Nature of work
A public relations manager create and maintain a favorable public image for employer. He write and distribute material for media releases and edit in-house magazines, case studies, speeches, articles and annual reports. Besides, he prepare and supervise the production of publicity brochures, handouts, direct mail leaflets, promotional videos, photographs, and multimedia programs. He also plan, develop and implement PR strategies. A public relations manager liaise with colleagues and key spokespeople, source and manage speaking and sponsorship opportunities and raise funds for the organization. He will be in charge of answering enquiries from media, individuals and other organizations, often via telephone and email; collating and analyzing media coverage; as well as updating information on the organization's website. Devising and coordinating photo opportunities and organizing events including press conferences, exhibitions, open days and press tours will be part of his responsibilities. Finally, a public relations manager enhance community relations through events (open days) and through involvement in community initiatives, and manage the PR aspect of a potential crisis situation. Environment of work
Since PR manager have a lot of tasks to achieve, he should expect to have a full-time job with long working hours. If candidate likes being on the move, this is the perfect job for him –he will frequently need to travel during the working day, in addition to occasional overnight absences from home. A sales manager might even have to travel to other countries, depending on the organization he is working for.Candidates can apply for the PR position in both private and public sectors. They can also work in utility and media sectors, or in voluntary and not-for-profit organizations. If a sales manager wish to work in consultancies, he can do that as well.
Candidate should know that if he want to be a PR manager, he definitely need to be flexible as he may be expected to network and socialize with clients, the media and colleagues to build and maintain relationships. His social and working life may become slightly intertwined.
Professional life
It is very important to know that PR is a buoyant industry which is quickly expanding. Although it offers good career development opportunities, competition for this job is very strong. He need to prove his abilities to get this position. PR departments do not always adhere to traditional patterns of career progression. Therefore, if he want to get promoted rapidly, he need to demonstrate outstanding abilities. If candidate is a new graduate, he is expected to work as a PR assistant or junior account executive for one or two years before getting promoted to PR officer or account executive. He will need another two/three years to progress to management-level posts. The time he need to get this promotion depends on his personal aptitude, performance and motivation. Broadening his experience might require moving between employers or into a more specialist role. Consultancy can offer broad experience before specializing. It is possible to move between in-house and consultancy roles.Another possible option is to become self-employed (freelance consultant) where he can set up his own PR firm.
Average starting salaries for PR can range from around 45000 to 50000 SYP
Getting the job
To reach the position of a PR manager, he need to have both a Bachelor’s Degree and related work experience. PR manager can have a Bachelor’s Degree in Public Relations, Journalism, Communications, especially for relation management positions; or he can get a degree in English Language or Business.If PR manager want to be ahead of other candidates, he might have to do courses in advertising, business administration, public affairs, public speaking, political science, and creative and technical writing. In addition, a Master’s Degree in Public Relations or Journalism can always be a plus.
Typically, PR manager will get training on the job, either in a formal program or by working closely under more experienced staff members. Training usually lasts between a month and 1 year. At the entry level, PR manager should maintain files of material about the organization’s activities, skim newspapers and magazines for appropriate articles to clip, and assemble information for speeches and pamphlets. After PR manager gain the needed experience and become a public relations specialist, PR manager will start writing news releases, speeches, and articles for publication or planning and carrying out public relations programs.
Skills
Along with the academic qualifications and training, a sales manager need to have some essential skills that help him succeed in his job. First, he need to have interpersonal skills –as a PR manager and specialist, he will deal with the public regularly, so he must be open and friendly to build rapport and get good cooperation from his media contacts.Having superior organizational skills is essential because he will be in charge of managing several events at the same time. A manager should have problem-solving skills –he must explain how the company or client is handling sensitive issues. He must use good judgment in what he report and how he report it. Since researching is part of his job, he must have good skills in that, including interviewing executives/experts, to get the information he need. Job of PR manager requires speaking on behalf of the organization on a regular basis; therefore, he definitely need to have good speaking skills to explain the organization’s position clearly.
Finally, writing skills are also required. He must be able to write well-organized press releases and grasp the key messages he want to get across and write them in a short, succinct way to get the attention of busy readers/listeners.
Sources and references
If you need any further information on what is included in this file, you can visit the following websites: www.prsa.org, Public Relations Society of America
Arab Standard Classification of Occupations, 2008, Ed. Arab Labor Organization.