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Job outlook for communications directors in the United States
Communications director job growth summary. After extensive research, interviews, and analysis, Zippia's data science team found that:
The projected communications director job growth rate is 8% from 2018-2028.
About 6,300 new jobs for communications directors are projected over the next decade.
Communications director salaries have increased 14% for communications directors in the last 5 years.
There are over 32,398 communications directors currently employed in the United States.
There are 27,939 active communications director job openings in the US.
The average communications director salary is $107,700.
Are communications director jobs in demand?
Communications director job and salary trends over time
Communications director jobs over time
Communications director job growth rate over time
| Year | # of jobs | % of population |
|---|---|---|
| 2021 | 32,398 | 0.01% |
| 2020 | 31,547 | 0.01% |
| 2019 | 30,848 | 0.01% |
| 2018 | 28,251 | 0.01% |
| 2017 | 26,170 | 0.01% |
Average communications director salary over time
Communications director salary by year
| Year | Avg. salary | Hourly rate | % Change |
|---|---|---|---|
| 2026 | $107,700 | $51.78 | +4.1% |
| 2025 | $103,484 | $49.75 | +2.1% |
| 2024 | $101,380 | $48.74 | +3.2% |
| 2023 | $98,271 | $47.25 | +3.7% |
| 2022 | $94,774 | $45.56 | +3.1% |
Communications director jobs by state
Most common states for communications directors
| Rank | State | Population | # of jobs | Employment/ 1000ppl |
|---|---|---|---|---|
| 1 | District of Columbia | 693,972 | 381 | 55% |
| 2 | South Dakota | 869,666 | 257 | 30% |
| 3 | Iowa | 3,145,711 | 631 | 20% |
| 4 | Arkansas | 3,004,279 | 578 | 19% |
| 5 | Oklahoma | 3,930,864 | 542 | 14% |
| 6 | Alabama | 4,874,747 | 625 | 13% |
| 7 | Louisiana | 4,684,333 | 605 | 13% |
| 8 | Mississippi | 2,984,100 | 380 | 13% |
| 9 | Delaware | 961,939 | 126 | 13% |
| 10 | Vermont | 623,657 | 82 | 13% |
| 11 | Massachusetts | 6,859,819 | 741 | 11% |
| 12 | Virginia | 8,470,020 | 768 | 9% |
| 13 | Rhode Island | 1,059,639 | 94 | 9% |
| 14 | Wyoming | 579,315 | 54 | 9% |
| 15 | Utah | 3,101,833 | 237 | 8% |
| 16 | New Hampshire | 1,342,795 | 103 | 8% |
| 17 | Montana | 1,050,493 | 82 | 8% |
| 18 | North Dakota | 755,393 | 63 | 8% |
| 19 | Alaska | 739,795 | 58 | 8% |
| 20 | New Jersey | 9,005,644 | 595 | 7% |
Most common cities for communications directors
| Rank | City | # of jobs | Employment/ 1000ppl | Avg. salary |
|---|---|---|---|---|
| 1 | Burlington | 2 | 8% | $124,540 |
| 2 | Annapolis | 2 | 5% | $105,991 |
| 3 | Washington | 13 | 2% | $111,816 |
| 4 | Arlington | 4 | 2% | $115,481 |
| 5 | Hartford | 3 | 2% | $95,533 |
| 6 | Little Rock | 3 | 2% | $103,782 |
| 7 | Cambridge | 2 | 2% | $124,938 |
| 8 | Baltimore | 7 | 1% | $105,946 |
| 9 | Boston | 6 | 1% | $125,051 |
| 10 | Atlanta | 5 | 1% | $105,109 |
| 11 | Urban Honolulu | 3 | 1% | $75,861 |
| 12 | Baton Rouge | 2 | 1% | $96,559 |
| 13 | Des Moines | 2 | 1% | $101,747 |
| 14 | New York | 10 | 0% | $106,982 |
| 15 | Los Angeles | 8 | 0% | $126,711 |
| 16 | San Francisco | 4 | 0% | $131,325 |
| 17 | Chicago | 3 | 0% | $97,568 |
| 18 | Denver | 3 | 0% | $88,419 |
Communications Director job outlook: Expert opinions
Our panel of communications director experts
Macalester College
Northwestern University
Southern Illinois University
University of Colorado at Colorado Springs
Saint John's University
Penn State University, Brandywine
University of Missouri-St. Louis
Luther College
Morehouse College
Indiana University Northwest
University of the Incarnate Word
Wayland Baptist University, Anchorage
Western New England University
Randolph-Macon College
Governors State University
Arkansas State University
University of Wisconsin-Madison
Kansas State University
Drake University
Dixie State University
Michael Griffin Ph.D.
