How to Become a Communications Manager: Key Steps and Skills

Strong communication is essential to any organization’s success since it is the one component that drives collaboration and decision-making and keeps teams aligned.

At the center of this process is the communication manager. A communication manager is the key player who ensures the right messages reach the right people clearly and effectively.

If you are wondering how to become a communication manager and want to learn more about this role, this guide will walk you through the right information. Ready to turn your interest in communication into a meaningful career? Let’s get to it.

Key Takeaways

• A bachelor’s degree in communication is a common but not mandatory starting point.
• Gaining practical experience through internships or freelance work is essential.
• A master’s degree or certifications can help advance your career.
• Communication managers need a mix of soft skills and digital expertise.
• The field offers strong salary potential and steady job growth.

How to Become a Communication Manager

Becoming a communication manager doesn’t follow a single, universally agreed-upon path. While many professionals in the field start with a strong academic foundation, often a degree in marketing or communication, journalism, public relations, others may enter from entirely different backgrounds, bringing with them a mosaic of skills and experiences that prove just as valuable. 

Higher education can indeed open doors, particularly early in a career, and for some, it feels like a necessary first step. Yet, for others, the work experience, curiosity, and adaptability ultimately carry the most weight.

Earn a Bachelor's Degree

For many, pursuing a bachelor’s degree in communication or a related discipline is the first formal introduction to the field since a degree can be incredibly beneficial. These programs often provide essential training in public relations, media writing, strategic messaging, and digital tools while offering space to experiment, collaborate, and build a portfolio. 

In fact, universities are increasingly focused on experiential learning; as UND Associate Professor Joonghwa Lee noted during Communication Appreciation Day, communication is “an application area,” where students learn best by engaging in real-world projects with real-world clients.

But while this structured, hands-on education can offer a strong head start, it’s not the only way in. Some people learn by building workplace skills, shifting roles, or launching creative side projects that eventually become full-time careers. The field makes room for many kinds of learners.

Gain Practical Experience

After earning your degree, the next step is gaining practical experience through internships, part-time jobs or volunteer opportunities. These real-world experiences enable you to put your academic knowledge into practice while honing vital skills such as project management, media relations and content creation.

Beyond strengthening your resume, these opportunities expand your professional network and provide deep insights into the communication industry's demands and expectations. Engaging directly in the field helps bridge the gap between theory and practice, preparing you for the challenges and dynamics of a career in communication management.

Earn a Master's Degree

For individuals aiming to elevate their careers or specialize within a specific aspect of communication management, enrolling in a master's degree program in communication or a closely related field is a strategic move. A master's program focuses on more specialized areas, such as strategic communication, digital media analytics and corporate communication. 

This advanced education equips you with the tools and insights needed to address more complex challenges in the field and to assume leadership roles within the industry. By deepening your expertise, you position yourself to make significant impacts and contribute to shaping the strategic direction of your organization.

Skills Required for a Communication Manager

The educational and experiential steps previously outlined are designed to equip aspiring communication managers with the necessary knowledge and communication manager skills required to excel in their roles. 

This skill set is diverse, blending technical abilities essential for the digital age with fundamental soft skills, reflecting the core essence of the field centered around effective communication. A successful communication manager must master both to manage multifaceted communication strategies efficiently and foster robust relationships within and outside the organization. 

Here are some of the key skills that communication managers need:

• Expertise in crafting compelling content across various media formats.
• Strong ability to communicate clearly and persuasively with diverse stakeholders.
• Proficiency in managing and strategizing social media platforms to enhance engagement and brand presence.
• Capability to lead and motivate teams toward achieving communication and organizational goals.
• Ability to analyze metrics to gauge the effectiveness of communication campaigns and adjust strategies accordingly.
• Aptitude for identifying problems quickly and devising solutions.
• Skills in optimizing content for search engines and managing search engine marketing to increase visibility.
• Understanding of digital marketing tools and strategies to enhance online presence.
• Basic knowledge of graphic design to create visually appealing content.
• Ability to think creatively to develop innovative communication strategies and solutions.
• Familiarity with tools like Asana, Trello or Microsoft Project to manage projects efficiently.
• Ability to adjust strategies and approaches based on feedback and changing circumstances.

