Profession public relations manager

Public relations managers strive to convey and maintain a desired image or reputation of a company, individual, governmental institution, or organisation in general to the public and stakeholders at large. They use all sorts of media and events to promote the positive image of products, humanitarian causes or organisations. They attempt to ensure that all public communications portray clients the way they want to be perceived.

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Personality Type

Knowledge

  • Strategic planning

    The elements defining the foundation and core of an organisation such as its mission, vision, values, and objectives.

  • Market research

    The processes, techniques, and purposes comprised in the first step for developing marketing strategies such as the collection of information about customers and the definition of segments and targets.

  • Communication principles

    The set of commonly shared principles in regards with communication such as active listening, establish rapport, adjusting the register, and respecting the intervention of others.

  • Corporate social responsibility

    The handling or managing of business processes in a responsible and ethical manner considering the economic responsibility towards shareholders as equally important as the responsibility towards environmental and social stakeholders.

  • Diplomatic principles

    The practices of facilitating agreements or international treaties with other countries by conducting negotiations and attempting to protect the interests of the home government, as well as facilitating compromise.

  • Rhetoric

    The art of discourse that aims at improving the ability of writers and speakers to inform, persuade or motivate their audience.

  • Forming of public opinion

    The process whereby perceptions and opinions toward something are forged and enforced. The elements that play a role in public opinion such as framing information, psyche processes, and herding.

  • Public relations

    The practice of managing all aspects of the image and perception of a company or individual among stakeholders and the society at large.

Skills

  • Protect client interests

    Protect the interests and needs of a client by taking necessary actions, and researching all possibilities, to ensure that the client obtains their favoured outcome.

  • Advise on public image

    Advise a client such as a politician, artist or another individual dealing with the public on how to present themselves in a way which would gain most favour from the general public or a target audience.

  • Conduct public presentations

    Speak in public and interact with those present. Prepare notices, plans, charts, and other information to support the presentation.

  • Perform public relations

    Perform public relations (PR) by managing the spread of information between an individual or an organisation and the public.

  • Prepare presentation material

    Prepare the documents, slide shows, posters and any other media needed for specific audiences.

  • Advise on public relations

    Advise business or public organisations on public relations management and strategies in order to ensure efficient communication with target audiences, and proper conveying of information.

  • Develop communication strategies

    Manage or contribute to the conception and implementation of an organisation's internal and external communications plans and presentation, including its online presence.

  • Draft press releases

    Collect information and write press releases adjusting the register to the target audience and ensuring that the message is well conveyed.

  • Liaise with local authorities

    Maintain the liaison and exchange of information with regional or local authorities.

  • Organise press conferences

    Organise interviews for a group of journalists in order to make an announcement or answer questions on a specific subject.

  • Build community relations

    Establish affectionate and long-lasting relationships with local communities, e.g. by organising special programms for kindergarden, schools and for dissabled and older people, raising awareness and receiving community appreciation in return.

  • Use different communication channels

    Make use of various types of communication channels such as verbal, handwritten, digital and telephonic communication with the purpose of constructing and sharing ideas or information.

  • Analyse external factors of companies

    Perform research and analysis of the external factor pertaining to companies such as consumers, position in the market, competitors, and political situation.

  • Establish relationship with the media

    Adopt a professional attitude to respond effectively to the demands of the media.

  • Perform interviews

    Research the context of the interview. Plan availability. Prepare yourself according to the context and the diversity of media (radio, television, web, newspapers, etc.), and give an interview.

  • Develop public relations strategies

    Plan, coordinate and implement all the efforts required in a public relations strategy such as defining the targets, preparing communications, contacting partners, and spreading information among stakeholders.

  • Integrate strategic foundation in daily performance

    Reflect on the strategic foundation of companies, meaning their mission, vision, and values in order to integrate this foundation in the performance of the job position.

  • Develop media strategy

    Create the strategy on the type of content to be delivered to the target groups and which media to be used, taking into account the characteristics of the target audience and the media that will be used for content delivery.

Optional knowledge and skills

manage project metrics marketing department processes advise on communication strategies proofread text government policy implementation identify customer's needs perform project management ensure information transparency give live presentation compile content archive documentation related to the work represent the organisation manage visual communications provide cost benefit analysis reports office software speak different languages collaborate in the development of marketing strategies draw conclusions from market research results survey techniques humanitarian aid actors grammar use analytics for commercial purposes types of media government representation implement marketing strategies recruit employees identify clients' needs monitor political conflicts apply diplomatic principles marketing principles manage development of promotional material liaise with politicians apply strategic thinking business strategy concepts perform business analysis develop creative ideas monitor political campaigns analyse internal factors of companies manage budgets political campaigning desktop publishing carry out forum moderation manage the handling of promotional materials build international relations examine advertisement layout coordinate marketing plan actions writing style guides build business relationships evaluate advertising campaign manage staff apply social media marketing analyse problems for opportunities copyright legislation search engine optimisation establish communication with foreign cultures work closely with news teams content marketing strategy social media management document project progress make price recommendations pricing strategies political science manage creative department graphic design company policies political parties manage online communications perform fundraising activities develop promotional tools develop professional network manage media services department psychological concepts approve advertising campaign forecast organisational risks manage account department present a cause coordinate advertising campaigns ensure cross-department cooperation advertising techniques apply grammar and spelling rules manage contracts disseminate internal communications

Source: Sisyphus ODB