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Job outlook for public relations managers in the United States
Public relations manager job growth summary. After extensive research, interviews, and analysis, Zippia's data science team found that:
The projected public relations manager job growth rate is 8% from 2018-2028.
About 6,300 new jobs for public relations managers are projected over the next decade.
Public relations manager salaries have increased 14% for public relations managers in the last 5 years.
There are over 29,252 public relations managers currently employed in the United States.
There are 35,273 active public relations manager job openings in the US.
The average public relations manager salary is $91,426.
Are public relations manager jobs in demand?
Public Relations Manager job and salary trends over time
Public Relations Manager jobs over time
Public Relations Manager job growth rate over time
| Year | # Of Jobs | % Of Population |
|---|---|---|
| 2021 | 29,252 | 0.01% |
| 2020 | 29,037 | 0.01% |
| 2019 | 28,716 | 0.01% |
| 2018 | 27,219 | 0.01% |
| 2017 | 26,010 | 0.01% |
Average public relations manager salary over time
Public Relations Manager salary by year
| Year | Avg. Salary | Hourly Rate | % Change |
|---|---|---|---|
| 2025 | $91,426 | $43.95 | +4.1% |
| 2024 | $87,847 | $42.23 | +2.1% |
| 2023 | $86,062 | $41.38 | +3.2% |
| 2022 | $83,423 | $40.11 | +3.7% |
| 2021 | $80,454 | $38.68 | +3.1% |
Public Relations Manager jobs by state
Most common states for public relations managers
| Rank | State | Population | # of Jobs | Employment/ 1000ppl |
|---|---|---|---|---|
| 1 | District of Columbia | 693,972 | 346 | 50% |
| 2 | Delaware | 961,939 | 73 | 8% |
| 3 | Virginia | 8,470,020 | 613 | 7% |
| 4 | Massachusetts | 6,859,819 | 479 | 7% |
| 5 | Oregon | 4,142,776 | 296 | 7% |
| 6 | California | 39,536,653 | 2,416 | 6% |
| 7 | Washington | 7,405,743 | 438 | 6% |
| 8 | Maryland | 6,052,177 | 346 | 6% |
| 9 | Rhode Island | 1,059,639 | 65 | 6% |
| 10 | New York | 19,849,399 | 922 | 5% |
| 11 | Illinois | 12,802,023 | 600 | 5% |
| 12 | Georgia | 10,429,379 | 472 | 5% |
| 13 | Colorado | 5,607,154 | 294 | 5% |
| 14 | Connecticut | 3,588,184 | 180 | 5% |
| 15 | Utah | 3,101,833 | 162 | 5% |
| 16 | Montana | 1,050,493 | 49 | 5% |
| 17 | Alaska | 739,795 | 34 | 5% |
| 18 | Vermont | 623,657 | 32 | 5% |
| 19 | Arizona | 7,016,270 | 258 | 4% |
| 20 | New Hampshire | 1,342,795 | 48 | 4% |
Most common cities for public relations managers
| Rank | City | # of Jobs | Employment/ 1000ppl | Avg. Salary |
|---|---|---|---|---|
| 1 | Ocoee | 2 | 4% | $75,266 |
| 2 | Aventura | 1 | 3% | $71,075 |
| 3 | Stamford | 2 | 2% | $89,148 |
| 4 | Irvine | 3 | 1% | $106,191 |
| 5 | Chandler | 2 | 1% | $94,064 |
| 6 | Pasadena | 2 | 1% | $109,048 |
| 7 | Los Angeles | 6 | 0% | $108,689 |
| 8 | Chicago | 4 | 0% | $83,711 |
| 9 | San Diego | 4 | 0% | $101,986 |
| 10 | Baltimore | 3 | 0% | $85,606 |
| 11 | Boston | 3 | 0% | $109,262 |
| 12 | Dallas | 2 | 0% | $84,733 |
| 13 | Houston | 2 | 0% | $81,283 |
| 14 | Sacramento | 2 | 0% | $121,267 |
| 15 | San Francisco | 2 | 0% | $121,582 |
| 16 | Washington | 2 | 0% | $109,663 |
| 17 | Arlington | 1 | 0% | $100,512 |
| 18 | Atlanta | 1 | 0% | $89,686 |
Public Relations Manager job outlook: Expert opinions
Our panel of public relations manager experts
Elon University
University of Florida
Washington State University
Washington State University
American University
Loyola University New Orleans
Temple University
Brigham Young University
University of Akron
University of Cincinnati
Albion College
San Jose State University
Maryville University of Saint Louis
What general advice would you give to a Public Relations Manager?
