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Job outlook for external relations directors in the United States
Are external relations director jobs in demand?
External relations director job and salary trends over time
External relations director jobs over time
External relations director job growth rate over time
| Year | # of jobs | % of population |
|---|---|---|
| 2021 | 216 | 0.00% |
| 2020 | 211 | 0.00% |
| 2019 | 206 | 0.00% |
| 2018 | 188 | 0.00% |
| 2017 | 175 | 0.00% |
Average external relations director salary over time
External relations director salary by year
| Year | Avg. salary | Hourly rate | % Change |
|---|---|---|---|
| 2025 | $130,849 | $62.91 | +4.1% |
| 2024 | $125,727 | $60.45 | +2.1% |
| 2023 | $123,171 | $59.22 | +3.2% |
| 2022 | $119,394 | $57.40 | +3.7% |
| 2021 | $115,145 | $55.36 | +3.1% |
External relations director jobs by state
Most common states for external relations directors
| Rank | State | Population | # of jobs | Employment/ 1000ppl |
|---|---|---|---|---|
| 1 | District of Columbia | 693,972 | 292 | 42% |
| 2 | Oklahoma | 3,930,864 | 475 | 12% |
| 3 | Alabama | 4,874,747 | 543 | 11% |
| 4 | Louisiana | 4,684,333 | 530 | 11% |
| 5 | Mississippi | 2,984,100 | 317 | 11% |
| 6 | Massachusetts | 6,859,819 | 536 | 8% |
| 7 | Oregon | 4,142,776 | 240 | 6% |
| 8 | California | 39,536,653 | 1,922 | 5% |
| 9 | New York | 19,849,399 | 946 | 5% |
| 10 | Delaware | 961,939 | 52 | 5% |
| 11 | Georgia | 10,429,379 | 384 | 4% |
| 12 | New Jersey | 9,005,644 | 376 | 4% |
| 13 | North Carolina | 10,273,419 | 373 | 4% |
| 14 | Virginia | 8,470,020 | 348 | 4% |
| 15 | Colorado | 5,607,154 | 235 | 4% |
| 16 | Maryland | 6,052,177 | 226 | 4% |
| 17 | Connecticut | 3,588,184 | 151 | 4% |
| 18 | Utah | 3,101,833 | 110 | 4% |
| 19 | Rhode Island | 1,059,639 | 47 | 4% |
| 20 | Vermont | 623,657 | 26 | 4% |
Most common cities for external relations directors
| Rank | City | # of jobs | Employment/ 1000ppl | Avg. salary |
|---|---|---|---|---|
| 1 | Foster City | 1 | 3% | $146,745 |
| 2 | Cambridge | 2 | 2% | $141,393 |
| 3 | Gainesville | 1 | 1% | $123,204 |
| 4 | Sunnyvale | 1 | 1% | $146,441 |
| 5 | Baltimore | 1 | 0% | $112,377 |
| 6 | Boston | 1 | 0% | $141,457 |
| 7 | Indianapolis | 1 | 0% | $120,187 |
| 8 | New York | 1 | 0% | $122,971 |
External Relations Director job outlook: Expert opinions
Our panel of external relations director experts
University of the Incarnate Word
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
University of South Florida
Drake University
Montana State University Billings
University of New Haven
Neumann University
Dixie State University
Evangel University
Eastern Michigan University
University of the Incarnate Word
University of Michigan-Flint
Dr. Trey Guinn
Associate Professor and Program DirectorUniversity of the Incarnate Word
Communication Arts
What skills stand out on External Relations Director resumes?
Dr. Trey Guinn: The field of communication(s) is like an enormous playground. The roles and responsibilities of professional communicators vary as much as playgrounds and the equipment they house. What seems universal is that communications managers work to advance a brand's image by developing and delivering intentional messages that effectively convey meaning with impact. Beyond that, these individuals work in various settings and perform a range of communicative tasks. Some have general oversight of an organization's internal and external communications, while others may have a narrower focus exclusively on liaising with media to gain purposeful exposure or manage crisis communication. Thus, while the role may seem straightforward, the truth is that the job description and responsibilities can vary greatly. This is important to note because the skills that should stand out on your resume must incorporate your knowledge of the industry and the nuance of the specific job to which you are applying. Sticking with our aforementioned metaphor, a hiring manager may need to know that you have a general understanding of all the toys on the playground but may be especially interested in how well you build sandcastles. Thus, it behooves you to make your resume speak to the job description. And moreover, when appropriate to do so, you would be wise to utilize language in the job description. If you are part of a "tiger team," but the job description calls for someone who has been part of a "high-performing team," accommodate your language for the reader, especially if your reader is a machine that may not be programmed to understand your jargon.
