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Become A Public Relations Manager

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Working As A Public Relations Manager

  • Communicating with Persons Outside Organization
  • Establishing and Maintaining Interpersonal Relationships
  • Communicating with Supervisors, Peers, or Subordinates
  • Thinking Creatively
  • Getting Information
  • Deal with People

  • Mostly Sitting

  • Make Decisions

  • Stressful

  • $96,928

    Average Salary

What Does A Public Relations Manager Do

Public relations managers plan and direct the creation of material that will maintain or enhance the public image of their employer or client. Fundraising managers coordinate campaigns that bring in donations for their organization.


Public relations managers typically do the following:

  • Write press releases and prepare information for the media
  • Identify main client groups and audiences and determine the best way to reach them
  • Designate an appropriate spokesperson or information source for media inquiries
  • Help clients communicate effectively with the public
  • Develop their organization's or client’s corporate image and identity
  • Assist and inform an organization’s executives and spokespeople
  • Devise advertising and promotion programs
  • Assign, supervise, and review the activities of staff

Fundraising managers typically do the following:

  • Manage progress towards achieving an organization’s fundraising goals
  • Develop and carry out fundraising strategies
  • Identify and contact potential donors
  • Create and plan different events that can generate donations
  • Meet face-to-face with highly important donors
  • Apply for grants
  • Assign, supervise, and review the activities of staff

Public relations managers review press releases and sponsor corporate events to help maintain and improve the image of their organization or client.

Public relations managers help to clarify their organization’s point of view to its main audience through media releases and interviews. They observe social, economic, and political trends that might ultimately affect their organization, and they recommend ways to enhance the firm's image based on those trends. For example, in response to a growing concern about the environment, the public relations manager for an oil company may create a campaign to publicize its efforts to develop cleaner fuels.

In large organizations, public relations managers often supervise a staff of public relations specialists. They also work with advertising, promotions, and marketing managers to ensure that advertising campaigns are compatible with the image the company or client is trying to portray. For example, if a firm decides to emphasize its appeal to a certain group, such as young people, the public relations manager needs to make sure that current advertisements are well received by that group.

In addition, public relations managers may handle internal communications, such as company newsletters, and may help financial managers produce an organization’s reports. They may also draft speeches, arrange interviews, and maintain other forms of public contact to help the organization’s top executives.

Public relations managers must be able to work well with many types of specialists to report the facts accurately. In some cases, the information they write has legal consequences. As a result, they must work with the company's or client's lawyers to be sure that the information they release is both legally accurate and clear to the public.

Fundraising managers oversee campaigns and events intended to bring in donations for their organization. Many organizations that employ fundraisers rely heavily on the donations they gather in order to run their operations.

Fundraising managers usually decide which fundraising techniques are necessary in a certain situation. Common techniques may include annual campaigns, capital campaigns, planned giving, or major gifts. In addition, social media has created a new avenue for fundraising managers to connect with more potential donors and to spread their organization’s message.

Those who work on annual campaigns focus heavily on contacting donors who have given in the past, and request that they give again. Finding new contacts for future donations is also a component of a successful annual campaign.

Capital campaigns are different; they are generally used to raise money over a shorter time period and for a specific project, such as the construction of a new building at a university.

Fundraisers who spend most of their time on planned giving must have specialized training in taxes regarding gifts of stocks, bonds, charitable annuities, and real estate bequests in a will. Major gifts are a feature of many different campaigns and are generally requested in person given the large value of the potential donation.

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How To Become A Public Relations Manager

Public relations and fundraising managers need at least a bachelor’s degree, and some positions may require a master’s degree. Many years of related work experience are also necessary.


For public relations and fundraising management positions, a bachelor's degree in public relations, communications, English, fundraising, or journalism is generally required. However, some employers prefer a master’s degree, particularly in public relations, journalism, fundraising, or nonprofit management.

Courses in advertising, business administration, public affairs, public speaking, and creative and technical writing can be helpful.

