Job overview
The communications manager is responsible for protecting and enhancing the company's image and reputation. A true corporate and external communications strategist, they develop and implement communication strategies to strengthen brand value, increase visibility and build stakeholder loyalty.
The role is evolving rapidly with social media, real-time crisis communication, influence marketing and CSR priorities. The modern communications manager must combine creativity, political acumen and mastery of new media. In 2026, skills in generative AI and responsible communications are particularly sought after.
Key responsibilities
Define communication strategy
Develop overall communication strategy aligned with company vision and objectives. Define key messages, priority audiences and appropriate distribution channels.
Manage brand identity
Lead brand identity management (visual guidelines, tone of voice, positioning). Ensure consistency and impact across all communication materials (print, digital, audiovisual).
Media relations and public relations
Build and maintain relationships with journalists, organise press conferences, draft and distribute press releases, manage media interviews and appearances.
Digital communications and social media
Lead the company's digital presence (website, social media, blog). Coordinate content production and manage online communities.
Event organisation
Design and orchestrate company events: seminars, product launches, trade shows, conferences. Coordinate with external providers.
Crisis communications
Anticipate and manage crisis situations (negative buzz, incidents, controversies). Establish crisis management procedures, develop appropriate messaging and protect reputation.
Internal communications
Develop internal communications to unite employees: newsletters, intranet, internal events. Facilitate information flow and increase engagement.
Required skills in 2026
Hard skills vs soft skills
- Mastery of communication techniques (PR, media, digital)
- Excellent professional writing and storytelling skills
- Digital communications and social media management expertise
- Knowledge of design tools (Canva, Adobe Creative Suite)
- Mastery of CMS (WordPress, Drupal) and collaborative tools
- Project management and agency coordination skills
- Understanding of CSR and responsible communications
- Mastery of generative AI tools (ChatGPT, Midjourney)
- Excellent oral and written communication
- Creativity and innovation mindset
- Strategic vision and political awareness
- Ability to work under pressure and manage crises
- Diplomacy and interpersonal intelligence
- Leadership and team management
- Adaptability and agility with new challenges
- Resilience and stress management
KPIs and performance indicators
Key performance indicators
| Category | KPI | Objective |
|---|---|---|
| External communications | Earned Media Value (EMV) | Value of media coverage |
| External communications | Share of Voice | Media share vs competitors |
| Social media | Engagement rate | Interactions / Impressions |
| Internal communications | Newsletter open rate | % employees who read |
| Reputation | Sentiment analysis | Tone of mentions (positive/negative) |
| Business | Leads generated | Impact on sales acquisition |
Salary and compensation 2026
Salary scale 2026 (gross annual)
| Experience | SME / Association | Large company | London region |
|---|---|---|---|
| Junior (0-3 years) | 28-36K GBP | 32-42K GBP | +10-15% |
| Confirmed (3-6 years) | 36-48K GBP | 42-55K GBP | +10-15% |
| Senior (6-10 years) | 48-60K GBP | 55-70K GBP | +15-20% |
| Director of Communications (10+ years) | 60-85K GBP | 70-110K GBP | +20-30% |
Market trends 2026
Training and career development
Communications executive
Operational execution, content production
Communications project manager
Project oversight, agency coordination
Communications manager
Strategy, team management
Director of Communications / DirCom
Overall communications direction
VP Communications / Communications & Marketing Director
Function merger, executive committee
Checklist for evaluating candidates in interview
- Review portfolio and campaigns delivered
Request concrete examples with measurable results
- Verify crisis management experience
Negative buzz, incidents, controversies
- Assess writing skills
Practical test: press release, article, social media post
- Test ability to pitch a strategy
Real-world scenario exercise with client brief
- Check media/press network
Journalist contacts, influencers, agencies
- Evaluate digital tool mastery
Social media, analytics, generative AI, monitoring
- Check soft skills
Diplomacy, emotional intelligence, agility
Frequently asked questions about communications managers
What are the most sought-after skills for a communications manager in 2026?
How do you assess crisis communications skills during recruitment?
What is the salary of a communications manager in the UK in 2026?
Do you need a specialist degree to become a communications manager?
Recruit your communications manager with Aurelia
Generate an optimised job description and tailored interview questions to identify the best communications profile.