Synonyms: Communications Director, Communications Manager, Community Relations Director, Development Director, Public Affairs Director, Publicist, Public Relations Director (PR Director), Public Relations Manager (PR Manager)

Table of Contents

• Quick Facts
• Day in the Life
• Common Characteristics
• How to Become a Public Relations (PR) Manager
• Typical Promotion Path
• Specialties and Similar Career Paths
• Advice from Elizabeth

Quick Facts

What public relations (PR) managers do:

Develop and manage communication strategies to maintain a positive public image and promote their organization or client effectively. They handle media relations, crisis management, and strategic messaging.

Median income:

Median annual income of $130,480 per year, equating to $62.73 per hour.

Lifestyle:

Work full-time in office settings, but they often travel for speaking engagements, meetings, and community events. They work in high-stress environments, requiring long workdays that may extend beyond the standard 40 hours per week.

Job outlook:

The future for PR managers is bright, with the occupation projected to grow 6% from 2022 to 2032, faster than the average for all occupations.

Education requirements:

A bachelor’s degree is typically required along with years of experience. Having a master’s degree is beneficial.

This is perfect for you if:

• You love storytelling and creative problem-solving
• You like building relationships with stakeholders and the media
• You have interests in media trends and public opinion

If that sounds like you, definitely watch our interview with Elizabeth Sosa Bailey to learn more about being a Public Relations (PR) Manager here!

Day in the Life

Schedule:

Work full-time from 9 to 5, but because of the fast-paced nature of the job, they often work longer hours.

Setting:

PR managers typically work in office settings, where they coordinate campaigns, manage media relations, and strategize communication plans. They may also travel for meetings, events, and public appearances as part of their job.

Tasks:

Spend their day planning media campaigns, crafting press releases, pitching stories to journalists, monitoring media coverage, and responding to inquiries from the press and the public.

Topics:

Media trends, crisis management strategies to protect organizational reputation, techniques for creating compelling content, and industry insights to stay informed about developments and trends.

Skills:

Strong communicators, relational, creative, strategic thinkers. They’re skilled in crisis management, media relations, and problem-solving.

Tools:

Laptops, work phones, media monitoring services, and press release distribution services like PR Newswire and Business Wire. They may also use social media management software.

Common Characteristics

Natural Talents (strengths):

Strong communication and interpersonal skills to build and maintain positive relationships, as well as a natural talent for storytelling to craft compelling narratives.

Interests:

Public relations, branding, storytelling, media, pop-culture, networking, and strategic planning. They stay updated on the latest developments in media and communication.

Personality:

Enterprising, artistic, and social personalities, meaning they enjoy leadership roles, are creative in crafting narratives and visual content, and love building relationships with people.

Values:

PR managers value reputation, relationships, creativity, and results, ensuring that their PR efforts achieve measurable outcomes for the organization or their clients.

*Terms used to describe interests and personality are based on the Holland Framework.

How to Become a Public Relations (PR) Manager

Education requirements:

A bachelor’s degree is typically required, and some positions may require a master’s degree, along with relevant work experience. Public relations (PR) managers can also pursue certification through the Public Relations Society of America (PRSA).

Preferred majors:

Pursuing majors such as public relations, journalism, fundraising, nonprofit management, advertising, business administration, public affairs, public speaking, and creative and technical writing can be helpful.

Typical Promotion Path

Source: Ongig

Specialties and Similar Career Paths

Advice from Elizabeth

Job hunt tips to set yourself apart:

To stand out in job hunting for a PR manager position, continuously seek practical experience through internships and hands-on projects, develop a solid understanding of media trends and digital platforms, and adopt a proactive approach to networking.

Fastest way to get your foot in the door:

The quickest path to becoming a PR Manager involves gaining hands-on experience by contributing to your local newspaper and securing internships in media-related roles. These opportunities not only help you develop essential skills but also allow you to build a network of contacts within the industry, which is vital for advancing your career in public relations.

Recommended resources:

For aspiring PR managers, Elizabeth recommends listening to podcasts, reading books, and taking courses that relate closely to their industry of interest. Understanding the unique culture and challenges of fields such as ballet, hospitality, or oil companies is crucial for effective PR management.

What Elizabeth would tell her younger self if she was just getting started:

“I do believe that people grow as they find new challenges. You’re never going to master anything, but don’t let yourself get complacent, so I wish that I had told myself that there are more opportunities. Always be curious and always don’t close any doors. Be open.”

Listen to the full interview with Elizabeth:

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Data on job profiles is based on information supplied by the Occupational Outlook Handbook from the Bureau of Labor Statistics, My Next Move from the National Center for O*NET Development, and the O*NET Program, sponsored by U.S. Department of Labor, Employment, and Training Administration. Accessed 25 June 2024.

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