Public Relations Manager Job Description: Top Duties and Qualifications

A Public Relations Manager, or Public Relations Department Manager, is responsible for managing an organization’s communication initiatives, specifically with media personnel. Their duties include overseeing a team of public relations professionals to delegate tasks, writing or editing press releases prior to publication and helping their company organize press conferences and other events.

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Public Relations Manager Duties and Responsibilities

A Public Relations Manager will take up the following duties and responsibilities:

  • Managing the organization’s public relations (PR) team and overseeing all their activities
  • Developing and implementing publicity strategies for the company’s products and services, including a crisis management strategy
  • Developing and implementing organizational publicity strategies for company events
  • Creating and managing a PR plan, including budgets, timelines, etc.
  • Analyzing all media coverage of the organization and drafting appropriate responses
  • Working with the social media team to create a content calendar
  • Organizing promotional events such as press tours and conferences
  • Representing the organization at press conferences, interviews, etc.

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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Frequently asked questions about Public Relations Managers

 

What is the difference between a Public Relations Manager and a Marketing Manager?

The difference between a Public Relations Manager and a Marketing Manager is their areas of job focus and the types of professionals they oversee. For example, Public Relations Managers typically oversee the daily operations of the PR department. They lead a team of Public Relations Specialists and other professionals to delegate tasks like conducting press conferences or writing press releases. In contrast, a Marketing Manager oversees all operations of the marketing department. They lead a team of marketing professionals, including Content Creators, Marketing Specialists, Marketing Coordinators and Marketing Analysts. 

Their job is to create marketing strategies and manage marketing campaigns to market their products or services to consumers. Another way to differentiate between a Public Relations Manager and a Marketing Manager is that Public Relations Managers are focused on interacting with media personnel. In contrast, Marketing Managers are focused on interacting with existing or potential customers. Public Relations Managers and Marketing Managers work closely together to promote their employer’s brand or announce new products and services.

 

What are the daily duties of a Public Relations Manager?

On a typical day, a Public Relations Manager starts by checking their email and voicemail to respond to time-sensitive messages from company employees or media personnel. They review local and national news to check for mentions of their company and review their appointment schedule. Throughout the day, they participate in meetings with the public relations and marketing teams, oversee press events and approve or deny press releases as needed.

 

What qualities make a good Public Relations Manager?

A good Public Relations Manager has the ability to remain calm in stressful situations. This quality helps them delegate publicity tasks among their team to provide a quick and well-thought-out response to company criticism and other potentially negative events in their industry. They have an in-depth understanding of their employer’s brand and continuously look to update their knowledge to better represent the company. Further, a good Public Relations Manager also excellent public speaking abilities, allowing them to act as spokesperson for the company at press conferences or other promotional events.

 

Who does a Public Relations Manager report to?

A Public Relations Manager reports to different roles depending on where they work. For example, Public Relations Managers typically report directly to the Public Relations Firm Director and report indirectly to their clients. In contrast, Public Relations Managers working as internal employees for a corporation usually report to the Public Relations Director, or Director of Public Relations to receive guidance on publicity initiatives.

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