By Robbie Gould | 02/16/2026
A communications specialist manages how information flows between an organization as well as everyone that organization interacts with. That includes employees, customers, the media, and other internal and external stakeholders.
Instead of just handling one type of message or sticking to a single platform, communications specialists juggle multiple channels to make sure messaging stays accurate, timely, and on brand. The job is part strategy, part hands-on execution.
Communications specialists help leadership figure out what to say and how to say it. They also break down complicated ideas into plain language and keep an organization’s voice consistent across everything from corporate communications to social media posts.
In most organizations, communications specialists team up with marketing departments, public relations specialists, and other marketing professionals. While there’s overlap in these roles, a comms specialist typically owns the organization’s voice and tone.
This ownership becomes critical during big moments, such as:
- Organizational changes
- Major announcements
- Crisis management situations
A specialist’s communication efforts protect both the organization’s reputation and the company’s image over time.
Internal vs. External Communication
A communications specialist’s work is usually divided between two areas:
- Internal communication – Talking to people inside the organization
- External communication – Talking to people outside the organization
There are different audiences and different goals, but both need effective communication strategies. Both internal and external communication require messaging that reflects what the organization stands for and supports its business goals.
Internal Communication
Internal communication is about keeping employees informed, aligned, and engaged. Internal communication includes:
- Sharing updates from leadership
- Policy or procedure changes
- Big announcements about company growth, restructuring, or new directions
A communications specialist ensures that everyone understands organizational goals and what’s expected of them.
Good internal communication helps maintain a productive workplace where employees feel informed and valued. When internal messaging is murky or inconsistent, there is confusion and disengagement, especially during transitions. A communications specialist maintains relations between leadership and staff, making sure company news reaches the right people at the right time.
External Communication
This side of the job targets external partners, including:
- Customers
- Journalists
- Partners
- Community members
The goal is to shape public perception and maintain a positive public image through smart, timely messaging. Communications specialists handle media inquiries, write press releases, and coordinate responses that protect a brand’s reputation.
When implementing communication strategies for outside audiences, communications specialists must remember that these groups don’t have insider context. This consideration matters especially when writing press releases, responding to media outlets, or addressing sensitive subjects that could affect the organization’s image. Strategic communication plans ensure the company’s reputation stays strong, even during challenging times.
Core Responsibilities
What does a communications specialist do day to day? The role varies depending on the organization and industry, but several core job duties remain consistent across different settings.
Communications specialists develop and roll out communication strategies that align with business goals. They’re responsible for content development in various formats, which includes:
- Writing internal newsletters
- Creating social media content
- Drafting speeches for executives
- Producing materials such as press releases for public events
Communications specialists also coordinate with media outlets, arrange press conferences when needed, and manage the organization’s social media presence.
Customer relations often falls under their umbrella, too. Communication specialists might:
- Handle inquiries from the public
- Develop FAQ resources
- Create content that helps target audiences understand products, services, or organizational initiatives
During crisis situations, communications professionals are often the ones implementing communication strategies that help the organization respond quickly and appropriately.
Building relationships is another crucial part of the role. Communications specialists connect with journalists to facilitate media relations and partner with community organizations for outreach efforts. Also, they collaborate with internal teams to ensure consistent messaging across all touchpoints.
Working Across Multiple Channels
Communications specialists work across different platforms, often managing several platforms simultaneously. Social media platforms play a huge role in communication because they let organizations engage directly with audiences and respond fast.
However, maintaining a strong social media presence takes careful planning. It also requires an understanding of audience engagement patterns and knowledge of how each platform works.
Beyond social media, communications specialists also work with:
- Company websites and blogs
- Email campaigns and internal newsletters
- Online marketing tools and content management systems
- Traditional media like newspapers, TV, and radio
Each channel serves a distinct purpose and reaches different segments of target audiences. Specialists adjust their tone and format to fit the audience while keeping all messaging consistent. This coordination across various channels supports brand management and helps increase awareness of organizational initiatives.
Essential Skills for Success
The job requires a mix of skills that communications specialists rely on to do their work effectively. These skills include:
- Soft skills
- Technical and hard skills
Core Soft Skills
Several interpersonal skills are essential to succeeding in this role. Strong writing skills top the list – communications specialists need to write clearly and persuasively for different audiences and formats. Verbal communication skills matter just as much, especially when specialists are:
- Presenting to leadership
- Collaborating across departments
- Representing the organization at public events
Public speaking skills are important for anyone who handles press conferences, town halls, or community outreach presentations. Public speaking skills help specialists represent their organization confidently and build trust with stakeholders.
