Becoming Communication Manager
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A communication manager is a professional responsible for shaping and delivering an organization’s internal and external messages. Their role is to build a consistent brand image, ensure clear communication across departments, and maintain positive relationships with stakeholders, media, and the public. Key responsibilities include developing communication strategies, managing press relations, overseeing digital content, and coordinating crisis communication when necessary. Communication managers also align messaging with the company’s goals to strengthen reputation and employee engagement. This position requires strong writing, organizational, and leadership skills, as well as the ability to adapt messages to different audiences and channels.

What does a communication manager do ?

A communications manager leads a communication team. This professional implements the strategies set by the communication director and oversees activities related to the company's internal and external communications. Effective communication skills are crucial for this role, as they ensure the alignment of messaging with organizational goals.

This expert is responsible for enhancing the brand's image among customers, employees, investors, and the media. Understanding of media relations help build a consistent brand image. Managers must work with their team to develop content that resonates with the target audience, ensuring that messaging is clear and engaging.

Their tasks are to determine the communication strategies and channels to be prioritized, as well as the values and messages to be promoted. The communication manager strives to maintain long-term relationships with the company's partners, regardless of their nature. They must also develop skills in digital marketing, allowing them to leverage online platforms and campaigns for effective messaging and brand visibility.

They serve as a link between management, the media, and customers. This role requires excellent interpersonal communication skills to facilitate smooth interactions across all levels of the organization. The communication manager must work closely with internal departments to ensure that messaging aligns with corporate goals and is communicated effectively both internally and externally.

What are the responsibilities of a communication manager ?

The key responsibilities of a communication manager include:

  • Strategic planning of communications in line with the company's goals and targets. This involves creating a roadmap that aligns with the organization's mission and vision.
  • Developing strategies and managing the overall communication process. This means designing coherent, effective communication approaches that ensure consistency across all internal and external messages.
  • Managing media relations: ensuring the company is positively identified in the media and press. Developing strong relationships with journalists and media outlets is essential for effective communication.
  • Managing and creating content for various communication channels: website, social media, newsletters, and advertising campaigns. Content must be engaging and tailored to the specific needs of different audiences.
  • Managing marketing campaigns to promote the company's products or services. This involves coordinating with other departments to ensure that all marketing efforts are aligned and effective.
  • Analyzing the performance of communications campaigns. Communication managers use data analytics to measure the impact of campaigns and make informed decisions for future strategies.
  • Planning and organizing events to promote the company's products or services and strengthen relationships with customers and partners. Events provide opportunities to engage directly with stakeholders and enhance brand visibility.
  • Managing the communication team. This includes overseeing staff, providing training and development opportunities, and ensuring that all team members have the resources they need to succeed.

What skills are needed for a communications manager ?

The skills and qualities required for a communication manager include:

  • Good knowledge of various communication channels (social media, press relations, advertising). Managers need to understand how to leverage different channels to reach their target audiences effectively.
  • Knowledge of digital communication tools (video editing, photo retouching, graphic design). Proficiency in these tools is essential for creating high-quality content that resonates with audiences.
  • Ability to produce high-quality content: Communication managers must have excellent writing and editing skills to craft compelling messages.
  • Fluency in English and other foreign languages: Being able to communicate in multiple languages is an asset in today's globalized business environment.
  • Ability to work in a team: Collaboration with colleagues across departments is crucial for the success of communication initiatives.
  • Strategic communication skills: Managers must know how to craft clear, consistent, and impactful messages aligned with organizational goals.
  • Strong verbal communication and body language awareness: These are essential for public speaking, presentations, negotiations, and inspiring confidence in both internal and external stakeholders.