Associate Professor (NTT)Macalester College
Departments of Media & Cultural Studies and International Studies
What skills will help Communications Directors earn the most?
Michael Griffin Ph.D.: I have read several articles recently discussing the fact that there seems to be an inverse relationship between social compassion and empathy and earnings.
Clarke Caywood
Professor (founder group of IMC and PR in Medill) Joint Doctorate in Business and Journalism - Univ. Wis. MadisonNorthwestern University
Integrated Marketing Communications in Medill School of Journalism, Media and IMC
What Communications Director skills would you recommend for someone trying to advance their career?
Clarke Caywood: Rapid and changing from competitors who offer advanced textual intelligence systems to track brands, employees, competitors, public figures, customers, and more.
Justin Young
Assistant LecturerSouthern Illinois University
School of Communication Studies
What soft skills should all Communications Directors possess?
Justin Young: Two big factors are affecting soft skill needs-diversity and remote work. As companies diversify, they need people who can deftly integrate diverse employees while keeping an open, understanding ear to those employees' needs. A background in intercultural communication and empathy is very useful here.
Along the same lines, COVID has forced many employees into remote work, and the truth is that some will never return to a traditional office schedule. Companies need communicators who can build those team dynamics when the team might be scattered across five states. Again, it's about listening to the needs and understanding that a video chat meeting is less about the tech and more about interpersonal communication and teamwork.
What hard/technical skills are most important for Communications Directors?
Justin Young: I would say it's less important that someone knows the latest video editing software than they have a sound understanding of film theory. I'm more concerned that someone shooting a 30-second clip for Instagram understands how to compose a shot than they necessarily know how to integrate visual effects. That basic idea is true across the board. Technology is shifting so rapidly today that a core understanding of the principles of design, composition, and even something like UX allows a young person straight out of college to adapt over the next five years as a lot of their physical tech may phase out of use.
18-year-olds aren't using Twitter anymore, but a fundamental understanding of how algorithms work will translate to newer social platforms such as Tik-Tok.
What skills will help Communications Directors earn the most?
Justin Young: Straight out of school, some of those hard skills might give you a leg up on that first job. However, long-term, I think soft skills like teamwork, problem-solving, adaptability, and simply interpersonal skills will advance you further. The most successful people I see tend to be good with people as well as willing to listen and learn. Some people can fake these skills to advance, but the organization usually suffers in the long-term, as do they financially.
Sherry Morreale Ph.D.
ProfessorUniversity of Colorado at Colorado Springs
Department of Communication
What skills stand out on Communications Director resumes?
Sherry Morreale Ph.D.: Stephen Colbert, actor, comedian, and TV host, graduated with a B.A. in Communication, as did Howard Shultz, the Executive Chairman of Starbucks, Carrie Underwood, country music singer, Peyton Manning, retired NFL football player, Oprah Winfrey, former talk show host and producer, and Spike Lee, director, producer, and actor. Less well known but successful communication graduates also include Robert Lampley, Assistant Director of the Office of Civil Rights at Central Michigan University, Jessica Berlin, Social Marketing Manager of Yahoo, Brandon Weathers, Analyst/Federal Government Contractor, Ashley Kronsell, Communication Specialist at Advanced Vehicle Technology Competition, and Sierra Lowe, Regulatory Communications Coordinator at Cook Medical Group (National Communication Association, 2021a).
This impressive list highlights just a few of the many highly productive people with Communication degrees who are now employed in a range of interesting positions. Clearly, a degree in Communication opens the door to a wide variety of employment opportunities. That is because communication itself is ubiquitous - it is everywhere. But we need to clarify exactly what communication skills are needed, given this wide array of jobs and careers. This brief commentary presents three diverse sources of information about those important communication skills.
