Public relations manager


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.

Other titles

The following job titles also refer to public relations manager:

public relations specialist
communications manager
communications officer
public information manager
marketing and communications manager
€‹public relations consultant
public affairs manager
publicity manager
media relations manager
press office manager
public information coordinator
corporate profiler
corporate affairs manager

Minimum qualifications

Bachelor’s degree is generally required to work as public relations manager. However, this requirement may differ in some countries.

ISCO skill level

ISCO skill level is defined as a function of the complexity and range of tasks and duties to be performed in an occupation. It is measured on a scale from 1 to 4, with 1 the lowest level and 4 the highest, by considering:

  • the nature of the work performed in an occupation in relation to the characteristic tasks and duties
  • the level of formal education required for competent performance of the tasks and duties involved and
  • the amount of informal on-the-job training and/or previous experience in a related occupation required for competent performance of these tasks and duties.

Public relations manager is a Skill level 4 occupation.

Public relations manager career path

Similar occupations

These occupations, although different, require a lot of knowledge and skills similar to public relations manager.

advertising manager
communication manager
public relations officer
creative director

Long term prospects

These occupations require some skills and knowledge of public relations manager. They also require other skills and knowledge, but at a higher ISCO skill level, meaning these occupations are accessible from a position of public relations manager with a significant experience and/or extensive training.

Essential knowledge and skills

Essential knowledge

This knowledge should be acquired through learning to fulfill the role of public relations manager.

Public relations: The practice of managing all aspects of the image and perception of a company or individual among stakeholders and the society at large.
Diplomatic principles: The practices of facilitating agreements or international treaties with other countries by conducting negotiations and attempting to protect the interests of the home government, as well as facilitating compromise.
Corporate social responsibility: The handling or managing of business processes in a responsible and ethical manner considering the economic responsibility towards shareholders as equally important as the responsibility towards environmental and social stakeholders.
Market research: The processes, techniques, and purposes comprised in the first step for developing marketing strategies such as the collection of information about customers and the definition of segments and targets.
Forming of public opinion: The process whereby perceptions and opinions toward something are forged and enforced. The elements that play a role in public opinion such as framing information, psyche processes, and herding.
Strategic planning: The elements defining the foundation and core of an organisation such as its mission, vision, values, and objectives.
Rhetoric: The art of discourse that aims at improving the ability of writers and speakers to inform, persuade or motivate their audience.
Communication principles: The set of commonly shared principles in regards with communication such as active listening, establish rapport, adjusting the register, and respecting the intervention of others.

Essential skills and competences

These skills are necessary for the role of public relations manager.

Integrate strategic foundation in daily performance: Reflect on the strategic foundation of companies, meaning their mission, vision, and values in order to integrate this foundation in the performance of the job position.
Prepare presentation material: Prepare the documents, slide shows, posters and any other media needed for specific audiences.
Protect client interests: Protect the interests and needs of a client by taking necessary actions, and researching all possibilities, to ensure that the client obtains their favoured outcome.
Advise on public relations: Advise business or public organisations on public relations management and strategies in order to ensure efficient communication with target audiences, and proper conveying of information.
Liaise with local authorities: Maintain the liaison and exchange of information with regional or local authorities.
Build community relations: Establish affectionate and long-lasting relationships with local communities, e.g. by organising special programms for kindergarden, schools and for dissabled and older people, raising awareness and receiving community appreciation in return.
Organise press conferences: Organise interviews for a group of journalists in order to make an announcement or answer questions on a specific subject.
Develop communication strategies: Manage or contribute to the conception and implementation of an organisation’s internal and external communications plans and presentation, including its online presence.
Use different communication channels: Make use of various types of communication channels such as verbal, handwritten, digital and telephonic communication with the purpose of constructing and sharing ideas or information.
Perform interviews: Research the context of the interview. Plan availability. Prepare yourself according to the context and the diversity of media (radio, television, web, newspapers, etc.), and give an interview.
Establish relationship with the media: Adopt a professional attitude to respond effectively to the demands of the media.
Draft press releases: Collect information and write press releases adjusting the register to the target audience and ensuring that the message is well conveyed.
Perform public relations: Perform public relations (PR) by managing the spread of information between an individual or an organisation and the public.
Develop media strategy: Create the strategy on the type of content to be delivered to the target groups and which media to be used, taking into account the characteristics of the target audience and the media that will be used for content delivery.
Develop public relations strategies: Plan, coordinate and implement all the efforts required in a public relations strategy such as defining the targets, preparing communications, contacting partners, and spreading information among stakeholders.
Analyse external factors of companies: Perform research and analysis of the external factor pertaining to companies such as consumers, position in the market, competitors, and political situation.
Advise on public image: Advise a client such as a politician, artist or another individual dealing with the public on how to present themselves in a way which would gain most favour from the general public or a target audience.
Conduct public presentations: Speak in public and interact with those present. Prepare notices, plans, charts, and other information to support the presentation.