What Does a Communications Manager Do?

Communication managers handle a variety of tasks focused on delivering and maintaining effective communication strategies. Their responsibilities ensure the company's message is consistent and engaging across all platforms. Some of their key responsibilities include:

• Crafting strategic plans that enhance the organization's public image and ensure consistent messaging across all channels.
• Supervising the production of all promotional materials and communications, including press releases, brochures and online content.
• Acting as the primary point of contact for all media inquiries and building relationships with media outlets.
• Ensuring that employees are informed about company developments and fostering a positive internal communication culture.
• Preparing for and responding to crises in a way that minimizes damage and maintains the organization's reputation.
• Coordinating conferences, interviews and press briefings to promote company initiatives and achievements.
• Overseeing the organization's social media presence to engage audiences and enhance customer relationships.
• Using metrics and feedback to evaluate the effectiveness of communication strategies and make necessary adjustments.

Specialized Roles in Communication Management

While the title “communication manager” can sound broad, many professionals often find themselves gravitating toward specialized roles that better match their strengths and interests.

Below are some of the most common specialized roles in the field:

• Marketing Communications Manager - This role focuses on delivering cohesive campaigns across channels from email and print to social and paid media. Salaries tend to vary widely, but the median hovers around $73,937, and the job outlook remains strong, especially in consumer-driven sectors and tech.
• Corporate Communications Manager - Often operating behind the scenes, corporate communications managers handle messaging for internal stakeholders, executive visibility, investor relations, and broader brand reputation. The median salary is typically around $89,554.
• Public Relations Manager - This role is what many people think of first when they imagine “comms”: building relationships with media, writing press releases, managing brand perception, and sometimes spinning a negative story into a more positive one. PR managers earn a median salary of about $159,420, though it can climb significantly in agency or executive settings.
• Digital Communications Manager - Blending strategy with tech-savvy execution, digital comms managers oversee content and engagement across web, email, social platforms, and sometimes SEO or analytics. Median pay falls around $70,300.
• Internal Communications Manager - Focused entirely on employees and organizational culture, internal comms managers handle everything from newsletters and announcements to change management messaging and HR initiatives. The median salary is around $66,500.
• Content Strategist - This role lives at the intersection of storytelling, user experience, and brand voice. Content strategists plan, create, and manage content across channels, aligning it with business goals and audience needs. The median salary is approximately $72,600, with strong tech, education, and media growth potential.

Salary and Job Outlook

The salary and job outlook for media and communication occupations reflect both the value and the demand for professionals in this field. According to the Bureau of Labor Statistics, the median annual wage for media and communication workers stands at $70,300, significantly higher than the median annual wage for all occupations, which is $49,500. This indicates a strong valuation of skills in this sector.

Of course, earnings are even more competitive for those in management roles within the media and communications sector. Management positions typically command higher salaries due to the increased responsibilities and expertise required. The median annual wage for management occupations overall is notably higher at $122,090, highlighting the lucrative potential for those who advance into managerial roles in media and communication.

Looking at the job market, employment in media and communication occupations is expected to grow at a rate comparable to the average for all occupations from 2023 to 2033. The field is expected to have about 109,500 job openings each year on average.

Conclusion

Choosing a career as a communication manager offers a rewarding opportunity to significantly influence the fields of media and corporate communication. The roadmap to success in this career is well-defined, starting with a solid academic foundation that imparts essential knowledge, followed by hands-on experience that cultivates the critical skills needed to thrive in the industry.

At the University of North Dakota, we deeply value the role of communication in shaping business and society, which is why we offer excellent undergraduate and graduate programs tailored to foster future leaders in communication management. These programs are designed to prepare you not only to enter the field but also to excel and advance as you gain experience. 

As you embark on this journey, whether starting fresh or seeking to enhance your skills, UND is committed to supporting your development every step of the way. In communication management, your words have the power to turn visions into reality, leading to new opportunities and innovations. As a skilled communication manager, you are poised to chart new courses and inspire change, shaping the future with every message you craft.

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