PUBLIC RELATIONS MANAGER: Definition, Duties, Salary & Requirements

public relations manager

More than direct marketing, public relations (PR) can be the most direct way for businesses to reach customers. Instead of advertising its products and services, a business will interact with potential customers in the community. Public relations managers are frequently in charge of spearheading these efforts, assisting businesses in connecting with locals through media outlets, interviews, community events, and other means. In this guide, we will elaborate more on a public relations manager including, the perfect job description, salary, education requirements, and PR under sports. Without much ado, let’s proceed!  

What Is a Public Relations Manager?

A public relations manager’s role is part communication, and part outreach, and is one of several viable career options for individuals with a bachelor’s degree in marketing. After selecting specific channels that will target the right consumers, you will represent a company when connecting with various media avenues.

Given the similarities in their roles, public relations managers are frequently confused with marketing and advertising managers. While marketing, advertising, and public relations are all concerned with identifying and targeting customers, they are all distinct.

Public relations professionals will not spend time developing advertisements or identifying marketing verticals to pursue. Instead, PR professionals devote their time solely to local and national media outlets that can help their brand’s reach and vision. A bachelor’s degree is typically required for public relations managers. Many employers prefer to hire public relations managers who have at least a few years of similar experience.

What Does a Public Relations Manager Do?

A good PR manager should understand their client’s branding, identity, and target audience thoroughly. They clarify and amplify a company’s brand through interactions with the media, customers, and the general public in order to convey an image of trustworthiness and excellence. A PR manager accomplishes this through press releases, interviews, and campaign promotions, frequently collaborating with advertising and marketing departments to ensure message consistency and optimal delivery.

Public relations managers collaborate closely with specialists such as lawyers and other legal professionals because their statements may have legal ramifications. When their organization’s public is faced with a crisis, they must be able to communicate clearly and advocate for their clients under pressure.

Public relations managers may also be in charge of social media outreach, making business connections, organizing special events, and advising business leaders on communication. Different responsibilities and nuances can provide opportunities for unique interactions and personal growth depending on the industry.

Public Relations Manager Job Description

The purpose of this public relations manager job description sample is to help you understand the most important duties and responsibilities of a Public Relations Manager (PR Manager). It is fully customizable and ready for posting on job boards. You can save time, attract qualified candidates, and hire the best employees by using this public relations manager job description. These are some examples of requirements:

#1. Public Relations Manager job profile

A public relations manager (PR Manager) is a media and PR professional who is in charge of planning and directing the creation of material that will maintain or improve their employer’s or client’s public image.

It is critical to write a clear and precise Public Relations Manager (PR Manager) job description in order to attract the best Public Relations Manager (PR Manager) for your needs.

#2. Public Relations Manager Job description

Here’s an example of a good public relations manager job description: Are you a seasoned Public Relations Manager (PR Manager) looking for a new challenge and the chance to advance your skills and career in a fantastic working environment? Are you a natural communicator who thrives in a fast-paced environment and enjoys the excitement of new challenges?

If you are a top-tier Public Relations Manager (PR Manager) looking for your next opportunity, we have the stage set and are looking for someone who can shine and deliver!

We are looking for a capable PR Manager to lead our dream team of public relations professionals and take full responsibility for the strategy, collaboration, execution, and measurement of PR & Media Relations Campaigns, with the goal of building and enhancing our company’s favorable image with employees, potential candidates, clients, potential customers, influencers, and the general public.

#3. Public Relations Manager Duties and Responsibilities

To be a PR manager, you should be versatile and aware of the duties and responsibilities you will be expected to perform, which include the following:

  • Public relations programs must be planned, implemented, and managed.
  • Plan and budget for public relations events, programs, and initiatives.
  • Assist in the design and review of a variety of promotional and marketing materials.
  • Create and edit online content for media announcements and media kits.
  • Monitor corporate image on a regular basis to ensure it is consistent with the company brand.
  • Examine and manage content created for the website and social media channels.
  • Create and implement public relations policies and procedures.
  • Set KPIs for the PR department.
  • Each public relations campaign should be measured and reported on.
  • Develop long-term relationships with all relevant stakeholders, such as local government, the media, politicians, and so on.
  • Recruit, hire, onboard, and train new public relations team members.
  • Create content for a variety of speeches, events, and hearings…
  • As needed, develop and implement crisis communications advice and media strategy.

What skills do you need for PR?

Every day, a PR manager must rely on a wide range of skills. A PR manager relies on a well-developed skill set to improve a company’s reach, whether communicating with media representatives, tailoring brand messaging, or coordinating sponsored events.

A public relations manager must have the following skills:

  • Interpersonal communication: The ability to communicate with other public relations professionals, company executives, media representatives, and members of the general public.
  • Writing ability: The ability to create commanding written content capable of moving an audience and influencing public opinion.
  • Technological proficiency: The ability to use all necessary technology in a public relations setting, such as computers, tablets, phones, scheduling tools, and other online platforms.
  • Public speaking: The ability to address large groups of people confidently, particularly in a public setting.
  • Problem-solving: The ability to identify and resolve public relations issues that businesses may face while maintaining a strong public reputation in the eyes of potential customers. 
  • Time management: This is the ability to organize media appearances, public statements, and other obligations in order to complete each task on time.

These and other skills allow public relations managers to thrive by assisting businesses in capitalizing on media avenues that can improve their public authority and outreach.