Optional knowledge and skills

Optional knowledge

This knowledge is sometimes, but not always, required for the role of public relations manager. However, mastering this knowledge allows you to have more opportunities for career development.

Political parties: The ideas and principles that political parties stand for and the politicians representing them.
Government representation: The legal and public representation methods and procedures of the government during trial cases or for communication purposes, and the specific aspects of the governmental bodies being represented in order to ensure accurate representation.
Pricing strategies: The techniques, theories, and commonly accepted strategies regarding pricing of goods. The relation between pricing strategies and outcomes in the market such as profitability maximisation, deterrence of newcomers, or increase of market share.
Government policy implementation: The procedures related to the application of government policies at all levels of public administration.
Political science: The systems of government, the methodology concerning the analysis of political activity and behaviour, and the theory and practice of influencing people and acquiring governance.
Political campaigning: The procedures involved in conducting a succesful political campaign, such as the specific research methods, promotional tools, liaising with the public, and other strategic aspects concerning the organising and conducting of political campaigns.
Social media management: The planning, development, and implementation of strategies aimed at managing social media platforms, the publications, the social media management tools, and the image of organisations in them.
Survey techniques: Techniques on how to identify a target audience, choose the right survey method and analyse the data.
Humanitarian aid actors: Stakeholders and organisations involved in deploying humanitarian aid in emergency cases such as natural disasters, war or any other environmental calamity. Such actors can represent local, national, sectorial or international organisations dealing with relief work in third world countries.
Graphic design: The techniques to create a visual representation of ideas and messages.
Marketing department processes: The different processes, duties, jargon, role in an organisation, and other specificities of the marketing department within an organisation such as market research, marketing strategies, and advertising processes.
Types of media: The means of mass communication, such as internet, television, journals, and radio, that reach and influence the majority of the public.

Advertising techniques: The communication strategies intended to persuade or encourage an audience, and the different media which are used to achieve this goal.
Content marketing strategy: The process of creation and share of media and publishing content in order to acquire customers.
Business strategy concepts: The terminology related to the design and implementation of major trends and aims which are taken by an organisation’s executives, while keeping in mind its resources, competition and environments.
Desktop publishing: The creation of documents using page layout skills on a computer. Desktop publishing software can generate layouts and produce typographic quality text and images.
Office software: The characteristics and functioning of software programs for office tasks such as word processing, spreadsheets, presentation, email and database.
Grammar: The set of structural rules governing the composition of clauses, phrases, and words in any given natural language.
Marketing principles: The principles of managing the relationship between consumers and products or services for the purpose of increasing sales and improving advertising techniques.
Psychological concepts: The psychological concepts of health protection and health promotion.
Copyright legislation: Legislation describing the protection of the rights of original authors over their work, and how others can use it.
Writing style guides: The large variety of style guides available depending on the kind of writing, industry, or purpose. Style guides comprise APA style and ASA style for the social sciences, AP style for journalism, CSE style for physical sciences, and others.
Search engine optimisation: The marketing approach which promotes webpage presentation by affecting the specific structures of the website which impact its visibility in unpaid search results.
Company policies: The set of rules that govern the activity of a company.

Optional skills and competences

These skills and competences are sometimes, but not always, required for the role of public relations manager. However, mastering these skills and competences allows you to have more opportunities for career development.

