Public Relations Manager Job Description [Updated for 2025]

In the era of information and media, the role of Public Relations Managers is more crucial than ever.

As communication channels evolve, the demand for skilled individuals who can effectively manage, promote, and protect the reputation of an organization grows stronger.

But let’s delve deeper: What is really expected of a Public Relations Manager?

Whether you are:

• A job seeker trying to understand the core responsibilities of this role,
• A hiring manager outlining the perfect candidate,
• Or simply curious about the dynamics of public relations management,

You’ve come to the right place.

Today, we present a customizable Public Relations Manager job description template, created for effortless posting on job boards or career websites.

Let’s dive right in.

Public Relations Manager Duties and Responsibilities

Public Relations Managers have a critical role in shaping and maintaining the public image of a company or client.

They create media, from press releases to social media messages, that shape public opinion of the company or its products and services, and increase awareness of its brand.

Their duties and responsibilities include:

• Developing public relations strategies, campaigns, and initiatives to improve public perception of the company
• Writing and producing presentations and press releases
• Dealing with enquiries from the public, the press, and related organizations
• Organizing and managing promotional events such as press conferences, open days, exhibitions, tours and visits
• Speaking publicly at interviews, press conferences, and presentations
• Providing clients with information about new promotional opportunities and current PR campaigns
• Analysing media coverage and implementing changes based on findings
• Maintaining and updating information on the organization’s website
• Managing the PR aspect of a potential crisis situation
• Communicating and building relationships with journalists, influencers, and industry professionals

 

Public Relations Manager Job Description Template

Job Brief

We are seeking a highly-skilled and experienced Public Relations Manager to manage our company’s public image and create strategies to increase brand awareness.

The Public Relations Manager will be responsible for developing and implementing public relations strategies, maintaining relationships with media outlets, and managing company crises.

The ideal candidate has a creative mind, excellent communication skills and a deep understanding of consumer behavior.

 

Responsibilities

• Develop and implement public relations strategies and campaigns.
• Build relationships with local, national, and international media.
• Prepare and distribute press releases.
• Organize and manage public events, press conferences, and media interviews.
• Address inquiries from the media and other parties.
• Track and influence media coverage.
• Manage company reputation and crisis management situations.
• Measure and present results of PR efforts.
• Collaborate with internal teams (e.g. marketing) and maintain open communication with senior management.

 

Qualifications

• Proven experience as a Public Relations Manager or similar role.
• Experience managing media relations (online, broadcast, and print).
• Experience in project management and execution of PR campaigns and/or initiatives.
• Experience in copywriting and editing.
• Working knowledge of social media platforms and processes.
• Proficient in MS Office and PR software.
• Excellent communication and presentation skills.
• Bachelor’s degree in Public Relations, Journalism, Communications or a related field.

 

Benefits

• 401(k)
• Health insurance
• Dental insurance
• Paid time off
• Professional development opportunities

 

Additional Information

• Job Title: Public Relations Manager
• Work Environment: Office setting with options for remote work. Some travel may be required for meetings or events.
• Reporting Structure: Reports to the Director of Communications or Chief Marketing Officer.
• Salary: Salary is based upon candidate experience and qualifications, as well as market and business considerations.
• Pay Range: $70,000 minimum to $120,000 maximum
• Location: [City, State] (specify the location or indicate if remote)
• Employment Type: Full-time
• Equal Opportunity Statement: We are an equal opportunity employer and value diversity at our company. We do not discriminate on the basis of race, religion, color, national origin, gender, sexual orientation, age, marital status, veteran status, or disability status.
• Application Instructions: Please submit your resume and a cover letter outlining your qualifications and experience to [email address or application portal].

 

What Does a Public Relations Manager Do?

Public Relations Managers play a crucial role in maintaining and enhancing the public image of a client or company.

They usually work for a variety of organizations, including private firms, non-profit organizations, government agencies, or they can also work as independent consultants.

A key part of their job is to develop, implement, and manage public relations programs and initiatives.

They help to shape public perception of their company or client and increase brand awareness.

They create and manage press releases, speeches, and other corporate communication materials, acting as the point of contact between the company or client and the media.

They also develop and maintain relationships with journalists and other media professionals to ensure positive media coverage.

Public Relations Managers often coordinate events, arrange interviews, and handle crisis and emergency communications.

They also monitor the public and media’s opinion about their client or company in order to address any negative views.

Additionally, they often work closely with other departments, such as marketing and legal, to ensure that all external communications are consistent and comply with regulations.

They are responsible for providing strategic advice to their company or client on potential public relations risks or opportunities.

Their overall goal is to ensure their client or company maintains a positive reputation with the public and stakeholders.

