Trade guide
External communications manager
Theexternal communications manager‘s job is to promote the company’s brand image to the outside world. They promote the company’s know-how and dynamism, particularly to the media. Here’s an overview of this job, which is crucial to an organisation’s success.
The business
What is an external communications manager?
Role
External communication is different from internal communication, which concerns the company’s employees. The external communications specialist is responsible for the website, social networks and press relations. External communication can be defined as communication aimed at audiences outside the company.
Its field of action
The external communications manager is therefore the guarantor of the coherence of the brand image. He or she must ensure that the elements of communication are harmonised. He or she must also act as an advisor to the director and management.
The functions
What are the duties of an external communications manager?
The external communications manager has several tasks:
They draw up communication strategies for the company
It creates the brand image
It organises events
It manages press relations and corporate communications
It manages public relations and online communications
It represents the company in dealings with public institutions and public authorities.
Qualifications
The qualities and skills needed to be a good external communications manager
External communication is crucial to a company’s success. External communication managers must have a solid understanding of communication channels and be able to plan and execute effective campaigns. They must also be able to manage relations with the media and other stakeholders, so as to promote the company’s image and generate positive results.
External communications project managers need to be inquisitive, attentive to their environment and constantly on the lookout for the best solutions. As a result, they need to be autonomous and able to work cross-functionally with a variety of contacts. They need to be creative in finding innovative solutions to the problems they are asked to solve.
The communications manager’s job is to analyse and make the most of data relating to the business in order to draw up the strategic external communications plan. The role of the external communications manager is to coordinate the company’s communications efforts with external audiences, including customers, prospects, investors, the media and the general public. As a result, this position requires solid communications experience and a strong ability to work as part of a team. External communications managers must be able to effectively manage crises and unforeseen events, such as bad buzz.
The benefits
What are the advantages of working as an external communications manager?
One of the advantages of being an external communications manager is that you get to work with different people outside the company, such as customers and suppliers. This could give you the opportunity to develop your relationships with these people.
The profession also provides an opportunity to learn about external communications software, such as the preparation of marketing documents, management of social networks and the creation of a website. There are many opportunities for career development.
Remuneration
External communications manager: salary and career development
The salary of an external communications manager varies according to the size of the company, the sector of activity and the level of responsibility. For example, junior staff in small companies can be paid between €25,000 and €35,000 a year.
The salary of a communications manager is therefore subject to change. In fact, they can benefit from a pay rise as soon as the economic context allows. This is because companies do not always have the same priorities and do not always invest as much in communications. In addition, communications managers have to work more with the media, which enables them to develop their professional network. Communications managers can benefit from developing their skills and progressing in their careers. They may even have the opportunity to take on positions of responsibility within their company, by becoming Head of Communications. In this case, he or she will be responsible for developing the communications business within the organisation and will be able to take strategic decisions.
Up to
35 000€
Salary per year
Training courses
How do you become an external communications manager?
Our training courses
Most Marketing Communications Managers are graduates of a business school or have a Master’s degree in communications. In fact, the job requires a minimum of BAC +3 in communications, journalism or marketing. If you are interested in becoming an External Communications Manager, we can guide and assist you in your choice of training courses, in particular :
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