Laura Willis Calo Ph.D.: A couple of skills that will become all the more important in coming years are editing and critical thinking. With AI being able to produce initial drafts of content, our role as 'writer' is transitioning to that of 'editor.' In reworking AI-generated content, we need to think critically to ensure it is in line with the strategy driving our work.
What Public Relations Manager skills would you recommend for someone trying to advance their career?
Laura Willis Calo Ph.D.: Highlight your relevant experiences from internships and/or courses focused on experiential learning. Complete certifications, such as those offered through PRSA, Hubspot, and Google, that further develop your skills and demonstrate your mastery.
What will help Public Relations Managers increase their earning potential?
Laura Willis Calo Ph.D.: Stay up-to-date with the news! Being able to speak about current events will help you stand out in an interview and once you land the job. Get involved in your local PRSA chapter/district - this will help you grow your professional network and build your reputation.
What general advice would you give to a Public Relations Manager?
Kimberly Lauffer: Public relations practitioners work in many different types of organizations, so it's hard to generalize a typical day. However, some activities include clipping (physically or electronically) mentions of their organization and its employees, coordinating interviews between media outlets and experts, identifying good internal stories and writing them, collecting B-roll for video news releases, identifying good external stories and pitching them to media outlets, monitoring social media, heading off or dealing with crises, etc. At the entry level in large academic, corporate, or agency-based organizations, a PR practitioner might have a very specialized role but in small or non-profit organizations, she might be a Jill-of-all-trades. Crucial public relations skills include writing, oral communication, critical thinking, and time management.
What Public Relations Manager skills would you recommend for someone trying to advance their career?
Kimberly Lauffer: Some of the drawbacks in public relations include the 24-7 nature of some roles (media relations, crisis communication, social media). It can be difficult for new practitioners to prioritize daily activities when they have multiple demands for attention. However, it can also be a rewarding career, both intrinsically and financially.
What will help Public Relations Managers increase their earning potential?
Kimberly Lauffer: PR is a good profession for a number of reasons. Depending on one's role, it often has a set, regular schedule. This is one reason why many journalists move into public relations after several years. Public relations can also be advocacy- or issue-focused, so when people have a strong interest in a particular topic (energy, animal welfare, health), it allows them to take an active role in promoting that issue.
What general advice would you give to a Public Relations Manager?
Dr. Joy Daggs: I think making yourself the most well-rounded candidate you can be is the best way to maximize your salary potential. Try lots of things in your undergraduate experience. What you think you want to do as a freshman may not be as appealing after you try it. Most jobs do not require only one skill, so having a variety of skills where you can plug in several places in an organization is helpful. Even if you want to go into something like event planning, you still need writing skills, design skills, interpersonal skills, etc. to do that job effectively.
Don't be afraid to negotiate your salary. There are workshops from organizations such as AAUW (American Association of University Women) to help you build those skills.
What Public Relations Manager skills would you recommend for someone trying to advance their career?
Dr. Joy Daggs: 1. Knowing how to use AI responsibly. It can be used to make work more efficient. It's important to understand how to use it appropriately at a tool.
2. Understanding social media and how to interpret data to create and change messages.
3. 'Soft skills' such as public speaking, conflict management, and relationship building are not going away. You may need to learn to adapt those skills to a digital platform, such as Zoom or Teams. I am seeing current articles from publications such as Forbes about current graduates struggling in these areas, so sharpening these skills and your writing skills will set you apart.
What will help Public Relations Managers increase their earning potential?
Dr. Joy Daggs: I have quite a bit of advice:
1. Get as much experience as an undergraduate as possible. Many programs require internships, but even if they don't, seek opportunities to get experience. Take leadership roles in student organizations. Even if it's not specifically a 'public relations' entitled position, anything where you practice your skills is helpful. Even if you need to work a job in retail or service, those jobs still provide important benefits other than a paycheck. Don't discount your experiences!
2. Don't pass up opportunities to meet professionals. Many schools and departments bring their alumni on campus or do virtual events so that you can meet and chat with professionals. Even if it's not required for class, GO. You never know when a casual conversation may lead to an internship or an important professional connection.
3. Use your LinkedIn profile to your advantage. Make sure you have a professional picture that shows you in your best light. Follow organizations that you want to work for and other professional organizations related to your interests. I know of people getting interviews based off of LinkedIn interactions. Check your other social media accounts to make sure that you are not presenting yourself poorly. Most likely, organizations will Google you or look up your personal social media. There are reports of students losing opportunities because of poor social media choices.