1. The results of a national study that highlights exactly what aspects of Communication, and therefore Communication Education, are considered critically important to everyone's personal and professional success in life.
2. Employers' expectations about their communication knowledge and skills in college graduates would like to see.
3. A summary of learning outcomes for communication graduates was developed by the National Communication Association.
What hard/technical skills are most important for Communications Directors?
Sherry Morreale Ph.D.: A very recent analysis of 82 million job postings uncovered a critical demand by employers for what often is referred to as durable skills (America Succeeds, 2021). By contrast to hard skills, durable skills, sometimes referred to as soft skills, comprise important professional capabilities (Leadership, Critical Thinking, Communication, etc.) and personal qualities (Creativity, Mindfulness, Fortitude, etc.) that last throughout a person's entire career. In this analysis, two key findings are:
-In the job postings, the top five durable skills were requested nearly four (3.8) times more than the top five hard skills.
-Also, Communication and Leadership were in the highest demand, requested by 50+% of postings. These two durable (soft) skills sets include the following specific knowledge and skills.
A third durable skill or competency identified in the job postings, closely related to Leadership and Communication, is Collaboration. The Collaboration knowledge and skills connected to Communication and Leadership are interpersonal communications, coordinating, teamwork, team-oriented, team leadership, collaboration, team building, cooperation, and virtual teams.
Nancy DiTunnariello Ph.D.
Assistant ProfessorSaint John's University
Mass Communication
What skills stand out on Communications Director resumes?
Nancy DiTunnariello Ph.D.: One of the best skills a Communication Manager can hold is taking charge during stressful situations yet still managing their team. A great manager will understand that they must delegate work to others on their team to get things accomplished. Utilizing and helping to cultivate the strengths of others on your team is an excellent skill to have and a true asset to your organization. One strong and capable employee is great; however, an entire team of them is even better.
What soft skills should all Communications Directors possess?
Nancy DiTunnariello Ph.D.: Be personable! During the interview process, individuals are so focused on being "professional" that they forget to show potential employers who they really are. YOU are what sets you apart from other applicants. Also, employers want to see if your personality is a good fit with the company culture and the colleagues/clients you would be working with. Plus, would you want to work for an organization where you have to pretend and assume a false persona all day?
What hard/technical skills are most important for Communications Directors?
Nancy DiTunnariello Ph.D.: A hard/technical skill important in communication is to be aware of applications and programs used within your field and at least have some experience working with them. For example, if you are in advertising, be familiar with applications used in the ad and copy creation process. Or, if you are in tv/film, be familiar with editing applications like Adobe Premiere and Final Cut. This is why really jumping into your coursework pre-career is so important; you can take the time to explore and learn to use important software and applications that will tie to your future career.
Hans Schmidt Ph.D.
Associate Professor of Communications, Coordinator, Schreyer and Cooper Honors ProgramsPenn State University, Brandywine
Communications Department
What skills stand out on Communications Director resumes?
Hans Schmidt Ph.D.: It is important to have a wide range of communication skills -from effectively participating in and leading meetings to write in style appropriate for the setting to media productions skills. When people move into the "manager" role, of course, this entails having developed a broad awareness of the culture at that particular organization and the skills needed to lead a group of people. So, really, skills related to communication touch on a wide range of job functions and responsibilities.
What soft skills should all Communications Directors possess?
Hans Schmidt Ph.D.: I know that "soft skills" is commonly used, but I'm not a fan of the term. I think it implies that some of these skills are "soft" or "easy" or "unimportant." They aren't. In many ways, so-called "soft skills" - things like interpersonal communication skills - can be among the most important skills for any worker. This is especially the case in communication-related fields, where there is an expectation that human interaction - both in-person and mediated - is important. This is true with leadership skills and presentation/speaking skills.
What hard/technical skills are most important for Communications Directors?
