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Communications Manager

Definining their role, and the necessary documents/visuals they create

Alexandra White

on 14 October 2011

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Transcript of Communications Manager

Communications Manager What do they do? What do they produce? Ok, so what do they do? A communications manager works for a company to help explain the company's actions and policies to their employers, coworkers, and to the public. They also must determine what the best way is for getting the message across to their audience: email, flyers, presentations, social media, etc. Sometimes, they are involved in the design of these communications and help craft the specific wordage used. They often form content strategies which detail how their information is formatted and released. Communications Managers Create Documents Memos Speeches or an individual or a non-profit These memos can be internal or external; they can be simple, such as a to-do list for the public relations or communication team, or elaborate, detailing how a specific marketing plan will be carried out.
These memos are essential in communicating between different branches of the company prior to releasing the final products. Sometimes, the communications manager writes speeches for different company executives. This is to help unify the voice of the company.
Flyers Another form of communication is a flyer. These incorporate words, images, and the company logo in order to disseminate information internally or externally. Brochures Slogan These are short phrases or mottos that express the beliefs and purpose of the company. Slogans are essential tools in creating a company image.
For example:
Nationwide is on your side.
American Express: Don't leave home without it. One way of communicating with an audience is to use brochures or other types of pamphlets. This allows more information than a flyer, allows room for images, and is easily distributed. It's the perfect tri-fold (or more-fold) communication tool. Communications Managers Create/Use Visuals Photos Logos Storefronts So What? This logo is one of the most recognizable in consumer brands. Target uses this logo in their store, advertisements, and employee documentation. It is effective for several reasons:
The red symbolizes energy, youth, and a call to power.
The bullseye symbolizes the center of a target, worth the most points and "unexpectedly good success"
97% of American recognize the bullseye as Target. The Twitter logo recently went through a re-branding, with a more vibrant blue and a bubble-shaped lower case "t." The color represents wisdom, intellect, and energy. It also maintains the same theme as other successful social media websites (such as Facebook and LinkedIn) by using blue. The Starbucks logo also recently went through a re-branding, to a simple and more modern look. They maintain the same color, shape, typeface, and "siren" that has represented Starbucks for the forty years it has existed. Furthermore, the logo can exist without the company name; this is proof that it is recognizable and therefore successful. Photography is an essential tool for communications managers. Often, they do not take the photos themselves; either a company photographer is hired or the company utilizes stock photography. Either way the photography is essential in speaking to the company's slogan and message. These photos are used on the company website, brochures, flyers, and other company documents. The logo is the most essential image of the company. If a graphic designer is not employed, the communications manager may be required to create the logo. If the logo already exists, then the communications manager is simply responsible for utilizing the logo effectively. Target uses photos in their weekly advertisement to illustrate a type of product being advertised as well as the people who are buying the product. or the people that Target WANTS to be buying the products... Twitter uses very little photography on their website. However, they do use it when it comes to the hiring page. A communications manager would be in charge of putting across a view of what the staff should (and does) look like. Starbucks often uses images to illustrate the products they are selling. It's important that these images inspire the viewers to want to eat and enjoy the food/drinks, enough to come in and buy it. As well, they should speak to the overall image of Starbucks. A communications manager may choose which photos would be utilized in advertisements and displays at Starbucks. A less thought of visual that communications managers often have a part of is storefront design. It is important that if the company has stores (one or one hundred thousand) that they all are recognizable and speak to the brand just like their advertisements. This can be done using typography, the logo, colors, and signage. Target uses the bullseye logo, red color, and typeface of the word "Target" to welcome guests to the store. It is easy to read and recognize, as well as flows with the rest of Target branding. In conclusion, communications managers often wear multiple different hats: PR Specialist, graphic designer, technical writer, and creative writer. They create many different forms of documents and visuals which all speak to the theme and slogan of their company. Communications managers are essential for creating and maintaining a brand identity, internally and externally. They often utilize visuals that were already created and manipulate them to suit a certain purpose. They are macgyvers and inventors, who can help create an internationally known brand (or lead a company to ruins). The End by Alexandra White Starbucks uses the familiar white and green color scheme as well as the same typeface used in all of the branding material. In addition, the label of Starbucks is also at eye level on the windows, making it easy for people walking by to notice the name of the store. This is an archetectural decision, as well as a communications and branding decision.
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