What does a public relations/communications manager do?
A public relations/communications manager is responsible for handling media commitments and the dissemination of information across various platforms. Public relations/communications managers coordinate with the marketing team to enhance the company's brand image to the public and develop strategies that would increase the company's revenues and close more client deals. They also identify cost-reduction techniques and identify business opportunities by conducting data and statistical analysis from the market trends. A public relations/communication manager must have excellent communication and leadership skills, especially in monitoring the information system and guide the team for maximum productivity and efficiency.
Public relations/communications manager responsibilities
Here are examples of responsibilities from real public relations/communications manager resumes:
- Maintain strong working relationships across all departments to manage successful on-site opportunities, content and multimedia asset development and spokesperson requests.
- Create a website and Facebook page.
- Establish online marketing and Facebook ad campaigns.
- Maintain strong working relationships across all departments to manage successful on-site opportunities, content and multimedia asset development and spokesperson requests.
- Direct editorial content, style and tone for all publish and internal communications, including conferences and webcasts.
- Guide text and design for the annual report and alumni magazine; also launch school-wide and alumni HTML e-newsletters.
- Gain broader news coverage by developing and implementing communications operating structure complete with digital campaign materials distribution and live event webcasts.
Public relations/communications manager skills and personality traits
We calculated that 16% of Public Relations/Communications Managers are proficient in Press Releases, External Communications, and Web Content. They’re also known for soft skills such as Communication skills, Leadership skills, and Organizational skills.
We break down the percentage of Public Relations/Communications Managers that have these skills listed on their resume here:
- Press Releases, 16%
Distributed/initiated press releases and developed/maintained influential relationships with local/national media.
- External Communications, 6%
Demonstrated progressive successes in exceeding internal and external communications milestones to help build an accomplished corporate communications program.
- Web Content, 5%
Managed all website development & maintenance, media section updating, web content editing & on-line advertising (E-marketing).
- Blog Posts, 4%
Write blog posts, articles, newsletters and communications materials to expand company s web presence and awareness.
- Crisis Communications, 3%
Developed company-wide Emergency/Crisis Communications training program; trained 75% of crisis communicators worldwide; emergency/crisis communicator for HP Colorado.
- Facebook, 3%
Developed and implemented corporate social media policies and program leveraging Facebook and Twitter.
"press releases," "external communications," and "web content" are among the most common skills that public relations/communications managers use at work. You can find even more public relations/communications manager responsibilities below, including:
Communication skills. To carry out their duties, the most important skill for a public relations/communications manager to have is communication skills. Their role and responsibilities require that "managers deal with the public regularly; therefore, they must be friendly enough to build a rapport with, and receive cooperation from, their media contacts and donors." Public relations/communications managers often use communication skills in their day-to-day job, as shown by this real resume: "led public relations, strategic communications and community relations initiatives to drive business and enhance employee engagement. "
Leadership skills. Another soft skill that's essential for fulfilling public relations/communications manager duties is leadership skills. The role rewards competence in this skill because "public relations and fundraising managers often lead large teams of specialists or fundraisers and must be able to guide their activities." According to a public relations/communications manager resume, here's how public relations/communications managers can utilize leadership skills in their job responsibilities: "provided direct counsel to executive leadership in matters of crisis communications and reputation management with internal and external audiences. "
Organizational skills. public relations/communications managers are also known for organizational skills, which are critical to their duties. You can see how this skill relates to public relations/communications manager responsibilities, because "public relations and fundraising managers are often in charge of running several events at the same time, requiring superior organizational skills." A public relations/communications manager resume example shows how organizational skills is used in the workplace: "establish internal communication vehicles including a company newsletter, internal blog, enewsletter, intranet and planned strategic organizational summits. "
Problem-solving skills. public relations/communications manager responsibilities often require "problem-solving skills." The duties that rely on this skill are shown by the fact that "managers sometimes must explain how the company or client is handling sensitive issues." This resume example shows what public relations/communications managers do with problem-solving skills on a typical day: "conceptualized and developed client-facing solutions, consulting on long-range business development strategies. "
Speaking skills. A commonly-found skill in public relations/communications manager job descriptions, "speaking skills" is essential to what public relations/communications managers do. Public relations/communications manager responsibilities rely on this skill because "public relations and fundraising managers regularly speak on behalf of their organization." You can also see how public relations/communications manager duties rely on speaking skills in this resume example: "drafted and served as company spokesperson for up to 10 press releases annually. "
Writing skills. While "writing skills" is last on this skills list, don't underestimate its importance to public relations/communications manager responsibilities. Much of what a public relations/communications manager does relies on this skill, seeing as "managers must be able to write well-organized and clear press releases and speeches." Here is a resume example of how this skill is used in the everyday duties of public relations/communications managers: "possess extensive knowledge in mass-communications, public affairs management, social media communications, creative writing, and editing. "
The three companies that hire the most public relations/communications managers are:
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Compare different public relations/communications managers
Public relations/communications manager vs. Director, customer relations
Director of Customer Relations is responsible for leading the design and improvement of an organization's overall customer service experience. Their duties include developing customer service budget, driving customer service process improvements, implementing customer service agents, managing email and telephony customer service routing, and creating training programs for customer service staff. They are responsible for improving customer service performance metrics, overseeing key change management projects, and establishing a customer service roadmap. The Director of customer relations also helps in developing recruitment initiatives to attract top talents.
