and what an organization does to advance that issue. In addition to publication through traditional media outlets, releases are increasingly being sent through the Web and social media.
Public relations managers review and sometimes write press releases. They also sponsor corporate events to help maintain and improve the image and identity of their organization or client.
In addition, they help to clarify their organization’s point of view to its main audience through media releases and interviews. Public relations managers observe social, economic, and political trends that might ultimately affect the organization, and they recommend ways to enhance the firm’s image based on those trends. For example, in response to a growing concern about the environment, an oil company may create a public relations campaign to publicize its efforts to develop cleaner fuels.
In large organizations, public relations managers may supervise a staff of public relations specialists. They also work with advertising and marketing staffs to make sure that advertising campaigns are compatible with the image the company or client is trying to portray. For example, if the firm has decided to emphasize its appeal to a certain group, such as younger people, the public relations manager ensures that current advertisements will be well received by that group.
In addition, public relations managers may handle internal communications, such as company newsletters, and may help financial managers produce an organization’s reports. They may help the organization’s top executives by drafting speeches, arranging interviews, and maintaining other forms of public contact. Public relations managers must be able to work well with many types of specialists to accurately report the facts. In some cases, the information they write has legal consequences. They must work with the company’s or client’s lawyers to be sure that the information they release is both legally accurate and clear to the public.
Work Environment
Public relations managers and specialists work in fairly high-stress environments, often managing and organizing several events at the same time.
Public relations specialists held about 258,100 jobs in 2010. Public relations managers held about 61,900 jobs in 2010.
Employment of public relations managers and specialists was concentrated in the following industries in 2010:
Religious, grantmaking, civic, professional, and similar organizations 22%
Professional, scientific, and technical services 17
Educational services; state, local, and private 13
Health care and social assistance 9
Government 8
Public relations managers and specialists usually work in offices, but they also deliver speeches, attend meetings and community activities, and travel. They work in fairly high-stress environments, often managing and organizing several events at the same time.
Work Schedules
Most public relations managers and specialists work full time, which often includes long hours. In 2010, almost one-third of public relations managers and specialists worked more than 40 hours per week.
How to Become a Public Relations Manager or Specialist
A bachelor’s degree is typically needed for public relations manager and specialist positions, while public relations managers also need work experience.
Public relations managers and specialists typically need a bachelor’s degree. Public relations managers also need related work experience.
Education
Public relations specialists typically need a bachelor’s degree. Employers usually want candidates who have studied public relations, journalism, communications, English, or business.
For public relations management positions, a bachelor’s degree in public relations, communication, or journalism is generally required. Courses in advertising, business administration, public affairs, public speaking, political science, and creative and technical writing are helpful. In addition, some employers prefer a master’s degree in public relations or journalism. In 2010, one-fourth of public relations managers held a master’s degree.
Training
Public relations specialists typically are trained on the job, either in a formal program or by working closely under more experienced staff members. Entry-level workers often maintain files of material about an organization’s activities, skim newspapers and magazines for appropriate articles to clip, and assemble information for speeches and pamphlets. Training typically lasts between 1 month and 1 year. After gaining experience, public relations specialists write news releases, speeches, and articles for publication or plan and carry out public relations programs.
Certification
The Public Relations Society of America offers a certification program for public relations managers that is based on years of experience and on passing an exam. The Accredited Business Communicator credential is also available from the International Association of Business Communicators.
Work Experience
Public relations managers must have several years of experience in a related public relations position. Lower level management positions may require only a few years of experience, whereas directors are more likely to need 5 to 10 years of related work experience.
Important Qualities
Interpersonal skills. Public relations managers and specialists deal with the public regularly; therefore, they must be open and friendly to build rapport and get good cooperation from their media contacts.
Organizational skills. Public relations managers and specialists are often in charge of managing several events at the same time, requiring superior organizational skills.
Problem-solving skills. Public relations managers and specialists sometimes must explain how the company or client is handling sensitive issues. They must use good judgment in what they report and how they report it.
Research skills. Public relations managers and specialists must often do research, including interviewing executives or other experts, to get the information they need.
Speaking skills. Public relations managers and specialists regularly speak on behalf of their organization. When doing so, they must be able to explain the organization’s position clearly.
Writing skills. Public relations managers and specialists must be able to write well-organized and clear press releases and speeches. They must be able to grasp the key messages they want to get across and write them in a short, succinct way to get the attention of busy readers or listeners.
Pay
Public Relations Managers and Specialists
Median annual wages, May 2010
Public Relations and Fundraising Managers
$91,810
Public Relations Managers
