Communication manager: tasks, skills, training, salary and career development

In recent years, the explosion of social media and the rapid evolution of communication technologies have profoundly transformed many sectors. The growing importance of digitalisation and digital communication has led to the emergence of the profession of Communication Manager. This professional plays a central role in developing and implementing effective communication strategies to promote the company's image and raise its profile, facilitating internal and external communication in an increasingly connected and interactive environment.

Description of the job of Communication Manager

The Communication Manager plays a crucial role within the company by ensuring the internal and external communication strategy. Responsible for corporate communications, he or she ensures that a positive and consistent brand image is promoted to different audiences. By managing communication initiatives and supervising the communication plan, he or she ensures that the organisation's communication policy is implemented.

What is the role and remit of the Communication Manager?

Developing and implementing communication strategy

The Communication Manager defines the company's overall communication strategy, taking into account its objectives and its environment. They draw up the annual communication plan and monitor it, coordinating internal and external communication activities.

Managing internal communications

He develops communication tools and media to inform and unite employees around the company's values and projects. The in-house newsletter,intranet and internal events are just some of the means used to strengthen the sense of belonging.

External communication and public relations

The Communication Manager is responsible for the company's external communications , including press relations, corporate communications and image management. He drafts press releases, organises press conferences and maintains relations with the media and influencers.

Managing communication media and tools

They are responsible for creating and distributing a variety of communication tools (brochures, websites, social media, etc.). They ensure that the messages are consistent and appropriate for the various target audiences.

Crisis communication

The Communication Manager plays a crucial role in the event of a crisis. He or she implements effective crisis communications to protect the company's reputation and manage relations with the press and stakeholders.

Tools and technologies used by Communication Managers

Content Management Systems (CMS)

CMS like WordPress, Drupal, and Joomla are widely used to manage and publish online content. These platforms make it easy to create websites, blogs, and intranet portals efficiently.

Social Media Management Tools

Tools like Hootsuite, Buffer, and Sprout Social are used to manage social media postings. They allow scheduling posts, monitoring engagement, and tracking social media trends.

Web Analytics Tools

Web analytics tools such as Google Analytics, SEMrush, and Hotjar are essential for tracking the performance of communication campaigns, understanding user behavior, and identifying improvement opportunities.

Project Management Tools

Project management tools such as Trello, Asana, Jira, and Monday.com help organize, track, and manage the various stages of communication projects. They allow task planning, setting deadlines, and effective collaboration with internal teams and external partners.

Content Creation Tools

Platforms like Adobe Creative Suite, Canva, and Sketch are used to create visuals and multimedia content. Digital Asset Management (DAM) tools like Bynder and Widen are also used to manage digital assets.

Public Relations Tools

Tools like Cision, Meltwater, and Prowly are used to manage public relations, monitor media mentions, and facilitate the distribution of press releases.

Email Marketing Tools

Platforms like Mailchimp, Sendinblue, and Campaign Monitor enable the creation, management, and analysis of email marketing campaigns, helping maintain a direct link with target audiences.

Survey and Feedback Tools

Tools like SurveyMonkey, Typeform, and Google Forms are used to collect feedback and conduct surveys, helping to better understand audience needs and expectations.

What skills do you need to be a good Communication Manager?

Professional skills:

• Mastery of communication techniques and digital tools.
• Ability to develop and manage a communications strategy.
• In-depth knowledge of the media and press relations.
• Expertise in marketing communications and event communications.

Personal skills:

• Good interpersonal skills and customer service skills.
• Organisation and rigour in project management.
• Creative spirit and ability to innovate.
• Excellent writing and speaking skills.

What are the current challenges facing a Communication Manager?

Digitalisation and new technologies

The integration of digital tools into communication project management is a major challenge for Communication Managers. What's more, the growing use of social media and web marketing to raise a company's profile requires constant adaptation to new platforms and emerging trends.

Cybersecurity

Another crucial challenge is data protection and e-reputation management. Cyber-attacks are becoming increasingly frequent, making it essential to put in place robust security measures to protect sensitive company information and maintain a positive online image.

Regulatory developments

Finally, compliance with communications regulations, particularly those relating to the General Data Protection Regulation (GDPR), represents an ongoing challenge. The Head of Communication must ensure that all communication practices comply with the laws in force, thereby guaranteeing the legality and ethics of the actions taken.

How do I become a Communication Manager?

Education and training

To become a Communication Manager, it is advisable to study for 3 to 5 years of higher education in communications, marketing or journalism. Here are a few possible routes:

• Bac+2 : BTS Communication, DUT Information-Communication.
• Bac+3 : Licence professionnelle Communication.
• Bac+5 : Masters in Communication, Communication Management, Marketing and Communication.

EM Normandie also offers courses tailored to this profession. Among the programmes offered, the MSc International Marketing and Business Development is particularly relevant. This course provides the necessary skills in communications strategy, digital content management and data analysis, offering a comprehensive preparation for becoming a successful Communications Manager.

Professional experience

Previous experience as a communications manager or in a communications agency is crucial. Internships and work-study programmes are effective ways of gaining this experience.

What are the career prospects for a Communication Manager?

• Progression to the position of Communication Director or Communication Project Manager.
• Opportunities in communication agencies or as a communication consultant.
• Possibility of becoming Marketing and Communication Manager or Public Relations Manager.

What does a Communication Manager earn?

The salary of a Communication Manager varies according to experience, company size and region:

• Beginner: Gross monthly salary (approx.): €2,500 - €3,000
• 2-5 years' experience: Gross monthly salary (approx.): €3,500 - €4,500
• 5+ years' experience: Gross monthly salary (approx.): €5,000 and more

What kind of work does a Communication Manager do?

Varied Employers:

A Communication Manager can work for:

• Large Companies and SMEs: Managing internal and external communication, ensuring message coherence, and maintaining the company's image.
• Communication Agencies: Coordinating campaigns for various clients, from conception to implementation and performance analysis.
• Public Institutions and Associations: Developing communication strategies to promote the missions, projects, and actions of institutions and associations.
• Communication and Media Sector: Working in media companies, audiovisual production, or public relations agencies, managing relationships with journalists and influencers.

Main Fields:

A Communication Manager operates in several sectors, including:

• Institutional Communication: Managing communication for public institutions and governmental organizations to inform and raise public awareness.
• Internal Communication: Developing communication within the company to foster employee engagement and collaboration.
• Public and Press Relations: Managing media relations, organizing press conferences, writing press releases, and maintaining the company's reputation.
• Digital Communication: Strategies for social media, website, and blog management, and SEO optimization to increase online visibility.
• Marketing Communication: Coordinating marketing campaigns, creating promotional and advertising content, and analyzing campaign performance.
• Event Management: Organizing and promoting corporate events, trade shows, conferences, and other events to enhance the company's image.
• Crisis Communication: Managing communication in crisis situations, preparing emergency communication plans, and maintaining public trust.
• Branding and Image: Developing and maintaining the company's visual identity and brand image, creating cohesive and attractive communication materials.

In summary

The job of Communication Manager is essential for managing a company's image and implementing communication initiatives. Versatile and strategic, this professional plays a key role in developing and maintaining relations with the company's various audiences. This profession offers interesting career prospects, with opportunities for advancement to management positions or expert consultancy. The Communication Manager is an indispensable player in the communication sector, responding to customers' needs while adapting to technological and regulatory developments.