How to Become a Public Relations Manager: A Step-by-Step Guide

Are you interested in a career in communications? Are you a creative individual with solid communication and interpersonal skills? Then a career as a Public Relations (PR) Manager might be the perfect fit for you. The communications industry has evolved from just pitching journalists all day to an integrated marketing effort that combines earned, paid, digital, and social media strategies.

PR Managers play a vital role in building and managing an organisation’s public image, enhancing its reputation, and maintaining relationships with its stakeholders. It involves media relations, reputation and crisis management and speech writing.

Here’s a step-by-step guide on how to start a career as a Public Relations Manager:

Step 1: Get a Communications Degree

To become a public relations manager, a bachelor’s degree in PR (or communications, English and journalism) is usually necessary to be considered for the job. However, it is possible to gain the required skills and experience without having a degree, but this might take more time and require a great portfolio and excellent sales skills. A master’s degree in PR can be beneficial, but it is unnecessary and will depend on the company and place the individual wants to work for.

Step 2: Gain Relevant Experience

Having relevant work experience can significantly improve your job prospects in PR. Consider seeking internships, entry-level jobs, or volunteer work to gain hands-on experience. You can also join communications clubs and participate in networking events to meet other professionals in the field.

Step 3: Develop Your Skills

Writing and communication skills are crucial, and the job requires a lot of writing, from press releases to media pitches. There are opportunities beyond press release writing, including general copywriting for brochures, websites, blogs, and social media. It is essential to understand social media because it is an important communication channel and an expectation from clients and bosses. Understanding social media is vital, and while having a personal social media presence is not necessary, understanding the major platforms and their basic functionalities is crucial.

Step 4: Build Your Network

Networking is an essential part of any career, and PR is no exception. Your network can provide valuable resources and opportunities for career advancement. Attend industry events, join professional organisations, and connect with professionals on social media to build your network.

Step 5: Find Your First PR Job

Internships are crucial to landing your first job. Starting, you should aim to get your foot in the door anywhere and demonstrate your skills, whether through a paid or volunteer position. Treat approaching potential employers like pitching to a publication and prepare an elevator pitch that includes your vision and goals in 15-30 seconds.

Landing your first PR job can be challenging, but with the right approach, you can succeed. Some things you can do to increase your chances of getting hired are:

• Tailor your resume and cover letter to highlight your PR skills and relevant work experience.
• Prepare for interviews by researching the company, practising common questions, and dressing professionally.
• Negotiate your salary based on market rates and your qualifications.

Specialisations

There are ample opportunities for specialisation within the field of PR. Some of these opportunities are:

• Media Relations
• Crisis Communications
• Investor Relations
• Community Relations
• Public Affairs

PR has various niches, so choose a niche and type of firm that suits your preferences.

Conclusion

Public relations is a very competitive field; self-motivation, the ability to prioritise tasks, and being proactive are critical for growth and success in the PR industry. Hard work and impressing the higher-ups or building great relationships with clients can lead to opportunities for advancement. Reaching higher-paying positions depends on the industry, agency, and people you work with.

Use internships to your advantage to make mistakes and learn from them to a certain extent. This way, when you get a job, you already know what to do and how to do it.

A career in PR can be exciting and rewarding, offering a wide range of opportunities and career paths. As a PR Manager, you can significantly impact an organisation’s public image and reputation. Pursuing a career in PR requires a combination of education, skills, and networking. With the right approach, you can succeed in this exciting field and achieve your career goals.