In terms of soft skills, a communication manager should be:

  • Well-organized: Effective time management and organizational skills are essential for handling multiple projects and responsibilities.
  • Comfortable working in a team: Being a team player is vital for fostering a collaborative work environment.
  • Able to adapt easily to different situations: Flexibility is important for responding to changes and challenges in the fast-paced world of communication.
  • Have good interpersonal skills: Building strong relationships with colleagues, stakeholders, and external partners is key to success.
  • Open-minded and flexible: Embracing new ideas and approaches helps drive innovation in communication strategies.

Programs to become a communication manager

At emlyon business school, the Master in Management - Grande Ecole program can lead to the role of communication manager. This highly responsible position requires a quality education that meets the needs of innovative companies. The Master in Management (MiM) offers an excellent program with progressive and customized specialization.

Action-based learning allows students to develop the necessary skills suited to cope with the continuous evolution of today's society. The DNA courses, MiM’s flagship projects such as the Applied Social Sciences Research Project (RECAPSS) and the Business Creation Project (PCE), are complemented by the "Prototype" and "Sustainable Futures" courses. These programs are designed to help students build a strong foundation in communication management, enabling them to take on roles with significant responsibilities.

For students with a bachelor's degree

emlyon business school offers several programs to access communication manager positions. Thanks to emlyon business school's Master and Master of Science programs, it is possible to specialize in specific industries such as luxury, sports, or hospitality. These programs provide students with the skills and knowledge needed to excel in their chosen fields.

  • The Master of Science in Sports, Entertainment & Lifestyle is a program that offers a transdisciplinary approach to lead change and stand out in the dynamic and global landscape of the sports industry. This 18-month immersive program emphasizes innovation, marketing, and strategic change, integrating technology and entertainment.
  • Master of Science in Branding & Communication: this 18-month program trains future professionals to become branding and communication experts capable of designing, embodying, and managing powerful, responsible brands that combine creativity, digital innovation, and social impact on a global scale.
  • To access a communication manager position in the luxury sector, the Master of Science in Luxury Management & Marketing is an excellent choice. By collaborating with an international cohort, you will gain a global perspective and in-depth expertise in the luxury sector. This program will enable you to master all aspects of luxury management and attain high-level leadership positions in this exclusive sector, adhering to the industry's high standards.

What are the salaries for communications managers ?

A Communication Manager’s salary depends on several factors, including experience, education, specific skills, location, and the size of the organization. However, here are some ranges:

  • Between €1,700 and €2,500 gross per month for an entry-level profile. Those who start at this level have opportunities for growth as they gain experience and develop their skills.
  • A average salary of €4,100 gross for an intermediate profile. As Communication Managers advance in their careers, they take on more responsibilities and manage larger teams.
  • A salary of more than €5,500 gross per month for an experienced profile. Senior managers in this field often lead entire communication departments and play a key role in strategic planning.

Career growth for communication managers depend primarily on the size of the organization. In a small company, a communication manager often gains versatility by handling a wide range of tasks or may choose to apply to larger structures to specialize further. In a large company, career paths typically offer progression toward senior roles, such as director of communications. Overall, the job outlook for communication managers is positive, as organizations increasingly value professionals who can manage brand image, digital presence, and stakeholder relations. The ability to build a strong professional network remains essential for those looking to advance in their careers. 

Conclusion

The role of a communication manager is both dynamic and essential, bridging the gap between an enterprise and its diverse audiences. From strategic planning and media management to written and verbal communication, these professionals ensure that every message aligns with organizational goals and promotes trust among consumers, partners, and employees. While the job description involves multiple responsibilities—ranging from project management to public relations—the benefits are clear: successful communication managers play a critical role in shaping brand image, driving engagement, and supporting long-term growth.

For individuals considering this career path, investing in the right education is a key step. Programs like emlyon business school’s Master in Management or specialized MScs in Branding & Communication, Sports, or Luxury provide the tools, trends, and practical experience needed to excel. With strong communication skills, adaptability, and leadership, aspiring managers can confidently move into this rewarding field and seize the opportunities it offers in today’s fast-evolving world of communications.