A public relations (PR) manager is in charge of overseeing how a person or company is viewed by customers or the media. Also called a PR manager or a public relations specialist, a public relations manager helps a company control its publicity. The job of a PR manager usually involves both generating positive publicity and managing negative publicity.
A PR manager may have a number of different duties, depending on the nature of the job. Such a manager may be responsible for obtaining press releases to announce the launch of a new project or to inform the world of a new initiative. A public relations manager may also be responsible for generating interest on behalf of newspapers or other media outlets to carry the story.
Getting the company's name out as a positive company and helping to develop a market presence are common duties of a PR manager. Managers devise programs and call on contacts and relationships to help a company grow. They also help the company determine what image it wants to present.
PR managers may also assist a company in handling bad press. This can involve knowing in advance when a negative story is going to run, through the development and maintenance of contacts within the journalism industry. It can also involve helping a company prepare a statement or determine how to put a positive spin on a negative story that is published.
A number of different people and organizations may employ a public relations manager. A company may have a full-time public relations department or staff that is continually working to manage the company's press and image. Alternatively, a company may hire a public relations director or manager to deal with a specific problem or handle a specific situation.
Individuals can also hire a public relations manager. This is common for celebrities, who may want to project a certain image and who may want their PR manager to get them jobs or news coverage or to keep scandals out of the newspaper. Politicians or those running for office may also have a person working for them who manages their public relations and public image.
Most PR managers generally have excellent communication skills. They must be able to develop and build relationships and to act as a public face of the company. Business sense is also important for many PR managers, who must understand marketing concepts and branding as well.