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

Oct 24, 2021 / 5 Minutes Read / By Albert

How to Become

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The lack of effective external relations can have significant negative impacts on an organization. Without proper relationships with important stakeholders, such as customers, suppliers, and government entities, an organization can face decreased sales, higher costs, and reduced public support. Furthermore, these issues can lead to a loss of reputation and credibility in the marketplace, which can further reduce sales and increase costs. As a result, organizations must prioritize establishing and maintaining positive external relations in order to remain competitive and successful.

Steps How to Become

Obtain a Bachelor's Degree. To become an external relations manager, you'll need at least a bachelor's degree, preferably in communications, public relations, business, or a related field.
Develop Professional Experience. Many employers prefer to hire external relations managers who have at least two to three years of professional experience in the field. You can gain relevant experience by working in public relations, marketing, advertising, or other related fields. Consider internships or volunteer work with non-profit organizations or public relations firms to gain experience.
Earn a Professional Certification. Consider earning a professional certification, such as Certified Public Relations Professional (CPRP) or Certified Professional in Public Relations (CPPR), to demonstrate your knowledge and skills in the field. To qualify for certification, you'll need to have a bachelor's degree and meet specific experience requirements.
Network. Networking is important in any field and can help you to find job opportunities. Research industry events and conferences and attend them to meet professionals in the field and build your network.
Find a Job. Search for job postings on job sites and directly on company websites. When applying for a job, tailor your resume to the position and emphasize any relevant experience you have in the field.

Good external relations management relies on both reliability and efficiency. Reliability is essential to ensure that customers and partners are being treated with respect and that processes are consistently being followed. Efficiency is necessary to ensure that resources are used in the most effective manner, allowing external relations managers to focus on more important tasks.

By combining these two elements, it is possible to create a successful external relations strategy that will improve customer satisfaction, build relationships with partners, and increase overall productivity. Furthermore, by properly managing external relations, organizations can benefit from improved reputation, increased visibility, and better relationships with the public.

You may want to check Investor Relations Analyst, Public Relations Associate, and Labor Relations Officer for alternative.

Job Description

Develop and implement external relations strategies to build relationships with key stakeholders.
Monitor and shape external perceptions of the organization.
Manage external communications, including media relations and public speaking.
Create and produce promotional materials, such as press releases, brochures, and newsletters.
Represent the organization at conferences, trade shows, and other events.
Develop and maintain relationships with government officials, community leaders, and other relevant contacts.
Track and report on external relations activities and metrics.
Plan and coordinate corporate social responsibility initiatives.
Manage external collaborations with vendors, partners, and other organizations.
Develop fundraising strategies and solicit donations from individuals, corporations, and foundations.

Skills and Competencies to Have

Excellent communication and interpersonal skills
Strategic and creative thinking
Ability to build and maintain relationships
Proven track record in external relations
Strong public speaking and presentation abilities
Diplomatic and tactful approach to problem-solving
Knowledge of public relations principles, procedures, and techniques
Highly organized and detail-oriented
Proficiency with social media platforms
Ability to generate positive media attention
Experience with media research and analysis
Proficiency with MS Office Suite and other relevant software programs
Knowledge of budgeting and fundraising principles
Ability to work both independently and in a team environment
Bachelors degree in marketing, public relations, communications, or related field

Having strong communication skills is essential for any External Relations Manager as they are tasked with representing their organization to the public. In order to effectively manage external relationships and create a positive image of their organization, they must be able to communicate effectively. This includes being able to clearly articulate the goals and objectives of the organization and utilizing effective strategies to reach the desired audience.

they must possess the ability to connect and build relationships with stakeholders, including the media, investors, customers, and other organizations. They must also be able to develop and maintain relationships with a variety of people in order to build trust, credibility, and understanding. Furthermore, they must be adept at resolving conflicts and negotiating contracts, as well as being able to anticipate and respond quickly to public opinion.

