What does a public relations director do?
A public relations director is an individual who is employed to design and implement marketing strategies that can cultivate the relationship between a company and the media. Public relations directors collaborate with the internal team to boost brand awareness and maximize brand consistency in all advertising efforts. They must arrange interviews and press releases so that they can promote their company and its products or services. They also maintain relationships with the media and should manage sensitive issues to maintain the company's good reputation.
Public relations director responsibilities
Here are examples of responsibilities from real public relations director resumes:
- Manage internal agency public relations, blog content and twitter account.
- Hire, train and manage play-by-play broadcasters guaranteeing a professional and informative listening experience.
- Maintain strong working relationships across all departments to manage successful on-site opportunities, content and multimedia asset development and spokesperson requests.
- Assist in development-relate alumni campaigns and event planning.
- Keep running list and archive information regarding NCAA commitments.
- Compile statistics and update game notes, player biographies, player and team statistics.
- Coordinate weekly features of EHL alumni who have advanced to NCAA or professional levels.
- Create content and copy for Instagram and Facebook-grow following, increase engagement, and analyze analytics
- Compile monthly and EOY reports of press and SMM metrics coverage and estimate publicity value for ROI.
- Allocate budget spending and determine campaigns that drive the best ROI, consistently deliver on time and under budget.
- Serve as team's primary play-by-play broadcaster for all home and road games, and serve as travel coordinator.
- Maintain the organization's Facebook group page for easy publicity and communication.
- Design and maintain a social media network consisting of daily blogging and monitoring social activity on Facebook.
- Maintain strong working relationships across all departments to manage successful on-site opportunities, content and multimedia asset development and spokesperson requests.
- Ensure balance in a Bloomberg story critical of pricing increases for rare disease medicine, Somavert.
Public relations director skills and personality traits
We calculated that 19% of Public Relations Directors are proficient in Press Releases, Web Content, and Pr Campaigns. They’re also known for soft skills such as Communication skills, Leadership skills, and Organizational skills.
We break down the percentage of Public Relations Directors that have these skills listed on their resume here:
- Press Releases, 19%
Provided administrative and editorial support to the senior Archdiocese executive with responsibility for press releases and events and various regular publications
- Web Content, 9%
Assisted with internal communications initiatives as well advising on newsletter content, web content and advertising content.
- Pr Campaigns, 5%
Managed social media accounts, created/maintained website, created/implemented PR campaigns
- Facebook, 4%
Developed organization's social media imprint by initiating FaceBook, Twitter and additional social media channels as became pertinent.
- Crisis Communications, 4%
Assisted college president and college vice presidents with crisis communication, offering recommendations, preparing media statements and/or acting as spokeswoman.
- Twitter, 3%
Developed successful social media campaigns (Facebook/Twitter).
Most public relations directors use their skills in "press releases," "web content," and "pr campaigns" to do their jobs. You can find more detail on essential public relations director responsibilities here:
Communication skills. The most essential soft skill for a public relations director to carry out their responsibilities is communication skills. This skill is important for the role because "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." Additionally, a public relations director resume shows how their duties depend on communication skills: "maintain direct communication with media (press conference - tv, radio and newspapers). "
Leadership skills. Another soft skill that's essential for fulfilling public relations director 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 director resume, here's how public relations directors can utilize leadership skills in their job responsibilities: "worked closely with senior leadership of state university to develop crisis communications program to address local emergency. "
Organizational skills. This is an important skill for public relations directors to perform their duties. For an example of how public relations director responsibilities depend on this skill, consider that "public relations and fundraising managers are often in charge of running several events at the same time, requiring superior organizational skills." This excerpt from a resume also shows how vital it is to everyday roles and responsibilities of a public relations director: "led marketing and public relations efforts to aid organizational development and fundraising. ".
