Career Development

What Does a Media Relations Manager Do?

Find out what a media relations manager does, how to get this job, and what it takes to succeed as a media relations manager.

Media relations managers are responsible for managing the public image of their organization. They develop and implement communications strategies that help shape how people see their company, product or service.

Media relations managers commonly work with a team of professionals in various departments to coordinate efforts across different areas of the business. This may include marketing, sales, customer service, etc.

Media Relations Manager Job Duties

Media relations managers have a wide range of responsibilities, which can include:

  • Surveying the needs of target audiences to determine how best to communicate with them
  • Writing news releases or other materials for media distribution
  • Managing media relationships for an organization by contacting reporters to build relationships, identifying opportunities for publicity, and planning events
  • Monitoring and analyzing news coverage to identify trends in topics covered by the media and to assess the effectiveness of previous publicity efforts
  • Developing and maintaining relationships with reporters at all levels within an organization’s key markets
  • Conducting interviews with company executives to promote new products or services
  • Coordinating with advertising agencies to ensure that advertisements are consistent with company branding or messages
  • Coordinating with lawyers to ensure that statements made by the media are accurate and legally sound
  • Researching and developing stories about topics relevant to their organization

Media Relations Manager Salary & Outlook

Media relations managers’ salaries vary depending on their level of education, years of experience, and the size and industry of the company. They may also earn additional compensation in the form of bonuses.

  • Median Annual Salary: $76,500 ($36.78/hour)
  • Top 10% Annual Salary: $122,000 ($58.65/hour)

The employment of public relations managers is expected to grow faster than average over the next decade.

As the economy grows, companies will try to increase their visibility and market share by advertising and promoting their products and services. In addition, public relations managers will be needed to help companies respond to concerns raised by customers, employees, and other stakeholders.

Media Relations Manager Job Requirements

A media relations manager typically needs the following qualifications:

Education: Media relations managers need a bachelor’s degree in communications, public relations, journalism or another related field. These programs teach students the fundamentals of public relations, including how to write news releases, how to pitch stories to the media and how to develop a media strategy.

Training & Experience: Media relations managers typically receive on-the-job training in their role. This training may include shadowing a current media relations manager or another member of the marketing or communications department. The training may also include learning about the company’s communication strategies, media outreach and other responsibilities of the role.

Certifications & Licenses: Certifications can prove a media relations manager’s expertise in their field and help secure a higher-paying job. Some media relations managers also get certifications to gain additional knowledge or skills or to make themselves more competitive when applying to new jobs.

Media Relations Manager Skills

Media relations managers need the following skills in order to be successful:

Communication skills: Effective communication is a crucial skill for a media relations manager. You may be responsible for communicating with journalists, clients, other departments and the public. Strong communication skills can help you convey your message clearly and concisely. You can also use your communication skills to help your team communicate with one another.

Public speaking skills: Public speaking skills are also important for a media relations manager. They may need to present to a large audience or speak to a small audience, but they need to be able to effectively communicate their message. This can include speaking in front of a group of people or on the phone.

Writing skills: A large part of a media relations manager’s job is writing and editing content for social media, press releases, newsletters and other marketing materials. Having strong writing skills can help you create engaging content that can help your company grow its audience and increase sales.

Research skills: As a media relations manager, you may be responsible for researching and compiling information for a press release or other communication. This can include researching the company’s history, its products or services, its competitors and other information that can be useful for communicating with the media.

Time management: Time management is the ability to manage multiple tasks simultaneously. This skill is important for media relations managers because they often have many responsibilities. They may be responsible for writing and distributing press releases, monitoring social media, scheduling interviews and maintaining relationships with reporters.

Media Relations Manager Work Environment

Media relations managers work in a variety of settings, including corporate offices, public relations firms, advertising agencies, and government agencies. They typically work full time and may occasionally work overtime to meet deadlines or attend evening or weekend events. Media relations managers may travel to meet with clients or attend conferences. The work can be stressful, and media relations managers must be able to handle deadlines, last-minute changes, and unexpected events.

