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Head of Communication and Marketing, Dircom, Media Planner or Online Planner


Directors of communication are responsible for designing and managing the communication strategy of the organization for which they work. Their main objective is to ensure the quality of the company¿s corporate image through the optimal management of the target audience and the online media, and the positioning oh the brand, or other advertising actions in progress (promotions, campaigns, joint ventures or merchandising).
These professionals lead and coordinate the communication department and their human team. Depending on the people who make up the team and the size of the company, their role will only be directive, planning and managing teams, or their role will be executive, managing relations with the press, advertising media plan or performing tasks of spokesperson.
As communication directors, they may be in charge of the communication of the company in the different media, managing the budget allocated for a campaign or advertising action according to the guideline set by the media strategy (online and offline). It is about knowing and analysing the alternatives offered by the various media and supports to achieve the best broadcast conditions for the campaign, organizing, scheduling and controlling the broadcast of chosen pieces.
The communication department also manages the crises they face (strikes, product adulteration, chemical leaks, disasters, discrimination, mismanagement, etc.) that endanger an organization¿s corporate reputation and natural balance. Their work will focus on curbing the crisis, by designing communication strategies and anticipating future scenarios to assess relevant risks and actions.
Communication directors may work in a wide variety of fields. In the hotel sector, their duties will be linked to marketing and they will oversee more commercial communication that seeks to achieve annual sales targets. On the other hand, if they work on cultural communication, their objective will be to stimulate the historical, artistic and cultural heritage through attractive projects and actions and management that enhances the social and economic profitability of culture.


This professional¿s main mission is the design and management of the communication strategy of the company or institution for which they work. This task is channelled through a document that includes all the information necessary to carry out the communication management, that is, the communication plan. Specifically:
  • Compile a deep knowledge of the company or the institution, its culture, and its values, as well as the profile of the target audience and their needs.
  • Study and analyse the company¿s image and positioning in its sector.
    Establish the objectives that the company wants to achieve in terms of communication and set the tools and strategies that will be used to achieve them.
  • Design and manage the internal and external communication of the company, both online and offline.
  • Develop, plan, implement and supervise campaigns, the launch of new services and/or products in the company.
  • Design the advertising strategy and select or buy the most suitable communication elements (media, supports, formats).
  • Negotiate with the different communication groups in order to establish agreements (product exclusivity, preferential treatment, etc.).
  • Follow up all the actions to evaluate the communication strategies applied and the results, correcting and improving them if necessary.
  • Define, position and consolidate a distinctive brand or sign that distinguishes a service or organization and sets it apart from others.
  • Manage sponsorship and patronage actions.
  • In charge of singular events and specific actions, as well as performing spokesperson tasks.
  • Prepare and manage the communication department budget, guaranteeing the optimization of resources, both financial and human.
  • Coordinate the staff of the communication department.
  • Involve the entire company, especially the governing bodies, in the communication strategy, making them aware of its importance.
  • Design and manage the crisis communication plan, inventorying scenarios, alliances and stakeholders to create a crisis manual and adapted strategic plan.
  • Establish strategic alliances with other organizations.

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Barcelona Treball (Porta22)
Llacuna, 156-162, 08018 Barcelona

Monday to Friday from 9 to 18 h

Generalitat de Catalunya
Unió Europea FEDER
Unió Europea FSE