Hans Schmidt Ph.D.: Having the ability to write well is important in most knowledge-based fields today. It is especially critical in any communication-related field of job specialization. Otherwise, the specific technical skills are important variations between the particular company and/or job expectations. Some fields use proprietary software that one typically learns about once one starts the job. Some fields require media production competencies - related to basic video production, audio production, imaging or photography, or even web design/management. The important thing is to develop a general competency with technology - and to learn how to learn. That allows you to pivot to develop new skills in different situations and roles.
What skills will help Communications Directors earn the most?
Hans Schmidt Ph.D.: There are so many variables here. For one thing, market needs are constantly changing. Similarly, there is a wide range of salaries between different employers. This is why it is so important to, again, "learn how to learn." That enables you to be adaptable, flexible, and capable of adjusting to different environments. Also, it emphasizes why the development of fundamental communication skills related to spoken communication, written communication, and - today - mediated communication are so important. You can take these skills and specialize them in any number of ways.
Vicki Sauter Ph.D.
Professor of Information Systems and TechnologyUniversity of Missouri-St. Louis
Information Systems Department
What are the biggest trends we'll see in the Communications Director job market given the pandemic?
Vicki Sauter Ph.D.: The most important trend is that we are all going to have problems going back to work. We are accustomed to the flexibility, the clothing trends, etc. If that is true, employers need to look for self-starters and self-motivators who can be productive home workers.
In terms of disciplines, I think the new hot jobs will be in supply chains and cybersecurity. We have certainly seen the impact of breaks in the supply chains and breaks into our computing files. We will all need to think along these lines: "How can we be sure our computers are safe when many people are not very good at keeping passwords and other security mechanisms? Is your system secure?"
What soft skills should all Communications Directors possess?
Vicki Sauter Ph.D.: The major soft skill needed by all graduates is communication, and net etiquette (netiquette), especially by younger workers. These workers are on the computer or the phone at all times. They don't distinguish between professional communication and personal communication. That combined with most communication happening in text, in Zoom, etc. They need to understand that you cannot rely upon emoticons and abbreviations to get your points across to the boss or the customer.
Associated with this is a need for comfort with computers, software, and fast changes in both.
How have salaries changed over time for Communications Directors?
Vicki Sauter Ph.D.: Students in IST and cybersecurity are increasing. Supply is low, and demand is high.
Sarah Wilder Ph.D.
Associate ProfessorLuther College
Communication Studies Department
Will there be an enduring impact of the coronavirus pandemic on Communications Directors?
Sarah Wilder Ph.D.: I don't see how there won't be some sort of enduring impact. If you're asking about the individuals or the career field or all of the above, I suspect the impact of the pandemic will be far-reaching. This has been a life-altering experience on many levels. That being said, I believe humanity continues to show its resilience and that as we navigate the changes, sometimes traumas, of this experience, we also learn and grow from it. Individuals now have a better sense of themselves, their needs, and their goals having had to navigate a pandemic. Further, graduates have been forced to become more adaptable in every way and this will likely carry over into various careers. That these individuals know how to shift quickly between modes of communication may be an expectation and a benefit for them that they can. These graduates can interact face-to-face but have also learned how to interact via mediated channels of communication. Being able to do this, and do it competently, changes the expanse of the workforce. So, from personal to professional facets of their lives, I suspect there will be some lasting impact.
What certifications/licenses/courses can have the biggest impact for Communications Directors?
Sarah Wilder Ph.D.: That's an interesting question for a degree like Communication Studies that doesn't have a designated career like other fields. Some positions of our recent graduates include anchor, producer, occupational therapist, director of career development, attorney at law, librarian, graduate student, social worker, marketing manager, and director of training, to name a few. So really what certifications or licenses are helpful will be position/career specific. As far as courses, I recommend a breadth of courses that prepare individuals to interact and communicate competently as well as think critically. This could mean taking an interpersonal communication course to better understand the nuances of truly empathic, competent communication with others, particularly in a diverse workforce, to taking a course on argumentation to better understand how to effectively present ideas and critically interact with a larger society's positions on complicated ideologies.
What will help Communications Directors increase their earning potential?
