Becoming a Public Relations Manager

Public relations serves a very specific role in an organization. While an advertising agency communicates a company's message to a targeted audience, a public relations (PR) agency communicates that message to the press. Public relations specialists can work at a PR agency, where they serve multiple clients, or in the PR department of a large company, where they create communications solely for that company. The role of public relations manager is most often found in larger businesses and corporations where a staff of PR specialists is employed.

Education, Training & Degrees for Public Relations Managers

Most positions in public relations require at least a bachelor's degree, typically in public relations, journalism, communication, English, or marketing. A master's degree is often a prerequisite for a PR position in larger firms.

Some companies prefer that the educational background of a public relations candidate be in their general industry or field. For example, a candidate for a PR position in a law firm might be required to possess a background in law, while a candidate for a PR position in an electronics firm might have an advantage with a background in electronics, and so on. This is typically the case in industries in which the PR specialist is required to translate complex concepts into accurate but uncomplicated terms for wider understanding. Electronics, engineering, law, health, and finance often follow this policy.

Public relations experience, usually gained through an internship, is also highly regarded in this field. Students pursuing a degree or career in PR have the additional option of joining the Public Relations Student Society of America, and professionals can become members of the Public Relations Society of America, where they have the opportunity to network and to exchange ideas and techniques with other professionals.

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Job Responsibilities and Desired Skills for Public Relations Managers

Public relations professionals speak on behalf of their client, often pitching story ideas to the press, writing press releases, and creating press kits. The theory is that a message that comes from the press is more objective and therefore more favorable to the company than a message that comes from an advertising or marketing department within the company.

PR professionals plan conventions, organize fund-raising events, set up speaking engagements, write speeches, arrange and perform interviews, and publish newsletters, all with the objective of casting their client, or their client's product or service, in a positive light. Public relations managers supervise PR staffs, often tasking them with research, writing rough drafts and brainstorming for creative ideas. Additionally, the manager of a PR department will occasionally host college interns and mentor them in the basics of the discipline and the proverbial tricks of the trade, providing these students with valuable training and practical, on-the-job experience.

Given that PR specialists, particularly departmental managers, spend much of their time communicating with the press and writing press releases, speeches, and reports, they must possess excellent communication skills, both written and verbal. They should be outgoing, friendly, confident, articulate, persuasive, and able to get along harmoniously with a wide variety of people. Creativity and flexibility are also valuable assets in this field.

PR Manager Salary Range and Employment Outlook

According to projections released by the U.S. Department of Labor, employment opportunities for public relations specialists are expected to grow faster than the average for all jobs well into the next decade. Stiff competition is expected for entry-level PR positions, however. The widest range of employment opportunities will be for college graduates who combine a degree in journalism, public relations, advertising, or another communications-related field with a public relations internship or other related work experience.

Figures released by the U.S. Bureau of Labor Statistics indicate that the median annual salary for public relations specialists was about $43,830 in 2004. A public relations manager's salary can be expected to be higher and comparable to similar management positions in advertising and marketing. The salary range is wide, however, and dependent on a number of qualifications, including education, practical industry experience, and the size of the organization. This median salary is expected to increase by as much as ten percent in the coming decade, as more and different media outlets are available, making the job of public relations specialist more complex and multifaceted.


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