are frequently folded into broader communications or social media roles, even though they require a distinct skill set, she said. As a result, she’s observed that storytelling has traditionally been treated as an output — content to be produced — rather than a process demanding vision, narrative coherence, and strategic leadership. Devex’s job board currently includes a speech writing and storytelling intern and recently featured a role for a data, visual design, and storytelling specialist. Blend creativity and technical expertise Traditional communications generalist roles are being stretched in new directions as employers look for candidates who can operate at the intersection of creativity, data, and subject-matter expertise. According to Hassan, organizations are slowly realizing that lived experience, cultural fluency, and narrative intelligence are not just “nice to have” but strategic assets for communication positions. “Systems thinking, narrative strategy, ethical storytelling, and audience literacy will become core competencies,” she said. Hassan stressed that communications professionals must be able to understand policy without being constrained by it, use digital tools without losing humanity, and treat cultural intelligence as seriously as technical expertise. Grattan believes “the strongest candidates are creative professionals grounded in technical understanding.” That technical grounding, she noted, does not necessarily come from formal academic pathways — it can be demonstrated through professional experience, volunteer work, or a portfolio rich in sector-specific communications. “Together, creative fluency and technical rigor allow communications to be not only compelling, but responsible, credible, and deeply effective,” she said. For Perry Hewitt, chief strategy officer at data.org, “the ability to distill complex information and craft a story that breaks through the noise — that’s the skill.” Build skills in AI and multimedia tools Staying relevant requires continuous upskilling, Luseka said, especially in technical areas such as podcasting, video production, and design. For consultants like her, career development is an individual responsibility, so she regularly refreshes her skills through short courses. Visibility, she added, has become a career lever. Being explicit about her focus and values through portfolios, LinkedIn, or personal projects has helped attract work aligned with her interests, particularly in climate storytelling. Artificial intelligence is changing communications workflows and creating new opportunities, such as using it to produce visuals and analyze data. That shift demands new technical skills and a clear understanding of the risks these tools pose. But Hewitt sees a growing divide between candidates who adopt this technology uncritically and those who are overly hesitant — what is needed, she said, is a combination of skepticism and experimentation. Hiring organizations are increasingly looking for professionals with this judgment. “Understanding transparent and responsible use of data and AI in these contexts is the biggest missing skill set,” Hewitt explained. “The question of ‘can I’ with AI is increasingly answered,” she said, but “the question of ‘should I’ is the one we need to constantly interrogate.”