Licenses, Certifications, and Registrations

Although not mandatory, public relations managers can get certified through the Public Relations Society of America. Candidates qualify based on years of experience and must pass an exam to become certified.

The International Association of Business Communicators offers a credential to demonstrate a level of knowledge and expertise.

The Certified Fund Raising Executive program, offered by CFRE International, is voluntary, but fundraisers who pursue certification demonstrate a level of professional competency to prospective employers. Candidates are required to have 5 years of work experience in fundraising and have 80 hours of continuing education through conference attendance and classroom instruction to qualify. Fundraisers must apply for renewal every 3 years to keep their certification valid.

Work Experience in a Related Occupation

Public relations and fundraising managers must have several years of experience in a related or entry-level position, such as a public relations specialist or fundraiser.

Lower level management positions may require only a few years of experience, whereas directors are more likely to need 5 to 10 years of related work experience.

Important Qualities

Communication skills. Managers deal with the public regularly; therefore, they must be friendly enough to build rapport and receive cooperation from their media contacts and donors.

Leadership skills. Public relations and fundraising managers often lead large teams of specialists or fundraisers and must be able to guide their activities.

Organizational skills. Public relations and fundraising managers are often in charge of running several events at the same time, requiring superior organizational skills.

Problem-solving skills. Managers sometimes must explain how the company or client is handling sensitive issues. They must use good judgment in what they report and how they report it.

Speaking skills. Public relations and fundraising managers regularly speak on behalf of their organization. When doing so, they must be able to explain the organization’s position clearly.

Writing skills. Managers must be able to write well-organized and clear press releases and speeches. They must be able to grasp the key messages they want to get across and write them succinctly in order to keep the attention of busy readers or listeners.

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Public Relations Manager jobs

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Public Relations Manager Career Paths

Public Relations Manager
Event Coordinator Marketing Specialist
Associate Marketing Manager
5 Yearsyrs
Communications Consultant Marketing Communications Manager
Brand Marketing Manager
7 Yearsyrs
Marketing Director Property Manager
Communications Director
7 Yearsyrs
Marketing Manager Marketing Director
Director Of Communications And Marketing
9 Yearsyrs
Senior Manager Senior Manager Of Marketing
Director Of Marketing Services
9 Yearsyrs
Director Of Publications Marketing
6 Yearsyrs
Marketing Consultant
Head Of Marketing
6 Yearsyrs
Communications Consultant Communications Manager
Manager Of Corporate Communications
8 Yearsyrs
Communications Director Marketing And Communication Consultant
Marketing Communications Manager
7 Yearsyrs
Communications Manager Marketing Manager
Marketing Director
7 Yearsyrs
Project Manager Senior Product Manager
Marketing Lead
6 Yearsyrs
Communications Director Marketing Consultant
Marketing Manager
6 Yearsyrs
Writer And Editor Marketing Specialist
Marketing Program Manager
7 Yearsyrs
Writer And Editor Marketing Consultant
Marketing Strategist
6 Yearsyrs
Marketing Communications Manager Marketing Manager
Product Marketing Manager
7 Yearsyrs
Communications Manager Marketing Director
Senior Director Of Marketing
13 Yearsyrs
Marketing Manager Senior Manager
Senior Manager Of Marketing
9 Yearsyrs
Marketing Director
Senior Vice President Of Marketing
12 Yearsyrs
Marketing Communications Manager Communications Director
Vice President Of Communication
5 Yearsyrs
Marketing Consultant Director Of Communications And Marketing
Vice President Of Marketing & Communications
12 Yearsyrs
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Public Relations Manager Demographics


  • Female

  • Male

  • Unknown



  • White

  • Hispanic or Latino

  • Asian

  • Unknown

  • Black or African American

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Languages Spoken

  • Spanish

  • French

  • German

  • Italian

  • Mandarin

  • Arabic

  • Chinese

  • Portuguese

  • Russian

  • Japanese

  • Cantonese

  • Hindi

  • Korean

  • Vietnamese

  • Ukrainian

  • Malay

  • Tagalog

  • Serbian

  • Croatian

  • Polish

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Public Relations Manager

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Public Relations Manager Education

