How to become A Communications Manager

• Public Relations Manager
• PR Manager

What do Communications Managers do?

A Communications Manager would typically need to:

• Oversee an organisation's internal and external communications, crisis communication, public relations and marketing campaigns, ensuring the messages are clear, compelling and consistent across all media and channels
• Create and execute effective communications and marketing strategies and programs that contribute to achieving organisational goals by building customer loyalty programs, brand awareness and customer satisfaction 
• Adopt a media relations strategy, including print, broadcast and online media, ensuring prominent placements across all; create content for multiple channels
• Collaborate with the marketing division; help create a marketing budget and keep track of all expenses incurred
• Establish key performance indicators for each communications channel to assess its effectiveness; prepare and present media activity reports perodically
• Produce informative and engaging content for press releases, press kits, bylined articles, keynote presentations at conferences, blogs, brochures, billboards, white papers and more; ensure all content is publication-ready
• Plan, design and produce marketing collateral, including digital or printed promotional material, such as printed brochures, point-of-sale posters, corporate videos, online advertisements, e-books, graphics and marketing emails
• Manage websites and create or update content on them
• Develop and implement focused campaigns, such as product launches and promotions
• Engage audiences across traditional and new media by directing the social media team
• Respond to media enquiries and interview requests
• Attend events and press conferences as representatives of the company
• Build and maintain connections with media outlets
• Continuously evaluate the availability and value of partnership, sponsorship and advertising opportunities to make effective and timely use of them
• Supervise the PR team; monitor, evaluate and share PR outcomes periodically
• Create and distribute periodic internal newsletters; prepare presentations and speeches for employees
• Create connections with influencers, thought leaders, media and other relevant resources to build industry and brand awareness; negotiate with them to place stories for nationwide and international publicity
• Handle fundraising and donor relations in addition to other communications activities if working in nonprofit organisations
• Manage public information campaigns if working in government agencies in addition to other internal and external communications 
• Promptly address and resolve problems involving communications, marketing or public relations
• Stay current with relevant industry trends; recommend or make changes to communication tactics accordingly

A Communications Manager usually works in an office-based setting, collaborating with other departments and various stakeholders to generate and execute efficient communication plans that support company values and objectives. You must also meet tight deadlines and be flexible enough to adapt to rapidly changing situations.

Travel within the country or overseas may be frequently required to attend social, public speaking, media or networking events for their company or brand. 

A Communications Manager's work schedule may vary depending on the organisation they work for and the particular position they serve. They typically work up to 40 hours a week full-time, Monday to Friday, keeping regular business hours. However, you may need to work after business hours, especially if a crisis or significant communication project demands immediate attention. You may also need to be available for events or media appearances held after regular work hours. 

Additionally, you can expect to spend time away from home travelling to attend conferences or meetings with stakeholders. A flexible schedule is necessary to meet the firm's and its stakeholders' demands.

Research suggests that flexible hours and generous telework policies appeal more than salary to the younger generation. There has been an incremental increase in employers willing to give promising employees a chance to adjust their schedules per the job demands.

Finding a new job might seem challenging. Communications Managers can boost their job search by asking their network for referrals, contacting companies directly, using job search platforms, going to job fairs, leveraging social media, and inquiring at staffing agencies. Positions are available in the public and private sectors.

Communications Managers are generally employed by:

• Corporations
• Nonprofit Organisations
• Government Agencies
• Educational Institutions
• Healthcare Organisations
• Public Relations & Marketing Firms
• Media Companies
• Technology Companies

Professional associations and organisations, such as the International Public Relations Association (IPRA) or the International Association of Business Communicators (IABC), are crucial for Communications Managers interested in pursuing professional development or connecting with like-minded professionals in their industry or occupation.

Professional associations provide members with various continuing education and networking opportunities, and mentorship services. Membership in one or more adds value to your resume while bolstering your credentials and qualifications.

• Overseeing multiple projects simultaneously, juggling conflicting deadlines and prioritising activities
• Managing a varied team of professionals, including writers, artists, designers, social media managers and PR professionals, with diverse skill sets and working styles
• Aligning the communications function or department structure and strategies with the contemporary media and influencer landscape rather than following traditional models of organisation and communications 
• Obtaining and making use of information on how the public gets and uses information, assesses brands, makes buying decisions and shares recommendations 
• Integrating communications goals and strategies with those of marketing and sales
• Adapting the company’s communications strategies to newly emerging platforms and advancing technology and tools
• Securing and maintaining top-tier coverage on numerous communication networks; maintaining consistent messaging across all platforms and channels
• Navigating crises, including product recalls or bad press, which require prompt but effective resolution to minimise their impact on the company’s reputation
• Monitoring budgets for multiple projects, including marketing initiatives and events; aligning resource requirements with project requirements
• Managing client expectations, which may sometimes be unreasonable or excessive

Any academic program that a potential Communications Manager takes up typically requires a period of supervised experience, such as an internship. Communications Managers will benefit from tasks outside of the classroom that line up perfectly with lessons inside it. One may hear countless stories from more experienced professionals and obtain valuable hands-on experience when they turn seemingly routine incidents into unique learning moments.

