PR manager: who is he and what is he doing?

PR manager is a popular profession, which is very in demand in the XXI century. Young people are actively interested in this specialty in order to better understand what PR is and what they will face during their work.

PR-manager in translation from English (public relations) means "public relations". This specialist is creating and maintaining a successful reputation for a particular brand or company. Such work is the best option for people who are interested in such humanities as the Russian language, literature, psychology and social science.

Management of public relations as a profession became known in the United States not so long ago in the early twentieth century. This happened at a time when a public relations department appeared at Harvard University. At that time, the US Democratic Party resorted to the services of a publicity adviser, and already in the period from 1930-1960, most companies began to hire a PR manager.

At the moment, PR agencies are popular, which provide services to promote various fields of activity, media personalities, and brands. The company employs technologists, copywriters. They are responsible for the development and implementation of ideas.

In politics, a PR manager is considered an indispensable link. It is with his help that political figures gain public confidence.

The positive qualities of this specialty include:

• demand;
• fashion;
• high salary;
• communication with the media.

The main function of a PR specialist is to evaluate, analyze and forecast actions that can favorably affect the image of the company and its further development. Some people confuse this profession with the work of an advertising manager who promotes services or specific products. This is not so, because caring for a good reputation of a company or brand and the promotion process are completely different directions.

The functions assigned to the PR manager may vary depending on the scope of the company. Therefore, the functional of a specialist may vary. It is influenced by tasks and issues that need to be addressed in the selected business.

The main functions that a PR manager performs are:

• determination of the direction of public relations activities;
• the foundation and conduct of public relations campaigns;
• monitoring the available resources that are required in order to implement the planned programs;
• productivity forecast of selected programs;
• creation and support of the desired image of the company, its product line, work and politics itself;
• estimated actions of the company's reputation and scoring of the data received to the head;
• events to inform the public about activities, assortment, existing services and employees in order to achieve maximum understanding.

The list of duties of this employee will depend on the size of the company where he works. The larger the organization, the more specialists are needed. Often, a PR manager needs an assistant, which indicates an increase in the degree of responsibility of a PR specialist as a coordinating link.

In large business, there is a PR and a press pool. In most cases, she consists of the director of the press service along with the head of public relations. They have managers who are responsible for various types of public relations channels, as well as analysts who monitor open sources.

As a rule, a PR manager negotiates with clients, manages media relations, controls published material along with reviews about the company and products sold.. In simple words, this specialist monitors everything that is said and written about his company, timely and correctly reacts to the information received.

Also, such a specialist is entrusted with a large amount of work related to the monitoring of employees, along with briefing representatives on the client side. It is the PR man who influences how the actions taken will be justified and what the effectiveness and positivity of the measures will be.

Tasks of the PR manager:

• engaged in PR technologies;
• develops promotion strategies;
• creates articles, makes press releases and other publications for the media;
• conducts advertising campaigns, promotions;
• organizes image programs;
• deals with budgeting and forms a campaign for the development of a public relations program;
• analyzes the productivity of events.

An intelligent specialist must have many skills. The job description clearly spells out all the requirements that are inherent in this profession.

In the general provisions that are attached to the job description, there is a list of what a PR manager should own.

Typically, core skills are represented by the following list:

• awareness of the history of the company, its development process and current situation along with plans for the future;
• detailed familiarization with the product line or services of the represented person;
• acquaintance with all employees, investors and managers with whom he will communicate;
• PR manager must have an idea of ​​the scope of the company’s activities, get acquainted with the list of competitors and leading companies;
• know about significant events, details about the consumer market and target audience;
• awareness of which top or specialized media are suitable for a particular campaign.

Also, the list of skills of a PR manager includes the ability to make press releases, arrange columns, reviews, experience in writing articles, editing, monitoring media, and knowledge of terminology. Skills such as high literacy, knowledge of foreign languages, the ability to express their thoughts in written and verbal forms are also considered essential features of a good PR man.

Professional PR Manager must possess the following features, without which he has nothing to do in such a business.

