By Shariva Zender
There’s a certain irony in being a Communications Manager. We help everyone else find the right words, yet constantly we find ourselves having to explain our own value in the simplest terms.
“So you do media?”
“Oh, you’re the one behind the Instagram posts?”
“You make things sound nice?”
Sure, some of that might be true. But saying that’s all we do is like saying a pilot just pushes buttons for a living.
The truth is: being a Communications Manager isn’t just about crafting words. It’s about crafting meaning. In a world where people are bombarded by information, scrolling through endless headlines, opinions and promotions, our job is to create messages that make people pause, feel and most importantly trust.
“You can have all the right words, but if people don’t trust you, they won’t hear you.”
We have to translate complexity into clarity. That often means taking a layered boardroom decision and turning it into something staff can understand, clients can believe in and something our stakeholders can align with. It’s translating boardroom jargon into something that feels human and clear.
But the technical work is only one side of the job.
What’s often left out of the job description is the emotional labour. We’re usually the first to absorb public frustration in a crisis and often the last to be recognised when things go right. We must read between the lines of leadership, staff dynamics and public perception. We should be able to know when someone in a meeting needs more reassurance, before they even say a word. We scan every sentence for potential landmines that others don’t see, removing that one line that could quietly derail months of trust.
A good Communications Manager listens more than they speak. A great one reads the room before the room even speaks.
If you’re an aspiring comms professional, or simply want to understand what this role truly entails, here are three lessons that have shaped the way I work:
1. Silence communicates too, but don’t let the gap fill itself.
2. Always write with a real person in mind. Your audience isn’t a demographic; it’s someone with a lived experience.
3. Tone and timing can completely change a message. Don’t just ask “What should we say?” Ask “When and how should we say it?”
In essence, being a Communications Manager means being a strategist, an empath, a fixer, and more often than not a miracle worker.
So if anyone ever asks what it is you actually do, tell them this:
You’re not here to make it sound pretty. You’re here to make it matter.
*Shariva Zender is a seasoned Marketing and Corporate Communications professional with over a decade of experience spanning telecommunications, FMCG, creative agency environments and regulatory industries. Known for a strategic approach and a creative mindset, Shariva has established a reputation for driving impactful marketing initiatives that align with business goals while resonating with diverse audiences.Currently serving as a Communications Manager, Shariva is at the forefront of developing innovative communication strategies, managing stakeholder relations and strengthening brand presence in a highly dynamic sector and has a keen interest in fostering a collaborative culture that empowers teams and builds meaningful connections with stakeholders.