What general advice would you give to a Public Relations Manager?
Kenn Gaither Ph.D.: Adopt a growth mindset and keep learning. The skills from college are still valuable and useful, but so too is the ability to stay at the forefront of relevant trends. Public relations practitioners are strategic communicators, requiring disciplinary expertise, knowledge of cultural and technological trends and news, and a broad skill set. Continuing to invest in these areas will give a new graduate both a competitive edge and pathway for upward mobility.
What Public Relations Manager skills would you recommend for someone trying to advance their career?
Kenn Gaither Ph.D.: Interpersonal skills will become as valuable as ever. AI will eliminate some of the more menial parts of public relations, allowing practitioners to get to face-to-face, which is still the space where opportunity, innovation and relationships-building thrive.
What will help Public Relations Managers increase their earning potential?
Kenn Gaither Ph.D.: Focus on your skills honed by coursework, internships or involvement in student media organizations. Although you might not have significant full-time experience yet, offer your skill set as salary negotiation lever. Also, know your worth. If you receive an offer, consult with a mentor or career advisor to discuss strategies to maximize your salary potential and know a good starting point. Finally, ask about opportunities for promotion and timelines. Sometimes it can pay off to take slightly less than anticipated if there is a clear path toward salary increases or the company has a track-record of rapidly advancing entry-level employees.
Dr. Rebecca Frazer
Assistant Professor of Public RelationsUniversity of Florida
Public Relations, Advertising, And Applied Communication
What general advice would you give to a Public Relations Manager?
Dr. Rebecca Frazer: Research the average salaries for the different types of positions you are interested in and take note of what skills are needed for higher paying positions. Students should be thinking about what skills they can build to maximize their earning potential before they even reach the job market.
What Public Relations Manager skills would you recommend for someone trying to advance their career?
Dr. Rebecca Frazer: The ability to harness new technologies without becoming distracted from key goals will drive success in the future of the field. With the explosion of artificial intelligence technologies and the proliferation of new social media platforms in recent years, some practitioners may be struggling to keep up. The most successful practitioners will work to understand new technologies and strategically harness their power, while also staying focused on the fundamental role of public relations: building strong, genuine, mutually-beneficial relationships with key publics.
What will help Public Relations Managers increase their earning potential?
Dr. Rebecca Frazer: Be eager, flexible, and willing to learn. Entry-level PR positions often involve a broad range of different tasks that may require the employee to quickly teach themselves new skills, software, and applications. Demonstrating an ability to catch on quickly and an eagerness to take on new challenges goes a long way in impressing an employer.
Ms. Chelsea Thomas
Scholarly Assistant ProfessorWashington State University
Public Relations, Advertising, And Applied Communication
What general advice would you give to a Public Relations Manager?
Ms. Chelsea Thomas: A public relations professional's job is to act as a liaison between the public and the client, helping to communicate effectively based on the client's needs. The goal is to communicate the client's messaging in a way that is consistent and mission-driven through a variety of communication tools and tactics. Communication tactics may include press releases, media collaboration, strategic meetings and media monitoring. Ultimately, the public relations professional is responsible for executing a well-strategized public relations campaign and message in an efficient, effective and timely manner for the benefit of both the public and the client being served. Someone entering the field of public relations, such as an intern, may be responsible for client media monitoring, assisting the executive team in organizing events, press releases and media pitches, and conducting general research on industry competitors, trends and media outlets.
What Public Relations Manager skills would you recommend for someone trying to advance their career?
Ms. Chelsea Thomas: Public relations is a good fit for those who enjoy a fast-paced lifestyle with low predictability. That said, a professional in this field will spend significant time building a well-planned, strategic campaign that anticipates potential issues and capitalizes on client successes. A person in this field would do well being organized, strategic, flexible and sociable. A strong writing capacity is a positive aspect as well. Conversely, those in this profession might dislike unpredictable hours, as this industry can sometimes require significant time, attention and dedication to the client's needs.
What will help Public Relations Managers increase their earning potential?
Ms. Chelsea Thomas: Public relations is a unique and dynamic field that allows professionals to execute both strategic and tactical initiatives. This profession allows one to experience a fast-paced industry where creativity, objectivity and strategy meet. No two days are likely the same; one can be filled with socializing at planned events, another working with media to manage external relations, and another spending quality time strategizing with a client representative. With the growing need for an organization to build and maintain a positive relationship with the target audience and stakeholders, public relations is an excellent profession for those skilled in communication and customer relationship management.
What general advice would you give to a Public Relations Manager?