What soft skills should all External Relations Directors possess?
Dr. Trey Guinn: It goes without saying that a communications manager is expected to demonstrate exceptional verbal, nonverbal, and written communication. They should have in-depth knowledge of best writing and messaging practices for the needs of the particular organization and industry to which they have applied. But more than developing and delivering effective messaging, a savvy communications manager must effectively engage with individuals of all levels, whether internal or external to the organization. They must be able to lead and influence with and without positional authority.
What hard/technical skills are most important for External Relations Directors?
Dr. Trey Guinn: In addition to education and experiences related to corporate and strategic communications, it is helpful to have a healthy working knowledge related to the industry to which they have applied. A communications manager in the tech industry should be well-versed in that technology. The same goes for oil and gas, consumer product goods, education, healthcare, etc. Beyond this, we find that organizations gravitate toward candidates with quantitative reasoning skills and an analytical mindset. So, if you have been avoiding courses and projects that require taking deep dives into data, now is the time to brush up!
What skills will help External Relations Directors earn the most?
Dr. Trey Guinn: Companies large and small, especially those offering impressive salary ranges, seek individuals who can go beyond the traditional definition of the role. Organizations are looking for communications managers who can work cross-functionally, employ quantitative reasoning to extract meaningful insights, and then utilize their emotional intelligence and interpersonal savvy to turn nuggets of data into compelling stories presented to senior leaders. They seek people who can lead projects from ideation and strategy phases through implementation and assessment. Best-in-class communications managers also exhibit tremendous ability to influence internal and external stakeholders, unlock potential, and drive value.
Justin Young
Assistant LecturerSouthern Illinois University
School of Communication Studies
What skills stand out on External Relations Director resumes?
Justin Young: What I hear more and more is a desire for multi-skilled Communication Managers. In other words, it's not simply enough to have a background in PR, but often you'll wear many hats and might be asked to shoot a video with your phone, edit it on your desktop, and then post it across social media. So they're not just looking for video editing, or web content management, or social media, or article writing, or public speaking, but ideally, a little of them all.
What soft skills should all External Relations 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 External Relations 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 External Relations 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 External Relations 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 External Relations 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 soft skills should all External Relations 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 External Relations 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 External Relations 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 External Relations 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 External Relations 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 External Relations 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 soft skills should all External Relations 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.
Sarah Wilder Ph.D.
Associate ProfessorLuther College
Communication Studies Department
Will there be an enduring impact of the coronavirus pandemic on External Relations 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 External Relations 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 External Relations 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.
What certifications/licenses/courses can have the biggest impact for External Relations 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 External Relations 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 External Relations 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 External Relations 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 External Relations 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 External Relations 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.
Will there be an enduring impact of the coronavirus pandemic on External Relations Directors?
Jody McBrien: The Covid pandemic reaches far beyond the issue of a global health issue. Limitations in social and economic life required to limit the reach of the virus have had major effects on both immediate and long-term job opportunities. For instance, many businesses that might have employed graduates have had to close their doors. As a result, there may be fewer opportunities, especially dependent on degrees that graduates have earned. For instance, the arts have been hard hit, as have restaurants and tourism. It remains to be seen how these important elements in society will recover.
What's a day at work look like for an External Relations Director?
Jody McBrien: If we look at a Spring 2021 graduate's work life, I have to say it remains highly unclear what the daily life will entail. Just last spring, we were all hopeful that we would move out of the pandemic later in 2020. But here we are, nearly a year after the beginning of this pandemic, and we are now fearing variants of the virus when we had hoped that a vaccine might allow us to move back to a more "normal" way of life by spring 2021. So it's just hard to say. I think that graduates need to be prepared for distanced jobs and technological savvy for the near future.
Will there be an enduring impact of the coronavirus pandemic on External Relations Directors?