Sarah Wilder Ph.D.: Honestly, it's probably the Communication Studies degree itself. Research indicates as much as 70% plus of long-term success in a career is tied to soft skills and that's where graduates of Communication Studies excel. Individuals with this degree are critical thinkers, adaptable, have strong people skills, and obviously, are excellent communicators. Hard skills are necessary. A person has to be able to do the "job" at hand. That being said, if you and another employee can both perform the basic job duties, but you are also adaptable, able to interact with coworkers, train others, make clients feel comfortable and confident etc., you are going to be the one that is promoted, offered new career opportunities, brought into important decision-making positions, and so on. I just had a conversation with an optometrist and she said almost none of her technicians have science or medical backgrounds. She's ready to train the hard skills of the equipment and exam procedures, but she needs to hire people who are excellent communicators, intelligent, and work well with others. The benefits of being able to communicate effectively are never-ending.
Will there be an enduring impact of the coronavirus pandemic on Communications Directors?
Matthew Lange Ph.D.: During the COVID-19 pandemic international trade was able to continue but tourism, study abroad, and in-person business negotiation all but ceased due to quarantine and lockdown restrictions. When our lives shifted online, certain sectors of the economy were crippled, while others continued remotely with adjustments.
As the pandemic subsides, we will face a different work environment now that many employers and employees have grown accustomed to online working/learning. While most German educators will return to face-to-face instruction, schools and universities now have a greater infrastructure for online education and potentially greater acceptance by learners and teachers.
For those in professional tracts who augment their careers with German language skills (think business students with a second major in German), renewed freedom of movement will allow employees to work in and travel to German-speaking countries once again thus opening up greater employment opportunities. At the same time, new possibilities have emerged due to the shift to remote work.
In addition to the COVID pandemic, graduates of 2021 and beyond will also find a stronger Germany within the European Union due to Brexit. After kicking the proverbial can down the road for years, a hard negotiation deadline forced the British hand at the end of 2020. As a result of the Brexit, the UK has lost its representation in the European Parliament, and we have already seen international corporations moving their operations from London to other cities such as Amsterdam, Dublin (presumably to keep English as the local language), Frankfurt, and Paris. Frankfurt is particularly attractive to the financial sector, because the European Central Bank is there.
What certifications/licenses/courses can have the biggest impact for Communications Directors?
Matthew Lange Ph.D.: Specific credentials are often a prerequisite to a particular career path. In the field of education, primary- and secondary-school teachers need licensure in their state of employment to teach in public schools, and those requirements are covered in the undergraduate education program. If one moves to another state, however, the new state's Department of Education (or Public Instruction) has to grant new licensure in its state. In contrast, professors and instructors at the post-secondary level require no teaching credentials. Instead, the college or university stipulates a PhD, MA or even simply BA.
The vast majority of German majors/minors learn the language and culture to apply that knowledge to their primary field of study, most often in business or the sciences, to expand their work, study, and research options. Some opportunities have minimum language proficiency expectations, however. Instead of taking applicants self-evaluations of language proficiency (the term "fluent" means different things to different people), employers can rely on standardized tests such as the Oral Proficiency Interview (OPI) or Writing Proficiency Test (WPT), which were developed by the American Council on the Teaching of Foreign Languages (ACTFL). German language programs aim to produce graduates with proficiency at the intermediate-high or advanced-low on the ACTFL scale, which ranges from novice-low to distinguished, since that is simultaneously the expected minimum set by the respective state Department of Education for teaching licensure. One can also look beyond the US border to various tests at the Goethe Institut, which evaluate the four modalities of listening, reading, speaking, and writing. These tests evaluate according to the Common European Reference Framework (CERF) that ranges from A1 to C2. German universities require B1 on the CERF scale to enroll directly in university.
Most important for a well-rounded education, of course, is a study abroad experience. By being "a stranger in a strange land" one develops negotiation techniques and problem-solving skills when dealing with linguistically- and culturally-ambiguous situations. Studies have shown that study and work abroad increases creativity and flexibility, which are crucial for personal and professional growth.
What will help Communications Directors increase their earning potential?
Matthew Lange Ph.D.: Several articles over the past few years have noted the salary bump for employees with second-language skills. A 2014 report in The Economist entitled "What is a language worth?" indicated, for example, that German proficiency can add a 3.8% bump to your earnings, as calculated by MIT economist Albert Saiz. This increase can come directly from employers who pay a premium for language skills, or the employee can benefit from a larger pool of opportunities that are simply inaccessible to monolingual speakers.
