Synonyms: Communications Director, Communications Manager, Community Relations Director, Development Director, Public Affairs Director, 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 Director
• Career Path
• Specialties and Similar Career Paths
• Advice from Mariana

Quick Facts

What public relations directors do:

Shape and manage how a company or organization is seen by the public. They create and share messages, handle media interactions, and respond to any issues that arise to maintain a positive brand image.

Median income:

$130,480 annually or $62.73 per hour.

Lifestyle:

Often have a fast-paced, high-pressure job, working irregular hours including evenings or weekends, and may travel for media events and press conferences.

Education Requirements:

A bachelor’s degree is typically required but some employers may prefer to hire candidates who have a master’s degree, particularly in public relations.

Job Outlook

The future for public relations directors is bright, with the profession expected to grow 6% from 2022 to 2032, which is much faster than average for all occupations.

This is perfect for you if:

• You have strong communication skills
• You can handle high-pressure situations and adapt quickly
• You are relationship-oriented
• You enjoy coming up with innovative and creative ideas and improvements

If that sounds like you, definitely watch our interview with Mariana Tumlinson to learn more about being a public relations director here!

Day in the Life

Schedule:

Irregular work schedules, including evenings and weekends, and may need to work extra hours or be on-call to address crises or unexpected situations.

Setting:

Typically in an office but may also work remotely. They may travel to attend meetings, media events, and press conferences, and to collaborate with clients and media representatives.

Tasks:

Developing and implementing PR strategies, writing and editing communication materials, managing media relations, handling crises, monitoring media coverage, planning events, and handling communication needs both internally and externally.

Topics:

Media trends, communication strategies, industry developments, and technological advancements.

Skills:

Experts in media relations, writing and editing press releases and other communication materials, crisis management, digital marketing, and event planning.

Tools:

A computer or laptop equipped with media monitoring software, press release distribution services, content management systems (CMS), social media platforms, project management tools, and analytic tools.

Common Characteristics:

Natural Talents (strengths):

Public relations directors are naturally creative, good at communication, and can adjust their strategies and approaches in a fast-paced environment.

Interests:

Interacting with people, building relationships, working in team settings, influencing others, leading projects, and developing creative communication strategies and campaigns.

Personality:

Public relations directors typically have social, enterprising, and artistic personality types. They are outgoing, leadership-oriented, and creative.

Values:

Clear and impactful messaging, professional relationships, innovation, reputation management, and results.

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

How to Become a Public Relations Director

Education Requirements:

A bachelor’s degree in public relations is typically required but some roles may require a master’s degree and extensive experience in PR or other related areas.

Preferred Majors

Pursuing majors in public relations, communications, marketing, journalism, and business administration can be helpful.

Career Path

Source: Ongig

Specialties and Similar Career Paths

Advice from Mariana

Fastest way to get your foot in the door:

Find a company you admire and one that aligns with your values, then start with an internship or an entry-level position to build experience and always be open to learning.

Recommended resources:

Mariana recommends reading:

1. Switch: How to Change Things When Change Is Hard by Chip and Dan Heath
2. Decisive: How to Make Better Choices in Life and Work by Chip and Dan Heath

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

“This is PR, not ER. Sometimes I need to step away just from a mental health perspective to realize that I don’t have to get everything done in the moment. The other thing is to make time for family as they come first, and work comes second.”

Watch the full interview with Mariana:

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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 08 August 2024.

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