Apply diplomatic principles: Apply the processes involved in the creation of international treaties by conducting negotiations between representatives of different countries, protecting the home government’s interests, and facilitating compromise.
Implement marketing strategies: Implement strategies which aim to promote a specific product or service, using the developed marketing strategies.
Present a cause: Present the motives and objectives of a certain cause, such as a charity cause or political campaign, to individuals or larger audience in order to gather support for the cause.
Represent the organisation: Act as representative of the institution, company or organisation to the outside world.
Forecast organisational risks: Analyse the operations and actions of a company in order to assess their repercussions, possible risks for the company, and to develop suitable strategies to address these.
Disseminate internal communications: Disseminate internal communications using the different communication channels that a company has at its disposal.
Manage budgets: Plan, monitor and report on the budget.
Perform business analysis: Evaluate the condition of a business on its own and in relation to the competitive business domain, performing research, placing data in context of the business’ needs and determining areas of opportunity.
Speak different languages: Master foreign languages to be able to communicate in one or more foreign languages.
Manage staff: Manage employees and subordinates, working in a team or individually, to maximise their performance and contribution. Schedule their work and activities, give instructions, motivate and direct the workers to meet the company objectives. Monitor and measure how an employee undertakes their responsibilities and how well these activities are executed. Identify areas for improvement and make suggestions to achieve this. Lead a group of people to help them achieve goals and maintain an effective working relationship among staff.
Ensure information transparency: Ensure that required or requested information is provided clearly and completely, in a manner which does not explicitly withhold information, to the public or requesting parties.
Draw conclusions from market research results: Analyse, draw conclusions and present major observations from the results of market research. Suggest on potential markets, prices, target groups, or investments.
Provide cost benefit analysis reports: Prepare, compile and communicate reports with broken down cost analysis on the proposal and budget plans of the company. Analyse the financial or social costs and benefits of a project or investment in advance over a given period of time.
Recruit employees: Hire new employees by scoping the job role, advertising, performing interviews and selecting staff in line with company policy and legislation.
Document project progress: Record the project planning and development, the work steps, the required resources and the final results in order to present and keep track of the realised and ongoing projects.
Manage visual communications: Plan, develop and implement communications based on visuals and images. Analyse the conveyance of messages and their appropriateness for the target group.
Perform fundraising activities: Perform activities which will raise funds for an organisation or campaign, such as speaking with the public, gathering funds during fundraising or other general events, and using online fundraising tools.
Manage online communications: Oversee and supervise communications of a company, entity, or person in online outlets. Ensure that the information being communicated online is in line with the strategy and image aimed to be conveyed.
Proofread text: Read a text thoroughly, search for, review and correct errors to ensure content is valid for publishing.
Archive documentation related to the work: Select relevant documentation related to the ongoing or complete work and take steps to archive it in a way that ensures its future accessibility.
Evaluate advertising campaign: Assess the performance of the advertising campaign after implementation and conclusion. Check if objectives were met and if the campaign was successful.
Apply social media marketing: Employ website traffic of social media such as Facebook and Twitter to generate attention and participation of existing and potential customers through discussion forums, web logs, microblogging and social communities for gaining a quick overview or insight into topics and opinions in the social web and handle inbound leads or inquiries.
Work closely with news teams: Work closely with news teams, photographers and editors.
Develop promotional tools: Generate promotional material and collaborate in the production of promotional text, videos, photos, etc. Keep previous promotional material organised.
Approve advertising campaign: Check all advertising material such as leaflets, websites, television commercials and newspaper ads to make sure they comply with the advertising strategy and customer requirements. Approve the way of distribution.
Use analytics for commercial purposes: Understand, extract and make use of patterns found in data. Use analytics to describe consistent happenings in observed samples in order to apply them to commercial plans, strategies, and corporate quests.
Identify customer’s needs: Use appropriate questions and active listening in order to identify customer expectations, desires and requirements according to product and services.
Advise on communication strategies: Provide companies and organisations with consulting services concerning their internal and external communication plans and their representation, including their presence online. Recommend improvements in communication and make sure that important information reaches all employees and that their questions are answered.
Apply strategic thinking: Apply generation and effective application of business insights and possible opportunities, in order to achieve competitive business advantage on a long-term basis.
