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Public relations/communications manager skills for your resume and career

Updated January 8, 2025
4 min read
Quoted experts
Heidi Mau Ph.D.,
The Rev. Dr. George LaMaster
Below we've compiled a list of the most critical public relations/communications manager skills. We ranked the top skills for public relations/communications managers based on the percentage of resumes they appeared on. For example, 16.3% of public relations/communications manager resumes contained press releases as a skill. Continue reading to find out what skills a public relations/communications manager needs to be successful in the workplace.

15 public relations/communications manager skills for your resume and career

1. Press Releases

Here's how public relations/communications managers use press releases:
  • Distributed/initiated press releases and developed/maintained influential relationships with local/national media.
  • Developed streamlined process for executing third-party press releases and quarterly channel momentum press releases.

2. External Communications

External communications refer to the exchange of information between the organization one is working with and another organization.

Here's how public relations/communications managers use external communications:
  • Demonstrated progressive successes in exceeding internal and external communications milestones to help build an accomplished corporate communications program.
  • Developed, planned and executed internal and external communications, managed public relations activities.

3. Web Content

Here's how public relations/communications managers use web content:
  • Managed all website development & maintenance, media section updating, web content editing & on-line advertising (E-marketing).
  • Created public relations program and helped guide marketing program development for start-up Web content management software vendor.

4. Blog Posts

Blog post refers to information that you write on a blog. It can include content in the form of text, photos, infographics, or videos.

Here's how public relations/communications managers use blog posts:
  • Write blog posts, articles, newsletters and communications materials to expand company s web presence and awareness.
  • Write thematic white papers, investment commentaries and blog posts in support of asset management marketing efforts.

5. Crisis Communications

Crisis communication refers to the communication systems, protocols, and technologies in place that enables an organization to effectively communicate both internally and externally during any major critics or threat faced by the business. Crisis can include major natural disasters, cyber-attacks, product failures, corporate mistakes, PR incidents, reputation crisis, and so on. Crisis communication is critical for reducing the impact of the crisis on the company's operations and public image.

Here's how public relations/communications managers use crisis communications:
  • Developed company-wide Emergency/Crisis Communications training program; trained 75% of crisis communicators worldwide; emergency/crisis communicator for HP Colorado.
  • Created and managed innovative processes to streamline communications procedures for global operations and crisis communications for the Society.

6. Facebook

Here's how public relations/communications managers use facebook:
  • Developed and implemented corporate social media policies and program leveraging Facebook and Twitter.
  • Led all initiatives for website excellence, user experience, SEO, CEM, brand messaging, Facebook and Google Advertising.

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7. Spokesperson

A spokesperson advertises and represents a company, organization, or brand's message in public to the target consumers and audiences. The aim is to promote, maintain and build the right image for a business. Spokespeople ought to own a professional capacity and be an ethical representative on behalf of their authority. They should know their audience and capture their attention and adjust their interest according to a service or goods they want by using real-world examples.

Here's how public relations/communications managers use spokesperson:
  • Provided leadership oversight and management in executing strategic plans, conveying organizational brand and serving as media spokesperson.
  • Served as company spokesperson and trained additional spokespersons, as needed.

8. Product Launches

Product launches are events scheduled to reveal a new product the public. These launches are often planned by a marketing team to promote the event so that as many company employees and clients know about the product as possible. Depending on what product is revealed, the developers may have demonstration products for the event attendees to test.

Here's how public relations/communications managers use product launches:
  • Interacted with cross-functional groups to ensure flawless and on-time execution of new WW product launches and key marketing initiatives.
  • Spearheaded product launches for Small Business (Microsoft 365, Square); joint marketing with cable providers.

9. Instagram

Here's how public relations/communications managers use instagram:
  • Produce product and lifestyle photo shoots bi-annually including Instagram photos.
  • Created institutional YouTube and Instagram channels.

10. Corporate Communications

Corporate communication is a way for a company or a business to communicate and interact with their clients, whether external or internal. They usually work as investors, government agencies, employees, the media sector, employees, and the public. It is written reports, advertisements, promotional materials, press releases, interviews, and meetings.

Here's how public relations/communications managers use corporate communications:
  • Managed corporate communications and marketing efforts, overseeing internal/external campaigns across 34 offices.
  • Edited all marketing and corporate communications collateral for entire organization.

11. Brand Awareness

Here's how public relations/communications managers use brand awareness:
  • Developed and implemented strategic communications for consistent messaging, expanded media coverage and increased brand awareness.
  • Improved the brand awareness and strengthen Cisco`s reputation among stakeholders.

12. Event Planning

Here's how public relations/communications managers use event planning:
  • Lead and direct event planning team for events ranging from 20 to 2,300 people.
  • Provided general communications strategy and outreach in addition to event planning; including IBM, HP, Accenture and Microsoft.

13. Pr Campaigns

Here's how public relations/communications managers use pr campaigns:
  • Executed plans to deliver successful sales and marketing/PR campaigns, and developed effective communication pieces towards special events.
  • Created and executed marketing/PR campaigns, including new product introductions and existing product development.