Michelle Galey: PR is a great profession to enter now because of the growing demand for PR professionals, varied career opportunities, growth potential, competitive salary and benefits, and work-life balance and flexibility. Plus, working in PR allows you to be creative and work with so many different software tools and platforms. With the increasing reliance on digital media and online platforms, there is a growing demand for PR professionals who can effectively navigate these channels and stay up to date with current trends and technologies. We live in an era of 24/7 communication and public scrutiny, so organizations need highly skilled PR professionals to manage and mitigate potential crises effectively. Although this is a sad reality, it provides more work for PR professionals!
What Public Relations Manager skills would you recommend for someone trying to advance their career?
Michelle Galey: From my experience being a PR practitioner myself and talking to my former PR students, it’s easy to find both rewards and challenges in the PR profession. My former students tell me that they enjoy the variety, creativity, impact, and networking opportunities in the field but that can sometimes come with high pressure, stress, unpredictability, client expectations, and mundane administrative tasks. These tasks can range from data entry to maintaining media lists and contact databases. Despite the challenges, they find the field rewarding and fulfilling, knowing they have an opportunity to grow in their careers and make significant impacts within their organizations and for their clients.
What will help Public Relations Managers increase their earning potential?
Michelle Galey: A PR professional and a new hire entering the field might have different responsibilities, but they often share some common tasks as well. Both the seasoned PR professional and the new hire play important roles in the PR process. While the PR professional’s day may be centered around strategy development, media relations, and working directly with clients and upper administration, the new hire is often involved with research, press release writing, event planning, social media coordination, and administrative tasks. However, as new hires gain experience and expertise, they will take on more responsibilities and play a more significant role in their firms and organizations.
Pallavi Kumar
What general advice would you give to a Public Relations Manager?
Pallavi Kumar: I can’t think of any other industry where your passion can become your profession. Because no matter what you are interested in, whether it’s the arts, science, sports, the environment, entertainment etc., there is a job in that area. And you have the ability to move into different areas of specialization because the core skills of PR translate across many areas of specialization.
What Public Relations Manager skills would you recommend for someone trying to advance their career?
Pallavi Kumar: Make a case for yourself when you get that first offer. Many PR majors enter the industry already trained both through their education and internships. Securing even a few thousand more with that entry-level position can have long- term results as you move up the ladder.
What will help Public Relations Managers increase their earning potential?
Pallavi Kumar: I think the ability to incorporate AI into your work so that you are more efficient and can deliver measurable results will be the most important skill that incoming professionals can have. The ability to be a storyteller never changes but knowing what the latest tools and trends are is also important.
Jason Mollica
Professorial LecturerAmerican University
Public Relations, Advertising, And Applied Communication
What general advice would you give to a Public Relations Manager?
Jason Mollica: While you’ve left campus behind, you are now entering a different kind of classroom in the field of public relations. Continue to be a student always in the practice of PR by asking questions and listening intently, whether you have a job upon graduating or are still on the search for one. You may be some hesitant, but the only way to learn is to look for the right guidance. It’s ok to not know “all the things.” This can be an opportunity to discover a work mentor, as well.
What Public Relations Manager skills would you recommend for someone trying to advance their career?
Jason Mollica: It’s safe to say understanding artificial intelligence is a skill that pros in the PR/strategic communication field should be learning now. According to Muck Rack’s State of AI in PR survey, more than twice as many pros were using generative AI at the end of 2023 as opposed to the beginning. This is where networking can be helpful. If you are a part of a professional organization, like the Public Relations Society of America (PRSA), or subscribe to one of the social intelligence platforms like Meltwater, look for webinars or conferences where there are opportunities to gain insight and, yes, an advantage where you may be working. While it has always been important, understanding the news media is a skill that requires consistent adaptation. What are the local media outlets and who the key reporters are for traditional and digital? As newsrooms continue to consolidate, knowing the media landscape can be a skill that pays dividends.
What will help Public Relations Managers increase their earning potential?
Jason Mollica: It starts with research. Look at the location, cost of living, and the comparable salaries to the specific position, as well as those within the company where you’ve applied. If you can get details on benefits offered, such as health coverage and paid time off, this can help your potential ask. Also consider if a position is fully remote, will the salary be adjusted to the state where you live as opposed to where they are located? Finally, don’t hesitate to stress the skills and experienced gained from internships or leadership positions you’ve held while in college. It can be a considerable advantage when it comes time for a potential employer to make a decision.
Jeffrey Ory
President & CEO, il Stratega Marketing & Public Relations, Adjunct ProfessorLoyola University New Orleans
Public Relations, Advertising, And Applied Communication
What general advice would you give to a Public Relations Manager?
