Career Development

What Does a Public Relations Manager Do?

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

Public relations managers are responsible for managing the public image of an organization. They work with a variety of stakeholders, including employees, executives, vendors, and clients, to craft and implement a consistent message about their company’s products or services.

Public relations managers may also be tasked with developing relationships with journalists and other media professionals in order to get their company’s name out into the world.

Public Relations Manager Job Duties

A public relations manager typically has a wide range of responsibilities, which can include:

  • Developing strategies for communicating with the media about company activities, products, and services
  • Coordinating press conferences, interviews, and other public relations events to promote an organization’s products or services
  • Managing the organization’s brand by overseeing the development of its image in the marketplace
  • Planning community outreach programs such as blood drives or food drives to support local charities
  • Researching news articles and other publications to identify trends in topics of interest to target markets
  • Managing communications with government officials regarding new legislation or policies that could affect the organization’s business
  • Developing media relationships with journalists who cover their industry or sector of interest to enhance coverage in news stories
  • Consulting with managers on the best ways to communicate their message to internal and external audiences
  • Managing a team of public relations professionals who are responsible for creating and distributing content across multiple channels such as social media and websites

Public Relations Manager Salary & Outlook

Public 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 or commissions.

  • Median Annual Salary: $82,500 ($39.66/hour)
  • Top 10% Annual Salary: $142,000 ($68.27/hour)

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

Organizations will continue to hire public relations managers to help shape their organizations’ images and tell their stories to a variety of audiences, including customers, clients, and donors. Organizations also will need public relations managers to handle social media and online marketing campaigns.

Public Relations Manager Job Requirements

A public relations manager typically needs to have the following qualifications:

Education: A bachelor’s degree is often a minimum requirement to become a public relations manager. Some of the most common majors for this role are communications, English, journalism, marketing and political science.

Training & Experience: Public relations managers typically receive on-the-job training in their role. They may work as an entry-level public relations professional before advancing to a managerial position. They may also work in a different role, such as marketing or communications, before becoming a public relations manager.

Certifications & Licenses: Certifications are not a requirement to become a public relations manager, but they can make you a more competitive candidate when applying for jobs.

Public Relations Manager Skills

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

Communication: Public relations managers communicate with a variety of stakeholders, including members of the media, employees, clients and other stakeholders. Effective communication skills can help you convey messages clearly and concisely. You may also need to communicate complex ideas in a way that’s easy to understand.

Writing: Public relations managers often write press releases, social media posts and other forms of communication. They also write proposals and other documents to support their team’s efforts. Effective written communication is an important skill for public relations managers to have.

Networking: Public relations managers often build relationships with other professionals in their industry. They may attend conferences, events and other networking opportunities to meet new people and make connections. These connections can help them find new clients, learn about new opportunities and receive feedback on their work.

Strategic thinking: Strategic thinking is the ability to identify goals and develop a plan to achieve them. As a public relations manager, strategic thinking is an essential skill that can help you develop a successful public relations strategy for your organization. It’s important to be able to identify the goals of your organization and develop a plan to achieve them. This can include developing a plan to improve your organization’s reputation, increase sales or attract new customers.

Leadership: Public relations managers often oversee a team of employees, so leadership skills are important for them to have. You can use your leadership skills to motivate your team, encourage them to work hard and help them develop their skills. You can also use your leadership skills to delegate tasks and motivate your team to complete them.

Public Relations Manager Work Environment

Public relations managers typically work in an office environment, although they may travel to meet with clients or attend events. They work full time and may often work overtime to meet deadlines or to coordinate with events that take place outside of normal business hours. Public relations managers may work under a great deal of pressure to meet the demands of their clients or their employer. They must be able to think quickly and be able to handle multiple tasks simultaneously.

Public Relations Manager Trends

Here are three trends influencing how public relations managers work. Public 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 More Technical Skills

As public relations becomes more complex, the need for professionals with technical skills increases. This is because public relations now involves more than just writing press releases and pitching stories to journalists; it also includes social media marketing, search engine optimization, and content marketing.

