PR managers can use press conferences or interviews to promote a narrative that helps their client.
A public relations manager is responsible for overseeing external communications within businesses, nonprofits, government entities, and other organizations. Depending on the organization, this person may be called an external communications manager, media relations manager, public relations manager, or press secretary. Whatever the position, the main goal of someone in this position is to try to ensure a positive public image for her organization. To do this, it seeks to build good relationships with stakeholders that may include the media, investors, government officials, the local community, and others.
Public relations manager responsibilities include developing press kits, filming multimedia releases, and arranging friendly interviews.
As senior public relations (PR) professionals, public relations managers advise top company leaders on the best ways to promote their organizations. They typically report to communications directors or positions with similar titles. Public relations managers may supervise employees in media relations, community relations, employee communications, and other communication areas. These employees are often called public relations specialists or communications specialists.
Public relations managers are expected to carry out “damage control” for celebrity clients who encounter a scandal.
In addition to supervising full-time employees, the public relations manager may hire and manage freelance writers, graphic designers, and others. He or she will also manage the budget for the public relations department. Some of the responsibilities of this job and other members of the public relations team include answering media questions and pitching stories to the media, preparing media kits, and organizing press conferences. Public relations professionals also publish information to stop negative publicity and address crisis and emergency communications.
Public relations managers can schedule presentations for their clients.
Writing and editing copy is also a focus for PR managers. They create speeches for organizational leaders, write texts for the Internet, and prepare articles for corporate newsletters. The development of advertising and marketing communication material can also be included in this work. Managers may be responsible for creating it themselves or work with ad agencies and marketers.
Public relations managers can facilitate all external communications on behalf of a client.
Four-year degrees or more in communications, public relations, journalism, or related fields are typical for people working in the public relations profession. Many public relations students complete internships to gain experience and contacts in the profession. Public relations certification is available through professional organizations and can be especially beneficial for anyone seeking to become a manager in the field.
Good writing and communication skills are often essential for a public relations manager position. A flexible, positive and outgoing personality is helpful for working in the dynamic and sometimes stressful environment of public relations. Other characteristics of successful public relations professionals include creativity, good problem-solving and decision-making skills, and the ability to think strategically.