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Public Relations Manager Career Guide

How to Become a Public Relations Manager

More than direct marketing, public relations (PR) can sometimes be the most direct way that companies reach customers. Rather than advertising their products and services, a company will engage with potential consumers in the community. Public relations managers often spearhead these efforts, helping businesses connect with locals through media outlets, interviews, community events, and other avenues.

As a public relations manager, you help companies reach consumers through the news and media outlets they trust. Typically, you will help to tailor a company’s messaging across all written, verbal, and visual communication methods the media offers. From local newspapers and radio programs to sponsored events and appearances on mainstream news channels, you’ll utilize media to craft a positive corporate reputation.

If you have strong communication and writing skills, and you’re looking to help businesses gain authority through tailored media, the career of a public relations manager is ideal for you.

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What Is a Public Relations Manager?

One of several viable career options for individuals with a bachelor’s degree in marketing, the role of a public relations manager is part communication, part outreach. You’ll represent a company when connecting with various media avenues, after you choose specific channels that will target the right consumers.

PR managers are sometimes mistaken for marketing and advertising managers, given the similarity of their roles. While marketing, advertising, and public relations are similar fields — responsible for identifying and targeting customers — they are all respectively unique.

PR managers will not spend time creating advertisements or identifying marketing verticals to pursue. Instead, PR managers focus their time strictly on local and national media outlets that can help further their brand’s reach and vision.

Public relations managers typically need an undergraduate degree. Many employers prefer to hire public relations managers with at least a few years of experience in a similar role.

What Does a Public Relations Manager Do?

The responsibilities of a PR manager can change regularly. On some days, you’ll likely spend time reaching out to new media outlets to schedule appearances by company representatives. On other days, you might spend hours preparing company branding for an in-person event, where potential customers will interact with your brand.

The exact responsibilities of a PR manager can include:

  • Managing a company’s PR strategies.
  • Overseeing all messaging associated with PR branding and events.
  • Coordinating a PR strategy that allows companies to make appearances in print, radio, television, and live avenues.
  • Communicating with media relations managers and representatives to schedule appearance times, and settle other appearance logistics.
  • Collaborating with company executives to identify which public relations outlets to focus on.
  • Directing outreach strategies across social media, news outlets, and other channels that can stimulate PR interest.
  • Creating new business contacts at choice media avenues.

These and other responsibilities define the day-to-day duties of a public relations manager as they work to connect companies with media avenues that can further a company’s reach.

What Education Does a Public Relations Manager Need?

Quality education helps students take concrete steps toward PR management careers. Before you can begin a career as a public relations manager, you’ll need to obtain a bachelor’s degree in marketing, or a closely related field. In this type of degree program, you’ll develop skills that are immediately applicable once you begin a career as a PR manager. You’ll increase your knowledge of strategic thinking, marketing analytics, and problem-solving. You’ll learn about strategy, writing styles and skills, communication techniques, and how to work within your team. These skills will help you assess a company’s needs and connect the company with optimal media avenues.

Marketing – B.S. Business Administration

For those who want to lead brands and steer consumer markets:...

For those who want to lead brands and steer...

For those who want to lead brands and steer consumer markets:

  • Time: 70% of graduates finish within 41 months.
  • Tuition and fees: $3,720 per 6-month term.

Some careers and jobs this business degree will prepare you for:

  • Marketing and PR manager
  • Director of marketing and communications
  • Director of publications
  • Customer intelligence manager
  • Marketing sales manager

Marketing is a creative and exciting field—and one where an undergraduate degree will open better opportunities.


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What Skills Does a Public Relations Manager Need?

A public relations manager relies on a variety of skills each day. Whether communicating with media representatives, tailoring brand messaging, or coordinating sponsored events, a PR manager depends on a well-developed skill set to improve a company’s reach.

The exact skills a public relations manager needs include:

  • Interpersonal communication: The ability to correspond with other PR representatives, company executives, media representatives, and the general public.
  • Writing: The ability to draft commanding written content that can move an audience and influence public opinions.
  • Technological proficiency: The ability to use all required technology in a PR setting, including any computers, tablets, phones, scheduling tools, and other online platforms.
  • Public speaking: The ability to confidently address groups of people, especially in a public setting.
  • Problem-solving: The ability to identify and solve PR issues that companies might face, preserving a strong public reputation in the eyes of potential customers.
  • Time management: The ability to organize media appearances, public statements, and other obligations to allow enough time to complete each task.

These and other skills enable public relations managers to thrive as they help companies capitalize on media avenues that can improve their public authority and outreach.

How Much Does a Public Relations Manager Make?

$70,635

The exact income of a PR manager varies based on factors that include your employer, employer’s location, your years of experience, and your education. On average, the annual salary of a public relations manager is $70,635, with a range of roughly $46,000 to $102,000.

What Is the Projected Job Growth?

9%

As companies continue to prioritize public outreach, the job outlook of PR managers should remain favorable in future years. Employment for public relations managers is expected to increase 9% from 2019 to 2029, a projected growth rate well above the average across all occupations.

Where Do Public Relations Managers Work?

Varies

A public relations manager can work for a variety of businesses and organizations, depending on the nature of their employment. While some PR managers work internally at private businesses, others might contract with specific clients through a third-party PR firm.

Public relations managers work with:

-Independent public relations providers

-Private companies

-Non-profit organizations

 

Interested in Becoming a Public Relations Manager?

Learn more about degree programs that can prepare you for this exciting career.

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