Organizational skills help specialists to simultaneously manage multiple projects, deadlines, and campaign strategies. Interpersonal skills – the ability to read people, build rapport, and navigate different personalities – make building relationships across internal and external networks much easier.
Technical and Hard Skills
Modern business communications also require technical skills. Communications specialists need familiarity with digital marketing fundamentals and web analytics to measure a campaign’s effectiveness. They should understand content management systems, social media scheduling tools, and basic design principles.
Problem-solving skills and analytical thinking help specialists to adapt communication plans when situations change or when initial strategies don’t perform as expected. Crisis management requires quick thinking and the ability to coordinate responses across multiple stakeholders under pressure.
Education
Most communications specialists hold a bachelor’s degree in communications, public relations, journalism, or a related field. Academic programs typically cover:
- Writing
- Media studies
- Strategic communication
- Public relations fundamentals
But employers often value real-world experience alongside formal education. People gain practical experience through several pathways:
- Internships at public relations firms or corporate communications departments
- Entry-level positions in marketing or business communications
- Volunteer work with nonprofits focused on community outreach
Professional certifications can support candidates seeking advancement, especially for specialists aiming for management positions or specialized responsibilities. While not always required, certifications demonstrate commitment and familiarity with industry standards.
Career Path
The career development path in communications is flexible. Entry-level specialists might start by supporting specific projects or managing single channels.
With experience, these professionals take on broader responsibilities, such as overseeing entire communication efforts, developing strategic messaging plans, or leading teams. Senior communications specialists and directors often influence organizational direction while staying connected to the work that shapes the organization’s public image.
Where Communications Specialists Work
Communications specialists work across diverse industries and settings. In corporate settings, the focus often leans toward internal communication, reputational management, and growth-oriented business goals. These corporate environments typically emphasize consistent messaging that supports sales, customer relations, and employee engagement.
Government agencies prioritize transparency, public information, and community outreach. Communications work in these government settings often involves:
- Explaining policies
- Sharing public resources
- Maintaining trust between agencies and citizens
Public relations firms offer another common work environment. In public relations, specialists might support multiple clients with completely different needs. For instance, they may craft press releases for a tech startup one day and spend the next developing campaign strategies for a healthcare organization. This variety requires adaptability and strong organizational skills.
Nonprofits need communications specialists who can shape public perception around social issues, mobilize supporters, and communicate impact to donors and community members. The day-to-day work in nonprofit organizations often emphasizes mission-driven messaging and grassroots engagement.
Across all industries, the work environment is shaped by evolving technology, shifting public expectations, and growing demand for clear, effective communication.
Why Communications Is a Good Career Path
Communications is a solid professional path if you like both creative work and strategic thinking. The useful skills you build in this field – writing, analysis, and relationship management – are transferable to different industries.
Organizations increasingly depend on strong communication strategies to protect their brand reputation, maintain public trust, and stay visible in crowded markets. That dependence means that communications specialists play a central role in shaping how organizations are perceived and how successful they become long-term.
The role offers variety, too. One week you might be writing company news announcements, and you’re coordinating media relations for a product launch the next week. The following week, you’re developing internal communication strategies to support organizational change. This variety keeps the work interesting and helps communication specialists build diverse skill sets.
For professionals interested in pursuing career advancement to leadership roles, communications offers chances to influence organizational direction while staying connected to people, ideas, and public engagement. Communications is a career where analytical thinking meets human connection, and where your work directly impacts how organizations function and how they're understood by the world.
Why the Communications Specialist Role Matters
Communications specialists make sure organizational messages are clear and purposeful, as well as aligned with bigger strategic goals. Through careful planning, content development, and relationship management, these professionals help organizations navigate complexity, respond to challenges, and maintain trust with the audiences that matter most.
If you’re drawn to communication, strategy, and problem-solving, becoming a communications specialist offers a meaningful and adaptable career across corporate, government, and nonprofit sectors. The role continues evolving with technology and media, but the core purpose remains constant: helping organizations connect with people in ways that are honest, effective, and aligned with their values.
The Bachelor of Arts in Communication at APU
For adult learners who want to improve their communication skills, American Public University (APU) offers an online Bachelor of Arts in Communication. This program has courses in a wide variety of topics such as mass communication, social media and society, and communication theory. Other courses include intercultural communication, ethics in communication, communication research skills, and digital tools and media in communication.
To learn more details about this bachelor’s degree in communication, visit our arts and humanities degree program page.