Overview
With globalisation and competition, communications have become essential to how a business runs. The communications manager therefore holds an important place in the structure of any hotel.
What is a communications & events manager?
Hospitality is the driving force of the French economy. Every year, the hotel sector creates new jobs: the number of employees in the sector has risen by 25% over the past fifteen years. It is a fast-growing industry whose rate of hiring is expected to accelerate further in the years ahead.
Events project manager, external communications officer, events officer — whatever title they go by, the communications manager is one of the professionals most directly affected by this shift.
The communications manager is the person who devises an action plan to support the group's communication strategies. To build, enhance and consolidate the company's brand reputation and its visual identity (motto, logo, strapline, corporate values), they must scrutinise the market, the social context and regulations in order to draw up internal and external assessments, while setting out clearly which issues need to be resolved.
From there, they are able to define a precise communications strategy geared to the objective in view, taking into account logistical and budgetary management, the channels used, and the writing and distribution of content.
The communications manager is also responsible for setting up related activities (conferences, exhibitions, seminars and so on) and overseeing communications before and after each event. They also follow up with the partners involved in these communication projects in connection with the company's campaigns. Together, they analyse guest satisfaction as well as the media coverage generated by an event.
To carry out all these duties, the communications manager can work either directly in a company's communications department or in a communications agency.
What does a communications & events manager do?
In practical terms, the communications manager plans and coordinates a range of communication channels and tools in order to promote the brand image and raise the profile of their hotel. They are behind the creation of flyers and programmes, digital communications and the management of the establishment's social media.
With the rise of social media, the communications manager must monitor the media and influencers to ensure their hotel enjoys the best possible visibility. With the help of the team they manage, they keep these channels active and growing.
They must also produce an activity report on the impact of this digital communication and make sure the hotel enjoys a strong reputation online.
Depending on the budgets set by their establishment, the communications manager may seek out a number of partners and suppliers on its behalf.
The role of communications manager also involves handling the hotel's internal communications. Here too, they organise events for the company's employees, designed to encourage dialogue between staff and senior management.
Day to day, communications managers coordinate press relations and shape influence strategies with their network of key players.
Finally, the communications manager must be ready at any moment to advise a range of audiences, from guests to members of the management team.
What skills do you need to become a communications & events manager?
The role of communications manager calls for considerable organisation and responsiveness, since they must be able to steer their event at every level. During an event, they can anticipate every potential problem and so avoid any unwelcome surprises.
Organising the events run by the communications manager demands precision, method, drive and availability.
Becoming a communications manager calls for a firm command of certain skills. A sound knowledge of the wider communications world is essential, of course, along with the ability to handle management and design software.
Because the communications officer's role is highly versatile, strong written and spoken skills are a must.
The communications manager must also be patient, full of ideas and able to work under pressure, with the skills needed to supervise, lead and unite a team or a group of suppliers.
The marketing and communications manager must also be creative and curious in order to reinvent themselves event after event and stand apart from the competition.
Here is a list of further skills needed to become a communications manager:
- Strategic analysis
- Team spirit and the ability to work independently
- Interpersonal skills
- Command of media and social networks
What salary and career prospects can a communications & events manager expect?
A newly appointed communications manager does not earn the same as an experienced executive. At the start of a communications manager's career, the salary ranges from €1,900 to €2,500 a month, or around €30,000 gross a year. With time and experience, this can rise to €40,000 or even €50,000 a year. Salaries naturally vary from one company to another.
Over the course of their career, communications managers can go on to become communications directors in events, marketing communications or public relations.
How do you become a communications & events manager?
A two-year higher education qualification (a BTS in communications, for example) is enough to become a communications manager, but a master's degree will speed up your entry into the profession and make it easier to take on greater responsibility.
To work in this field, consider one of the higher education programmes offered by CMH Academy.
If you have just passed your baccalaureate, you can join the Grande École Programme, which takes you to master's level (bac+5), or the Bachelor's degree, a three-year programme specialising in hospitality communications.
If you are further along in your studies, you can also join the MBA, provided you already hold a three-year degree (a bachelor's degree or a vocational degree).
Two thirds of graduates from CMH's Bachelor in Communications now work as communications managers in the hospitality and tourism sector.