While similarities exist, there are also some differences between public relations/communications managers and director, customer relations. For instance, public relations/communications manager responsibilities require skills such as "external communications," "web content," "blog posts," and "crisis communications." Whereas a director, customer relations is skilled in "customer relations," "payroll," "customer complaints," and "customer care." This is part of what separates the two careers.
Directors, customer relations earn the highest salaries when working in the manufacturing industry, with an average yearly salary of $124,365. On the other hand, public relations/communications managers are paid more in the manufacturing industry with an average salary of $96,559.directors, customer relations tend to reach lower levels of education than public relations/communications managers. In fact, directors, customer relations are 5.5% less likely to graduate with a Master's Degree and 0.5% more likely to have a Doctoral Degree.Public relations/communications manager vs. Community relations director
A community relations director is an individual who is responsible for managing positive relationships with community members, nonprofit organizations, and fellow employees surrounding an organization. Community relations directors must plan, organize, and manage activities to help the organization achieve its public relations goal. They need to interface with vital community groups so that they can ensure the organization is producing effective results. Community relations managers must also assist in preparing a variety of publicity materials such as speeches and media content.
Each career also uses different skills, according to real public relations/communications manager resumes. While public relations/communications manager responsibilities can utilize skills like "web content," "blog posts," "crisis communications," and "spokesperson," community relations directors use skills like "memory care," "sales process," "senior care," and "independent living."
Community relations directors may earn a higher salary than public relations/communications managers, but community relations directors earn the most pay in the manufacturing industry with an average salary of $87,495. On the other hand, public relations/communications managers receive higher pay in the manufacturing industry, where they earn an average salary of $96,559.community relations directors earn similar levels of education than public relations/communications managers in general. They're 1.1% less likely to graduate with a Master's Degree and 0.5% more likely to earn a Doctoral Degree.What technology do you think will become more important and prevalent for public relations/communications managers in the next 3-5 years?
Molly Yanity Ph.D.
Associate Professor of Journalism Chair of Journalism, Quinnipiac University
Public relations/communications manager vs. Vice president of public relations
A vice president of public relations oversees the public relations efforts of a company, aiming for brand awareness and public interest. It is their duty to establish timelines and guidelines, develop projects and programs, monitor budgets, liaise and build positive relationships with media partners, and coordinate with public relations experts. There are also instances when they must represent the company at public gatherings or when facilitating press conferences. Moreover, as a vice president, it is essential to enforce the company's policies and regulations, implementing new ones as needed.
Some important key differences between the two careers include a few of the skills necessary to fulfill the responsibilities of each. Some examples from public relations/communications manager resumes include skills like "blog posts," "spokesperson," "brand awareness," and "digital marketing," whereas a vice president of public relations is more likely to list skills in "professional development," "communications strategies," "crisis management," and "roi. "
Vice presidents of public relations earn the best pay in the health care industry, where they command an average salary of $155,146. Public relations/communications managers earn the highest pay from the manufacturing industry, with an average salary of $96,559.Most vice presidents of public relations achieve a lower degree level compared to public relations/communications managers. For example, they're 5.5% less likely to graduate with a Master's Degree, and 0.4% less likely to earn a Doctoral Degree.Public relations/communications manager vs. Manager of corporate communications
A manager of corporate communications is primarily responsible for overseeing the external and internal communications in a company, ensuring everything is running smoothly. They are also responsible for managing marketing communications and public relations, and even developing various marketing content. There are also instances where they must handle a company's social media platforms, review communication materials, and provide progress reports of different projects and programs. Furthermore, as a manager, it is essential to lead and encourage team members, all while implementing the company's policies and regulations.
Types of public relations/communications manager
Updated January 8, 2025
