Job Summary
Public Relations (PR) Manager plans and directs activities to create, maintain, and enhance a favorable public image for an organization or client. They manage media relations, develop communication strategies, draft press materials, and lead crisis communication efforts to boost brand awareness and manage reputation.
Essential Function & Responsibilities
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Assign, supervise, and review the activities of public relations staff.
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Confer with labor relations managers to develop internal communications that keep employees informed of company activities.
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Design and edit promotional publications, such as brochures.
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Develop and maintain the company's corporate image and identity, which includes the use of logos and signage.
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Develop, implement, or maintain crisis communication plans.
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Direct activities of external agencies, establishments, or departments that develop and implement communication strategies and information programs.
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Draft speeches for company executives and arrange interviews and other forms of contact for them.
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Establish and maintain effective working relationships with clients, government officials, and media representatives and use these relationships to develop new business opportunities.
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Evaluate advertising and promotion programs for compatibility with public relations efforts.
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Facilitate consumer relations or the relationship between parts of the company, such as the managers and employees, or different branch offices.
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Formulate policies and procedures related to public information programs, working with public relations executives.
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Identify main client groups and audiences, determine the best way to communicate publicity information to them, and develop and implement a communication plan.
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Maintain company archives.
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Manage communications budgets.
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Manage in-house communication courses.
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Manage special events, such as sponsorship of races, parties introducing new products, or other activities the firm supports, to gain public attention through the media without advertising directly.
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Observe and report on social, economic, and political trends that might affect employers.
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Produce films and other video products, regulate their distribution, and operate film library.
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Respond to requests for information about employers' activities or status.
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Write interesting and effective press releases, prepare information for media kits, and develop and maintain company internet or intranet web pages.
Required Knowledge, Skills, & Abilities:
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Accounting software — Fund accounting software
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Business intelligence and data analysis software — MicroStrategy
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Cloud-based data access and sharing software — Google Drive; Slack
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Customer relationship management CRM software — Blackbaud eTapestry; Blackbaud The Raiser's Edge; Oracle Eloqua; Salesforce software ; 1 more
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Data base management system software — Teradata Database
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Data base user interface and query software — Airtable; FileMaker Pro; Microsoft Access ; Yardi software
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Data mining software — Google Analytics
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Desktop publishing software — Adobe Distiller; Adobe InDesign ; Microsoft Publisher; QuarkXPress; 1 more
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Document management software — Adobe Acrobat ; Microsoft SharePoint
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Electronic mail software — Google Gmail; IBM Notes; MicroFocus GroupWise; Microsoft Outlook
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Enterprise resource planning ERP software — Microsoft Dynamics; Oracle PeopleSoft Financials
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Graphics or photo imaging software — Adobe Creative Cloud software ; Adobe Illustrator ; Adobe Photoshop ; Canva ; 1 more
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Human resources software — Human resource management software HRMS
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Internet browser software — Web browser software
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Office suite software — Corel WordPerfect Office Suite; Google Workspace software ; Microsoft Office software
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Presentation software — Mentimeter; Microsoft PowerPoint
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Project management software — Microsoft Project ; zkipster
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Sales and marketing software — Google Ads; HubSpot software ; Marketo Marketing Automation ; MightyScout
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Spreadsheet software — Microsoft Excel
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Video conferencing software — Zoom
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Video creation and editing software — Adobe After Effects ; Flipgrid; TikTok ; YouTube; 4 more
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Web page creation and editing software — Adobe Dreamweaver; Facebook ; Social media sites; WordPress ; 1 more
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Web platform development software — Drupal; Hypertext markup language HTML
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Word processing software — Google Docs ; Microsoft Word
Experience & Education:
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A bachelor's degree in public relations, communications, journalism, marketing, or English.
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3 - 7 years of professional experience in public relations or a related field.
Physical Requirement:
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Work in office environments, requiring the ability to sit for extended periods, operate computers, and communicate via phone or video conferencing.
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Key physical demands include near-constant typing, occasional lifting of up to 10–20 pounds (files, equipment), and the stamina for travel to events or meetings.
Note: The statements herein are intended to describe the general nature and level of work being performed by employees and are not to be construed as an exhaustive list of responsibilities, duties, and skills required of personnel so classified. Furthermore, they do not establish a contract for employment and are subject to change at the discretion of the employer.