How to become a public relations manager

Plan, direct, or coordinate activities designed to create or maintain a favorable public image or raise issue awareness for their organization or client.

Steps to get there

Most employers expect most of these occupations require a four-year bachelor's degree, but some do not..A considerable amount of work-related skill, knowledge, or experience is needed for these occupations. For example, an accountant must complete four years of college and work for several years in accounting to be considered qualified.

What public relations managers do

• Establish and maintain effective working relationships with clients, government officials, and media representatives and use these relationships to develop new business opportunities.
• Assign, supervise, and review the activities of public relations staff.
• Identify main client groups and audiences, determine the best way to communicate publicity information to them, and develop and implement a communication plan.
• Develop, implement, or maintain crisis communication plans.
• Write interesting and effective press releases, prepare information for media kits, and develop and maintain company internet or intranet web pages.
• Manage communications budgets.

Skills that matter most

• Speaking
• Reading Comprehension
• Active Listening
• Writing
• Critical Thinking
• Active Learning
• Monitoring
• Learning Strategies

Is public relations manager a good career?

On the numbers, this job pays above the typical job. Median pay is 188% above the all-occupation median. Whether it fits you depends on the work itself, the schooling you are willing to do and where you want to live.

Where it pays most

• District of Columbia $197,600
• New York $180,880
• Virginia $176,340
• New Jersey $174,980
• Massachusetts $171,740

Public Relations Managers salary by state and city

Sources: O*NET® 31.0 (CC BY 4.0, USDOL/ETA) and BLS Employment Projections 2025–35. Pay: BLS OEWS May 2025.