Analyse problems for opportunities: Identify and anticipate problems in order to choose a course of action, come up with appropriate solutions or even identify opportunities for further development.
Monitor political conflicts: Monitor the possibility and development of political conflicts in specific contexts, such as in or between political parties, governments, or between different countries, as well as identifying its potential impact on government operations, and public safety.
Manage account department: Oversee the operations of account representatives who act as intermediaries between the client and their creative and media services departments. Make sure the client’s needs and objectives are met.
Manage creative department: Oversee the staff that create the content and visual representation of advertisement materials. Make sure that the advertising strategy is followed and customer requirements are met.
Manage development of promotional material: Perform, oversee or contact agencies for the content creation, designing and distribution of informational and advertising material.
Examine advertisement layout: Examine and approve the layout of advertisements to ensure that they are according to customer and target audience requirements and specifications.
Develop creative ideas: Developing new artistic concepts and creative ideas.
Manage media services department: Oversee the planning of what media are going to be used to distribute the advertisements such as television, online, newspaper and billboards.
Make price recommendations: Make price recommendations based on factors such as standard costs, promotions, freight, margin expectations, and customer relationships.
Coordinate marketing plan actions: Manage the overview of the marketing actions such as the marketing planning, internal financial resource granting, advertising materials, implementation, control, and communication efforts.
Analyse internal factors of companies: Research and understand various internal factors that influence the operation of companies such as its culture, strategic foundation, products, prices, and available resources.
Manage contracts: Negotiate the terms, conditions, costs and other specifications of a contract while making sure they comply with legal requirements and are legally enforceable. Oversee the execution of the contract, agree on and document any changes.
Compile content: Retrieve, select and organise content from specific sources, according to the requirements of the output media such as printed materials, online applications, platforms, websites and video.
Apply grammar and spelling rules: Apply the rules of spelling and grammar and ensure consistency throughout texts.
Coordinate advertising campaigns: Organise course of action to promote a product or service; oversee the production of TV advertisements, newspaper and magazine ads, suggest mail packs, email campaigns, websites, stands and other advertising channels
Ensure cross-department cooperation: Guarantee communication and cooperation with all the entities and teams in a given organisation, according to the company strategy.
Collaborate in the development of marketing strategies: Work together with a group of professionals to develop marketing strategies performing market analysis and financial viability while staying aligned with the company’s goals.
Develop professional network: Reach out to and meet up with people in a professional context. Find common ground and use your contacts for mutual benefit. Keep track of the people in your personal professional network and stay up to date on their activities.
Manage the handling of promotional materials: Plan and prepare the production of promotional materials with third parties by contacting printing companies, agreeing on logistics and delivery, and making sure that deadlines are met.
Give live presentation: Deliver a speech or talk in which a new product, service, idea, or piece of work is demonstrated and explained to an audience.
Manage project metrics: Gather, report, analyse and create key metrics for a project to help measure its success.
Establish communication with foreign cultures: Strive to understand the cultural codes of the society where the company operates and to establish a solid communication and mutual understanding with its members.
Perform project management: Manage and plan various resources, such as human resources, budget, deadline, results, and quality necessary for a specific project, and monitor the project’s progress in order to achieve a specific goal within a set time and budget.
Liaise with politicians: Liaise with officials fulfilling important political and legislative roles in governments in order to ensure productive communication and build relations.
Build business relationships: Establish a positive, long-term relationship between organisations and interested third parties such as suppliers, distributors, shareholders and other stakeholders in order to inform them of the organisation and its objectives.
Monitor political campaigns: Monitor the methods applied in the conducting of a political campaign to ensure all the regulations are adhered to, such as the regulations concerning campaign financing, promotional methods, and other campaign procedures.
Build international relations: Build positive communication dynamics with organisations from different countries in order to build a cooperative relationship and optimise information exchange.
Identify clients’ needs: Identify the areas in which the client may require aid and investigate the possibilities for meeting those needs.
Carry out forum moderation: Supervise communication activity on a web forum and other discussion platforms by assessing if the content adheres to forum regulations, enforcing rules of conduct, and ensuring the forum remains free of illegal material and conflict.

ISCO group and title

1222 – Advertising and public relations managers





  1. Public relations manager – ESCO
Last updated on August 8, 2022

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