PR Manager

Public relations managers develop communication strategies and concepts to shape the image of a business or organization, and implement appropriate measures. You create situational and opinion analyzes as well as a strengths-weaknesses profile or commission external service providers with them. Based on the results, they plan PR activities such as sending mailings or press discussions. For this purpose, they are building distributors with the contact details of journalists and press representatives. They maintain this data and keep it up to date. Public relations managers write z.T. multilingual texts for the company's website and social media portals, newsletters and customer newspapers, and design these media. They create and edit various documents, document the details of each campaign, calculate costs, create timelines, and oversee the delivery of public relations. Finally, they control the success of the measures and, if necessary, correct them. They often contact market partners and socially relevant groups from politics and the media in person.

Public relations managers can also be active in the field of internal communication of companies. Then they derive concepts for the internal communication processes from the corporate strategy. They plan these and act as internal service providers or consultants.

Public relations managers find employment, e.g.

• in companies that specialize in public relations consulting
• in press and public departments of companies of almost all economic sectors
• in press and public departments of associations and organizations

The salary level for PR Manager in Germany is: from 3820 up to 6536 EUR per month

Why is?

Public relations managers are active in press and public relations. They develop appropriate communication strategies and develop concepts for the image of companies or organizations.

Public relations

Companies, associations, trade unions and parties as well as church and state need PR tools to survive in the information and opinion markets. PR is aimed not only at customers but at all relevant stakeholders such as Business partners, suppliers, investors and municipalities. Good PR must be tailored to the wishes and needs of the public. Public relations managers are responsible for this. They may also be involved in the development of ethical guidelines of the company or organization.

Issues management, crisis management, internal communicationIn issue management, public relations managers take care of so-called stimulus or key issues. These can be, for example, food scandals or animal diseases or politically sensitive questions. They research and develop strategies for how the company or organization handles the issue internally and externally, and implement them. Of course, they can also pick up on their own content and initiate debates - for example in the environmental field. It is important to recognize social developments in good time.

In crisis management, they inform the public above all in times and situations that are difficult for the respective company. If the employer or contracting party is in danger of being hit by a press campaign or an environmental or financial scandal, they work with experts, lawyers or insurance experts to counteract the situation and provide the media with relevant information from the point of view of the company concerned. Crisis management plays a role, above all, in large companies such as the automotive, food and pharmaceutical industries or in PR agencies.

Take over tasks in the field of internal communication of companies, derive public relations managers from the corporate strategy concepts for the internal communication processes. They plan these and act as internal service providers or consultants.

From image promotion to fundraising

When they work as reputation managers, they ensure a good reputation for the company. In order to give the company or the organization a sympathetic image in public, they coordinate the commitment in the charitable field, for environmental protection or at sports and cultural festivals. They encourage employees to work for public bodies, chambers and associations to enhance the company's presence and influence in public. Increasingly, they are also using social media marketing to positively present a company or organization to the public. For example, they place press releases or product news on business networks and blogs. For example, consumers can exchange opinions via interactive services and offers, and report on experiences with a particular product. This direct feedback can then be evaluated as part of quality management.

Public relations managers who work in public relations and in marketing of universities also create university reports and scientific contributions, implement the fundraising concept and are responsible for the newsletter and the content management of the homepage.