Media Relations Manager Trends

Here are three trends influencing how media relations managers work. Media relations managers will need to stay up-to-date on these developments to keep their skills relevant and maintain a competitive advantage in the workplace.

The Need for a More Integrated Approach to Communications

The media relations profession is evolving, as businesses are increasingly looking for professionals who can provide a more integrated approach to communications.

This trend is leading to an increased demand for media relations managers who can work with other departments to create a cohesive message that is delivered through multiple channels. In order to be successful in this field, professionals will need to be able to work effectively with a variety of people and understand the needs of different stakeholders.

A Greater Focus on Digital Media

As digital media becomes more popular, businesses are beginning to focus more attention on developing strategies for using it to reach their target audiences. This is creating opportunities for media relations professionals who have experience working with digital platforms.

By understanding how to use digital media to their advantage, media relations professionals can help their clients reach a wider audience and achieve greater success. They can also use their knowledge to help businesses develop effective content marketing strategies.

More Attention Paid to Employee Advocacy

Employee advocacy has become an increasingly important part of business communication in recent years. As social media has grown in popularity, employees have begun to use it to share information about their companies with friends and family members.

Media relations professionals can capitalize on this trend by developing campaigns that encourage employee advocacy. This can include providing training on how to use social media effectively, as well as offering rewards for employees who generate the most engagement.

How to Become a Media Relations Manager

A successful media relations manager career path requires a combination of hard and soft skills. You’ll need to be able to write well, have strong communication skills, and be able to think strategically about how to get your company’s message out to the right people.

You’ll also need to be able to work effectively with journalists and understand their needs and deadlines. This means staying up-to-date on the latest news stories and trends in your industry, as well as knowing who the key players are and what they’re writing about.

It’s also important to be able to manage your time effectively and juggle multiple tasks at once. As a media relations manager, you’ll often be working on several projects at once, so it’s important to be able to stay organized and prioritize your workload.

Related: How to Write a Media Relations Manager Resume

Advancement Prospects

Advancement prospects for media relations managers are good. With experience, media relations managers can move into senior positions with more responsibility, such as director of media relations or vice president of public relations. They may also start their own public relations firm.

Media Relations Manager Job Description Example

At [CompanyX], we understand that the success of our business is largely dependent on our relationships with the media. We are looking for an experienced media relations manager to join our team and help us build and maintain these important relationships. The ideal candidate will have a proven track record of success in media relations, as well as excellent writing, communication, and interpersonal skills. He or she will be responsible for developing and executing media relations strategies, writing press releases and media advisories, and pitching story ideas to the media. The media relations manager will also be responsible for monitoring media coverage and identifying opportunities for positive media exposure.

Duties & Responsibilities

  • Develop and execute media relations plans that support business objectives and generate positive media coverage
  • Write press releases, pitch letters, backgrounders, and other materials to promote company news
  • Develop and maintain relationships with key members of the media, including reporters, editors, bloggers, and influencers
  • Monitor news outlets for opportunities to place stories about the company and its products or services
  • Plan and coordinate media events, such as press conferences, product launches, and media tours
  • Respond to media inquiries in a timely and professional manner
  • Keep abreast of industry trends and newsworthy topics that could be leveraged for media coverage
  • Identify potential crisis situations and develop proactive strategies to mitigate negative publicity
  • Work closely with other members of the marketing and communications team to ensure a coordinated approach to media relations
  • Track and report on media coverage, using metrics to measure success
  • Stay up-to-date on best practices in media relations and public relations
  • Perform other duties as assigned

Required Skills and Qualifications

  • Bachelor’s degree in public relations, communications, or related field
  • 7-10 years of experience in media relations, with at least 5 years in a management role
  • Proven success securing positive media coverage in both traditional and digital outlets
  • Exceptional written and verbal communication skills
  • Strong relationships with key members of the media
  • Excellent organizational and time-management skills
  • Creative thinking and problem-solving ability

Preferred Skills and Qualifications

  • Master’s degree in public relations, communications, or related field
  • Experience working in a fast-paced environment
  • Ability to think strategically and execute tactically
  • Flexibility and adaptability
  • Sense of humor

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