• Sociability. It is rarely possible to meet an introvert in such a profession, because a PR specialist is a person who is able to communicate at an impeccable level through communication, establish the necessary contacts, work with information, and solve the necessary issues.
• Curiosity. It allows the specialist to get acquainted with the company in detail, to study its history of development, the development process. A similar trait forces a specialist to study not only the information provided, but also independently obtain additional data, trying to learn as much as possible.
• Curiosity. This quality should extend to the following areas: the media, the market of competitors, the study of investors, partners, and the target audience. A competent PR manager must be aware of everything that is happening around his company in order to be able to correctly and timely respond to it.
• Initiative. Without this quality, a PR specialist will not be able to achieve success in his work. Initiative will be required in publications and news feeds. You should also take the initiative in studying, evaluating, searching for information, working with the media.
• Quick wits. This item is essential in extracting the necessary information from the incoming flow of information, examining business cases from different angles, the ability to transform the information received and sell it competently.
• With the help of determination and perseverance, a PR specialist will be able to achieve the desired results.. Modest and insecure personalities are unlikely to achieve the success that awaits a more confident manager.
• Intelligence must accompany the PR man around the clock. This quality will allow you to negotiate, find compromises in your activities and establish the necessary connections.
• Friendliness. Not a single angry and gloomy PR man has been able to achieve success. In any situation, the specialist is obliged to maintain goodwill, not to succumb to provocations, to be able to properly respond to negativity from clients or the media.
• Stress resistance. This is an important point that will help the PR man always stay in his own way and not succumb to failures and negativity, which he will still have to face. Despite numerous acquaintances, interesting meetings and events, scandalous situations can often occur that need to be managed.
• Mobility, efficiency. A PR manager must always be in touch, be able to move quickly. The media often requires an urgent response, and if the PR specialist did not pick up the phone, someone else can answer for him, which can lead to negative consequences for the PR campaign.

There are rights and responsibilities in any profession, so a PR manager is no exception. The key right of a PR specialist is to request information and respond quickly to the information received.

Responsibility depends on the rights. therefore The PR specialist is responsible for all the information that he provides to the public.. In this regard, he must competently filter information and take his work with the utmost seriousness.

Many people are attracted to the profession of a PR manager, but not everyone knows where to learn this specialty.

It's no secret that the foundation of every profession is education. The PR manager is required to possess a large list of knowledge from the fields of psychology, journalism, sociology, and marketing. However, this does not mean that a person without a specialized education will be able to get a job as a PR man.

Employers respond positively to applicants who have studied at Moscow State University, MGIMO, RUDN University or Russian State Humanitarian University. Other universities are not an obstacle to obtaining the desired work. International certificates will be an advantage along with complementary support courses in PR courses.

A similar humanitarian specialty is available in any university where there is a department "Advertising and Public Relations". For admission, it is necessary to take such subjects as social studies, the Russian language. Other disciplines may vary depending on the educational institution where the training is planned.

You can also take advantage of courses offered by different companies. The Russian Institute of Professional Education “IPO” is popular. It regularly provides training to those wishing to study as a PR manager, and on a distance basis.

SkillBox is considered a unique course for PR specialists, as it was developed in accordance with professional standards. The course is prepared by the Russian Association of Public Relations. This organization is the oldest association of PR managers in the Russian Federation, whose existence dates back to 1991.

After graduation, graduates should already have the basic principles of PR management, be willing to work and develop in the chosen field. Professionals with no experience can turn to PR agencies, a publishing house or the media, and you can also pay attention to public relations departments, which are in many companies related to advertising.

When an employee has worked for two years in this area, he is already facing increased requirements, unlike newcomers. To the list of skills you can add knowledge of how articles are written, press releases, advertising campaigns are compiled. The specialist must know the principles of planning PR strategies.

As a rule, already in the third year of work, a specialist acquires skills in organizing exhibitions, knows how to conduct seminars along with press conferences.

It is worth noting that the level of earnings at this stage also rises. The size of payments becomes 1.5 times higher than the initial rate. Those specialists who have worked for more than three years in the chosen field receive a higher salary. The employee acquires his best practices, the database of necessary contacts, is able to develop PR strategies.

Usually girls go to PR managers. The number of men in this profession is about 30%.

You need to think about creating a resume that will act as a PR business card. It is with the help of such a questionnaire that the applicant will be able to advertise himself, his skills, demonstrating clearly how he will promote the product of the future employer.

We must not forget about work experience, education, a description of their qualities and skills, and completing additional courses. All items should be reflected in detail in the summary.

Portfolio is a confirmation of the professional career of a PR manager, so every specialist should own it. This is due to the fact that PR skills can easily be tested, and with the help of a compiled portfolio, the employer will be able to evaluate the activities of his potential employee and its results.