Public Relations Managers plan, organize, direct, control, and evaluate the PR activities of establishments and departments involved in commercial, industrial, and electronic businesses. They may also be employed by government departments, and advertising, marketing, and public relations firms or consulting businesses. They specifically plan and direct the creation of material that will maintain or enhance the public image of their company or client.
Here’s a non-exhaustive list of common tasks Public Relations Manager are required to complete.
- Directing and evaluating establishments and departments of a company that develop and implement communication strategies and information programs:
- Developing and maintaining the client’s corporate image and identity, which includes the use of logos and signage;
- observing social, economic, and political trends that might ultimately affect their organization or clients, and recommending ways to enhance their image based on those trends;
- working with advertising and marketing managers to ensure that advertising campaigns are compatible with the image the company or client is trying to portray;
- assisting top executives in drafting speeches, arranging interviews, and maintaining other forms of public contact, if necessary;
- presenting campaign ideas, deadlines, and costs to clients, as well as presenting creative work to for approval or modification;
- developing executive abstracts and presentations for key conferences and events;
- directing and overseeing the company’s social media strategy;
- overseeing internal communications, such as company newsletters; and
- overseeing the maintenance of the company’s internet or intranet webpages.
- Handling and supervising all PR aspects in a potential crisis situation.
- Managing the public perception of their clients, speaking on their behalf if necessary, and clarifying their positions on certain critical issues; managing bad press, if any.
- Developing promotional material.
- Maintaining media relations on behalf of businesses, governments, and other organizations or individuals:
- Reviewing or writing, if necessary, press releases, as well as preparing media kits;
- helping clarify their organization’s point of view to its main audience through media releases and interviews;
- writing concise stories for press outreach in a variety of formats;
- cultivating relationships and liaising with influential contacts in the press and broadcast media;
- responding to reactive media inquiries, aligning opportunities with appropriate spokespeople;
- developing media campaigns and strategies; and
- working directly with clients to pitch and place necessary media coverage.
- Planning and publicizing activities and events to garner public awareness and free press coverage:
- Undertaking the planning and execution of grand openings, charitable events, press launches, compiling reports, and presenting new products to the press, if any; and
- directing special events such as sponsorship of races, parties introducing new products, or other activities the company supports in order to gain public attention through the media without directly advertising.
- Hiring and managing freelance copywriters, graphic designers, and other staff members:
- Assigning, supervising, and reviewing the activities of PR and communications staff.
- Managing the PR department budget:
- Implementing PR activity in line with the agreed budget.
- Keeping up-to-date with all issues that affect the company or organization, as well as the latest industry developments:
- Avoiding or responding to negative media coverage.
- Ensuring compliance with the company’s bylaws, regulations, policies, and procedures.
- Deciding which press releases go out to the media.
- Identifying main client groups and audiences in order to determine the best way to reach them.
- Designating an appropriate spokesperson or information source for media inquiries.
- Creating ways for clients to communicate effectively with the public.
- Developing and managing their company or client’s corporate image and identity.
- Assisting and informing an organization’s executives and spokespeople.
- Devising and implementing communication and promotion programs.
- Assigning, supervising, and reviewing the activities of different staff members.
The average PR Manager salary is $59,475 per year or $31 per hour. This is around 1.8 times more than the Median wage of the country. Entry level positions start at $42,000 while most experienced workers make up to $83,000. These results are based on 1 salary extracted from job descriptions.