Public relations manager
Also known as: public information coordinator, press office manager, publicity manager, corporate profiler, marketing and communications manager, spokesperson
About this occupation
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.
A specialisation of communication manager.
Essential skills and knowledge
- prepare presentation material
- perform public relations
- develop media strategy
- strategic planning
- forming of public opinion
- communication principles
- advise on public image
- develop communication strategies
- develop public relations strategies
- protect client interests
- establish relationship with the media
- market research
Typical tasks and preparation
From the related US occupation profile Public Relations Managers (O*NET 11-2032.00). Linked by an official crosswalk: related, not identical; details vary by country.
- Establish and maintain effective working relationships with clients, government officials, and media representatives and use these relationships to develop new business opportunities.
- Assign, supervise, and review the activities of public relations staff.
- Identify main client groups and audiences, determine the best way to communicate publicity information to them, and develop and implement a communication plan.
- Develop, implement, or maintain crisis communication plans.
- Write interesting and effective press releases, prepare information for media kits, and develop and maintain company internet or intranet web pages.
- Manage communications budgets.
- Preparation
- Job Zone 4 of 5
- Interests
- Enterprising, Conventional, Social
Top skills: Speaking, Reading Comprehension, Active Listening, Writing, Social Perceptiveness, Critical Thinking
US median pay: US$146,910 a year (2025), 74,850 employed. Source: U.S. Bureau of Labor Statistics, Occupational Employment and Wage Statistics.
Subjects this work relies on
How important each subject's knowledge is in the job itself, rated by people doing it (1 to 5).
- Media StudiesO*NET: Communications and MediaExtremely important (4.9)
- English or Literature in EnglishO*NET: English LanguageExtremely important (4.7)
- Business Studies or EntrepreneurshipO*NET: Administration and ManagementVery important (4.0)
- Government and PoliticsO*NET: Law and GovernmentImportant (3.1)
- SociologyO*NET: Sociology and AnthropologyImportant (3.0)
O*NET data describe work in the United States; requirements differ by country. This page includes information from the O*NET 31.0 Database by the U.S. Department of Labor, Employment and Training Administration (USDOL/ETA). Used under the CC BY 4.0 license. O*NET is a trademark of USDOL/ETA. CareerProof Global has modified all or some of this information; USDOL/ETA has not approved, endorsed, or tested these modifications.
Preparation needed
Job Zone Four: Considerable Preparation Needed
- Education
- Most of these occupations require a four-year bachelor's degree, but some do not.
- Experience
- A considerable amount of work-related skill, knowledge, or experience is needed for these occupations. For example, an accountant must complete four years of college and work for several years in accounting to be considered qualified.
- Training
- Employees in these occupations usually need several years of work-related experience, on-the-job training, and/or vocational training.
O*NET data describe work in the United States; requirements differ by country. This page includes information from the O*NET 31.0 Database by the U.S. Department of Labor, Employment and Training Administration (USDOL/ETA). Used under the CC BY 4.0 license. O*NET is a trademark of USDOL/ETA. CareerProof Global has modified all or some of this information; USDOL/ETA has not approved, endorsed, or tested these modifications.
Related occupations
Occupations O*NET links to this one by similar work, skills and knowledge.
- Public Relations Specialists
- Advertising and Promotions Managers
- Market Research Analysts and Marketing Specialists
- Management Analysts
- Marketing Managers
- Fundraising Managers
- Social and Community Service Managers
- Human Resources Managers
- Search Marketing Strategists
- General and Operations Managers
O*NET data describe work in the United States; requirements differ by country. This page includes information from the O*NET 31.0 Database by the U.S. Department of Labor, Employment and Training Administration (USDOL/ETA). Used under the CC BY 4.0 license. O*NET is a trademark of USDOL/ETA. CareerProof Global has modified all or some of this information; USDOL/ETA has not approved, endorsed, or tested these modifications.