How to Be External Communications Manager - Job Description, Skills, and Interview Questions

Jul 3, 2023 / 6 Minutes Read / By Albert

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The rise of online communication has caused a shift in how businesses engage with their customers. Social media, email campaigns, and digital advertising have become essential tools for reaching out to the public. As a result, external communications managers have become more important, as they are responsible for creating and executing strategies that effectively engage with customers and build brand loyalty. With their expertise in digital marketing, external communications managers help companies develop strong relationships with their target audiences, increase brand awareness, and create positive customer experiences.

Steps How to Become

Obtain a Bachelor's Degree. A bachelors degree in business, public relations, marketing, or communications is typically the minimum education required to become an External Communications Manager.
Gain Relevant Work Experience. It is important to gain experience in the field of communications to become an External Communications Manager. This can include working in public relations, marketing, journalism, or other related fields.
Develop Expertise in Communications. As an External Communications Manager, it is important to have knowledge of various communication methods and strategies, including digital media and social media.
Obtain Professional Certification. Professional certification in public relations or communications is not a requirement for becoming an External Communications Manager, but it can be beneficial.
Learn About the Company. It is important for External Communications Managers to understand the companys mission, products, and services in order to effectively communicate with external audiences.

The role of an External Communications Manager is becoming more and more important in today's society as it involves managing and supervising the external communications and marketing activities of a company. To be successful in this role, one must possess a variety of skills and qualifications. These include strong communication and interpersonal skills, the ability to write compelling content, a deep understanding of the target audience, knowledge of current trends in the industry, and a comprehensive understanding of the organization's products or services.

experience in public relations and marketing is essential as an External Communications Manager must be able to create and maintain relationships with external stakeholders. Having a strong technical background in web design and development is also beneficial. With the right skills and qualifications, an External Communications Manager can make a significant impact on a company's success by increasing awareness, building trust with customers, and driving sales.

You may want to check External Communications Coordinator, Community Relations & Communications Manager, and Corporate Communications Analyst for alternative.

Job Description

Develop and manage external communications strategies, plans and campaigns.
Manage the development, delivery and implementation of external communications materials, including press releases, organizational announcements, website content and other materials.
Establish and maintain relationships with external media, influencers, customers and other external stakeholders.
Monitor media coverage and public opinion related to the organizations activities.
Coordinate interviews, media briefings and other public relations events.
Identify opportunities for media coverage and create content to attract media attention.
Develop and implement social media strategies.
Respond to inquiries from external audiences.
Create and manage content for external publications, websites and other communications channels.
Track and report on the effectiveness of external communications activities.

Skills and Competencies to Have

Strategic Communication: Ability to develop, plan, and execute effective communication strategies to target internal and external audiences.
Creative Writing: Ability to write persuasive, engaging, and accurate content for various media channels.
Public Relations: Ability to establish relationships with the media and other key influencers, as well as maintain a positive public image.
Media Relations: Knowledge of media best practices and experience in developing media strategies to promote the organization.
Digital Marketing: Knowledge of digital marketing strategies and experience in creating campaigns for online channels.
Analytical Thinking: Ability to analyze data and create reports to measure the success of communication efforts.
Project Management: Ability to manage multiple projects simultaneously, while meeting deadlines and adhering to budgets.
Event Planning: Knowledge of event planning principles and ability to coordinate events that engage external audiences.
Leadership: Ability to lead a team of communication professionals and inspire them to meet goals.
Budget Management: Ability to develop and manage a budget for communication projects.

Effective communication is essential for any organization to be successful. A skilled External Communications Manager is key to an organizations success, as they bridge the gap between the organization and its external partners. This includes creating effective and engaging messages that accurately reflect the companys mission and values, and distributing them to the appropriate audiences.

The role also requires strong interpersonal skills, such as the ability to listen attentively and work collaboratively with multiple stakeholders. a successful manager must have strong organizational skills and be comfortable with multitasking. this role relies on the ability to create meaningful connections with external audiences in order to effectively communicate the organizations message and build relationships.