Public relations managers who are able to utilize these new techniques will be in high demand, as they will be able to help their clients reach a wider audience and achieve greater success.

The Emergence of Digital PR

The emergence of digital PR is a trend that is quickly changing the way businesses communicate with their customers. As technology advances, businesses are finding new ways to connect with their customers through online channels such as social media and email.

Public relations professionals who are able to utilize these channels will be better equipped to reach customers and build relationships with them. They will also be better prepared to handle customer feedback and complaints, which can be an important part of maintaining a positive image for a business.

More Focus on Branding and Marketing

As businesses become more competitive, they are placing a greater emphasis on branding and marketing. This means that public relations professionals will need to develop strong skills in these areas in order to stay ahead of the competition.

In order to be successful, public relations professionals will need to be able to create a strong brand identity for their company and understand how to market their products and services to potential customers. They will also need to be able to manage their company’s reputation online and deal with negative comments and reviews.

How to Become a Public Relations Manager

A career in public relations can be rewarding and fulfilling. It’s important to consider the different paths that are available to you, such as working for a PR agency or in-house at a company. You should also think about what type of work you want to do, such as writing press releases, creating media campaigns, or managing social media accounts.

No matter which path you choose, it’s important to stay up-to-date on the latest industry trends and developments. Read industry publications, attend networking events, and connect with other professionals online. This will help you build your network and find opportunities that match your interests and skills.

Related: How to Write a Public Relations Manager Resume

Advancement Prospects

Public relations managers typically advance in one of two ways: either by taking on additional responsibilities within their current organization or by moving to a larger organization. As they gain experience, public relations managers may move up to positions with more responsibility, such as director of public relations or vice president of communications. In a large organization, a public relations manager may have the opportunity to specialize in a particular area, such as media relations or investor relations.

Those with a bachelor’s degree in public relations and several years of experience may advance to top management positions. However, most top executives have a master’s degree in business administration (MBA) or a master’s degree in public relations.

Public Relations Manager Job Description Example

At [CompanyX], we understand that in order to maintain a good reputation, we need to be proactive and strategic in our approach to public relations. We are looking for an experienced public relations manager to join our team and help us navigate the ever-changing landscape of media and communications. The ideal candidate will have a strong understanding of traditional and digital media, as well as experience managing public relations campaigns. They will be responsible for developing and executing communications plans, writing press releases, and pitching stories to the media. Additionally, they will be responsible for monitoring media coverage and managing our social media presence.

Duties & Responsibilities

  • Develop and execute public relations plans and campaigns to support business objectives, including media relations, thought leadership, analyst relations, social media, and events
  • Write and edit press releases, bylined articles, executive speeches, website content, and other materials
  • Serve as a company spokesperson to the media, as needed
  • Develop and maintain strong relationships with key members of the media across print, broadcast, online, and trade outlets
  • Monitor news and industry trends relevant to assigned clients and develop proactive story ideas
  • Plan and manage logistics for events such as press conferences, media tours, and trade show booths
  • Research, write, and edit client-specific collateral such as brochures, fact sheets, case studies, white papers, and annual reports
  • Manage projects from start to finish within budget and timeline constraints
  • Supervise junior staff, providing guidance and mentorship as needed
  • Stay up-to-date on public relations best practices and new technologies
  • Report regularly to senior management on the status of assigned accounts and programs
  • Participate in new business pitches as needed

Required Skills and Qualifications

  • Bachelor’s degree in public relations, communications, or related field
  • 5-7 years experience in public relations, with at least 2 years in a management role
  • Proven success developing and executing PR campaigns that achieve objectives
  • Excellent writing, editing, and proofreading skills
  • Exceptional interpersonal and communication skills
  • Strong media relations skills and established media contacts

Preferred Skills and Qualifications

  • Master’s degree in public relations, communications, or related field
  • Experience working in an agency environment
  • Crisis communications experience
  • Social media savvy, with experience developing and managing social media accounts
  • Familiarity with design software programs, such as Photoshop and InDesign

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