The following article discusses the career path of Public Relations Manager. Learn about how to become one, education requirements, job duties, traits and qualities, national salary outlook as well as top national employers of Public Relations Managers.
Public relations managers can get to work in a range of different industries, ranging from food manufacturing to hotels. Usually, they start at entry level positions after completing a bachelor’s degree, working their way up to management level in around five years. They usually have office based positions and don’t have to travel much except for training. They also work during regular office hours.
The main responsibility of this professional is to improve the public’s perception on the brand of their organization. They develop and implement various programs and campaigns to increase brand awareness. They also train others within the organization and work together with various other departments to make sure the content of their programs is accurate. Furthermore, they measure how successful certain campaigns and programs have been, thereby determining whether they were efficient. Additionally, they often manage the social media profile of their organization and represent it to the media.
Other job duties of a public relations manager are:
- To manage and organization internal communication and public relations programs in order to create and promote a favorable brand image
- To take part in annual reporting sessions and to release proxy statements
- To manage and improve the corporate identity and image of the organization, using signage and logos
- To hold responsibility for the creation of media kits and press releases
- To work with the press to manage positive press releases
Where We Work
According to the U.S. Bureau of Labor Statistics, there were 73,500 public relations and fundraising managers in 2016. The largest employers of these professionals were:
- Religious, grantmaking, civic, professional, and similar organizations : 23%
- Educational services; state, local, and private: 20%
- Professional, scientific, and technical services: 14%
- Management of companies and enterprises: 9%
How to Become
A public relations manager is usually expected to hold a bachelor’s degree as a minimum, as well as to have at least five years’ professional experience.
A public relations manager is expected to hold a bachelor’s degree in journalism, fundraising, English, communications, public relations, or related field. A master’s degree, particularly one in nonprofit management, fundraising, journalism, or public relations, is generally preferred. It is particularly important that they have completed courses in technical writing, creative writing, public speaking, public affairs, business administration, and advertising.
There is no legal requirement for public relations managers to become licensed or certified. However, certifications do exist through the Public Relations Society of America and those who hold them tend to have better job prospects. Similarly, they can obtain expertise and knowledge credentials through the International Association of Business Communicators.
If a public relations manager also engages in fundraising activities, they may obtain the voluntary Certified Fund Raising Executive (CFRE) credential, offered by CFRE International. This credential requires at least five years’ relevant professional experience. It must also be renewed every three years.
Work experience is of the utmost importance for public relations managers, and most have worked in the field for at least five years, growing to managerial positions over time. The most senior public relations managers often have at least ten years work experience.
Traits & Qualities
The most effective public relations managers have the following traits to some degree or other:
- Excellent communication skills, both oral and written, and the ability to adapt communication to make it suitable to the target audience
- Strong leadership skills
- Great organizational skills
- Excellent problem solving skills
- Excellent speaking skills and the confidence to be a great public speaker
The national average salary estimate for Public Relations Manager was $51,303. This number is estimated from over 629,324 employees, users past and present job advertisements from Indeed.com. This equates to an hourly salary of $26.72 and monthly of $4,275.
- Most Reported
Salary by State
The following section lists Public Relations Manager salaries in each state around the country. The figures are based on the total number of job postings through Indeed.com. For example, Massachusetts had the largest quoted salary of $70,751 while Idaho had the smallest quoted salary of $23,904.
Top 20 National Employers
According to Indeed.com, the following states had employers looking to hire a Public Relations Manager. The quoted salary figure represents the average salary from all job postings by this employer.
|Employer Name||Location||Average Salary|
|Global Club Card Services International||Texas||$174,540|
|Considine Search||New York||$125,000|
|Nielsen Associates||New York||$121,975|
|GTL Media, Inc.||California||$118,934|
|Sovereign Executive Search||New York||$114,891|
|Accounting Career Network||Massachusetts||$99,504|
|Robert Half The Creative Group||New York||$99,504|
|Bay Shore Staffing||Massachusetts||$95,215|
|Robert Half Finance & Accounting||New York||$94,422|
|The Creative Group||New York||$92,191|
|LBS Inc||New York||$91,620|
- Public Relations and Fundraising Managers : Occupational …
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|Career Name||Average Salary|
|Personal Banking Manager||$51,369|
|Social Media Manager||$50,861|