Public Relations Managers

Marketing & Communications

Level 5557 of 1200 points

Job description

Public Relations Managers

Job purpose

To plan, direct and coordinate the activities that create and maintain a favourable public image for the organisation or its clients and raise awareness of the issues it advances, so that its audiences are informed and its reputation is protected.

Skills

Working knowledge of corporate communications practice: press releases and media kits, corporate identity including logos and signage, internal communications, internet and intranet publishing, video production, special-event and sponsorship management, and crisis communication planning. O*NET has not surveyed this occupation, so no record exists of the qualifications held by incumbents; the job zone indicates a four-year degree with several years of related experience and on-the-job training.
Establishes and maintains working relationships with clients, government officials and media representatives, and uses them to develop new business. Responds to enquiries about the employer's activities, drafts speeches for executives and arranges interviews for them, and confers with labour relations managers on internal communications. Also facilitates relations between managers, employees and branch offices.
Identifies the main client groups and audiences and determines how best to communicate publicity information to each; develops and maintains crisis communication plans; evaluates advertising and promotion activity for compatibility with public relations effort; and reports on social, economic and political trends affecting the employer. The problems are judgemental: the audience's reaction cannot be known in advance, and a crisis must be handled against events as they develop.
Develops and implements the communication plan, formulates public information policies and procedures with public relations executives, and manages communications budgets. Manages special events such as sponsorships and product launches, directs the external agencies implementing communication strategies, and maintains the company archives.
The tasks are carried out in writing, in conversation and on a computer, with special events the work away from a desk. No handling or dexterity demand is evidenced.

Responsibilities

Assigns, supervises and reviews the activities of public relations staff, and directs external agencies and departments implementing communication strategies and information programmes. Manages in-house communication courses. Nothing is recorded on the size of the team.
Manages communications budgets, covering special events, publications and video production. The source records no limits of discretion; budget authority sits within policy set with public relations executives.
Custodian of the corporate image and identity, including logos and signage, and of the company archives and film library. No responsibility for stock, plant or premises is indicated.
Controls what the organisation says publicly: press releases, media kits, promotional publications, web and intranet content, speeches for executives and replies to enquiries about the employer. Material is issued in the organisation's name, so its accuracy and timing carry reputational consequence.

Effort required

Judgement about audience, message and timing across publications, events and media enquiries, alongside drafting and editing. Crisis communication calls for decisions on incomplete information as events develop. No survey data exists on time pressure, decision frequency or consequence of error, so none is asserted.
Composure in dealings with media representatives, government officials and clients, and in crisis conditions, where what is said is attributable to the organisation. No work context data has been surveyed, so no exposure to conflict, hostility or distress can be asserted.
No posture, exertion or handling demand is evidenced; the tasks are carried out in writing, in conversation, on a computer and at events.

Working conditions

The tasks place the work in an office, at special events and at interviews arranged for executives; the evidenced demand is reputational and interpersonal rather than physical.
Most incumbents work more than a forty-hour week, and about three-quarters are on a regular established schedule, the remainder irregular and a very small number seasonal; no shift or on-call expectation is evidenced. Time pressure is constant, decisions are frequent and carry through to company results, and the market is competitive. The postholder determines tasks, priorities and goals with wide freedom of decision within objectives set by the firm.

Skills

40% · 265 points▾

KnowledgeLevel 4 of 8
72 of 144 points
Factual and theoretical knowledge in broad contexts within a field of work. The job requires a range of thinking and practical knowledge to find solutions to specific problems in the job or study area.
Interpersonal and communication skillsLevel 4 of 5
77 of 96 points
Advanced communication and interpersonal skills. The job holder is required to manage complex interactions, mediate interpersonal conflicts and support group collaboration.
Problem-solving skillsLevel 3 of 5
58 of 96 points
Variable problems. The job involves dealing with different kinds of problems that require careful thinking, research into different options or adjusting existing ways of doing things. Guidance and resources may be limited.
Planning and organisational skillsLevel 4 of 5
58 of 72 points
Advanced organisational skills required. The job requires planning and managing complex, often overlapping tasks or schedules. The job requires a degree of autonomy and joint planning, and managing interdependencies across teams or departments.
Physical skillsLevel 0 of 5
0 of 72 points
Not applicable. The job does not require any particular physical skills (although there is likely to be some physical activity).

Responsibility

35% · 182 points▾

PeopleLevel 3 of 5
86 of 144 points
Moderate responsibility for people. The job includes overseeing or coordinating the work and well-being of others. This may involve supervising, providing regular support, managing conflicts, responding to an individual's needs and ensuring the personal and professional development of individuals.
Goods and equipmentLevel 0 of 5
0 of 84 points
Not applicable. The job does not involve any responsibility for goods or equipment.
InformationLevel 3 of 5
58 of 96 points
Moderate responsibility for information. The job involves managing information to ensure it is accurate, of high quality and secure. The job holder may make decisions about the handling of sensitive data.
Financial resourcesLevel 2 of 5
38 of 96 points
Limited responsibility for financial resources. The job involves handling limited financial resources, such as managing small budgets, processing invoices or participating in financial planning discussions.

Effort

15% · 79 points▾

Mental effortLevel 3 of 5
36 of 60 points
High level of mental effort. The job involves frequent concentration on complex tasks that require considerable mental effort, such as interpreting complex data.
Psychosocial and emotional effortLevel 3 of 5
43 of 72 points
Moderate psychosocial and emotional effort. The job requires the regular management of emotional responses, such as dealing with sensitive or challenging individuals or situations.
Physical effortLevel 0 of 5
0 of 48 points
Not applicable. The job does not require any physical effort.

Working Conditions

10% · 31 points▾

Environment (physical, psychological or emotional)Level 1 of 5
17 of 84 points
Minimal exposure to hazards or stress. The job involves little or no exposure to physical hazards (e.g. chemicals, moving equipment, noise) and minimal emotional or psychological risks (e.g. occasional routine tasks with no emotional burden). There is minor exposure to dust, dirt, fumes, noise, waste, poor lighting, etc.
Organisational environmentLevel 2 of 5
14 of 36 points
Occasional organisational demands. The job may involve occasional irregular hours (e.g. the requirement to work weekends or holidays), minimal travel or limited digital connectivity outside normal working hours.