what is a PR manager?

As a PR manager, you are responsible for projecting a good and positive company image. All your responsibilities aim at providing accurate information to the public about a company's products or services. That means you write press releases to address arising issues. You also update the social media pages of the company or client. Some public relations managers work with celebrities and influential people, handling their community interactions and helping them maintain a positive image.

PR managers don't just oversee external communication; they create strategies to improve the company's image and identify events or activities for achieving the objectives. You identify the image of the company and analyse areas of improvement before implementation. One of the strategies for improving the public's knowledge of the company is arranging and managing interviews. You identify good spokespeople for various issues affecting the public and prepare them for interviews.

As a PR manager, you are crucial in handling crises. If something goes bad in the company, it is up to you to give it a positive spin and identify an appropriate way to admit mistakes and minimise damage to the organisation's reputation. With the nature of your tasks, you require exceptional communication and interpersonal skills. Having a knack for public speaking helps you excel in press briefings and interviews.

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average PR manager salary

The typical salary of a PR manager in Australia is $110,000 per year. The remuneration package depends on various factors, including experience, location and duties associated with the role. Most PR managers start as assistant public relations managers, with a salary of $100,000 yearly to reflect the expertise in the role. As you improve your competency, you can negotiate a higher remuneration package. Senior PR managers take home over $120,000 annually.

what factors affect the salary of a PR manager?

Your remuneration package mainly depends on your experience. When you have entry-level experience and qualifications, your earnings are lower. However, as you improve your experience and gain new skills, you can negotiate a higher salary. Experienced PR managers also handle complex tasks in the company.

The size of the company also influences your earnings. When you work in a small PR firm, your remuneration package is lower than PR managers working for large organisations. In an international company, your duties are complex since you manage the company's image on a global platform. The complexity of the tasks increases your salary expectations. Working in metro areas also attracts higher remuneration due to the demand for PR managers.

Want to know what you will earn as a PR manager? Check out what you are worth with our salary checker.


types of PR managers

Public relations is diverse, and the tactics you use as a PR manager determine your area of specialisation. Some PR managers specialise in community relations to improve the company's image within the local or regional community. Your duties include organising events or charities and getting involved in local projects to promote the company's community presence.

As a media relations expert, you focus on public relations through the press and media. You schedule press conferences, organise interviews and write press releases to clarify the company's position on various matters.

You can also specialise in public affairs or lobbying to help the company develop a good relationship with the government. You build connections with government officials and lobby for law changes that improve your business objectives.

A group of people talking and discussing
A group of people talking and discussing

working as a PR manager

Working as a PR manager involves interacting with the public and building a positive image. If you are outspoken and good at public speaking, check out the specific duties, work schedule and job outlook for PR managers.


education and skills

There are no specific qualifications for becoming a PR manager, but employers prefer candidates with a background in communication or public relations. If you want to pursue a career in public relations, gain your Senior Secondary Certificate of Education. It is important to have exceptional performance in English. You can start with a vocational qualification in communication or public relations while pursuing a Certificate IV in marketing and communication.

Alternatively, undertake a bachelor’s degree or diploma in relevant fields. For instance, a diploma in marketing and communication or a bachelor of communications or marketing can propel your career to senior levels. You can gain the necessary experience by starting in a junior role, like a public relations officer. When you build your skills, you increase your chances of working in senior roles.

PR manager skills and competencies

Aside from educational qualifications, you require the following skills to work as a PR manager:

  • communication skills: as a PR manager, you rely on your communication skills to succeed. You communicate with your team members and the public, and it is important to communicate clearly. Your knowledge of public speaking and written communication contributes to your success.
  • media relations: as a PR manager, it is important to understand how news and media outlets work to ensure effective communication. Your skills in media relations can improve the publicity and reputation of a company.
  • conflict resolution: as a PR manager, you encounter conflicts between the company and outside parties. It helps to have conflict resolution skills to cultivate positive interactions.

FAQs about working as a PR manager

Here, you will find the answers to the most frequently asked questions about the profession of a PR manager.

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