So you wanna be a PR manager
Do you love planning events? Are you good at writing? Is socializing something you do easily? Public relations provides a versatile career path where you can find job opportunities in many different industries. However, PR is not just about meeting interesting people and being the centre of attention. PR professionals have a passion for helping brands and people grow their reputations and build lasting relationships.
The Job of a PR Manager
Public relations can be divided into two main responsibilities: promoting a brand and protecting it. The promotional side of PR helps businesses or individuals create a favourable reputation with the public through traditional media, social media, and blogs. The protective side of PR helps a company maintain their public reputation or defend it during crises.
PR managers or specialists craft media releases and develop social media programmes that shape public perception of their organisation and increase awareness of its work and goals. Some of the typical duties of a PR manager or specialist include writing press releases, responding to information requests from the media, maintaining effective communication with the public, maintaining a company’s image and identity, preparing speeches and arranging for interviews, evaluating public opinion and effectiveness of promotional programmes, and others.
Is this job for you?
You will do well as a PR manager or specialist if you enjoy meeting new people, taking on new challenges, and being where the action is. In addition, it’s useful if you have a well-rounded education, and the ability to talk about a wide variety of subjects with a wide variety of people. Do you have a flair for writing and take pride in it? It’s good if self-expression comes easily to you and a bonus if you’re a good listener too. You need to be interested in current events and be able to adapt to change well. Other favourable traits and habits for this job include being a team player, strategic thinker and a thought leader.
The interest code for this career is EAS (Enterprising, Artistic and Social).
Enterprising — Enterprising occupations frequently involve starting up and carrying out projects. These occupations can involve leading people and making many decisions. Sometimes they require risk taking and often deal with business.
Artistic — Artistic occupations frequently involve working with forms, designs and patterns. They often require self-expression and the work can be done without following a clear set of rules.
Social — Social occupations frequently involve working with, communicating with, and teaching people. These occupations often involve helping or providing service to others.
To be good at PR, you need to have strong writing, verbal and presentation skills. You also need to be organised, detail oriented, assertive and comfortable reaching out to others. This job requires you to be persistent and pleasant with others on the job. A good-natured, cooperative attitude is important. Having a solid aptitude for marketing can also be very helpful.
PR managers enjoy independence, being able to work on their own and making their own decisions. They are results-oriented and value a sense of accomplishment. Job security and good working conditions are imperative.
Public relations managers usually work in offices, but they also deliver speeches, attend meetings and community activities, and occasionally travel. They may visit the place of business of their clients. Most public relations managers work full time during regular business hours. Long workdays are common, as is overtime.
Places of employment
Besides PR firms, industries that employ PR managers and specialists include business-to-business (B2B), consumer, corporate, financial, internal communications, local government, not-for-profit organisations and charities, public affairs, and trade and technical.
Education and training qualifications
More Careers in Public Relations
There are many different job titles in the field of public relations. Here are some of the most common job titles from the public relations industry, organised by category.
|General Job Titles|
|PR isn’t a licensed field; it draws professionals with many different backgrounds. There are job titles which you may not think of as strictly PR. These can provide valuable experience as you travel along a successful PR career path, and will be attractive to hiring managers seeking public relations professionals.||Brand Ambassador / Chapter Relations Administrator / Content Manager / Content Strategist / Copy Writer / Director of Public Affairs / Director of Public Relations / Editor / Executive Assistant / Event Coordinator / Event Manager / Lobbyist / Manager / Manager, Digital, and Social Media / Managing Editor / Media Director / New Media Coordinator / Program Coordinator / Public Affairs Manager / Public Affairs Specialist / Public Information Assistant / Public Information Officer / Public Information Specialist / Public Relations Coordinator / Public Relations Director / Public Relations Manager / Public Relations Specialist / Publicist / Relationship Manager / Social Media Analyst / Social Media Manager / Social Media Specialist / Technical Writer|
|Account Job Titles|
|PR account jobs manage business to business or business to client campaigns, attract clients, and design and implement campaigns.||Account Director / Account Executive / Account Manager / Account Supervisor / Assistant Account Executive / Senior Account Executive|
|Communications Job Titles|
|PR communications jobs develop and maintain the public image of a client or company, through appearances, press releases, and social media.||Communications Coordinator / Communications Director / Communications Editor / Communications Representative / Communications Specialist / Corporate Communications Specialist / Director of Communications / Director of Strategic Communication / External Communications Manager / Internal Communications Specialist / Marketing Communications Director / Marketing Communications Manager / Media and Communications Manager|
|Development and Fundraising Job Titles|
|Public relations development focuses on designing and organising events to raise money and/or awareness for an organisation.||Development Director / Development Officer / Director of Development / Financial Public Relations Associate / Fundraising Manager|
|Marketing Job Titles|
|PR marketing involves maintaining a positive public image while developing promotions for products and services for a company or organisation.||Marketing Associate / Marketing Communications Director / Marketing Communications Manager / Marketing Coordinator / Marketing Director / Marketing Officer / Social Media Marketing Coordinator|
|Media Job Titles|
|PR media specialists develop and maintain positive relationships with media outlets, write press releases, and plan and oversee press events.||Manager, Digital, and Social Media / Media and Communications Manager / Media Coordinator / Media Director / Media Relations Manager / New Media Coordinator / Social Media Specialist|
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