Alanah Mitchell Ph.D.: Information Systems (IS) is often identified as the highest paying major in a business school. While the impact of a global pandemic has certainly had an impact on students (both academically and professionally), IS majors continue to have a number of job opportunities during this time. IS majors understand both business and technology and are prepared to identify ways technology can be used to solve organizational problems. This background is particularly important as so many organizations are continuing their work through the use of technology both during and post-pandemic.
What certifications/licenses/courses can have the biggest impact for External Relations Directors?
Alanah Mitchell Ph.D.: In some cases certifications and licenses can help with possible job prospects. In general, IS education is focused on current technology processes, skills, tools, and technologies that employers are interested in. Additionally, internships during school really help to provide practical experience and increase the chances of job offers.
What soft skills should all External Relations 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.
What soft skills should all External Relations Directors possess?
Samuel Isaac Boerboom Ph.D.: Conflict management, the ability to work effectively and efficiently in groups, and active listening skills, especially as these pertain to engaging audiences in virtual settings.
Will there be an enduring impact of the coronavirus pandemic on External Relations Directors?
Samuel Isaac Boerboom Ph.D.: It's difficult to predict the enduing impact, but graduates will need to be savvier than ever about establishing and maintaining online communication skills, especially web conferencing and virtual communication. Graduates may be working remotely for an extended period of time even after the COVID-19 crisis is managed. Time management and self-motivation skills will be more important than before.
What certifications/licenses/courses can have the biggest impact for External Relations Directors?
Samuel Isaac Boerboom Ph.D.: For communication professionals it will again be about effective presentation of one's skills in online platforms and spaces. Web marketing and persuasion skills are absolutely paramount right now.
Will there be an enduring impact of the coronavirus pandemic on External Relations Directors?
Matt Caporale: Honestly, it is entirely possible. In looking back at the last great economic impact event, the 2009 crash and recession, students who graduated during the recession experienced a lasting impact. The most significant impacts are that economic recessions cause starting salaries to contract, which in turn makes it take longer for graduates to earn back the difference. Add in that jobs disappear causing graduates to take positions either out of their field (impacting their career paths and choices) or below their talent/education/experience levels. So anytime there is an economic disruption, there will be impacts at all experience levels. New graduates in particular can have their earning power impacted, and that impact can take a decade or more to work out.
That said, it is harder to prognosticate a pandemic induced economic disruption as this was not a structural issue with the nature of the economy that caused a crash; it was largely a forced shutdown of the economy. It is possible the economy will snap back faster once the virus is under control, potentially limiting the length of the impact. At the same time the nature of work may change with more remote options and the acceleration of automation that will certainly affect new college graduates.
It will be interesting to see.
What experience really stands out on External Relations Director resumes?
Matt Caporale: In a nutshell, hands on and applied experiences stand out the most. What employers truly seek is not just what you know and what you did, but how you did it, where you did it, to what outcome, and what do you offer now because of those experiences. This isn't new, but employers are increasingly looking for details and level of specificity to a student's college experience - buzzwords won't suffice any more. The experiences that stand out are ones students can actively quantify and showcase success, hard skills, and soft skills.
These types of experiences include traditional experiences such as internships, research projects, study abroad, and campus leadership. But they more often now include diverse perspectives, interdisciplinary experiences, and roles in which students make a focused impact on the organization in which they served. Employers seek well rounded candidates with hard and soft skills; so, the experiences that stand out will need to be diversified, skill focused, and impactful.
For students in international relations, these experiences will include traditional internships and study abroad, but also Model UN, policy research and development, multi-cultural experiences (local and international), and data-based projects.
Dr. Alfred Mueller Ph.D.
Dean, School of Arts and Sciences, Professor of Communication ad Digital mediaNeumann University
School of Arts and Sciences
What experience really stands out on External Relations Director resumes?
Dr. Alfred Mueller Ph.D.: As someone who reads resumes regularly, I don't spend much time on the resume. I expect a resume to convey to me basic information about degrees held. If the applicant played in a sport or held a leadership position in a club while attending college, I want to know that because it shows me that the applicant managed time reasonably well and led a group of people in some way. I will also look for information about what an applicant accomplished in a previous or current position. I don't want a listing of the job's responsibilities. I want to know what value the applicant brought to the workplace. For example, don't tell me that you oversaw training initiatives at your current employer. Tell me that you trained 85% of the staff to use the new software and that, as a result, quarterly productivity increased 115%. The first tells me nothing; the second tells me what value you brought to the workplace. So it is important to shift away from bland job descriptions to accomplishments.