Summer internships, part-time work at an entry-level position or short-term paid/voluntary work offer a taste of the career, give valuable insight into how a company or institution operates, help build useful contacts and improve one’s prospects of getting a permanent job. A public relations or communications internship teaches you to manage media relations, digital and social media, and create content. It also helps you develop your written and oral communication, public speaking, presentation and interpersonal skills. 

The experience may also help determine whether the public, private or voluntary sector is best suited to realise one’s ambitions. Your educational provider’s career service department can provide information about viable opportunities for work placements, internships and voluntary work in diverse sectors.

Typically, candidates for the position of Communications Manager must have several years of relevant experience in communications and related areas, such as marketing, public relations, media relations, email marketing campaigns, print and online advertising, and website content management, in addition to relevant academic qualifications. Such experience also helps sharpen your attention to detail and develop organisational and prioritisation skills.

Diversity of experience in the field helps foster a breadth of skills. For instance, when you land an entry-level role, such as communications coordinator or specialist, you learn several aspects of communications management, such as how to draft press releases, coordinate events and communicate with various stakeholders. 

Working as a media relations manager gives you experience in liaising with journalists and other media professionals, email and social media outreach to targeted audiences, and crisis communication. You can build experience in content creation, SEO and data analytics through the role of a content manager or strategist, which requires you to develop and coordinate content across multiple platforms, such as websites, social media and print.

Even while in high school, you can check with a teacher or counsellor about relevant work-based learning opportunities available in your school or community that can help you connect your school experiences with real-life work. Join some groups, try some hobbies or volunteer with an organisation of interest, so you can have fun while learning about yourself and be directed toward a future career. 

Read about the profession and interview or job shadow experts working in communications management to prove your commitment to course providers and prospective employers.

A bachelor's degree in English, journalism, strategic communications, marketing, public relations, or a similar field is the minimum academic requirement for a Communications Manager. For roles with a higher level of responsibility, a master's degree in one of these disciplines may be necessary.

You may top up your degree with courses in media relations, social media management, content production and crisis communication to acquire specialised skills. You may also take certificate courses in communications, organisational and leadership abilities. 

Aspiring Communications Managers would benefit by taking high school courses in languages, business, economics, psychology and sociology. English and speech classes will help you develop your research, writing and oral communication skills, critical to your role.

A combination of education, experience, and testing is generally required to gain certification, though requirements differ from region to region. Certification from an objective and reputed organisation can help you stand out in a competitive job market, carry a significant salary premium of up to 18 per cent, increase your chances of advancement, and become an independent consultant. Successful certification programs protect public welfare by incorporating a Code of Ethics.

You may earn credentials in public relations, social media (for instance, through Hootsuite and HubSpot),\ content marketing or crisis communication to stay current with the most recent trends and best practices. A variety of certifications in digital marketing are available from the Digital Marketing Institute (DMI), including those in social media marketing, search engine optimisation (SEO) and mobile marketing.

Google Analytics Certification by Google assists professionals in demonstrating their proficiency in using Google Analytics to measure website traffic and examine user behaviour.

Communications Managers may also need to undergo an employment background check, including but not limited to a person’s work history, education, credit history, motor vehicle reports (MVRs), criminal record, medical history, use of social media, and drug screening.

Performance, experience, and the acquisition of professional qualifications drive career progression. Employees with consistently high levels of performance may be eligible for promotion every two to three years.

Prospective candidates for the position of Communications Manager might start in an entry-level position, such as a communications specialist, marketing coordinator or social media coordinator. With adequate experience, you could move up to the position of Communications Coordinator, spearheading specific communications campaigns, coordinating PR or marketing events or managing the company’s social media accounts. Your next promotion could make you Communications Manager, a mid-level management role that entails contributing to the company’s overall communication strategy and leading a team of communications professionals in planning and implementing company-wide communication campaigns.

Having acquired considerable communications and leadership experience, a Communications Manager may move up to the senior-level management role of Director of Communications or Chief Communications Officer (CCO), as may be the title given to the seniormost communications role in the company. At this level, you lead the organisational strategy that defines the company’s internal and external communication, manage media relations, create content and branding campaigns, manage crisis communication and collaborate with the executive team.

