Public Relations Managers

What the job really is

Plan, direct, or coordinate activities designed to create or maintain a favorable public image or raise issue awareness for their organization or client.

At a glance

• Sector: Management
• O*NET-SOC code: 11-2032
• O*NET job zone: 4 — considerable preparation
• Work sample tasks on file: 12
• Tools and technologies listed: 12

What you actually do

Work sample tasks recorded for this occupation:

• Assign, supervise, and review the activities of public relations staff.
• Confer with labor relations managers to develop internal communications that keep employees informed of company activities.
• Design and edit promotional publications, such as brochures.
• Develop and maintain the company's corporate image and identity, which includes the use of logos and signage.
• Develop, implement, or maintain crisis communication plans.
• Direct activities of external agencies, establishments, or departments that develop and implement communication strategies and information programs.
• Draft speeches for company executives and arrange interviews and other forms of contact for them.
• Establish and maintain effective working relationships with clients, government officials, and media representatives and use these relationships to develop new business opportunities.
• Evaluate advertising and promotion programs for compatibility with public relations efforts.
• Facilitate consumer relations or the relationship between parts of the company, such as the managers and employees, or different branch offices.
• Formulate policies and procedures related to public information programs, working with public relations executives.
• Identify main client groups and audiences, determine the best way to communicate publicity information to them, and develop and implement a communication plan.

Tools and technology

Adobe Acrobat, Adobe After Effects, Adobe Creative Cloud software, Adobe Illustrator, Adobe InDesign, Adobe Photoshop, Canva, Facebook, Google Analytics, Google Docs, Google Workspace software, HubSpot software

What employers expect you to already be comfortable with.

Where this job leads

Related occupations — the usual moves up and sideways:

• Public Relations Specialists
• Advertising and Promotions Managers
• Market Research Analysts and Marketing Specialists
• Management Analysts
• Product Marketing Managers
• Fundraising Managers
• Social and Community Service Managers
• Human Resources Managers

Getting in

O*NET assigns this occupation job zone 4 (considerable preparation). The related occupations above are the realistic routes in and out.

Find openings

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Check this against the source

O*NET OnLine: Public Relations Managers — the authoritative public-domain profile this page is derived from, including the full task list, reported skills and the wage estimates for your region.

Derived and rewritten from the public-domain O*NET database (U.S. Department of Labor / Employment and Training Administration). Figures are observations, not promises — always confirm salary, licensing and visa requirements with the employer and the relevant authority.