Communication Specialists: who they are, what they do, how to become one

Who they are and what they do

The Communication Specialist is a creative and strategic professional who develops and implements effective communication strategies to promote brands, products or services through various channels.

Their task is to ensure consistent and effective communication across different touchpoints by combining marketing, social media marketing and copywriting skills.

They work closely with different teams to create engaging, innovative campaigns and content focused on the target audience. In addition, they monitor and analyse the results of the implemented strategies to identify strengths and areas for improvement and ensure that the company's objectives are achieved.

Role and responsibility

The role of the Digital Communication Specialist is to create, manage and consolidate a brand’s online and offline presence. Their responsibilities include:

-          Developing and implementing communication strategies through a communication plan to strengthen the brand’s presence in the market, improve public perception and achieve business goals.
-          Managing company content across various social media channels, in collaboration with the Social Media Manager, developing an editorial strategy consistent with the company's values and goals.
-          Curating content in the different online channels - such as blogs and newsletters - to keep the audience informed, engaged and loyal.
-          Supervising the creation and scheduling of press releases.
-          Managing media and influencer relations, seeking opportunities for partnerships in line with the brand identity and target audience.
-          Planning and managing online and offline events, such as webinars, conferences and trade fairs, to increase brand visibility.
-          Keeping abreast of the latest trends in communication to implement innovative solutions that can improve the effectiveness of campaigns.
-          Cooperating with the dedicated team (if any) for internal communication, creating and sending communications to inform and engage employees, promoting a positive and transparent corporate culture.
-          Monitoring and analysing the main communication-related KPIs to identify areas for improvement and optimise the strategy accordingly.

Career and salary

The career path of a Digital Communication Specialist can develop both within companies and in marketing agencies. Both paths offer opportunities for professional growth, but with different approaches and challenges. Working in a company usually means focusing on the promotion of a single brand or product line, developing a more in-depth specialisation in the target market and specific company strategies. On the other hand, working in a marketing agency offers the opportunity to manage a variety of clients and projects at the same time, which is particularly useful for developing a wide range of interdisciplinary skills and staying abreast of the latest trends. The pace of work in an agency is often more hectic and dynamic, requiring flexibility and the ability to adapt quickly.

A Communication Specialist’s career can evolve into leadership roles such as Communication Manager, Marketing Director or Art Director. Salaries vary according to experience and field, but can be competitive, especially in large companies.

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Skills and training

The main skills of a Communication Specialist include technical, strategic, creative and interpersonal knowledge.

Their educational background is diverse and they possess skills in social media marketing, e-mail marketing, SEO and SEA. The ability to write and communicate clearly and persuasively is essential to convey messages effectively in different channels.

A good Digital Communication Specialist also possesses project management skills: they must be able to coordinate projects and different professions, respecting deadlines and budgets. Creativity is essential to develop original creative concepts capable of capturing the audience's attention without losing sight of the brand identity.

Even a basic knowledge of design and video editing tools is a plus to excel in this dynamic and ever-evolving role.

How to become a Communication Specialist

To become a Communication Specialist, it is important to obtain a solid academic education and gain practical experience through internships or entry-level positions in communication agencies or marketing departments.

By choosing to take IED's training programmes, students are embarking on a path designed to develop the professionals of tomorrow, who will be able to meet the challenges of the sector effectively and efficiently. The programme focuses on the acquisition of transversal skills, bringing together a solid theoretical background with practical experience. Students develop both hard skills, such as industry-specific technical skills, and soft skills, such as the ability to work in a team, leadership and effective communication.

Find out about the educational opportunities offered by IED: from three-year degrees to master courses, each course is structured to be a launch pad into the world of work and guarantee a solid and well-rounded education.