Problem-solving skills. A big part of what public relations directors do relies on "problem-solving skills." You can see how essential it is to public relations director responsibilities because "managers sometimes must explain how the company or client is handling sensitive issues." Here's an example of how this skill is used from a resume that represents typical public relations director tasks: "let public relations efforts for thei telecommunications software solutions provider. "
Speaking skills. Another common skill required for public relations director responsibilities is "speaking skills." This skill comes up in the duties of public relations directors all the time, as "public relations and fundraising managers regularly speak on behalf of their organization." An excerpt from a real public relations director resume shows how this skill is central to what a public relations director does: "coordinated and presented a variety of press conferences and other media blitzes, including a nationally recognized teacher recruitment initiative. "
Writing skills. While "writing skills" is last on this skills list, don't underestimate its importance to public relations director responsibilities. Much of what a public relations director 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 directors: "press release writing, media relations and press conference coordination for academics, athletics and foundation news and initiatives. "
The three companies that hire the most public relations directors are:
- Highwire PR24 public relations directors jobs
- Automation Anywhere19 public relations directors jobs
- Qualtrics4 public relations directors jobs
Choose from 10+ customizable public relations director resume templates
Build a professional public relations director resume in minutes. Our AI resume writing assistant will guide you through every step of the process, and you can choose from 10+ resume templates to create your public relations director resume.
Compare different public relations directors
Public relations director vs. Director of communications and marketing
A director of communications and marketing spearheads a company's marketing and communication projects in adherence with the company's vision and mission. Being the director, they have the authority to make decisions, delegate responsibilities among managers and teams, and direct the project and program cycle from planning to execution, solving issues and concerns if any would arise. They also set goals and budgets, establish timelines and requirements, and conduct regular assessments. Additionally, as a director, they must lead and empower employees in a joint effort to reach goals and industry standards.
There are some key differences in the responsibilities of each position. For example, public relations director responsibilities require skills like "crisis management," "communications strategies," "public relations strategies," and "biographies." Meanwhile a typical director of communications and marketing has skills in areas such as "strategic communications," "marketing campaigns," "digital marketing," and "project management." This difference in skills reveals the differences in what each career does.
Directors of communications and marketing really shine in the professional industry with an average salary of $78,844. Comparatively, public relations directors tend to make the most money in the internet industry with an average salary of $114,632.directors of communications and marketing tend to reach similar levels of education than public relations directors. In fact, directors of communications and marketing are 4.5% more likely to graduate with a Master's Degree and 0.5% less likely to have a Doctoral Degree.Public relations director 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.
Each career also uses different skills, according to real public relations director resumes. While public relations director responsibilities can utilize skills like "web content," "instagram," "crisis management," and "communications strategies," managers of corporate communications use skills like "project management," "strategic communications," "employee engagement," and "external audiences."
Managers of corporate communications may earn a lower salary than public relations directors, but managers of corporate communications earn the most pay in the manufacturing industry with an average salary of $104,720. On the other hand, public relations directors receive higher pay in the internet industry, where they earn an average salary of $114,632.managers of corporate communications earn similar levels of education than public relations directors in general. They're 4.3% more likely to graduate with a Master's Degree and 0.5% less likely to earn a Doctoral Degree.What technology do you think will become more important and prevalent for public relations directors in the next 3-5 years?
Clarke Caywood
Professor (founder group of IMC and PR in Medill) Joint Doctorate in Business and Journalism - Univ. Wis. Madison, Northwestern University
Public relations director vs. Director of public affairs
Directors of Public Affairs are executives who manage the public relations and communications initiatives of the company. They oversee all external communications that are intended for broadcast. They create guidelines on the proper crafting of communication materials that will be published or broadcasted. They also lead the public affairs department in networking activities and industry events. Directors of Public Affairs must be level-headed, calm, and creative. They should know how to communicate with the public, handle crises, and create successful brands.
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 director resumes include skills like "web content," "instagram," "fact sheets," and "communications strategies," whereas a director of public affairs is more likely to list skills in "government affairs," "public policy," "external stakeholders," and "policy issues. "
Directors of public affairs make a very good living in the pharmaceutical industry with an average annual salary of $137,872. On the other hand, public relations directors are paid the highest salary in the internet industry, with average annual pay of $114,632.directors of public affairs typically earn higher educational levels compared to public relations directors. Specifically, they're 7.3% more likely to graduate with a Master's Degree, and 5.2% more likely to earn a Doctoral Degree.Public relations director vs. Communications/senior communications manager
A communications/senior communications manager specializes in handling and overseeing internal and external communications within a workplace, ensuring accuracy and timeliness. Their responsibilities typically revolve around developing strategies for better workforce and public communications, crafting marketing materials such as press kits and newsletters, and coordinating with other departments to create new materials and opportunities for marketing. A communications/senior communications manager may also participate in managing social media operations and launching strategies for product launches and events. Furthermore, as a manager, it is essential to lead and encourage the team, all while implementing the company's policies and regulations.
Types of public relations director
Updated January 8, 2025