By having a skilled External Communications Manager, organizations can increase their visibility, build trust with their partners, and create meaningful connections that can lead to positive outcomes.

Internal Communications Analyst, Public Relations & Communications Analyst, and Executive Communications Analyst are related jobs you may like.

Frequent Interview Questions

What experience do you have in external communications management?
What challenges have you encountered in developing and executing external communications strategies?
How would you handle a crisis situation involving the organizations external communication?
What is your experience with press releases, media relations, and social media management?
How do you ensure accurate and consistent messaging in all external communications?
What techniques do you use to ensure a positive brand image in external communications?
How would you build relationships with external stakeholders and the media?
How do you measure the success of an external communication campaign?
How do you stay up-to-date on industry trends and best practices in external communications?
How comfortable are you managing multiple external communications projects simultaneously?

Common Tools in Industry

Social Media Platforms. Used to create and manage content for public-facing communications, such as Facebook, Twitter, and Instagram. (e. g. Posting updates and engaging with followers on Twitter)
Marketing Automation Software. Used to streamline marketing processes and improve customer engagement, such as MailChimp and HubSpot. (e. g. Creating automated email campaigns)
Digital Asset Management Systems. Used to store, organize, and access digital media, such as Adobe Creative Cloud. (e. g. Managing digital images and videos)
Content Management Systems. Used to create and publish content on websites, such as WordPress and Squarespace. (e. g. Creating a landing page for a new campaign)
PR Tools. Used to build relationships with journalists and monitor press coverage, such as Meltwater and Cision. (e. g. Connecting with media contacts and tracking mentions in the news)
Analytics Tools. Used to measure website performance, such as Google Analytics and Adobe Analytics. (e. g. Tracking website traffic and user behavior)

Professional Organizations to Know

Public Relations Society of America (PRSA)
International Association of Business Communicators (IABC)
National Investor Relations Institute (NIRI)
The Arthur W. Page Society
American Marketing Association (AMA)
Council of Public Relations Firms (CPRF)
International Association of Professional Communicators (IAPC)
European Association of Communications Directors (EACD)
Global Alliance for Public Relations and Communication Management (GAPRCM)
Institute for Public Relations (IPR)

We also have Media & Communications Consultant, Social Media & Communications Specialist, and Community Relations & Communications Analyst jobs reports.

Common Important Terms

Public Relations (PR). The practice of managing the spread of information between an organization and its publics. It includes activities such as press releases, media relations, crisis communication, and thought leadership campaigns.
Stakeholder Engagement. The process of actively engaging stakeholders in an organizations strategic planning, decision-making, and operations. This can include public forums, surveys, and other methods for soliciting feedback from stakeholders.
Media Relations. The practice of fostering relationships with members of the press in order to share news and information about an organization. This includes activities such as pitching stories to reporters, responding to inquiries, and coordinating interviews.
Social Media Management. The practice of managing an organizations presence on social media platforms such as Twitter, Facebook, and Instagram. This includes activities such as crafting content, responding to comments and messages, and engaging with followers.
Crisis Communication. The practice of managing communication during a crisis situation such as a natural disaster, product recall, or data breach. This includes activities such as developing a crisis communication plan, issuing press releases, and engaging with the media.

Frequently Asked Questions

What is an External Communications Manager?

An External Communications Manager is a professional who is responsible for managing an organization's external communications, including public relations, media relations, and marketing.

What duties does an External Communications Manager typically perform?

An External Communications Manager typically performs duties such as developing, implementing, and evaluating external communication strategies; creating and distributing press releases; responding to media inquiries; creating marketing materials; and maintaining relationships with stakeholders.

What qualifications are needed to become an External Communications Manager?

To become an External Communications Manager, one typically needs a bachelor's degree in public relations, communications, journalism, or a related field, as well as several years of experience in public relations or communications.

What skills are beneficial for an External Communications Manager to have?

beneficial skills for an External Communications Manager to have include strong written and verbal communication, research and analysis, critical thinking, problem solving, time management, and knowledge of the latest trends in the communications industry.