PR manager job description

While the specific duties of a PR manager depend on the company, some typical tasks you undertake include: setting public relations goals: as a PR manager, you lead the public relations department, and your main duty is to determine its objectives. For instance, creating achievable targets, such as improving public image or increasing positive company reviews, helps keep the department focused. Your goals should align with the company's overall vision and strategic plan. identifying target audience and clients: your primary role is to connect with the company’s audience and clients. To achieve that, you identify the target customers and audience groups to ensure your message resonates with them. When you understand your audience, you can find optimal ways to connect with them. managing media marketing: as a PR manager, you act as a spokesperson for the company when interacting with the media. Hence, you write press releases and plan press briefings to address issues affecting the company. You also manage social media platforms for the company and engage with the audience. Since social media provides an opportunity to communicate with the public, you ensure the posts resonate with the company’s message. creating innovative PR strategies: as a PR manager, you curate the development of a brand's public image. You use special events to improve the image by organising memorable and engaging customer experiences. Unique public events and community activities entice the public to participate and interact with the brand. assigning and supervising other public relations staff: since you are the head of the department, you supervise the activities of other workers. For instance, you ensure the public relations assistants post on social media and send out press releases to the media on time.

As a PR manager, you work for various companies and industries to handle crises and improve engagement with the public. Whether you work in manufacturing, mining or telecommunications, the work environment is almost identical. As a PR manager, you spend most of the day at the office, attending meetings and working on public relations strategies. You also spend significant time engaging with the media through press briefings, attending TV shows for interviews, and going to publicity events. The role involves frequent travel to engage with people and also attending networking events. Depending on the industry you work in, you may encounter celebrities and other influential people in the society.

who are your colleagues?

Depending on your employer and the industry you work in, your colleagues might include marketing coordinators , social media managers and sales managers. You might also be working in close proximity to SEO specialists and relationship managers , as well as other specialists that could include, but not be limited to, operations managers , digital marketing managers and SEO consultants.

Public relations managers have office-based positions, working the traditional business hours of 9 AM to 5 PM. You typically work 40 hours a week in the regular business hours. However, expect to work overtime during a crisis and sometimes attend TV interviews early in the morning or evening. You may also attend publicity events over the weekend and engage in other community activities.

The projected job outlook for public relations managers is expected to grow by 4.4% in the next five years. That means the role has promising employment prospects. The skills you learn as a PR manager are also useful in various roles, including marketing manager, digital marketing manager or social media manager. Alternatively, you can progress to higher managerial roles in the company, including chief executive officer (CEO), chief marketing manager (CMO) or general manager (GM).

advantages of finding a PR manager job through randstad

Finding your PR manager job through Randstad provides important advantages such as: a wide variety of training and development opportunities an experienced contact person to provide help if needed a range of opportunities in your area get paid weekly or monthly, depending on the job temporary and permanent contracts Want a permanent contract? A temporary job as a PR manager is often a stepping stone to an attractive permanent job. Thousands of people earn a permanent contract every year with great employers thanks to a temporary job found through Randstad. What's more, many companies recruit their permanent employees through Randstad too.

what are the duties of a PR manager?

As a PR manager, you shape the image of the company and interact with the public. You use interviews and media releases to clarify issues and solve problems that could impact the company's image.

how do I become a PR manager?

You require extensive experience in a public relations or marketing role to work as a PR manager. It also helps you have educational qualifications, such as a diploma in marketing and communications.

how much do PR managers make in Australia?

As a PR manager, you take home an average salary of $110,000 per year. The remuneration package fluctuates based on experience and other factors. Hence, you can earn between $100,000 and $120,000 annually.

is being a PR manager a good career?

Yes. Working as a PR manager is a great career with promising career opportunities. You have multiple areas of specialisation and opportunities for career growth. For instance, you can progress to senior management positions or work for high-profile personalities.

is public relations in demand in Australia?

There is a consistent demand for public relations professionals in Australia, and most roles are permanent. It is also a dynamic career that allows you to explore other fields. For instance, you can specialise in writing press releases and work remotely.

how do I apply for a PR manager vacancy?

Applying for a PR manager job is easy: create a Randstad profile and search our job offers for vacancies in your area. Then send us your CV and cover letter. Need help with your application? Check out all our job search tips here .

PR manager

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.

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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.

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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.

