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Communication Manager

Communication managers are responsible for promoting an organisation's image and reputation to the public, and for informing staff and clients about what is happening within the organisation.

Tasks & duties

Communication managers may do some or all of the following:

decide on the best way to tell the clients about the company
design strategies that promote and support the company
produce publications such as newsletters, leaflets and annual reports
manage media issues and sponsorships
manage the communication budget
manage other communication staff
develop and maintain the company's corporate image and identity, which includes the use of logos, signage, stationery and a writing style guide
develop and manage advertising and communication programmes and campaigns
develop and maintain company Internet or Intranet (internal) web pages
keep staff and clients up to date with company news
organise functions
deal with advertising companies and production houses
run in-house communication courses

Skills & knowledge

Communication managers need to have:

knowledge of the company they are working for, its business, products and services, and target audience
knowledge of the media, how it operates, and which types of media to use for different purposes
the ability to summarise and simplify complex information and communicate it to different groups
knowledge of public relations
excellent communication skills including research, writing, editing and presentation skills
the ability to form and maintain relationships, especially with managers and journalists
knowledge of different design and printing methods
computer and desktop publishing skills, as well as photography skills
good project management skills
time management, organisational and planning skills
an understanding of event management
an understanding of budgeting and finance
leadership skills
problem-solving skills

Entry requirements

To become a communication manager you need to complete a tertiary qualification, preferably in public relations, communication, advertising, or journalism.

Secondary education

A tertiary entrance qualification is needed to enter further training. Useful subjects include English and computer studies.

Training on the job

Communication managers learn some skills on the job. Although the requirements for each job vary depending on the organisation, they may attend in-house training courses, conferences and seminars, and meet with other communication managers to keep up to date with new information and communication methods.

Communication managers may complete a one-year accreditation course with the Public Relations Institute of New Zealand after five years of working in this area.