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Public Relations Manager  What They Do

Just the Facts


Plans and directs public relations programs designed to create and maintain a favorable public image for employer or client; or if engaged in fundraising, plans and directs activities to solicit and maintain funds for special projects and nonprofit organizations.

This career is part of the Management and Administration cluster Corporate/General Management pathway.


A person in this career:

  • Establishes and maintains effective working relationships with clients, government officials, and media representatives and uses these relationships to develop new business opportunities.
  • Writes interesting and effective press releases, prepares information for media kits, and develops and maintains company internet or intranet web pages.
  • Identifies main client groups and audiences, determines the best way to communicate publicity information to them, and develops and implements a communication plan.
  • Assigns, supervises, and reviews the activities of public relations staff.
  • Develops and maintains the company's corporate image and identity, which includes the use of logos and signage.
  • Responds to requests for information about employers' activities or status.
  • Manages communications budgets.
  • Directs activities of external agencies, establishments, and departments that develop and implement communication strategies and information programs.
  • Drafts speeches for company executives and arranges interviews and other forms of contact for them.
  • Evaluates advertising and promotion programs for compatibility with public relations efforts.

Working Conditions and Physical Demands

People who do this job report that:

  • You would sit most of the time. There's some walking and standing. You may have to lift and carry things like books, papers or tools weighing 10 lbs. or less.
  • Work in this occupation requires being inside most of the time
  • Work in this occupation involves sitting more than one-third of the time

Working in this career involves (physical activities):

  • Seeing clearly up close
  • Speaking clearly enough to be able to be understood by others
  • Identifying and understanding the speech of another person

Work Hours and Travel

  • Overnight travel
  • Overtime work

Specialty and Similar Careers

Careers that are more detailed or close to this career:

  • Account Executive -- Employed by an organization such as a bank, public relations firm, or advertising agency who is responsible for the business of a specific client.
  • Business Development Director -- Works to improve an organization's market position and achieve financial growth.
  • Customer Service Manager -- Plans, co-ordinates and controls the activities of the customer service team to maintain and enhance customer relationships and meet organizational and operational objectives.
  • Image Consultant -- Advises clients on their personal appearance, speaking style, manner or other behaviors in order to improve personal or business images.
  • Marketing Director -- Directs an organization’s general advertising, marketing, strategic planning, and business connections.
  • Media Relations Director --