- Training Graphic Design
The External Communications Manager’s role is to promote the brand image of his/her company/organisation/institution, its products or its services, to external audiences (journalists, public authorities, the general public) by providing proof of the company’s values in order to give them credibility and reinforce them.
The role of the external communications manager
The role of the External Communications Manager is to promote the brand image of the company/organisation/institution, its products or services, to external audiences (journalists, public authorities, the general public) by providing evidence of the company’s values in order to give them credibility and reinforce them.
As a writer and designer, the external communications manager produces press kits and press releases for journalists. They must also take part in the production of communication media in close compliance with the company’s graphic charter and identity.
Skills and qualities
The external communications manager is a true expert in information and communication. He or she guides the company’s directors in working out the messages to be conveyed externally.
He or she is therefore close to senior management, so as to be able to act as closely as possible to needs and in an effective manner.
The external communications manager may also be required to consolidate links with the company’s internal clientele in order to convey a sense of belonging.
As far as the web is concerned, the External Communications Manager may oversee the creation and editorial updating of the company’s website to ensure a good e-reputation. As far as events are concerned, he or she is responsible for organising events from A to Z (design, invitations, logistics, reception, etc.).
On a personal level, the External Communications Manager must be an excellent listener, rigorous, diplomatic and organised. What’s more, they must have an excellent knowledge of the various media and measurement tools (quantitative and qualitative research, opinion polls), be proficient in IT tools (word processing, spreadsheets, etc.) and the web, and often… English.
Salary and career opportunities
External communications managers can work in both small and large companies, as well as in communications agencies, cultural organisations, local authorities, associations, and institutional bodies. The role focuses on managing public image, media relations, and external messaging, which explains its presence across many sectors.
At the beginning of their career in this position, professionals earn a salary positioned toward the lower end of the pay scale. As experience grows and responsibilities increase, remuneration rises accordingly. With career progression, external communications managers may move into roles such as communications director or choose to work independently as communications consultants.
Salary overview
- Typical salary range: $94,000 – $154,000+ per year
- Median salary: ~$120,000 per year
Professionals managing high-visibility communication strategies or larger budgets are usually positioned closer to the median or upper end of the range.