But while many graduates increasingly like to consider return-on-investment (ROI) of a course of study or set of skills, let us not forget that quality of life is important as well, even if it is difficult to quantify. Learning another language and its culture exposes one to another value system that might prefer, for example, more vacation time over increased salary.
Dorothy Ige Campbell
Professor of Communication Emeritus, Founder & Former ChairIndiana University Northwest
Department of Communication
What are the biggest trends we'll see in the Communications Director job market given the pandemic?
Dorothy Ige Campbell: The emphases on graphic design and emerging media are in demand more than ever in an increasingly virtual world. New workers who have some Public Relations and persuasive communication backgrounds will have an edge. Those who work or go to school in diverse environments and have cross-cultural training during this time of civil rights demands are also suited for the new era. Jobs in Communication have decreased a bit (see below).
What certifications/licenses/courses can have the biggest impact for Communications Directors?
Dorothy Ige Campbell: A bachelor's degree in Communication is considered ideal for non-academic jobs. For undergraduate degrees, a Communication degree paired with a Minor (such as Business) can be ideal, and that has not changed. Those who wish to teach Communication in secondary schools often complete a four-year degree with a major in Education which stresses teaching methods and childhood development, with an emphasis in Communication. Courses in Drama and English also help secondary teacher preparation in Communication.
For graduate education and academic faculty positions in higher education, a Masters in Communication or a related field for part-time teaching for Junior College teaching of Communication courses is usually required. A Ph. D. is usually required for tenure-track, full-time faculty positions in Communication. Courses in statistical research, theory, then specialty Communication courses (such as Health, Religious or Strategic Communication, and so on) are usually required. At all levels, there is an increased emphasis on diversity in the curriculum.
How have salaries changed over time for Communications Directors?
Dorothy Ige Campbell: In general, changes in salaries vary widely by the type of institution (large Research-1 versus a smaller Teaching Campus); rank (part-time versus tenure-track positions, etc). In general, social science fields like Communication salaries tend to fall midway between higher paying science-related fields and lower paying humanities fields. The Chronicle of Higher Education at jobs.chronicle.com as well as the College and University Professional Association (CUPA) at www.cupahr.org and the National Communication Association www.natcom.org are the best sources for specific information on salaries in the various fields. While the newest data is yet being formulated, because of uncertainties about Covid and enrollment drops at some smaller campuses, we expect the demand for new positions to fall slightly, and with less negotiating for higher salaries. Per the NCA website "Communication positions increased by 130 percent from 2009 to 2018-19, before decreasing by 26 percent in 2019-20. . . the weakest year for employment in Communication since 2011." In addition to generalist positions, "Specialists in Strategic Communication/Public Relations/Advertising remained the most sought after." This was followed by "Journalism . . . and Mass Communication/Media Studies/Film Studies." These positions were followed by "Digital/New/Emerging Media, Health, Communication Technology and Intercultural/International/Global Communication."
What are the biggest trends we'll see in the Communications Director job market given the pandemic?
Taylor Collins Ph.D.: The pandemic has largely accelerated and amplified many labor market trends that were already
underway. We're seeing markets consolidating, more remote work settings, and more automated
processes. Moving forward, there are likely to be fewer small business job openings while corporate
positions should significantly grow. Graduates should also expect that they will no longer be competing
solely with other local graduates for entry-level jobs. Labor market competition is going to continue to
become more national, or even international.
The pandemic also seems to have accelerated the rate of AI investment, with research by Stanford's
2021 AI Index Report finding that total global investment in artificial intelligence increased by 40% in
2020. This doesn't necessarily mean that jobs for business economics students will disappear however,
as strong job growth over the next decade is projected in many fields hiring our graduates. But it does
mean that much of the work may look different. Employers will be looking for more than just plug and
run data junkies. Workers who can support the power of automation are likely to find stable job
prospects, and that requires competence in creative problem solving, the capacity to critically analyze
and interpret data outputs, and a social skillset that will facilitate large scale collaboration and
teamwork.
What soft skills should all Communications Directors possess?
