Sales, Marketing and Communications
Public Relations Manager or Consultant
Public relations managers are responsible for building and managing an organisation’s or individual’s image, brand or reputation.
What does a Public Relations Manager or Consultant do?
Public relations (PR) managers are responsible for building and managing an organisation’s or individual’s image, brand or reputation.
As a PR manager, you would:
- develop and implement PR campaigns and strategies
- monitor and analyse public and media opinion of your client or employer
- respond to enquiries from the public, media, and other organisations
- write PR copy for brochures, press releases, speeches, newsletters, websites and social media
- arrange press launches, news conferences, exhibitions and open days
- attend business, social and other functions to promote an organisation
- advise executives on the public relations implications of their policies, programs and practices
- source and negotiate sponsorship opportunities
- commission market research
- conduct workshops and media training
- promote community relations
- manage the PR aspects of a potential crisis situation.
Key skills and interests
To become a PR manager, you would need:
- strong oral and written communication skills
- good time management skills
- the ability to write precisely and concisely
- strong IT literacy
- the ability to work under pressure
- analytical and quick thinking skills
- good teamwork skills.
Working hours and conditions
You would usually work standard office hours, Monday to Friday. Increasingly, PR managers may need to be on call to monitor online and social media, and manage potential brand reputation issues. You may also be required to attend events on evenings and weekends.
PR managers work in-house, in both for-profit and not-for-profit organisations or in PR or marketing agencies or consultancies.
You would usually be based in an office. You may travel a lot between your office and client’s premises. If you work for individuals, you may travel with them locally, interstate or overseas.
How to become an Public Relations Manager or Consultant?
Entry Level Education
To become a PR manager, you usually have to complete a VET qualification in public relations. Your employment prospects may be improved if you have a degree in marketing or business, with a major in public relations. To get into these courses you usually need to gain your senior secondary school certificate or equivalent. English and mathematics would be appropriate subjects to study prior to university.
Employment of PR managers is projected to grow about as fast as the average for all occupations.
Job growth will occur as companies become more conscious of managing their brand and reputation, and as social media makes it easier for individuals to comment on their experiences with goods, products and services in real time, and to disseminate this information widely.