Public relations managers are responsible for developing and implementing an organization's public relations and media strategy, building its reputation, and ensuring effective media coverage. As a public relations manager, you will draft or oversee the creation of media releases and content on social media, forge relationships with journalists and key influencers, and manage the response to crises. Public relations managers work in every sector, from finance to fashion, education, and charities. Your key role is to liaise with clients to establish their needs and maintain a relationship and to communicate with the social media team and marketing department to plan content.
To be a public relations manager, you need a bachelor's degree in media, marketing, or a related field and excellent verbal and written communication skills, and the ability to strategize and plan campaigns. Excellent knowledge of social media platforms is also important for this role. You will earn an average salary of $78,391 per year.
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 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.Education
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.
In addition to switching up your job search, it might prove helpful to look at a career path for your specific job. Now, what's a career path you ask? Well, it's practically a map that shows how you might advance from one job title to another. Our career paths are especially detailed with salary changes. So, for example, if you started out with the role of public relations director you might progress to a role such as marketing director eventually. Later on in your career, you could end up with the title regional marketing director.
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The skills section on your resume can be almost as important as the experience section, so you want it to be an accurate portrayal of what you can do. Luckily, we've found all of the skills you'll need so even if you don't have these skills yet, you know what you need to work on. Out of all the resumes we looked through, 28.5% of public relations managers listed press releases on their resume, but soft skills such as communication skills and leadership skills are important as well.
Zippia allows you to choose from different easy-to-use Public Relations Manager templates, and provides you with expert advice. Using the templates, you can rest assured that the structure and format of your Public Relations Manager resume is top notch. Choose a template with the colors, fonts & text sizes that are appropriate for your industry.
After extensive research and analysis, Zippia's data science team found that:
Public Relations: You can shape and control your media messages at the worst possible times...
Public relations to reach 100,000+ potential clients with strategies to get publicity & press coverage for branding ASAP...
Everything you need to know to be successful at PR in a digital world...
Some places are better than others when it comes to starting a career as a public relations manager. The best states for people in this position are Washington, Nevada, Delaware, and Montana. Public relations managers make the most in Washington with an average salary of $141,935. Whereas in Nevada and Delaware, they would average $124,150 and $124,142, respectively. While public relations managers would only make an average of $122,528 in Montana, you would still make more there than in the rest of the country. We determined these as the best states based on job availability and pay. By finding the median salary, cost of living, and using the Bureau of Labor Statistics' Location Quotient, we narrowed down our list of states to these four.
We've made finding a great employer to work for easy by doing the hard work for you. We looked into employers that employ public relations managers and discovered their number of public relations manager opportunities and average salary. Through our research, we concluded that Splunk was the best, especially with an average salary of $116,555. AT&T; follows up with an average salary of $107,447, and then comes Microsoft with an average of $178,307. In addition, we know most people would rather work from home. So instead of having to change careers, we identified the best employers for remote work as a public relations manager. The employers include HUB International, Dell, and Twilio
|Rank||Company||Average Salary||Hourly Rate||Job Openings|
|7||Neiman Marcus Group||$120,126||$57.75||20|
It takes 9 to 11 years to become a public relations manager. This includes the time it takes to earn a bachelor's degree, as well as at least five years of work experience.
Most public relations managers have bachelor's degrees in journalism, fundraising, English, communications, public relations, or related fields.