Every year, communication interns assist at the communication agency In Nomine. Last December, we received a wonderful letter from Liisbeth Pomber, a second-year journalism and communication student at the University of Tartu. The first month of the year is usually quieter, but this January has been particularly busy, and Liisbeth has participated in projects related to cosmetics, tourism, construction, and vocational education.
Observing the noise generated by artificial intelligence, she states that since misinformation and manipulation are becoming easier to spread, communication experts must invest more in fact-checking and verifying authentic information.
Why did you choose to study communication when you originally wanted to become a hairdresser?
The short answer is the pressure of societal expectations and the environment… To elaborate, I always knew I wanted to go to university at some point. Studying to be a hairdresser would have been an intermediate step—learning a trade, getting a job, and studying at university while working.
For a long time, I wasn’t sure what exactly I wanted to study at university, which led me to explore different options. I felt a strong societal pressure that I had to go to university, which caused me a lot of stress and anxiety.
I even applied for food and biotechnology at TalTech, but it wasn’t the right path for me. I was certain I would study in Tallinn, but then life took a different turn. When I opened the list of programs at the University of Tartu, the first one that caught my eye was journalism and communication.
Has this choice proven to be the right one?
Yes, my choice has been justified, but sometimes I still wonder what if… My journey has developed in a rather logical direction. Since I have a background in economics from high school, I am also studying economics alongside communication. I am most drawn to marketing.
In the future, I could see myself obtaining a master’s degree in marketing and perhaps working full-time in marketing communication. But we’ll see what life brings.
How would you subjectively assess the journalism and communication program at the University of Tartu? Is it sufficient, or is something essential missing?
I am a bit skeptical. In the first year, journalism and communication students study together, but the courses are mostly journalism-focused. This made me question a lot during my first year whether I was in the right place.
However, in the second year, we have more specialized courses, and the communication studies are well-structured. So yes, I think there should be more communication courses in the first year, but otherwise, in the second year, there is enough of everything.
Which media channels are important to you in 2025?
It’s impossible to ignore social media—for me, user-generated content is crucial. I also listen to podcasts, both entertainment-focused and news-oriented.
Regarding traditional media, I mostly trust Estonian National Broadcast ERR, but I occasionally check Estonian largest internet portal Delfi as well. I don’t read print newspapers much anymore because print media has become a luxury—if you want to read multiple publications, it gets quite expensive.
Is your perception of PR different from what you experienced during your internship?
I didn’t expect to have to do so much translation—both from Estonian to English and vice versa. Other than that, since I’ve learned from professionals who practice this field daily, nothing has been a complete surprise. Instead, I have had the chance to apply theoretical knowledge in real-life situations.
Is AI good or bad, and how do you use it today?
I find the rapid development of AI both terrifying and valuable. AI helps save time, organize information, and correct punctuation.
During my internship, I used AI primarily for translation. Since it’s not human, it lacks emotional nuance, but it excels at statistics and data analysis. In the future, those who know how to integrate AI into their daily work will have a significant advantage.
For example, in marketing, there is a huge amount of data to categorize, and AI can do this much faster than a human. While humans perform the analysis, AI can optimize marketing processes based on the analysis results, making company costs lower and target audience segmentation more precise.
What is your vision for the future of communication? How will information be shared and consumed?
As the volume of information and noise increases, AI-driven algorithms will play a growing role in filtering and personalizing content for consumers. This can be useful, but at the same time, it poses a risk—people might get trapped in their own “bubbles”, only encountering information that aligns with their worldview.
Instead of one-way information flow, communication is becoming more interactive. People are not just consumers but also co-creators—they don’t just share content but actively shape it.
Since misinformation and manipulation are becoming easier to spread, communication experts must invest more in fact-checking and verifying authentic information.
Where do you see yourself working in ten years?
I think that in ten years, I will fulfill my dream and train as a hairdresser. But most likely, I’ll still be working in a communication agency, enjoying the variety of topics and fast-paced work environment.
Interview by Heikki Sal-Saller
Photo by Erik Riikoja
