Communications Manager: Job profile

A communications manager is responsible for the internal and external communication of an institution. This role includes developing and implementing communication strategies, as well as overseeing and managing the activities of the marketing department and the PR team. Most communication managers work in-house. As a communication manager can work in the media sector, in private or public institutions or in non-profit organisations. In this post, you will find out what it takes to get a career as a communication manager started, and what salary to expect.

Short Summary

• Communications managers are responsible for the internal and external communication of an institution.
• A successful communications manager is expected to possess excellent verbal and written communications skills, business and marketing know-how, and the ability to develop strategies.
• To thrive as a communications manager you need to build relationships, have and in-depth knowledge of PR channels, and cultivate resilience as this job is very demanding. 

Job description

The duties of a communications manager may vary depending on the size of the institution, the industry and where they operate. However, every communications manager is responsible for the internal and external communication of the institution. This includes the developing of a long-term communication strategy as well as the day-to-day activities such as planning PR activities, supervising PR and marketing staff, and interacting with the media. 

Responsibilities

• Developing and implementing long-term communications strategies
• Planning and supervising regular communications to be sent out to employees, customers, partners and media
• Planning and overseeing press releases, social media accounts, and digital communications
• Building and maintaining relationships with media representatives, journalists, and other stakeholders
• Managing crisis communication in situations that may have a negative outcome on the institution’s reputation
• Reporting to senior executives and supporting them in all issues related to the companies communication
• Monitoring and analysing media coverage concerning the institution itself as well as the industry in general

Different types of Communications Managers

• Communications Manger
• Communications Director
• Communications Consultant

Salary

The salary of a communications manager depends on the industry, the size of the institution and the amount of individual experience. The average annual salary for a communications manager is around £40.000 to £60.000. Communications managers that work for smaller non-profit organisations will have a substantially lower income than communications managers that work for multinational institutions in the private sector.

Working hours

The job of a communications manger is usually office-based. Most communications managers work full time and are expected to work from 9am until at least 5pm. However, communications managers are expected to attend networking events and meetings in the evening or on weekends. They might even be on call during their holidays if there occurred any sort of crises that needed to be dealt with.

Communications managers that are employed by consulting companies usually have longer working hours. In this case, you will be responsible for several clients. You will work from your office at the communications consulting company, as well as attend meetings with the client on a regular basis. 

Employers

As a communications manager, you can work for various industries in the private and public sector as well as non-profit organisations. Large companies often employ both communications managers and communications directors. Most industries, including the healthcare sector and media organisations, employ communications managers to deal with their internal and external communications.

Other potential employers for communications managers are professional sports teams, educational institutions such as universities and colleges, and government agencies. As a communications manager, you might also work for a communication consultant company.

Qualifications

There might not be any formal qualifications that are mandatory to start a career as a communications manager. Most employers will expect candidates to on an entry level to hold at least a bachelor’s degree in communications, public relations, journalism, marketing, or a related field. After working as a junior in the field of communications management for at least a couple of years, you can advance into the senior role of a communications manager.

More often than not, candidates are expected to hold a postgraduate degree or some specific training in the field of marketing and communications.

Skills

The role of a communications manager includes a multitude of duties. Therefore, successful communications managers need a diverse range of skills that include management skills, written and verbal communications skills, and strategic thinking.

Management Skills

As a communications manager, you require solid management skills to be able to lead and oversee the institution’s strategic orientation. This is essential for this role as communications managers are responsible for the planning, organisation, coordinating, and controlling of all communication activities.

Management skills include a wide range of skills such as:

• Decision-making: Communications managers are responsible for all internal and external communications.
• Leadership: You need to inspire and guide senior management to act according to the communications strategy you have developed.
• Problem-solving: Communications managers are also responsible for the institution’s communication during time of crises.

Communication Skills

As a communications manager, you have to be an expert and a role model in the field of communication. On the one hand, it is your task to develop long-term communications strategies. On the other hand, communication with stakeholders is part of your day-to-day job. Communication involves the ability to express oneself clearly and effectively, as well as listening skills. Written communication and presentation skills are also part of communications skills that are essential for every communications manager.

Strategic Thinking

For a communications manager, strategic thinking is essential. Based on analysing complex situations, communications managers develop both long-term communications strategies and a company’s voice that is in line with branding and values.

Strategic thinking is also essential when it comes to dealing with crises. Communications managers have to consider multiple perspectives, anticipate potential outcomes, and develop a strategy or adjust their plans based on changing circumstances.