Jeffrey Ory: As the public relations industry continues to evolve rapidly, professionals within the field must adapt and refine their skill sets to stay ahead. Over the next three to five years, several key areas are expected to become even more crucial for those in PR. Digital literacy is set to take center stage as digital media remains a dominant force in how information is consumed and disseminated. Skills in digital marketing, search engine optimization (SEO), and social media analytics will be indispensable. PR professionals who can navigate the digital landscape skillfully, optimizing content for various platforms and understanding the metrics behind digital campaigns, will find themselves in high demand. Alongside digital expertise, data analysis capabilities will grow in importance. With the vast amounts of data available today, the ability to interpret and effectively use this data will be crucial for designing targeted PR campaigns and evaluating their success. PR specialists who can draw actionable insights from data will be able to tailor their strategies more precisely and demonstrate tangible results to clients. In our fast-paced, always-connected world, crisis management skills will become increasingly valuable. The ability to handle crises swiftly and effectively can preserve or even enhance a client's reputation when managed correctly. PR practitioners skilled in navigating crises, from initial response to resolution, will be critical assets to any organization. Content creation is another area poised for growth. As audiences become more segmented and the mediums through which they consume content diversify, skills in video production, podcasting, and content marketing will be essential. PR professionals who can create engaging, high-quality content across a range of formats will help brands capture and retain the attention of their target demographics. Finally, adaptability to new technologies will serve as a competitive advantage. The introduction of advanced technologies, such as artificial intelligence tools for content creation and analysis, is reshaping the landscape of public relations. Professionals who are not only familiar with these technologies but also adept at leveraging them in creative and effective ways will stand out in the field.
What Public Relations Manager skills would you recommend for someone trying to advance their career?
Jeffrey Ory: As you embark on a career in public relations, one of the primary goals may be to maximize your earning potential. Here are several strategic steps you can take to ensure you're not only valued for your skills but also compensated accordingly. Firstly, consider specializing in a niche within the PR field that's in high demand. Areas like technology PR, healthcare, and crisis communications are often looking for experts. Specialists in these fields typically command higher salaries due to their unique, in-demand expertise. By positioning yourself as a specialist, you differentiate yourself from generalists and increase your value to employers who need specific skills. Furthering your education is another effective way to boost your salary potential. Pursuing advanced degrees or certifications in public relations, communications, or related fields can significantly enhance your expertise. This additional education not only enriches your knowledge and skills but also makes you more attractive to potential employers who value formal qualifications and are willing to pay a premium for well-credentialed candidates. Developing a strong portfolio is crucial. This should include examples of successful campaigns, high-profile client work, and effective crisis management. A robust portfolio demonstrates your capabilities and achievements, positioning you as a top candidate for more advanced and higher-paying roles. It's a tangible collection of your work that can speak volumes more than your resume alone. Negotiating your salary is an essential skill in any field, particularly in PR. Equip yourself with negotiation techniques and be prepared to advocate for yourself based on your experience, achievements, and the industry benchmarks. Understanding the value of your contributions and being able to articulate it effectively during salary discussions can lead to better compensation packages. Lastly, actively seek out leadership roles as you gain more experience. Whether it's leading a project or a team, leadership positions are associated with higher levels of responsibility—and consequently, higher compensation. These roles not only offer better pay but also provide greater visibility within the organization and the industry, paving the way for further career advancement.
What will help Public Relations Managers increase their earning potential?
Jeffrey Ory: Starting a career in public relations can be an exhilarating journey, filled with opportunities to shape perceptions and craft compelling narratives. As you embark on this path, there are a few foundational strategies that can enhance your success in the dynamic field of PR. First and foremost, cultivating a robust network is essential. The heart of public relations lies in forging strong connections. Engage actively with colleagues, journalists, and industry professionals. This can be achieved by attending industry events, participating in relevant organizations, and maintaining a vibrant presence on professional social media platforms like LinkedIn. These relationships will not only provide valuable insights and opportunities but also support your growth in the field. Equally important is honing your communication skills. In public relations, your ability to articulate ideas clearly and persuasively is paramount. Dedicate time to refining your writing and speaking abilities, ensuring you can deliver clear, concise, and compelling messages tailored to various audiences and media formats. This skill set is your toolkit, enabling you to convey your clients' messages effectively and resonate with your target audience. Staying informed cannot be overlooked. The landscape of public relations is constantly influenced by shifting industry trends, breaking news, and technological advancements. By keeping abreast of these changes, you can better anticipate and meet the needs of your clients and the media, thus solidifying your role as a knowledgeable and indispensable asset. Practical experience is another cornerstone of a successful PR career. Seek out internships or entry-level positions within PR agencies or in-house teams. These opportunities are invaluable for understanding the industry's dynamics from the inside out, providing a real-world context to the theories and strategies learned in academic settings. Lastly, embracing a proactive and creative mindset is crucial. Public relations thrive on innovation and initiative. Be ready to propose new ideas, tackle challenges with creative solutions, and manage crises with agility and poise. Your ability to think outside the box and act decisively in high-pressure situations will set you apart in the fast-paced world of public relations.
