Also known as:
Communication Manager, Fundraising Director, Public Affairs Director, Public Information Director, Public Information Relations Manager, Public Relations Director, Public Relations Manager, Publicity Director
Public relations, or PR, is an important part of any business, government agency, or nonprofit organization. It's the job of public relations managers to help protect the organization's reputation and image. Often, they act as the liaison between the organization and the public and news media. PR ma ...
nagers write press releases and set up events that the press is invited to attend.
In times of crisis, these managers are called upon to explain the company's side of the issue. This may involve having to handle hostile questions from the news media. PR is also important within the organization. The manager may oversee newsletters and meeting aimed at keeping employees informed about internal developments. They may also assist company executives in drafting speeches, arranging interviews, and maintaining other forms of public contact.
This can be a high-pressure job, dealing with deadlines and fast-changing situations. You need to be able to write and speak well. Most employers want to hire someone with at least a bachelor's degree. A concentration in public relations or journalism is a plus. A company needs to work hard to keep a good image, and a good public relations manager can make all the difference.
SNAPSHOT
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Plan, direct, or coordinate activities designed to create or maintain a favorable public image or raise issue awareness for their organization or client; or if engaged in fundraising, plan, direct, or coordinate activities to solicit and maintain funds for special projects or nonprofit organizations.
Leadership
HIGH
Critical decision making
HIGH
Level of responsibilities
HIGH
Job challenge and pressure to meet deadlines
HIGH
Dealing and handling conflict
LOW
Competition for this position
HIGH
Communication with others
HIGH
Work closely with team members, clients etc.
HIGH
Comfort of the work setting
HIGH
Exposure to extreme environmental conditions
LOW
Exposure to job hazards
LOW
Physical demands
LOW
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DAILY TASKS
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Facilitate consumer relations, or the relationship between parts of the company such as the managers and employees, or different branch offices.
Formulate policies and procedures related to public information programs, working with public relations executives.
Draft speeches for company executives, and arrange interviews and other forms of contact for them.
Manage special events such as sponsorship of races, parties introducing new products, or other activities the firm supports to gain public attention through the media without advertising directly.
Manage communications budgets.
Identify main client groups and audiences, determine the best way to communicate publicity information to them, and develop and implement a communication plan.
Develop and maintain the company's corporate image and identity, which includes the use of logos and signage.
Respond to requests for information about employers' activities or status.
Evaluate advertising and promotion programs for compatibility with public relations efforts.
Establish and maintain effective working relationships with clients, government officials, and media representatives and use these relationships to develop new business opportunities.
Assign, supervise and review the activities of public relations staff.
MAIN ACTIVITIES
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Communicating with Persons Outside Organization
Communicating with people outside the organization, representing the organization to customers, the public, government, and other external sources. This information can be exchanged in person, in writing, or by telephone or e-mail.
Establishing and Maintaining Interpersonal Relationships
Developing constructive and cooperative working relationships with others, and maintaining them over time.
Communicating with Supervisors, Peers, or Subordinates
Providing information to supervisors, co-workers, and subordinates by telephone, in written form, e-mail, or in person.
Thinking Creatively
Developing, designing, or creating new applications, ideas, relationships, systems, or products, including artistic contributions.
Getting Information
Observing, receiving, and otherwise obtaining information from all relevant sources.
Organizing, Planning, and Prioritizing Work
Developing specific goals and plans to prioritize, organize, and accomplish your work.
Identifying Objects, Actions, and Events
Identifying information by categorizing, estimating, recognizing differences or similarities, and detecting changes in circumstances or events.
Making Decisions and Solving Problems
Analyzing information and evaluating results to choose the best solution and solve problems.
AREAS OF KNOWLEDGE
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English Language
Knowledge of the structure and content of the English language including the meaning and spelling of words, rules of composition, and grammar.
Customer and Personal Service
Knowledge of principles and processes for providing customer and personal services. This includes customer needs assessment, meeting quality standards for services, and evaluation of customer satisfaction.
Communications and Media
Knowledge of media production, communication, and dissemination techniques and methods. This includes alternative ways to inform and entertain via written, oral, and visual media.
Sales and Marketing
Knowledge of principles and methods for showing, promoting, and selling products or services. This includes marketing strategy and tactics, product demonstration, sales techniques, and sales control systems.
Administration and Management
Knowledge of business and management principles involved in strategic planning, resource allocation, human resources modeling, leadership technique, production methods, and coordination of people and resources.
Personnel and Human Resources
Knowledge of principles and procedures for personnel recruitment, selection, training, compensation and benefits, labor relations and negotiation, and personnel information systems.
Clerical
Knowledge of administrative and clerical procedures and systems such as word processing, managing files and records, stenography and transcription, designing forms, and other office procedures and terminology.
Computers and Electronics
Knowledge of circuit boards, processors, chips, electronic equipment, and computer hardware and software, including applications and programming.
KEY ABILITIES
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Oral Expression
The ability to communicate information and ideas in speaking so others will understand.
Written Expression
The ability to communicate information and ideas in writing so others will understand.
Speech Clarity
The ability to speak clearly so others can understand you.
Oral Comprehension
The ability to listen to and understand information and ideas presented through spoken words and sentences.
Written Comprehension
The ability to read and understand information and ideas presented in writing.
Problem Sensitivity
The ability to tell when something is wrong or is likely to go wrong. It does not involve solving the problem, only recognizing there is a problem.
Speech Recognition
The ability to identify and understand the speech of another person.
Deductive Reasoning
The ability to apply general rules to specific problems to produce answers that make sense.
TOP SKILLS
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Speaking
Talking to others to convey information effectively.
Active Listening
Giving full attention to what other people are saying, taking time to understand the points being made, asking questions as appropriate, and not interrupting at inappropriate times.
Reading Comprehension
Understanding written sentences and paragraphs in work related documents.
Writing
Communicating effectively in writing as appropriate for the needs of the audience.
Social Perceptiveness
Being aware of others' reactions and understanding why they react as they do.
Critical Thinking
Using logic and reasoning to identify the strengths and weaknesses of alternative solutions, conclusions or approaches to problems.
Coordination
Adjusting actions in relation to others' actions.
Persuasion
Persuading others to change their minds or behavior.
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