Public Relations Manager

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Real Public Relations Manager Salaries

Job Title Company Location Start Date Salary
Public Relations and Campaign Manager One Big Switch LLC New York, NY May 12, 2015 $360,000
Public Relations and Fundraising Manager The Aaron Diamond Aids Research Center New York, NY Nov 30, 2016 $197,205
Public Relations Manager Beluga North America Inc. North Miami Beach, FL Dec 17, 2015 $145,000
Public Relations Manager City Line Family Restaurant, Inc. New City, NY Jul 22, 2016 $131,830
Public Relations Manager Us/Russia Market 1B.USA, LLC Miami Beach, FL Sep 21, 2016 $127,837
Public Relations Manager GMDV Trans Inc. NY Jun 15, 2016 $127,754
Public Relations Manager Innovasjon Norway New York, NY Sep 15, 2016 $124,466
Public Relations Manager S.D.Int'l Inc. New York, NY Jul 01, 2015 $122,013
Public Relations Manager Chia USA LLC New York, NY Mar 02, 2015 $120,000
Public Relations Manager Gin Lane Media Inc. New York, NY Apr 06, 2015 $120,000
International Public Relations and Fundraising Manager Biotecture Planet Earth, Inc. NM Oct 01, 2015 $116,872
International Public Relations and Fundraising Manager Biotecture Planet Earth NM Oct 01, 2015 $116,872
Public Relations and Fundraising Manager Foundation for Ethnic Understanding New York, NY Jan 08, 2016 $115,000
Public Relations Manager ABG Construction Anaheim, CA Nov 05, 2016 $94,203
Public Relations and Program Manager The American Projects, LLC West Hollywood, CA Jul 01, 2015 $93,915
Public Relations Manager F & O Melrose Place, Inc. Beverly Hills, CA Mar 02, 2016 $93,122
Public Relations Manager F & O Melrose Place, Inc. Beverly Hills, CA Aug 18, 2015 $93,122
Public Relations Manager Am Support Group Inc. Medley, FL Jan 29, 2016 $93,000
Public Relations Manager Advanced Micro Devices, Inc. (AMD) Austin, TX Feb 17, 2016 $91,047 -
Public Relations Manager Sollers Inc. Edison, NJ Sep 15, 2016 $90,126
Public Relations Program Manager-Latin America Medtronic, Inc. Miami, FL May 08, 2016 $90,000
Public Relations and Fundraising Manager Korean American Coalition Los Angeles, CA Jan 09, 2016 $74,130
Public Relations Manager Westerhold Lokeinsky LLC Miami, FL Sep 01, 2015 $73,260
Public Relations Manager American Aquifer LLC Swansea, MA Sep 01, 2015 $73,045
Public Relations Manager American Aquifer LLC. Swansea, MA Sep 01, 2015 $73,045
Public Relations Manager Bluestone Designs & Creations Inc. Islandia, NY Sep 22, 2016 $71,793
Communication and Public Relations Manager French Cheese Board, Inc. New York, NY Jun 09, 2016 $71,552
Public Relations Manager DH JV LLC New York, NY Jun 09, 2016 $70,000

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Top Skills for A Public Relations Manager


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Top Public Relations Manager Skills

  1. Press Releases
  2. Web Content
  3. Facebook
You can check out examples of real life uses of top skills on resumes here:
  • Write press releases for distribution to broadcast, print, and social media.
  • Proofread, wrote, and edited web content, advertisements, and promotions for the organization on a daily basis.
  • Established the hotel as the social networking brand leader on Facebook and Twitter.
  • Coordinated special events, community fairs and campaigns in tandem with the Development staff.
  • Created content and monitored Tau Sigma s social media presence: Tumblr, Twitter, Facebook, Instagram, etc.

Top Public Relations Manager Employers

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