For me, the cover letter is much more important than the resume. The cover letter is the place where applicants can show me that they have done their research on my organization. Over 99% of the people whom I interview know little to nothing about my organization or its mission and values even though all of that information is a click away. If an applicant did not even take the time to look up that information on the Internet, it sends a clear signal to me about the applicant's lack of priorities. Demonstrate you have done that research by referring to my organization's mission and values in your cover letter. The cover letter is also the place where applicants can tell me about the soft skills they developed. Concrete examples help me see those skills in action.
Dr. James Stein
Assistant Professor and Director of Interpersonal Communication CurriculumDixie State University
Communication Studies Department
What External Relations 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.
What general advice would you give to an External Relations Director?
Dr. James Stein: Take the job that best fits your career. I cannot tell you how many people (students, and personal friends alike) chose to turn down a career starter that pays $9 an hour in favor of a job that pays $11 and hour. As the old adage goes: penny smart, dollar foolish. You should always be asking yourself "how does this opportunity advance my larger goal?" Don't embark on an endeavor that doesn't help you, even if it does look shiny at first glance.
What type of skills will young External Relations Directors need?
Melinda Booze: Today's communication graduates will need adaptive storytelling skills. In a communication environment that is noisy and insistent, the graduates that will stand out are those who can demonstrate to employers and clients that they can identify an audience's needs, wants and values and craft messages that connects with and engages that audience. This involves all the requisite hard and soft skills, such as technological proficiency, writing, speaking, a love of learning, flexibility, creativity and more. The skill that is perhaps less emphasized or practiced is careful listening. The outcome of careful listening is valid research that informs meaningful stories that communicate. -Melinda Booze, assistant professor of communication, Evangel University.
Dr. Jeannette Kindred Ph.D.
Professor of CommunicationEastern Michigan University
School of Communication, Media & Theatre Arts
What general advice would you give to an External Relations Director?
Dr. Jeannette Kindred Ph.D.: Seek out people in your field who you admire and start building professional relationships (this also builds your network). Ask questions and accept constructive feedback, to show that you are willing to learn and grow. Continually reflect on what you are doing and consider if the work is important and meaningful for you-if it's not, then why are you doing it? Finally, always find ways to give back to your community, through your voice or your actions. Especially in these difficult times in our country, we need people working together to better communities more than ever.
What are the biggest trends we'll see in the External Relations Director job market given the pandemic?
Michael Mercer: I think the job market might continue to be tough going into 2021. Until the vaccine is widespread many of the industries hard hit by Covid will have a slow recovery, and I would not be surprised if there is a tentative approach to hiring. However, many businesses have learned how productive employees can be when working remotely, and they have also discovered the cost savings when people work from home. I would predict that more jobs will be able to offer work-from-home options than before the pandemic.
Jeyoung (Jenny) Oh Ph.D.
Assistant Professor of CommunicationUniversity of Michigan-Flint
Department of Communication Studies
What are the biggest trends we'll see in the External Relations Director job market given the pandemic?
Jeyoung (Jenny) Oh Ph.D.: The biggest trend we will see in the job market is definitely the surge in remote work. Companies have started to realize that remote work does not negatively influence the productivity of workers. As a matter of fact, some studies have indicated that employees tend to remain productive while doing remote work. With all these changes, many companies are now hiring those who can work remotely. In other words, the increasing demand for remote work provides new opportunities beyond the restrictions of physical location. If you have the skills and talent that a company needs, your location will no longer be a deciding factor.
What general advice would you give to an External Relations Director?
Jeyoung (Jenny) Oh Ph.D.: If you work from home, it could be hard to separate your work time from your personal time. Make sure to take some time off to take care of yourself. It is important not only for your work performance but also for your well-being. Also, remember that there are many people who are there to support you, so do not hesitate to ask for help and ask questions. Be proactive and reach out to your colleagues. Set a virtual coffee time with your colleagues or manager to get to know them. If possible, join as many virtual workshops provided to you as you can. Those will help you understand the culture of your organization, and it will also be a great way to get to know your colleagues.