Public Relations Manager Salary

As of March 2023, the average salary for a Public Relations Manager in the United States is $118,170. A public relations manager’s typical salary range is between $103,472 and $135,674. Salary ranges for a Public Relations Manager in the United States can vary greatly depending on a variety of factors, including education requirements, certifications, additional skills, and the number of years you have worked in your field.

Public Relations Manager Education Requirements

There are some educational requirements to become a public relations manager. A bachelor’s degree in media and communications, English, journalism, marketing, or a related field is required for a Public Relations Manager. A master’s degree in media, marketing, or another related field is beneficial but not required.

Aside from the education requirements, you can also obtain some certifications as a Public Relations Manager. The Universal Accreditation Board’s Accredited in Public Relations (APR) certification is one of them. Applicants must have at least five years of experience and pass a computer-based test to be considered. Another option is the International Association of Business Communicators’ Accredited Business Communicator (ABC) certification. This necessitates nine years of education and work experience, as well as a written and oral exam.

Management training may also be necessary because this position requires the supervision of a team. A certification or short course in human resource management will be beneficial.

Public Relations Manager Experience Requirements

A qualified Public Relations Manager will have at least five years of public relations experience. They must also have at least two years of experience leading a public relations team. A Public Relations Manager should have experience writing press releases and other forms of publicity. They should be comfortable developing and implementing marketing and content strategies.

Public relations Manager work environment

Public relations managers typically work 40 hours per week during regular business hours and are office-based. When attending social, public speaking, media, or networking events, frequent travel is possible, and over time may occur depending on the workload. These people spend a lot of time meeting with and supervising their staff, communicating with their clients, engaging with the media, building their networks, attending public events, and connecting with the public through social media. They may come across celebrities, socialites, or other well-known clients depending on the industry.

Public Relation Manager Under Sports

A sports PR manager is simply the public relations manager for sports teams and individual players, as the name implies. In other words, a sports public relations manager is responsible for developing media relationships with sports journalists and obtaining publicity for athletes through earned media channels, both online and offline.

Tools for Sports Public Relations Manager

To become a sports public relations manager, you must first learn the following skills:

#1. Be an accomplished writer.

The ability to write well is the most important skill for a sports public relations professional.

Actually, that is the most important skill for most industries, but far too few people take the time to hone it. Experienced and respected sports PR professionals and sports media are so skilled that their writing abilities are frequently sought after for agency or corporate work.

#2. Facilitate a story rather than becoming a part of it

Unfortunately, power plays are not uncommon, and in today’s social media climate, missteps and mendacities are broadcast for all to see. The rush to be first rather than right can also ruin reputations.

#3. Make your pitch relevant.

In public relations, adversarial relationships play no role. When pitching stories to the media, educated and informed sports PR professionals have logical and credible advantages.

How To Become a Public Relations Manager

#1. Pursue an education

A bachelor’s degree in communications, media writing, journalism, marketing, or a related field is typically required for public relations managers. Consider enrolling in a four-year university program to gain valuable skills and knowledge on your path to becoming a public relations manager.

#2. Accumulate relevant work experience

Consider applying for entry-level positions in public relations after graduating from college and completing an internship. Consider looking for entry-level work through your network of public relations professionals, your university or internship connections, online job search engines, or classified ads.

#3. Obtain certification

While certification is not required, some aspiring public relations managers choose to obtain it in order to differentiate themselves from the competition and gain specialized knowledge and training.

#4. Expand your network

It is critical to cultivating strong relationships with other professionals in your field when pursuing a career as a public relations manager. Consider participating in public relations, communications, and marketing professionals’ discussion forums, community events, or social gatherings whenever possible to connect with others in your field.

#5. Train for management

For public relations professionals who want to advance to management positions, there are several training options. Consider looking into seminars, training, and courses that can assist you in developing the managerial skills required for a supervisory position in public relations.

What is the Job of Someone in Public Relations?

Public relations professionals cultivate and safeguard a company’s image. They manage an organization’s communications with the public and help shape the public’s perception of a business.

Do Public Relations Managers Make a Lot of Money?

They do, indeed. In the United States, the average salary for a Public Relations Manager is $82,985.

What Qualities Should a PR Manager Have?

The following characteristics are desirable:

  • Communication.
  • Capability to write.
  • Multimedia.
  • Knowledge of Social Media.
  • Creativity.
  • Pay close attention to the details.
  • Honesty.

What are the 6 Tools of Public Relations?

Among the tools are:

  • Publications
  • Events
  • News
  • Speeches
  • Public-Service Activities

How do I Become a Successful PR Manager?

You can become a successful public relations manager by:

  • Schedule time to stay organized.
  • Prioritize the Onslaught of Information.
  • Maintain an active presence on social media.
  • Consider following the Influencers.
  • Read, read, and then some.

What is the Dress Code for Public Relations Officers?

Men can wear jeans (but make sure they don’t have any rips and are clean and smart), chinos, polo shirts, smart shoes, and a blazer. A conservative dress or blouse (or sweater) with a skirt or dress pants and dress shoes or boots could be worn by women.


PR managers are in high demand in every business sector, particularly those that remain in the spotlight. Almost every organization has a presence on social media. They use business strategies to promote the organization’s products and motives on these platforms. If you really want to be a public relations manager, you should work on your interpersonal skills and get a relevant degree.


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