 

Public Relations Manager Qualifications and Skills

A proficient Public Relations Manager should possess a combination of communication, strategic thinking, and leadership skills, along with other relevant qualifications, such as:

• Exceptional written and verbal communication skills to develop and distribute press releases, write speeches, manage crises and interact with media.
• Strategic thinking skills to create and implement effective public relations strategies that align with the company’s goals and objectives.
• Leadership abilities to manage and supervise a team of public relations professionals, provide them with clear guidelines, feedback, and support.
• Interpersonal skills to build and maintain relationships with media representatives, influencers, stakeholders, and the public.
• Awareness of social, digital media and content creation trends to enhance the company’s presence and reputation across various platforms.
• Problem-solving skills to handle any crisis or negative publicity and turn it into a positive outcome for the company.
• Ability to multitask and work under pressure to manage multiple projects and meet deadlines.
• Understanding of market trends and the ability to adapt public relations strategies to these trends.
• Project management skills to plan and coordinate public relations campaigns efficiently and effectively.

 

Public Relations Manager Experience Requirements

Entry-level candidates for Public Relations Manager roles typically need at least 3 to 5 years of experience in public relations, communications, or a related field.

This experience can be gained through internships, part-time roles, or full-time positions, and should ideally encompass tasks such as developing and implementing PR campaigns, coordinating with media outlets, and crafting compelling press releases.

Candidates with more than 5 years of experience are generally considered to be mid-level.

At this stage, they should have honed their ability to manage multiple PR campaigns simultaneously, develop strategic PR plans, and oversee all aspects of media relations.

Those with more than 7 to 10 years of experience may be considered senior-level candidates.

These individuals often have experience in leadership roles, and have demonstrated the ability to manage a team, coordinate with top-level executives, and develop and execute comprehensive PR strategies.

In addition, Public Relations Managers should have a solid understanding of digital marketing tools and social media platforms, as well as exceptional writing, presentation, and interpersonal skills.

A degree in Public Relations, Communications, or a related field is usually required.

 

Public Relations Manager Education and Training Requirements

Public Relations Managers typically hold a bachelor’s degree in public relations, communications, journalism, or a related field.

Their education usually includes courses in public speaking, public relations, writing, journalism, and business or management.

A strong understanding of media relations and digital communication is often emphasized.

Many positions prefer candidates with a master’s degree in communication, business administration, or a related field.

This advanced education often covers strategic communication, crisis management, media relations, and advanced public relations techniques.

In addition to formal education, Public Relations Managers often gain experience through internships in public relations or related fields.

Some Public Relations Managers might also opt for professional certification, such as the Accreditation in Public Relations (APR) awarded by the Public Relations Society of America.

This certification demonstrates the manager’s commitment to the profession and their competence in the field.

Continuous training and staying updated with the latest trends and technologies in communication, media relations, and digital marketing is beneficial for career advancement in this field.

 

Public Relations Manager Salary Expectations

A Public Relations Manager typically earns an average salary of $67,407 (USD) per year.

The actual income can significantly fluctuate based on factors such as years of experience, the scale of the employing organization, and the cost of living in the job’s location.

 

Public Relations Manager Job Description FAQs

What skills does a Public Relations Manager need?

A Public Relations Manager should possess strong communication skills, both written and verbal, to effectively convey the brand’s message to the public.

They should also have excellent interpersonal skills to build relationships with media and stakeholders.

Additionally, they need to be good at problem-solving, planning, and organizing events and campaigns, and they should have a keen understanding of social media and digital marketing strategies.

 

Do Public Relations Managers need a degree?

Most Public Relations Managers have a bachelor’s degree in public relations, communications, journalism, or a related field.

However, experience in public relations, marketing, or communications can also be beneficial.

Some companies might require a master’s degree in business administration or a related field.

 

What should you look for in a Public Relations Manager resume?

In a Public Relations Manager’s resume, look for a solid background in public relations or communications, including experience in creating and managing public relations campaigns.

Also, check for experience in crisis management, brand management, and event planning.

Skills in digital marketing and social media strategy can be a valuable asset.

Furthermore, any noted accomplishments in improving a company’s public image or increasing brand awareness should be considered.

 

What qualities make a good Public Relations Manager?

A good Public Relations Manager is proactive, creative, and resourceful.

They should be able to think on their feet and respond quickly in crisis situations.

They must be good at building relationships and networking to ensure the brand’s message reaches the right audience.

They should also have a keen eye for trends and societal shifts to keep their strategies relevant and effective.

 

Is it difficult to hire a Public Relations Manager?

Hiring a Public Relations Manager can be challenging due to the specific skill set and experience required for the role.

It’s essential to find a candidate who can manage relationships, strategize effectively, and handle crisis situations while maintaining a positive company image.

Therefore, the recruitment process can be time-consuming and requires a thorough assessment of candidates’ abilities and track records.

 

Conclusion

And there we have it.

Today, we’ve given you a behind-the-scenes look at what it truly means to be a Public Relations Manager.

Surprise!

It’s not just about managing press releases.

It’s about shaping the public image and managing the reputation of an organization, one campaign at a time.

Armed with our handy Public Relations Manager job description template and real-world instances, you’re ready to embark on this journey.

But why halt your quest here?

Delve deeper with our job description generator. It’s your next step towards creating detailed job postings or perfecting your resume.

Remember:

Every campaign is a piece of a larger narrative.

Let’s shape that narrative. Together.

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