What general advice would you give to a Public Relations Manager?
Gregg Feistman MA: It all depends on who you ask! I don’t know anyone who has ever worked in an agency setting likes figuring out timesheets! PR people are also often the last people to get thanked and the first people to get blamed when something goes wrong. It’s not always true, and it’s not always fair, but it sometimes happens. Sometimes, the pay is not what it should be, depending on the situation. On the other hand, if you are stimulated by new things happening every day, like to write, like to sink your teeth into issues, are a news junkie, have an innate curiosity, like to be a problem-solver and most importantly, have a love of lifelong learning, this is a great field to go into. Like any field, you have to pay your dues but it can be very rewarding. Plus, it’s fun! We are the “behind the scenes” people, meaning we can literally go back-stage sometimes. You’re often right in the middle of the action. Very little happens in the modern world, in almost any field, without a PR professional’s hand in it.
What Public Relations Manager skills would you recommend for someone trying to advance their career?
Gregg Feistman MA: The PR field is extremely varied and no two days are alike. There are basic tasks such as writing news releases, pitching story ideas to journalists, writing social media posts, writing for company blogs and websites, making videos, working on special events, etc. Then there are more sophisticated tasks, such as writing speeches, analytics, dealing with crises, managing issues, internal communications, reputation management, strategic planning, etc. Often PR professionals are doing some or all of these tasks during any one day.
What will help Public Relations Managers increase their earning potential?
Gregg Feistman MA: It's an extremely hot job market, and probably will be for the next several years. There are lots of opportunities out there in all kinds of industries, from healthcare to sports, entertainment, corporate, non-profit, agencies, government, etc. I believe it’s at least partly because of the rise of social justice movements over the past few years, the changing nature of work (remote, hybrid and in-person), and the eternal hunt for good talent. I also believe the impact of emerging technology, such a generative AI, virtual reality, augmented reality, etc., is becoming more important in the communication field, and companies and agencies are actively seeking people to help them understand and apply the new technologies to help meet clients’ needs.
Brian Smith Ph.D.
Associate ProfessorBrigham Young University
Public Relations, Advertising, And Applied Communication
What general advice would you give to a Public Relations Manager?
Brian Smith Ph.D.: Take a look around us…we are in an age of distrust and uncertainty. Public relations is in the best position to fill the trust gap. PR professionals serve the stakeholders and publics that are most affected by company decisions. PR is the advocate that ensures that companies fill the needs of the society while also building company legitimacy.
What Public Relations Manager skills would you recommend for someone trying to advance their career?
Brian Smith Ph.D.: PR professionals have a range of responsibilities. Their main purpose is to develop/manage relationships with an organization’s publics and stakeholders. This entails a variety of activities from managing social media, to working with the press, influencers, and other media professionals, and networking with those affected by an organization’s decisions. Someone entering the field may manage an organization’s social media accounts, pitch media professionals and influencers, and even analyze social media data. Writing still figures heavily into the day-to-day PR profession, even as AI and large language models are changing the industry.
What will help Public Relations Managers increase their earning potential?
Brian Smith Ph.D.: Most see PR professionals as spin doctors who will turn a phrase or turn a profit for companies. Others think getting a degree in PR in about become an event planner or wedding planner. Neither of these are really true. Those who actually do PR will tell you that it’s about networking, being at the forefront of data-driven decision making, building networks, and creating initiatives that have a real impact on the social issues they care about. Of course, getting to manage social media is a high point, but most tell me that the real value comes in the opportunity to go beyond selling a product and making a difference.
What general advice would you give to a Public Relations Manager?
Elizabeth Foster Ph.D.: Don't be afraid to negotiate and ask, but do your research first for comparable titles and markets. Continue to improve and broaden your skillsets through trainings and certifications; these will make you more marketable in your current job and attractive to potential employers. Leverage every professional opportunity you can, and never underestimate the value of your professional network. Invest heavily in building those connections!