Taylor Collins Ph.D.: One thing I've heard from several managers recently is a frustration with the lengths they've had to take
to maintain engagement from their employees in this new work-from-home reality. Many workers who
were reliably plugging away when in the office quickly lost their drive without a direct supervisor looking
over their shoulder, and this change has been one of the biggest challenges of efficient remote work.
Moving forward, I expect firms to correct for this frustration by placing a premium on self-starters.
Individuals who can be reliably counted on to complete their tasks, even when they are not kept under
the direct watchful eye of a manager, will be particularly valued. To meet this demand, students need to
use their college experience as an opportunity to build and craft a sense of self-motivation.
What certifications/licenses/courses can have the biggest impact for Communications Directors?
Dr. Mary Rydesky: What certifications/licenses/courses can have the biggest impact on your job prospects? Emphases on project management and strategic thinking have been joined by certifications in soft skills that support diversity and cultural awareness. Graduates do need technical skills, but with the shift to remote teams and work from home environments pushed the curve. Now, grads need experience in applying their tech skills from a distance.
What will help Communications Directors increase their earning potential?
Harlan Spotts Ph.D.: In marketing, developing digital capabilities is extremely important. Marketing was on the forefront of the digital transition in business. With the amount of commerce that has shifted to the web marketers have to be comfortable with living in the digital space. This will demand new and different strategies. Marketers have always needed to be effective communicators, but now it is not just being a great closer. Marketers need to be effective communicators in writing (text, email, etc.) and verbal (person to person live, as well as person to person online)
Students need to start in college developing skills to be successful. It was interesting, we, in the College of Business, were talking about developing student competency in remote work before the pandemic hit last year. The pandemic accelerated our work, and we are in the process now of approving a certificate in remote work that any undergraduate business student can earn. It is designed to develop those competencies that will be critical for success in the "new normal."
M. Thomas Inge Ph.D.
Blackwell Professor of HumanitiesRandolph-Macon College
Film Studies Program
What are the biggest trends we'll see in the Communications Director job market given the pandemic?
M. Thomas Inge Ph.D.: When I graduated from Randolph-Macon College in 1959, I was one of 600 students. I wanted to be a writer and literary critic, but the closest thing we had were majors in the liberal arts. Majors in English and Spanish opened my world view, but today more than 1200 view for places in the sciences and technology. Randolph-Macon has become a mega-college and conveyor of the latest information and research like no other in the United States. Books and language work side by side in laboratories and with computers to provide the best education possible.
"What can you do with a degree in the novel or medieval studies?" Just about anything if you attend a school that takes a full perspective on life.
Valerie Cronin-Fisher Ph.D.
Assistant Professor, Communication, Program Coordinator, Communication, Media, and Performance Studies M.A.Governors State University
Communication Department
What soft skills should all Communications Directors possess?
Valerie Cronin-Fisher Ph.D.: A recent National Association of Colleges and Employers Job Outlook Survey found that employers identified the ability to verbally communicate with others inside and outside the organization and the ability to create and/or edit written documents as among the top ten skills they seek when hiring new college graduates. Graduates who majored in Communication bring these critical skills to the workplace. They demonstrate strong verbal, nonverbal, and written communication skills and have considerable expertise in speaking well in front of small and large audiences (National Communication Association Website).
Organizations seek employees who can communicate across a limitless and evolving range of platforms in today's highly connected world. With a Bachelor of Arts in Communication from Governors State University students gain the knowledge and skills to communicate with a variety of audiences through advertising, media, public relations, and one-on-one communication, which drives organizational success, human relations, and improves conflict management.
What's a day at work look like for a Communications Director?
Valerie Cronin-Fisher Ph.D.: It is difficult to say what a day in the life of a recent graduate currently looks like as the careers they pursue are highly variable. However, a common theme among Communication graduates is the positive impact they have on their organization and community. Many Communication graduates are interested in public service and social justice. They have honed their critical thinking, interpersonal, and writing skills and because of this they make the world a better place no matter the career path they choose.
Will there be an enduring impact of the coronavirus pandemic on Communications Directors?
