The demand for strategic communication professionals continues to rise throughout advertising, public relations, and business. In fact, according to Bureau of Labor Statistics (BLS) data, the demand for communication and media occupations is projected to grow by more than 109,500 job openings each year through 2033. If you've been thinking about pursuing your master's degree in strategic communication, now could be a great time to take the next step.
With a better understanding of what this field entails, what communication consultants do in their everyday work, and the skills needed to thrive in strategic communication and consultation, you can decide whether this path may be right for you.
What Is Strategic Communications Consulting?
Strategic communications consulting refers to a practice where professionals help businesses and organizations (including for-profit and nonprofit organizations) reach their goals through careful strategic planning and targeted messaging. Businesses rely on strategic comms experts to help them improve their overall reputation, respond to crisis situations, and engage with stakeholders.
What Does a Strategic Communications Consultant Do?
The exact role of a strategic communications consultant can vary from one employer to the next. However, a strategic communication consultant is generally responsible for helping organizations develop and implement effective messaging strategies to engage stakeholders, manage public perception, and navigate even the most complex of communication challenges.
Develop and Implement Communication Strategies
As an essential part of their jobs, strategic communication professionals craft carefully tailored messaging plans that align with an organization's objectives and overall values. This may include, for example, pinpointing the most effective communication channels (like social media, press releases, or internal newsletters) to reach target audiences. From there, these professionals also work to maintain brand consistency and cohesive messaging across all of these platforms.
Manage Crisis Communication and Reputation Protection
Another important responsibility for a strategic communication professional is handling crises and preparing for potential crisis situations. This includes working with organizational leaders to develop proactive crisis management plans for handling public relations emergencies, as well as providing damage control strategies in response to negative press, internal controversies, or conflicts on social media. In some cases, strategic communication professionals may also train leadership teams to respond to crises more confidently and effectively.
Conduct Audience Research and Stakeholder Analysis
Meanwhile, strategic communication professionals may also use data analytics as a means of identifying target audiences and even assessing public sentiment for their brands. From there, they can use analytical insights to develop strategies based on consumer behavior, media trends, and other market research, ultimately advising organizations on how to effectively engage with key stakeholders in their messaging.
Enhance Internal Communications
Internal communication plays a critical role in overall employee performance and even job satisfaction, and strategic communication professionals can use their skills to improve company-wide communication between leaders and employees. They can do this by developing corporate messaging, mission statements, and even leadership speeches while implementing employee engagement initiatives to foster a more positive workplace culture.
Provide Media Training and Public Speaking Support
For organizations under close media scrutiny or coverage, strategic communication professionals may also coach executives and spokespeople on how to handle media interviews gracefully. This may include training leadership on effective public speaking techniques and message delivery, as well as developing talking points for press conferences and other public appearances that may be covered by the media.
Oversee Public Relations and Media Outreach
In addition to providing training to leaders, strategic communication experts also work to build relationships with local journalists, influencers, and media outlets as a means of creating positive coverage for the brands they represent. From there, it is not uncommon for these professionals to draft press releases, opinion pieces, and even media pitches based on news trends and organizational happenings. All of this can be effective in generating positive media coverage for clients.
Consult on Digital and Social Media Strategies
Finally, strategic communication professionals assist organizations in managing their online reputation and overall social media presence. They do this by developing content strategies for popular social media platforms (including Facebook, LinkedIn, Instagram, and X) while also using SEO, analytics, and social listening tools to measure the effectiveness of their campaigns.
Essential Skills for Strategic Communications Consulting
Now that you have a better understanding of the everyday work of a strategic communication professional, what kinds of skills do you need to thrive in this fast-paced line of work? Essential skills range from analytical and interpersonal to technical in nature, including:
- Critical Thinking & Problem-Solving - Helps consultants anticipate potential PR crises and create proactive strategies to handle them.
- Persuasive Communication & Negotiation - This refers to the ability to influence executives, media, and clients through compelling messaging. It is essential for crisis management, media training, and developing public relations strategies.
- Adaptability & Agility - The ability to think quickly and adjust messaging strategies in response to political, economic, or social changes.
- Data Literacy & Analytics Interpretation - This involves understanding metrics such as public sentiment analysis, engagement rates, and media reach. These skills are critical when making data-driven recommendations to clients.
- Project Management & Execution - This includes the ability to oversee the execution of communication strategies from start to finish. Strong project management and execution skills help consultants align messaging goals with business objectives as efficiently as possible.
Career Opportunities in Communications Consulting
Wondering what kinds of roles are available in strategic communication? Whether you're a self-starter or are interested in working with nonprofits, there's likely to be a role out there that suits your unique interests and talents. Some of the most common job titles in communications consulting include:
- Independent Communications Consultant - These professionals work as freelance consultants, providing services to businesses and nonprofits. Working as an independent communication consultant can be a great choice for those looking for greater flexibility and the ability to work with diverse clients. Freelance roles may also come with higher earning potential, though this can vary greatly depending on level of experience and other factors.
- Corporate Communications Consultant - These experts typically work in-house for larger corporations to improve internal and external communication strategies. They most often work in government, finance, healthcare, and technology, but any business that's looking to improve its communication practices and build a more positive public image may hire communication consultants.
- Crisis Communications Consultant - When crises and public relations nightmares occur, businesses often turn to crisis communication consultants who specialize in damage control, reputation management, and responding to these exact situations. If you work well under pressure and can think quickly on your feet, then this type of role may be right for you. On any given day, these professionals may handle anything from PR disasters and corporate scandals to social media crises and just about anything else you could imagine.
- Public Relations & Media Consultant - Many organizations and businesses also hire public relations and media consultants to assist them with drafting press releases, handling media relations, and creating compelling brand stories. These professionals typically work with brands, politicians, public figures, and larger organizations to create a positive public image at all times.
- Government & Nonprofit Communication Consultants - These professionals help government agencies and nonprofits enhance their public messaging and outreach strategies with a focus on public engagement, social advocacy, and transparency. If you're looking for a strategic communication role where you can really make a difference, this type of work could be right for you.
How a Master's in Strategic Communications Prepares You for Consulting
While a master's degree may not be required for every strategic communication role out there, the reality is that the foundational knowledge and skills acquired in a graduate-level degree program could help you set yourself apart from other candidates in top roles.
Moreover, you will have the opportunity to expand your strategic skill sets by building your planning and analytical skills, embedding holistic thinking into your communication planning, and exploring real-world experiential learning opportunities. Whether you're looking to break into a strategic communication role for the first time or are preparing to advance into a leadership position, these skills can be critical.
Is a Career in Communications Consulting Right for You? Learn More!
Working in strategic communications can be a rewarding career choice for analytical minds, strategic thinkers, and persuasive communicators. In the University of Minnesota's Professional MA in Strategic Communication program, you’ll have the opportunity to learn foundational skills that can propel your career from strategic planning and evaluation to persuasion and advertising theory. Plus, with just two classes per term and two nights per week, this 30-credit program is designed to be completed in just two years.
Get in touch to learn more about UMN's Master in Strategic Communication program or sign up for a 20-minute virtual consultation with a faculty member. Ready to take the next step? You can also complete your online application for admission here!
