What Exactly is a PR Manager?

The reputation of a corporation is just as important as the goods it offers in the connected world of today. If a business makes a mistake and the public finds out, it will have an impact on everything from the stock price to employee morale. Harvard Business Review even discovered that an executive's career might be affected by a controversy, resulting in lower pay and fewer job opportunities. The consequences would be far worse if there was a poor PR department.

A PR team handles much more than just intervening to resolve a situation. Public relations professionals organize and manage a company's social media, press releases, and media coverage as well as the associated finances.

Making this all happen requires a multi-talented staff with a variety of business backgrounds. The public relations manager is positioned quite near the top of the pyramid. In addition to serving as the point of contact between senior executives, such as the public relations officer, and the numerous members of the marketing team, PR managers also oversee a group of creative communication specialists.

This blog will discuss the typical requirements for the PR manager position, what employers look for in candidates' work experience and educational background, and how a strategic communication masters can help you be ready for this challenging job.

What is a public relations manager?

The exact responsibilities of a PR manager vary from company to company. You'll spot similar positions with different names, including communications manager, media strategy manager, or media relations officer. The PR manager oversees the public relations team; the role typically sits below the director level.

A public relations manager supervises a team of creative and administrative professionals, so the right candidate must have several years of experience in the field, leadership skills, and connections in the media. A management position typically requires a bachelor's degree in communications, marketing, or a related field. At a competitive company, expect to see a master's degree on the nice-to-have list as well.

What does a public relations manager do?

What can you expect to handle on a day-to-day basis as a PR manager? A PR manager creates viable ways to increase the visibility of a company, organization, or politician. They build relationships with journalists and news outlets, construct a social media plan, and manage press releases and press conferences. Any day on the job could involve one, or all, of these responsibilities.

If a wave of bad press rolls in, a PR manager helps the company's executives relay the right message to media outlets. And while they won't act as the spokesperson themselves, they're the coach behind scenes making sure the crisis passes as quickly and smoothly as possible.

Depending on the structure of the PR firm or company, a manager may also take on areas like project management, forecasting news cycles, speaking with stakeholders, and pitching articles and social media campaigns to the director.

Where do public relations managers work?

There are very few—if any—industries that haven't needed a PR team from time to time. Aspiring PR professionals can either specialize in an industry or work for a larger PR firm that manages a Rolodex of companies.

For example, you'll find public relations managers on the campaign teams of politicians, in the fundraising departments of nonprofits, and even in government offices. These pros work on marketing communication teams of retail, finance, entertainment, and travel brands. Even well-known execs and artists hire full-time PR managers to grow and maintain their brands.

How much do they earn?

The role of a public relations manager can be quite demanding. In fact, public relations made the CareerCast’s top 10 list of most stressful jobs in 2019. Between long hours and high-stakes decision-making, you can expect this role to be paid fairly well.

Salary.com reports that public relations managers earn an average salary just over $114,000. plus bonuses and other incentives. Location impacts income; again according to Salary.com, a PR manager in New York City earns, on average, $134,500 in salary and another $10,000 annually in incentives. In Bloomington, Indiana, the average salary drops to $105,000 (plus another $6,000 in incentive pay).

Does a public relations manager need a strategic communications master’s to succeed?

Flip through a few job postings for public relations managers and you'll spot some similarities. Many companies look for pros with at least five years of marketing experience, demonstrated communication skills, and a history of successful PR campaigns. Companies are on the hunt for experience in public speaking, media inquiries, social media management, and writing skills.

In one sense, applying for a manager position is the transition from an entry-level to a leadership role. And while a job posting may not include a graduate degree—or even a specific bachelor's—a master's in strategic communications offers both the training and networking to facilitate the jump. In an employer's final analysis, a graduate degree could be a difference-maker.

What is a master’s in strategic communications?

A relatively newer concept in post-graduate education work, strategic communications marks the intersection of PR, marketing, journalism, and even HR. The program covers more than basic communication or sales tactics. Students learn to properly develop a point of view and share it in an effective and ethical way.

The program typically caters to working professionals with a few years of experience in their industry. The curriculum incorporates the most up-to-date research on how to communicate and how to leverage the many tools at our disposal in a tech-heavy world.

How long does it take to earn this degree?

On average, strategic communications master’s programs take anywhere from 12 to 24 months to complete. Traditional two-year master's programs take place either online or in-person and typically include a capstone project or professional-level internship.

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