Dr. Sarah Mayberry Scott Ph.D.: Absolutely. There is no way to escape the fact that the pandemic has changed us. Students attending college during the pandemic have had to try to maintain their studies while the rules of the game keep changing. Students have had to be flexible - taking courses online, in the classroom, or a combination of both. Students have had to learn to be Zoom and technology experts. Students have had to navigate new (and changing) social and educational expectations. And some students had to do all of this while worrying about their own health and safety, trying to find or keep a job, educating their children or younger siblings, caring for sick or aging relatives, and managing their own education with new requirements and fewer resources. It is impossible to think this won't have enduring impact.
What will help Communications Directors increase their earning potential?
Dr. Sarah Mayberry Scott Ph.D.: Communication skills are often viewed as "soft skills," and for that reason they are often overlooked by students. It is easy to fall into the trap of thinking, "I communicate every day, why would I need a class in that?" But these so-called soft-skills - interpersonal communication, teamwork, listening, presenting information - are called skills for a reason. The ability to communicate effectively, concisely, appropriately across multiple contexts, for a variety of occasions is not innate. The good news is that these skills can be taught! These oft-neglected skills are some of the first things potential employers look for in hiring new people. Taking courses that help you find, present, share, and create well-researched, credible, logical, and organized information are crucial for students wanting to increase not only their chance of getting hired but also their opportunities for promotions.
Will there be an enduring impact of the coronavirus pandemic on Communications Directors?
Dr. Derek Johnson Ph.D.: Departments like ours are aware of the added challenges created by the pandemic and we've been taking steps to help our students find opportunities while also helping employers to overcome the challenges of continuing to provide needed experience. Given the uncertainty around in-person work, we've been trying to generate online internships that allow students to connect with employers in safer ways. At the same time as we address the current crisis, we are also working to address long-standing barriers to access that have limited work opportunities based on social status, geography, the ability to support one's self, and more. Virtual internships can help with that, but there's more work to do to make sure everyone has equal opportunity to succeed and to manage the crises we face.
What certifications/licenses/courses can have the biggest impact for Communications Directors?
Dr. Tom Hallaq: In our field there are no required certifications or licenses needed for an employee to practice their craft. However, some software companies offer certifications noting a user is at a specific level of knowledge or competency with the named software. Additionally, the Public Relations field offers certifications for members of specific organizations. Employees without these certifications can still have successful careers.
In terms of coursework that has an impact on job prospects, I see those courses that provide hands-on opportunities for students to practice the associated skills are the most beneficial, along with internships which allow a student to sample the professional workplace and allow employers a sneak peek in to the students capabilities.
What's a good job out of college for Communications Directors?
Dr. Tom Hallaq: The current generation of students want very different things from a job than the traditional employee. Many students are unwilling to take a low-paying job just to "pay their dues" to their chosen career field. Graduates want higher pay and more flexibility than what has been offered in the past. Jobs that pay $40-$50k per year are sought out more than lower paying jobs... and graduates are finding them. Graduates are also finding jobs in larger markets than were available in the past. It is common for these graduates to find jobs in markets that have traditionally been second-job locations, or even in some cases, major markets where an employee may remain for their entire career.
As remote work becomes more commonplace, many graduates no longer find it necessary to head to the "big city" to find successful careers.
What soft skills should all Communications Directors possess?
Alanah Mitchell Ph.D.: Along with business and technical skills, IS majors do need to work in developing a broad set of soft, interpersonal skills. Specifically, collaboration and teamwork, critical thinking and problem solving, creativity, communication, negotiation and conflict management, and leadership as well as working under pressure often rank high in the list of soft skills necessary for success in IS. Increasingly, the development of soft skills is emphasized in academic programs as employers are looking for these skills in new graduates.
Dr. James Stein
Assistant Professor and Director of Interpersonal Communication CurriculumDixie State University
Communication Studies Department
What Communications Director skills would you recommend for someone trying to advance their career?
Dr. James Stein: Well, first, if you have the means/finances to take a full year off, I commend you. My advice would be to immerse yourself in the use of technology and social media. Every company is always looking for good PR and a good "vibe." So, if you're taking a gap year, I would recommend using that time not to figure out what you want to do, but rather to hone the thing(s) that you're already good at and make them work for you.