With these skills, an External Relations Manager is able to increase the visibility of their organization and ensure positive relationships with external stakeholders.

Customer Relations Representative, Public Relations Representative, and Corporate Relations Executive are related jobs you may like.

Frequent Interview Questions

What experience do you have in external relations?
What strategies have you used to successfully engage external stakeholders?
How do you build and maintain relationships with external partners?
How do you ensure external messaging is consistent and on-brand?
What steps do you take to ensure accuracy when communicating with external audiences?
How do you use data to inform your external relations decisions?
How do you manage multiple external initiatives at one time?
How would you handle a crisis situation involving external stakeholders?
What challenges have you faced in previous external relations roles?
What do you think makes a successful external relations manager?

Common Tools in Industry

Email Marketing Software. A tool used to create, send, and track email campaigns to help grow relationships with customers and prospects. (e. g. MailChimp)
Social Media Management Software. A tool used to schedule and manage posts across multiple social media accounts. (e. g. Hootsuite)
Survey Software. A tool used to create, distribute, and analyze surveys to understand customer needs and preferences. (e. g. SurveyMonkey)
CRM Software. A tool used to store and manage customer data, track interactions, and automate marketing activities. (e. g. Salesforce)
PR Software. A tool used to monitor press coverage and manage public relations activities. (e. g. Meltwater)
Event Management Software. A tool used to plan and manage events such as trade shows, conferences, and webinars. (e. g. Cvent)
Content Management Software. A tool used to manage content such as blog posts, articles, and website pages. (e. g. WordPress)
Analytics Software. A tool used to measure website performance and track customer behavior. (e. g. Google Analytics)

Professional Organizations to Know

Public Relations Society of America (PRSA)
International Association of Business Communicators (IABC)
American Marketing Association (AMA)
International Association for Public Relations (IAPR)
International Public Relations Association (IPRA)
National Investor Relations Institute (NIRI)
Public Affairs Council (PAC)
Global Alliance for Public Relations and Communication Management (GA)
International Communications Consultancy Organisation (ICCO)
Global PR Network (GPRN)

We also have Human Resources Relations Manager, Strategic Relations Officer, and Supplier Relations Manager jobs reports.

Common Important Terms

Advocacy. Representing or supporting a particular cause or opinion in a public forum.
Media Relations. The practice of managing and cultivating relationships with the news media and other channels of public communication.
Public Affairs. The practice of influencing public opinion and policy decisions through the use of strategic communications and outreach.
Corporate Communications. The practice of using various forms of communication to convey messages to stakeholders, including shareholders, employees, customers, partners, and the broader public.
Brand Management. The practice of managing a brand's overall reputation and identity, including its messaging, positioning, and values.
Crisis Management. The practice of responding quickly and effectively to negative events, such as allegations of misconduct, natural disasters, and other public emergencies.
Content Marketing. The practice of creating and distributing content (such as blogs, social media posts, videos, etc. ) to target audiences in order to build awareness and engagement.
Event Planning. The practice of planning, organizing, and managing events such as conferences, tradeshows, product launches, and fundraising galas.

Frequently Asked Questions

What is an External Relations Manager?

An External Relations Manager is a professional who is responsible for managing public relations, reputation, and communications with the public and external stakeholders.

What skills are required for an External Relations Manager?

An External Relations Manager must have excellent communication, public relations, and organizational skills, as well as knowledge of current events, media relations, and digital marketing.

What are the job duties of an External Relations Manager?

The job duties of an External Relations Manager include developing and implementing public relations strategies, managing media inquiries, coordinating events, and developing relationships with external stakeholders.

What qualifications are necessary to become an External Relations Manager?

To become an External Relations Manager, it is typically necessary to have a bachelor's degree in communication, public relations, or a related field. Experience in media relations, public speaking, and digital marketing is also beneficial.

What is the salary range for an External Relations Manager?

The average salary for an External Relations Manager is between $60,000 and $90,000 per year. Salaries may vary depending on experience, level of education, and location.