What is a communication specialist?

Communication specialists are comparable to public relations specialists who manage an individual’s or organization’s public image and brand reputation. They create, maintain and enhance the public perception of their clients or an employer. It’s one of many career paths available to those pursuing a degree in communication.

Communication professionals use their industry insights and broad knowledge to develop and implement strategic communication plans. Their goal is to create a clear, compelling message that speaks to their intended audience and meets them where they are.

Likewise, communication professionals can work in a range of industries outside of public relations, including advertising, healthcare, government agencies and corporate communication. As a result, their responsibilities and roles may vary, but their ultimate objective remains unchanged.

Some common tasks for communication specialists are:

• Creating communication and strategic plans to manage the communication between an organization and its public
• Managing relationships with journalists and other media professionals, arranging interviews and responding to media inquiries
• Overseeing an organization’s social media presence, creating content, responding to comments and analyzing performance data to improve communication strategies
• Scheduling events such as press conferences, product launches or community outreach initiatives
• Managing crisis responses, including drafting statements, coordinating with the media and overseeing internal communication
• Distributing company news, organizing staff meetings and maintaining internal communication channels
• Liaising between stakeholders, such as customers, team members, investors and the general public

In real-world terms, communication specialist roles may differ by the type of organization in which they’re employed. For instance, a communication specialist for a large corporation might focus on internal messaging initiatives, such as employee newsletters or training materials, while the same role for a small startup organization might involve developing and overseeing a social media strategy.

A successful communication specialist balances hard and soft skills. Soft skills are non-technical, interpersonal skills that help you effectively interact with others and navigate workplace challenges.

For a communication specialist, certain soft skills are particularly relevant, including the ability to:

• Clearly convey information
• Ensure you understand what others are communicating
• Adapt to new conditions or changes in the work environment
• Identify rising or ongoing issues and find effective solutions and strategies

Hard skills are technical abilities or knowledge specific to a job or industry that you learn through hard work and hands-on experience.

Some hard skills for this role include:

• Understanding how to interact with and manage the media
• Writing compelling content for various platforms, such as websites, social media or newsletters
• Knowledge of how to manage and optimize social media platforms
• The ability to speak confidently and engagingly in public settings
• The ability to analyze and interpret communication data and metrics

Depending on your role and company, the required skills and responsibilities may vary. 

While there’s not a singular path to becoming a communication specialist, there is a general framework to follow.

1. The first step may be to earn a bachelor’s degree. Most specialists have a degree in communication, public relations, journalism, marketing or a related field. This is typically required to become a public relations specialist.
2. Gain relevant experience through internships, part-time jobs or even volunteering. This provides valuable insights and builds the necessary hard skills.
3. As you gain experience, you should compile a portfolio of your press releases, social media campaigns, articles and other relevant communication materials to showcase your skills and abilities to potential employers.
4. While not always necessary, having a master’s degree in a related field can make you more competitive in the job market, provide deeper knowledge and help build your specialized skills.

You can choose from several degree paths to become a communication specialist. Depending on your career goals and interests, you may pursue a more traditional degree like communication or public relations or go for something more specialized.

According to O*NET OnLine, communication specialists and public relations specialist are comparable job titles. That said, the U.S. Bureau of Labor Statistics (BLS) reports that, as of May 2023, these specialists earned between $38,570 and $126,220, with a median wage of $66,750.

Salary ranges are not specific to students or graduates of University of Phoenix. Actual outcomes vary based on multiple factors, including prior work experience, geographic location and other factors specific to the individual. University of Phoenix does not guarantee employment, salary level or career advancement. BLS data is geographically based. Information for a specific state/city can be researched on the BLS website.

BLS projects this role is expected to grow by 6% from 2023 to 2033. This roughly translates to 27,100 job openings in this field each year. Communication is vital in many roles but especially in ones such as customer relations and community outreach.

BLS Occupational Employment Projections, 2022-2032 is published by the U.S. Bureau of Labor Statistics. This data reflects BLS’ projections of national (not local) conditions. These data points are not specific to University of Phoenix students or graduates.