Public Relations Manager

FACTS:

• Edward Bernays, an Austrian immigrant and Sigmund Freud's nephew, is often considered the father of public relations.
• General Electric created a publicity department in 1897.
• Famous PR disasters: Tylenol capsule incident, 1982; Exxon's Valdez oil spill, 1989; Ford and Firestone's faulty tires, 2001.

THE JOB:

Public relations managers direct publicity programs to an audience upon which their organization’s success depends, such as consumers, stockholders or the general public. They often specialize in a specific area, like crisis management, or a specific industry, such as healthcare. They use all available communication media in their efforts to maintain their target group's support.

SKILLS:

Public relations managers have to be excellent oral and written communicators; they also must be able to connect with a wide variety of audiences. They must have the ability to develop and maintain strong working relationships, not only with their clients, but with media representatives as well. They should have experience managing a team and possess skills that will enable people to achieve performance goals.

EDUCATION:

Some employers prefer a bachelor's or master's degree in public relations or journalism. Typical curriculum should include courses in advertising, business administration, public affairs, political science, and creative and technical writing. The Public Relations Society of America offers an accreditation program for PR practitioners based on years of experience and an examination.

OUTLOOK:

Employment is projected to increase rapidly, but competition for jobs is expected to be intense. Public relations manager jobs are highly coveted and will be sought by other managers or highly experienced professional and technical personnel, resulting in substantial competition.

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