Career Path

The role of a communications manager is a senior management position. Therefore, candidates must have an academic background and several years of experience of working in communications, marketing or PR roles.

Educational Background

There are no formal qualifications that communications managers have to fulfil. As part of the senior management, the requirements are rather high. Successful communications managers are expected to at least hold a bachelor’s degree in addition to further specification and training. To advance as a communications manager you will be expected to hold a master’s degree in the field of marketing, communications or PR.

Gaining Experience

On an entry-level, you might start your career as a communications assistant or communications specialist. In smaller institutions, you might as well be able to start as a deputy communications manager.

The next step up the career ladder you reach after several years of experience. A mid-level role might be the position of a communications manager or communications coordinator. Your responsibilities will include developing and implementing communications strategies as well as day-to-day communications duties.

The highest career level in communications you can achieve is the role of a communications director or vice president of communications. In these senior-level positions you will be responsible for a wide range of duties, including representing the institution and dealing with stakeholders.  

Continuous Learning

Continuous learning is essential for the successful career as a communications manager. To start your career in communication, you might apply for a training program. Several lager institutions provide training programs for so-called high potentials. During these training programs, candidates will do most of the training on the job.

On a mid-level position, continuous learning means specification: You might choose to specialize in a particular industry and gain substantial knowledge and build a network within the industry. Or you might want to become an expert in a specific area of communications such as corporate communications, crisis communications, public affairs, digital communications, or internal communications.

A Day in the Life of a Communications Manager

There is no such thing as a typical schedule that a communications manager’s day will follow. It depends on the size of the institution and the industry it is operating in. However, there are some tasks that every communications manager will have to deal with on a regular basis.

Analyzing and Monitoring Media Coverage

There might not be one single day in a communications manager’s career without analysing and monitoring media coverage. This includes newspapers, Magazines, social media accounts, radio and TV. Media coverage both on the institution and the industry it operates in is essential for the work of a communications manager. It helps to measure the public perceptive and identify potential issues that make adjusting the communications strategy necessary.

Planning and Releasing regular Communications

Writing or editing communication material, permitting interviews and managing the institution’s social media channels is another major duty of a communications manager. Communications materials include internal magazines for the employees, speeches, blog posts, marketing collateral and many more.

All communications materials have to help achieve the long-term communications strategy.

Meeting with Internal and External Partners

Meeting with internal and external partners plays a substantial role in the job of a communications manager. Therefore, there might be at least one meeting each day with other senior management staff, the communications team, media representatives, PR or marketing agencies or business clients.

A good bit a travelling is also part of the job of a communications manger. Meeting with external partners might take place in evenings or on weekends, or at least require travelling beyond regular office hours.

Tips for Thriving as a Communications Manager

A communications manager’s job includes a multitude of duties and is rather demanding. Therefore, it is essential to enhance your skills and embrace the challenges that you will face as a communications manager. Three of the most important skills for thriving as a communications manger are:

• Building Relationships
• Embracing Adaptability
• Spezialise or Focus on your Strengths

Building Relationships

Communications managers rely on good relationships with internal and external partners. Successful communications managers can minimize reputational damage in times of crises because they can rely on the relationships they have built with journalists and other media representatives. Building relationships includes being both proactive and supportive. Relationship building requires a substantial amount of time that communications managers invest in attending meetings, conferences and other networking events.

Embracing Adaptability

Communications managers have to say up to date with the changes in the industry their institution is operating in as well as the changes in the field of communications itself. When senior communications managers or communications directors stared working in communications several years ago, social media was not part of the communications strategy of the average company. Including instagram-stars and youtubers in a communications strategy is also an instrument that most senior communications managers had to learn about after several years on the job.

Adaptability is the ability to keep up with advancements in technology, globalization, and the constant evolution of industries. For a communications manager, it is crucial to quickly adapt to new situations and challenges.

Specialise or Focus on your Strengths

As soon as you have gained a couple of years of experience in communications, you might specialise in a specific area. Depending on your strengths and interests, you can choose from one of these possible specifications:

• Brand communications: Brand communications managers specialise in building, maintaining, and enhancing the brand image as well as the reputation of an institution.
• External communications: In this field of communication involves communicating with customers, clients, the media, and investors.
• Internal communications: In this area of communications, your target audience are the employees.

Frequently Asked Questions