A combination of education in a related field and five years or more of experience working in a marketing or communications department is required to become a communications manager. The scope of responsibility and pay scale for this title are determined by the underlying employment context. In a corporate setting, a communications manager is part of a team within a structured marketing or communications department. In other situations, the manager title usually denotes responsibility for all communication functions with minimal additional staffing.
A communications manager is usually a mid-level generalist who has worked in most of the major functional areas that make up business communications. Internal and external correspondence, public and media relations, publicity, event and product support, messaging, new media, and social networking are all examples of this. To be considered for the position, you must have a bachelor’s degree in communications or a major that is typically associated with the field, such as journalism, English, public relations, or marketing. A master’s degree is preferred by some employers, particularly in corporate settings.
The number of years of experience required to work as a communications manager varies depending on the company. Many employers will look for five years or more of experience working as a communications or marketing assistant with increasing responsibilities. Some employers are more concerned with proficiency than with years of experience, and will substitute specific skills for years of experience. For example, a company looking for a communications manager to manage its large online community might prefer someone who knows how to use Internet applications and social media over someone who has spent more years honing traditional communication skills.
A communications manager can pursue one of two career paths. The traditional route is to work in a marketing or communications department for a company. Advertising, branding, and product support will be the primary responsibilities if the position reports to the head of marketing. If the position reports to the head of communications, it will usually focus on a specific area of expertise, such as media relations management.
Another option for becoming a communications manager is to work in a non-traditional setting, such as a small business, a nonprofit organization, or a political campaign. A communication manager is frequently treated as a generalist by these types of employers. The entire communications team is usually made up of the manager and possibly an assistant. In this case, managing means that you will be responsible for anything that needs to be done in the field. A small business, on the other hand, might hire a communication manager to handle one crucial area of communications, such as its online presence, because it can’t afford comprehensive communications management.