Public Relations Manager

Your Fit

Income

$111K

Preparation

Considerable

Growth

5.9%

Definition
Your fit with this career
How much they earn
What they do
Job satisfaction
How to become

What is a Public Relations Manager?

A Public Relations Manager is a professional responsible for creating and maintaining a positive public image for their organization. They strategize and implement communication plans to shape public perception and increase awareness of the organization's goals and achievements.

Sample job titles:

Communications Director, Community Relations Director, Public Affairs Director, Public Relations Director (PR Director)

Your test results

Why this fit score?

The fit report shows your areas of fit and misfit with Public Relations Manager.

Fit report

Test scores

The scores report summarizes what we learned about you. It shows your results on everything measured in the career test.

Scores report

How much does a Public Relations Manager earn

Income data is from Employment and Social Development Canada's 2024 wage tables. The closest match for this career in Canada’s occupational classification system is Public Relations Manager.

Bottom 10%	Bottom 25%	Median (average)	Top 25%	Top 10%
$64K per year	$90K per year	$111K per year	$140K per year	$187K per year

Compared to other careers: Median is $46K above the national average.

See income by country/state/province

What does a Public Relations Manager do?

Work environment

Public Relations Managers typically work in office settings, although they may travel for events, meetings, or press conferences. Their work often involves collaborating with media, organizing public events, and coordinating with various departments within their organization.

Quick task list

Develops and implements public relations strategies.
Writes press releases and prepares information for the media.
Manages company's or client's public image and identity.
Organizes and manages public events and conferences.
Handles internal communications within the organization.
Responds to requests for information from the media.
Oversees social media and digital communication efforts.

See full list of tasks with expert relevance ratings

Areas of specialization

Crisis Management: Handling public relations challenges during crisis situations and mitigating negative publicity.
Media Relations: Building and maintaining relationships with media outlets and journalists to promote the organization.
Corporate Communication: Managing internal and external communications for business organizations.
Public Affairs: Focusing on interactions with governments, legislatures, and influencing public policy.
Digital Communication: Specializing in online content, social media strategy, and digital media campaigns.

Description

Public Relations Managers play a vital role in shaping the public image and reputation of an organization. They develop and implement communication strategies that enhance the organization's public presence and ensure consistent messaging across various platforms. This includes crafting press releases, managing social media content, and organizing public events. Their work is crucial in crisis situations, where they must quickly and effectively manage communications to maintain the organization's reputation.

These professionals work closely with media outlets, crafting stories that positively highlight the organization's initiatives and achievements. They must be adept at understanding media trends and leveraging them to benefit their organization. Additionally, Public Relations Managers often handle internal communications, ensuring employees are informed and engaged with the company's mission and values.

The role demands excellent communication skills, both written and verbal, strategic thinking, and the ability to manage complex projects and events. They must be skilled at building relationships, both internally and externally, and be able to work under pressure, especially during crisis situations or high-profile events.

Job Satisfaction

Sources of satisfaction

Influencing public perception and building positive awareness of the organization.
Creative control over communication strategies and campaigns.
Dynamic work environment with varied tasks and challenges.
Building and maintaining relationships with media and stakeholders.

You might make a good Public Relations Manager if you are...

An excellent communicator with strong writing and speaking skills.
Creative and strategic in your thinking.
Skilled at relationship-building and networking.
Able to work under pressure and handle crisis situations effectively.
Interested in media trends and public perception.

Pros:

Creative and Dynamic Work: Opportunities to create and implement innovative PR campaigns, making each day diverse and interesting.
Influence and Networking: The role involves building relationships with media, clients, and the public, offering a vast network of professional contacts.
Impact on Public Image: Directly influencing how the public and media perceive an organization, which can be highly rewarding.
Career Advancement Opportunities: Potential for growth into higher management roles or branching into different aspects of communications and marketing.

Cons:

High-Stress Environment: Managing a company's public image, especially during crises, can be highly stressful.
Demanding Work Hours: The need to respond to media inquiries and manage communications outside of regular business hours.
Constant Need to Stay Informed: Keeping up with current events, media trends, and changes in social media platforms is essential but time-consuming.
Public Scrutiny: PR campaigns and statements are often under public and media scrutiny, requiring meticulous planning and execution.

How to become a Public Relations Manager

Typical education

A bachelor's degree in public relations, communications, journalism, or a related field is typically required. Many Public Relations Managers also have advanced degrees or professional certifications in public relations or a related discipline.

High school preparation

Courses:

English and Communication: To develop strong writing and verbal communication skills.
Journalism or Media Studies: Provides insights into media relations and the workings of the media industry.
Business Studies: Understanding the basics of business can be beneficial in corporate PR roles.
Drama or Public Speaking: Helpful for building confidence in public speaking and presentations.

Extra-Curricular Activities:

Participation in Debate Club: Enhances argumentative skills and quick thinking.
Involvement in School Newspaper or Yearbook: Provides practical experience in writing, editing, and publishing.
Volunteering for Non-Profit Organizations: Experience in community relations and understanding of grassroots communication.

Preparation after high school

Bachelor's Degree: In public relations, communications, journalism, or a related field.
Internships: In PR firms, media outlets, or corporate communications departments for hands-on experience.
Networking: Building a professional network through events, workshops, and industry associations.
Continued Education: Staying informed about digital marketing, social media trends, and the evolving media landscape.

More resources

Public Relations Society of America (PRSA) - Offers professional development, certification, and networking opportunities for public relations professionals.
Occupational Information Network (O*NET Online) - A comprehensive tool for career exploration and job analysis, with detailed information about the role of a Public Relations Manager.
International Association of Business Communicators (IABC) - Provides resources, certifications, and networking for professionals in business communication, including public relations.
Chartered Institute of Public Relations (CIPR) - The UK-based institute offers training, professional development, and qualifications for PR professionals.
PR News - An online resource offering news, trends, and strategies in the field of public relations and marketing.
Institute for Public Relations (IPR) - Conducts research and provides resources and best practices in the public relations field.
Ragan Communications - Provides conferences, training, and resources for PR, corporate communications, and marketing professionals.

Similar careers

Similarity is based on what people in the careers do, what they know, and what they are called. The process of establishing similarity lists is described in this white paper.