What Public Relations Manager skills would you recommend for someone trying to advance their career?
Elizabeth Foster Ph.D.: Social media strategy and analytics will continue to boom. There is an adage 'AI won't replace your job- but the person who knows how to use it might'; young professionals would be wise to learn how to engage AI strategically and effectively. Experiential public relations is an area in high demand; students should learn data-driven storytelling as well.
What will help Public Relations Managers increase their earning potential?
Elizabeth Foster Ph.D.: Be open to new experiences that may be different from the career path you originally had in mind. Remember, your first job will not be your last! Often students are exposed to new areas they had not previously considered in which they end up thriving. Starting in an agency is an excellent way to be exposed to a range of job functions and clients.
What general advice would you give to a Public Relations Manager?
Andrea Meluch Ph.D.: Technology is changing the way we work and interact. For PR professionals especially, it is critical to understand social media metrics and analytics. Additionally, it is important to understand and employ AI as more and more organizations incorporate AI into their processes.
What Public Relations Manager skills would you recommend for someone trying to advance their career?
Andrea Meluch Ph.D.: Make sure that you are a stand out candidate when applying for entry-level positions. To accomplish this, showcase your skills on your resume, cover letter, and through your relevant work and educational experience.
What will help Public Relations Managers increase their earning potential?
Andrea Meluch Ph.D.: Research your career field and understand the qualifications employers are looking for and make sure you have them through education and experience.
What general advice would you give to a Public Relations Manager?
Suzanne Boys PhD., APR: Writing is a perennial skill. Today's Communication graduates will need to learn how to ethically and strategically merge writing skills with the use of generative AI. Hiring managers are also likely to presume that recent Communication graduates are savvy on all social/digital platforms. However, digital/social platforms evolve constantly and professional skills are distinct from personal and recreational skills in this area. For that reason, I recommend new graduates develop social/digital content creation, strategy building, and analytics skills, and that they work to keep these skills current. Reading and responding to emergent and often contested cultural mores is another skill that is important for new graduates. Communication professionals are often at the forefront of cultural engagement, so this is a key skill.
What Public Relations Manager skills would you recommend for someone trying to advance their career?
Suzanne Boys PhD., APR: I encourage students to create a portfolio of work samples, including writing, research, and creative pieces. They can use this portfolio to show skills, potential, and the value they will add to a company. I also encourage students to pursue continued education and practical certifications after graduation (e.g., Google and LinkedIn offer free and low cost certifications). Adding those certifications to a resume can show skills, relevance, and work ethic. Joining professional associations (e.g., Public Relations Society of America, American Marketing Association, Together Digital) is also key. Many of those associations offer mentorship, professional development, and networking opportunities. Finally, it is important to put yourself forward for opportunities. Employees who take on projects and are unafraid of challenges create leverage for themselves in salary negotiations.
What will help Public Relations Managers increase their earning potential?
Suzanne Boys PhD., APR: My advice to graduating Communication students is to think outside of the box about ways to build experience. For example, post graduate internships are a great way to gain experience. Another non-traditional post graduate option is to volunteer for local non-profit organizations. Students can use these volunteer experiences to continue building their portfolios and networks, even while they job search. I also advise recent graduates not to pressure themselves to find 'the job.' Their first couple of jobs after graduating will allow them to grow their skills and networks. They can finesse their job search after they have finessed their skills and started to built a career network.
What general advice would you give to a Public Relations Manager?
Dr. Phillip Arceneaux: It can be a hectic job with responsibilities continually expanding. Some enjoy the challenges and the opportunity to develop new skills, while others may find the pace overwhelming. The variety of industries open to PR professionals allows them to work in sectors they are passionate about, making their work fulfilling.
What Public Relations Manager skills would you recommend for someone trying to advance their career?
Dr. Phillip Arceneaux: Every company needs to tell its story, making PR essential. New technologies like digital media and AI offer innovative ways to engage. PR professionals play a crucial role in assessing risks, managing crises, and repairing reputations. The diversity of sectors where PR can be applied makes the profession fulfilling and meaningful.
What will help Public Relations Managers increase their earning potential?
Dr. Phillip Arceneaux: On a daily basis, PR practitioners are implementing various earned media strategies to build two-way mutually beneficial relationships with consumers. PR is more about building meaningful, long-term relationships between consumers and a brand by telling meaningful stories and communicating information about the brand. Tasks can range from curating content on social media, pitching stories to journalists, event planning, updating website information, drafting newsletters and press releases, designing graphics, conducting market performance and consumer attitude analysis, and more.
