Profession public relations manager

Public relations managers strive to convey and maintain a desired image or reputation of a company, individual, governmental institution, or organisation in general to the public and stakeholders at large. They use all sorts of media and events to promote the positive image of products, humanitarian causes or organisations. They attempt to ensure that all public communications portray clients the way they want to be perceived.

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Personality Type

  • Investigative / Enterprising
  • Enterprising / Artistic

Knowledge

  • Communication principles

    The set of commonly shared principles in regards with communication such as active listening, establish rapport, adjusting the register, and respecting the intervention of others.

  • Forming of public opinion

    The process whereby perceptions and opinions toward something are forged and enforced. The elements that play a role in public opinion such as framing information, psyche processes, and herding.

  • Corporate social responsibility

    The handling or managing of business processes in a responsible and ethical manner considering the economic responsibility towards shareholders as equally important as the responsibility towards environmental and social stakeholders.

  • Rhetoric

    The art of discourse that aims at improving the ability of writers and speakers to inform, persuade or motivate their audience.

  • Strategic planning

    The elements defining the foundation and core of an organisation such as its mission, vision, values, and objectives.

  • Market research

    The processes, techniques, and purposes comprised in the first step for developing marketing strategies such as the collection of information about customers and the definition of segments and targets.

  • Diplomatic principles

    The practices of facilitating agreements or international treaties with other countries by conducting negotiations and attempting to protect the interests of the home government, as well as facilitating compromise.

  • Public relations

    The practice of managing all aspects of the image and perception of a company or individual among stakeholders and the society at large.

Skills

  • Analyse external factors of companies

    Perform research and analysis of the external factor pertaining to companies such as consumers, position in the market, competitors, and political situation.

  • Liaise with local authorities

    Maintain the liaison and exchange of information with regional or local authorities.

  • Advise on public relations

    Advise business or public organisations on public relations management and strategies in order to ensure efficient communication with target audiences, and proper conveying of information.

  • Organise press conferences

    Organise interviews for a group of journalists in order to make an announcement or answer questions on a specific subject.

  • Perform public relations

    Perform public relations (PR) by managing the spread of information between an individual or an organisation and the public.

  • Develop communications strategies

    Manage or contribute to the conception and implementation of an organisation's internal and external communications plans and presentation, including its online presence.

  • Develop public relations strategies

    Plan, coordinate and implement all the efforts required in a public relations strategy such as defining the targets, preparing communications, contacting partners, and spreading information among stakeholders.

  • Draft press releases

    Collect information and write press releases adjusting the register to the target audience and ensuring that the message is well conveyed.

  • Advise on public image

    Advise a client such as a politician, artist or another individual dealing with the public on how to present themselves in a way which would gain most favour from the general public or a target audience.

  • Develop media strategy

    Create the strategy on the type of content to be delivered to the target groups and which media to be used, taking into account the characteristics of the target audience and the media that will be used for content delivery.

  • Build community relations

    Establish affectionate and long-lasting relationships with local communities, e.g. by organising special programms for kindergarden, schools and for dissabled and older people, raising awareness and receiving community appreciation in return.

  • Integrate strategic foundation in daily performance

    Reflect on the strategic foundation of companies, meaning their mission, vision, and values in order to integrate this foundation in the performance of the job position.

  • Protect client interests

    Protect the interests and needs of a client by taking necessary actions, and researching all possibilities, to ensure that the client obtains their favoured outcome.

  • Use different communication channels

    Use various types of communication channels such as verbal, handwritten, digital and telephonic communication with the aim of constructing and sharing information and ideas.

  • Perform interviews

    Research the context of the interview. Plan availability. Prepare yourself according to the context and the diversity of media (radio, television, web, newspapers, etc.), and give an interview.

  • Conduct public presentations

    Speak in public and interact with those present. Prepare notices, plans, charts, and other information to support the presentation.

  • Establish relationship with the media

    Adopt a professional attitude to respond effectively to the demands of the media.

  • Prepare presentation material

    Prepare the documents, slide shows, posters and any other media needed for specific audiences.

Optional knowledge and skills

apply grammar and spelling rules monitor political conflicts represent the organisation collaborate in the development of marketing strategies forecast organisational risks office software manage development of promotional material compile content survey techniques social media management government representation coordinate advertising campaigns develop creative ideas use analytics for commercial purposes disseminate internal communications political campaigning analyse internal factors of companies desktop publishing political science search engine optimisation document project progress examine advertisement layout establish communication with foreign cultures liaise with politicians evaluate advertising campaign advertising techniques types of media manage staff perform fundraising activities content marketing strategy political parties manage the handling of promotional materials psychological concepts proofread text work closely with news teams apply strategic thinking perform business analysis grammar manage contracts marketing principles identify customer's needs develop promotional tools analyse problems for opportunities speak different languages ensure cross-department cooperation provide cost benefit analysis reports present a cause manage account department manage project metrics marketing department processes build business relationships manage creative department build international relations monitor political campaigns carry out forum moderation recruit employees humanitarian aid actors make price recommendations company policies advise on communication strategies business strategy concepts manage budgets draw conclusions from market research results apply social media marketing writing style guides identify clients' needs archive documentation related to the work government policy implementation manage visual communications implement marketing strategies perform project management manage online communications graphic design develop professional network pricing strategies manage media services department approve advertising campaign give live presentation copyright legislation coordinate marketing plan actions apply diplomatic principles ensure information transparency