You may develop expertise in specific aspects of communications, such as public relations, brand storytelling or crisis communication. Acquiring higher educational qualifications or relevant certifications may also help your career progression.

The desire to accelerate career growth and personal development has an increasing number of millennials choosing to job-hop and build a scattershot resume that showcases ambition, motivation, and the desire to learn a broad range of skills.

Studies prove that job hopping, earlier dismissed as “flaky” behaviour, can lead to greater job fulfilment. Employees searching for a positive culture and interesting work are willing to try out various roles and workplaces and learn valuable, transferable skills along the way.

Candidates with the necessary communication, writing and interpersonal skills, public relations and marketing experience, and relevant education have the best job prospects.

Continuing professional development (CPD) will help an active Communications Manager build personal skills, knowledge and proficiency through work-based learning, a professional activity, formal education, or self-directed learning. It allows you to continually upskill regardless of age, job, or level of knowledge and stay current with market trends, technologies and best practices in the rapidly evolving communications industry.

Attending industry events with keynote speakers, panel discussions and networking opportunities is one way of growing as a Communications Manager. You may also participate in webinars and online courses to learn about the latest communications strategies, media and tools. Membership in professional organisations also gives you access to networking opportunities and industry resources.

Pursuing continuing education (CE) by acquiring a master's degree in communications or a related discipline also helps you advance in your field. Developing your critical thinking, problem-solving and leadership skills through relevant courses equips you to take on higher management roles. Certification is another avenue of professional development, and it demonstrates your expertise in specific areas of the broader field of communications. 

Seeking mentoring from seasoned communications professionals can help with career growth and navigating the communications field.

Some Essential Skills That Communications Managers Need

• Written and verbal communication skills
• Strategic thinking to integrate organisational communication with company goals 
• Building relationships with stakeholders
• Creativity to generate unique ideas
• Attention to detail to identify errors in written or spoken material
• Flexibility to adapt communication strategies to evolving situations
• Knowledge of communication channels, including public relations, social media and email marketing
• Crisis management through effective communication plans
• Data analytics to make informed decisions and assess the success of communication efforts
• Time management and prioritisation when managing multiple projects
• Digital communication skills to manage diverse digital communication channels, including social media, email, mobile applications, and websites
• Personalisation, which includes understanding data analytics and consumer behaviour to develop messages targeted to resonate with specific audiences
• Diversity and inclusion, which includes sensitivity to different cultures and the use of respectful and inclusive language and images that also resonate with company values
• Collaboration with different departments and stakeholders

Some Specialisations for Communication Managers

• Public relations: The management of organisational relationships with the media, clients, customers, investors and other stakeholders is the primary focus of Communications Managers with a public relations specialty. Developing and executing a company’s public relations strategy is their responsibility. They also prepare press releases and material for other media and manage crisis communication.
• Marketing: Communications Managers with a concentration in marketing establish a company’s marketing strategy and promote its goods and services by overseeing advertising campaigns and producing marketing collateral.
• Internal communications: Communications Managers who specialise in internal communications are in charge of informing staff members of organisational news and developments via employee newsletters, intranet and other materials. 
• Social media: Communication Managers who are social media specialists concentrate on overseeing an organisation's presence on diverse social media platforms. They design social media strategies, produce social media content, and track user engagement and feedback.
• Content creation: The production of high-quality content for external and internal communications, such as company newsletters, blog posts, case studies, videos, bylined articles or white papers, is the primary emphasis of Communications Managers who specialise in content creation. information.

Current Scenario

The employment outlook of a particular profession may be impacted by diverse factors, such as the time of year (for seasonal jobs), location, employment turnover (when people leave current jobs), occupational growth (when new roles are created), size of the occupation, and industry-specific trends and events that affect overall employment.

The demand for Communications Managers across industries is anticipated to rise over the next few years, with companies aiming to build, maintain or boost their public image and engagement with clients, customers and stakeholders through digital and social media platforms.

Research shows that 65% of adults aged 18 to 29 use Snapchat compared to 2% of adults 65 years and above. Factoring such metrics into communications and marketing campaigns could define their success.

Communications Managers are versatile professionals who blend their creative, interpersonal, digital and analytical skills to convey a company’s vision, mission, products and services effectively through diverse media channels to various stakeholders. They ensure that all messages sent out by the company or on its behalf are clear, correct, complete, concise, compassionate, consistent and aligned with organisational values.

Your communication strategies can succeed if you thoroughly understand their purpose and integrate them with the company’s objectives and plans. Furthermore, you must evaluate the impact of organisational communications to improve its content and tone to reflect the company’s values and ethos better.

You must also constantly look for upcoming trends and innovative methods that can help you catch the audience’s attention. Timing is critical, and you must cash in on communication opportunities within optimal timeframes for maximum effectiveness.