14. Digital Marketing

Here's how public relations/communications managers use digital marketing:
  • Determined country specific go-to-market strategy and product positioning while co-developing innovative communications, digital marketing and locally adapted social media activities.
  • Developed and executed cross-channel campaigns including digital marketing, public relations, consumer facing promotions.

15. Twitter

Here's how public relations/communications managers use twitter:
  • Implemented the first social media strategy utilizing Twitter, LinkedIn and Blogs, reducing negative comments by 35%.
  • Produced content for Facebook and Twitter to encourage industry-wide adoption of key messages and narratives by association member utilities.
top-skills

What skills help Public Relations/Communications Managers find jobs?

Tell us what job you are looking for, we’ll show you what skills employers want.

What skills stand out on public relations/communications manager resumes?

Heidi Mau Ph.D.Heidi Mau Ph.D. LinkedIn profile

Assistant Professor, Albright College

Skills particular to industry needs and unique experiences that help a candidate stand out continue to be important to highlight, but what is often forgotten is the emphasis on strong communication skills needed for all professions - written, verbal, visual, and digital communication skills. These are skills that continue to translate across all industries.

Proven skills in advocating and supporting diversity, equity, and inclusion are similarly important across all industries. Being able to speak concretely about actions that positively impact these areas is of particular interest and stand out on a resume.

Skills that highlight the ability to think critically, problem solve, be productive without supervision, and also to collaborate and work with teams - these are skills that continue to be important across all positions. Solid skills in interpersonal and applied communications can greatly enhance these abilities, which are important both within the field and across industries.

What soft skills should all public relations/communications managers possess?

The Rev. Dr. George LaMaster

Associate Professor, Marian University

I prefer "leadership skills" to "soft skills." One of the most common answers here is "communication skills," which can mean many different things. Often, whether they know it or not, the most critical leadership skill is emotional intelligence: an awareness of self and others. Related skills include listening and conflict transformation.

What hard/technical skills are most important for public relations/communications managers?

The Rev. Dr. George LaMaster

Associate Professor, Marian University

The most important technical skill is the proven ability to learn new technical skills. Sure, some positions may require proficiency with particular software. However, better is the experience of working on a project where you had to select the technology, learn it, and evaluate its usefulness for future work.

What public relations/communications manager skills would you recommend for someone trying to advance their career?

Dr. Cindy Price SchultzDr. Cindy Price Schultz LinkedIn profile

Associate Professor, Department Chair of Communication & Journalism, University of Wyoming

The best thing to do with a gap year is to have an internship related to the journalism field. Instead of that, volunteering to write for a non-profit organization while working a different job type is also an option. Get connected with people on LinkedIn or talk to your local Chamber of Commerce to see who needs help in your area. Also, many colleges have internship supervisors who may know of internships that could be available for students.

What type of skills will young public relations/communications managers need?

John HartmanJohn Hartman LinkedIn profile

Emeritus Professor, Central Michigan University

The ability to gather information through multiple methods and distill it, verify it, write about it, and communicate about it through various media and means.

What technical skills for a public relations/communications manager stand out to employers?

Jody McBrienJody McBrien LinkedIn profile

Professor, University of South Florida

Certainly, the technological skills needed in the present include expertise with managing work expectations through virtual platforms such as Microsoft Teams and Zoom. Given that new employees may need to work from home for several more months, self-motivation will be an important asset. Finally, given that distance work has now been a major form of employment for nearly a year, businesses will be needing to re-evaluate how work is done. There has certainly been a shift in how work is done, and many employees will have found that they may be even more productive from home. Employers will need to reconsider the importance of business sites and locations of their employees. They will need to be flexible in their thinking to consider arrangements in which their employees will be most productive.
Do you want to know more?
Read more about what experts have to say about public relations/communications manager

List of public relations/communications manager skills to add to your resume

Public relations/communications manager skills

The most important skills for a public relations/communications manager resume and required skills for a public relations/communications manager to have include:

  • Press Releases
  • External Communications
  • Web Content
  • Blog Posts
  • Crisis Communications
  • Facebook
  • Spokesperson
  • Product Launches
  • Instagram
  • Corporate Communications
  • Brand Awareness
  • Event Planning
  • Pr Campaigns
  • Digital Marketing
  • Twitter
  • Community Outreach
  • Community Relations
  • External Audiences
  • Employee Engagement
  • Press Conferences
  • Content Marketing
  • Press Materials
  • YouTube
  • Content Creation
  • External Stakeholders
  • Content Strategy
  • Public Speaking
  • Intranet
  • Leveraged
  • Reputation Management
  • Strategic Communications Plan
  • Trade Shows
  • Communications Media
  • Press Events
  • Public Affairs
  • Communications Efforts
  • Writing Press Releases
  • Fact Sheets
  • Press Coverage
  • Public Relations Strategies
  • Brand Positioning
  • Biographies
  • SEO
  • Graphic Design
  • Community Events
  • Media Management
  • Social Media Management
  • Feature Stories
  • Brand Marketing
  • Executive Communications

Updated January 8, 2025

Zippia Research Team
Zippia Team

Editorial Staff

The Zippia Research Team has spent countless hours reviewing resumes, job postings, and government data to determine what goes into getting a job in each phase of life. Professional writers and data scientists comprise the Zippia Research Team.

Updated January 8, 2025

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