What general advice would you give to a Public Relations Manager?
Megan Hill: The best way to maximize your salary potential when starting your career is to have built-in experience through internships and/or other practical experience to illustrate the value you're able to bring to an employer on day one.
What Public Relations Manager skills would you recommend for someone trying to advance their career?
Megan Hill: Technological skills, particularly those pertaining to the ethical use of artificial intelligence, will become more important and prevalent in the field in the next 3-5 years; however, this shift will also underscore the need to clearly and effectively communicate the value of what you bring as a public relations professional through the integration of strong measurement and evaluation practices for public relations campaigns and activities.
What will help Public Relations Managers increase their earning potential?
Megan Hill: Don't rest on your laurels; this field is highly demanding and undergoing constant change, so be prepared to engage in life-long learning - from your own experiences, peers, mentors, professional organizations, etc. - and don't lose sight of what's at the heart of public relations work - building relationships with people.
What general advice would you give to a Public Relations Manager?
Dr. Mathew Cabot APR: PR offers the satisfaction of seeing tangible results from one's efforts, whether it's securing positive media coverage, managing a successful campaign, or effectively navigating a crisis. PR professionals appreciate the opportunity to make a meaningful impact on their organization's reputation and success. Conversely, PR often involves long hours and tight deadlines, particularly when coordinating events, responding to media inquiries, or managing crisis situations. Practitioners may find it difficult to maintain a healthy work-life balance amidst the demands of the job.
What Public Relations Manager skills would you recommend for someone trying to advance their career?
Dr. Mathew Cabot APR: Public relations offers a dynamic, fulfilling, and rewarding career path for individuals who are passionate about communication, storytelling, relationship-building, and making a positive impact in today's interconnected world.
What will help Public Relations Managers increase their earning potential?
Dr. Mathew Cabot APR: A PR practitioner's day-to-day responsibilities can widely vary depending on the practitioner's role, including media relations, social media management, content creation, crisis and reputation management, research and data analytics, and employee communication. Regardless of the specific role, all public relations practitioners help organizations behave and communicate in ways that build trust between the organizations they represent and the stakeholders on whom their success or failure depends. A beginning practitioner could be involved in a variety of tasks, including media monitoring, social media management, research, writing, content creation, and event planning and support.
What general advice would you give to a Public Relations Manager?
Dr. Dustin York: As customers are becoming more and more reluctant to traditional advertising, PR is breaking through the noise. Businesses crave a good online reputation that attracts loyal customers, so PR skills are in high demand. Plus, it's a blend of writing, creativity, and tech-savviness - a hot commodity these days.
What Public Relations Manager skills would you recommend for someone trying to advance their career?
Dr. Dustin York: PR is dynamic, fast-paced, and a field in which you can make a real impact. But it's also stressful, with unpredictable hours and behind-the-scenes work that is not so Instagram-worthy.
What will help Public Relations Managers increase their earning potential?
Dr. Dustin York: A PR pro's day is a juggling act of pitching stories to media, crafting content, planning events, and maybe even communicating an issue or crisis, but all their work comes down to some sort of storytelling. Newbies assist senior folks with projects, but some common tasks for entry-level pros include media listening and auditing.
Dr. Leslie Rasmussen
Associate ProfessorWhat general advice would you give to a Public Relations Manager?
Dr. Leslie Rasmussen: PR is not monotonous; it's generally fast-paced and can be very fun and exciting. There's a lot of creativity that goes into PR, and for the right person, it can very rewarding. Others may not enjoy the fast-paced, ever-changing landscape
What Public Relations Manager skills would you recommend for someone trying to advance their career?
Dr. Leslie Rasmussen: Public relations focuses on building relationships between organizations and audiences. Nowadays, audiences are inundated with options, and we must focus on connection, building community, and making people feel something. We get to think outside of the box and build strategy to make those connections for a variety of reasons and industries. Organizations, big and small, use PR to cut through the clutter and set themselves apart from the competition. The need spans across industries and organization size, so it's a perfect time to enter PR and find your fit.
What will help Public Relations Managers increase their earning potential?
Dr. Leslie Rasmussen: The exciting thing about working in PR is that it's never the same. You might be planning an event, writing news releases, developing social media strategies and content, managing campaigns, or working with the media, depending on the day. PR is also versatile - you can work in the auto industry, healthcare, politics, beauty, sports, entertainment... the possibilities are endless. No matter which path you take, the core skills we utilize in PR are writing, research, public speaking, organization, and creativity. How we use those skills will vary from day-to-day.