What Does a Public Relations Manager Do?
Public Relations Managers typically work for corporations across industries to uphold their employer’s brand image, but they may also work for public relations firms. They work closely with marketing professionals and upper management to coordinate to prepare announcements for new product launches, product recalls, changes in management and other important company news. Their job is to monitor local, national or international news coverage to determine the public’s perception of their company or address claims made by media personnel.
They may also be responsible for developing publicity strategies for different company situations like manufacturing errors, employee lawsuits, company expansion or charitable initiatives.
Public Relations Manager Skills and Qualifications
A qualified Public Relations Manager will need some basic skills to excel in their duties. These include:
- Excellent oral and written communication skills
- Superior customer relationship management skills
- Proficiency in the use of word processing software tools
- Good creative writing skills
- An analytical mind and problem-solving skills
- In-depth knowledge of industry best practices
- Strong project management skills
- Excellent attention to detail
Public Relations Manager Salary Expectations
On average, Public Relations Managers earn $57,262 per year. This estimate is based on data collected from Public Relations Managers, their employers and other Indeed users over the years. This figure varies based on factors such as years of experience in the field, geographical location and the hiring organization.
Public Relations Manager Education and Training Requirements
A Public Relations Manager is required to have a bachelor’s degree in media and communications, English, journalism, marketing or any related field. A master’s degree in media, marketing or another related field may be useful but is not necessary.
There are also some certifications you can get as a Public Relations Manager. One of them is the Accredited in Public Relations (APR) certification issued by the Universal Accreditation Board. Applicants should have at least five years of experience and must pass a computer-based test. Another is the Accredited Business Communicator (ABC) certification issued by the International Association of Business Communicators. This requires nine years of education and work experience and includes a written and oral test.
Management training may also be important since this role requires overseeing a team. A certification or short course in people management will be useful.
Public Relations Manager Experience Requirements
A qualified Public Relations Manager will have at least five years of experience in the public relations field. They will also need at least two years of experience leading a PR team. A Public Relations Manager should have a track record of producing press releases and other publicity material. They should be familiar with creating marketing and content strategies and implementing them successfully.
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