PR manager job description
While the specific duties of a PR manager depend on the company, some typical tasks you undertake include:
- setting public relations goals: as a PR manager, you lead the public relations department, and your main duty is to determine its objectives. For instance, creating achievable targets, such as improving public image or increasing positive company reviews, helps keep the department focused. Your goals should align with the company's overall vision and strategic plan.
- identifying target audience and clients: your primary role is to connect with the company’s audience and clients. To achieve that, you identify the target customers and audience groups to ensure your message resonates with them. When you understand your audience, you can find optimal ways to connect with them.
- managing media marketing: as a PR manager, you act as a spokesperson for the company when interacting with the media. Hence, you write press releases and plan press briefings to address issues affecting the company. You also manage social media platforms for the company and engage with the audience. Since social media provides an opportunity to communicate with the public, you ensure the posts resonate with the company’s message.
- creating innovative PR strategies: as a PR manager, you curate the development of a brand's public image. You use special events to improve the image by organising memorable and engaging customer experiences. Unique public events and community activities entice the public to participate and interact with the brand.
- assigning and supervising other public relations staff: since you are the head of the department, you supervise the activities of other workers. For instance, you ensure the public relations assistants post on social media and send out press releases to the media on time.
work environment

As a PR manager, you work for various companies and industries to handle crises and improve engagement with the public. Whether you work in manufacturing, mining or telecommunications, the work environment is almost identical. As a PR manager, you spend most of the day at the office, attending meetings and working on public relations strategies. You also spend significant time engaging with the media through press briefings, attending TV shows for interviews, and going to publicity events. The role involves frequent travel to engage with people and also attending networking events. Depending on the industry you work in, you may encounter celebrities and other influential people in the society.
who are your colleagues?

Depending on your employer and the industry you work in, your colleagues might include marketing coordinators, social media managers and sales managers. You might also be working in close proximity to SEO specialists and relationship managers, as well as other specialists that could include, but not be limited to, operations managers, digital marketing managers and SEO consultants.
work schedule

Public relations managers have office-based positions, working the traditional business hours of 9 AM to 5 PM. You typically work 40 hours a week in the regular business hours. However, expect to work overtime during a crisis and sometimes attend TV interviews early in the morning or evening. You may also attend publicity events over the weekend and engage in other community activities.
job outlook

The projected job outlook for public relations managers is expected to grow by 4.4% in the next five years. That means the role has promising employment prospects. The skills you learn as a PR manager are also useful in various roles, including marketing manager, digital marketing manager or social media manager. Alternatively, you can progress to higher managerial roles in the company, including chief executive officer (CEO), chief marketing manager (CMO) or general manager (GM).
advantages of finding a PR manager job through randstad
Finding your PR manager job through Randstad provides important advantages such as:
- a wide variety of training and development opportunities
- an experienced contact person to provide help if needed
- a range of opportunities in your area
- get paid weekly or monthly, depending on the job
- temporary and permanent contracts
Want a permanent contract? A temporary job as a PR manager is often a stepping stone to an attractive permanent job. Thousands of people earn a permanent contract every year with great employers thanks to a temporary job found through Randstad. What's more, many companies recruit their permanent employees through Randstad too.

4

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.

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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.

what are the duties of a PR manager?

As a PR manager, you shape the image of the company and interact with the public. You use interviews and media releases to clarify issues and solve problems that could impact the company's image.
how do I become a PR manager?

You require extensive experience in a public relations or marketing role to work as a PR manager. It also helps you have educational qualifications, such as a diploma in marketing and communications.
how much do PR managers make in Australia?

As a PR manager, you take home an average salary of $110,000 per year. The remuneration package fluctuates based on experience and other factors. Hence, you can earn between $100,000 and $120,000 annually.
is being a PR manager a good career?

Yes. Working as a PR manager is a great career with promising career opportunities. You have multiple areas of specialisation and opportunities for career growth. For instance, you can progress to senior management positions or work for high-profile personalities.
is public relations in demand in Australia?

There is a consistent demand for public relations professionals in Australia, and most roles are permanent. It is also a dynamic career that allows you to explore other fields. For instance, you can specialise in writing press releases and work remotely.
how do I apply for a PR manager vacancy?

Applying for a PR manager job is easy: create a Randstad profile and search our job offers for vacancies in your area. Then send us your CV and cover letter. Need help with your application? Check out all our job search tips here.

PR manager.