PR managers are responsible for managing their client’s reputation. They do this by trying to influence people’s opinion and behaviour towards their client or brand.
As a PR manager, you’ll monitor publicity and find opportunities to promote your client, product or brand. You’ll also be in charge of creating press kits and writing press releases and other necessary marketing materials.
Duties and responsibilities
- Plan, develop and implement PR strategies
- Build and maintain relationships with media professionals
- Research, write and distribute targeted media
- Liaise with press and bloggers via email and telephone
- Write press releases and maintain a strong social media presence
- Organise events, including press days, exhibitions and tours
- Source and manage sponsorship opportunities
- Maintain and update information on the organisation’s website
- Conduct market research and create new ideas based on findings
Skills and knowledge
AVERAGE WORKING HOURS
Standard business hours
PR managers typically work in an office-based environment, though they may spend a lot of time off-site, arranging meetings with members of the press.
Local and international travel may be required, depending on the nature of the job and the industry.
The hours can be long, especially around press events, and weekend work may be required.
The work can also be stressful, mainly if any hiccups arise during live events.
Annual salary estimates are based on percentile wage data collected through the Occupational Employment Statistics (OES) survey of US workers.
Bachelor’s degree in public relations
To become a PR manager, you’ll typically need to complete a four-year bachelor’s degree in either public relations, journalism, English or communications. Some employers, meanwhile, prefer candidates with a relevant master’s degree.
Many PR panagers progress to set up their own office, working as an independent PR consultant. To do this, you’ll need to build a long list of industry contacts and have a wide network of media professionals.
Alternatively, you can progress to a head of PR position within an organisation, managing the entire press department.