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Public Relations Manager skills for your resume and career

Updated January 8, 2025
4 min read
Quoted Experts
Heidi Mau Ph.D.,
Nancy DiTunnariello Ph.D.
Public Relations Manager Example Skills
Below we've compiled a list of the most critical public relations manager skills. We ranked the top skills for public relations managers based on the percentage of resumes they appeared on. For example, 19.8% of public relations manager resumes contained press releases as a skill. Continue reading to find out what skills a public relations manager needs to be successful in the workplace.

15 public relations manager skills for your resume and career

1. Press Releases

Here's how public relations managers use press releases:
  • Supervised public relations firm and graphic design freelancers to generate compelling campaigns, marketing collateral, press releases and media opportunities.
  • Created and implemented processes for brand consistency and external communications including press releases, speaking engagements, contributed articles and awards.

2. Web Content

Here's how public relations managers use web content:
  • Served as copywriter and editor for internal and external newsletters, web content, video and presentation scripts, etc.
  • Created internal bulletins, web content, monitored focus groups, compiled economic impact studies and developed media messages.

3. Pr Campaigns

Here's how public relations managers use pr campaigns:
  • Directed initiative to allow internationally located market teams to define unique, region-specific media and PR campaigns.
  • Developed and implemented marketing plans, including advertising and PR campaigns for wholesale operation

4. Marketing Campaigns

Here's how public relations managers use marketing campaigns:
  • Increased targeted online following by 310 percent using Facebook and Twitter marketing campaigns that strengthened brand awareness and competitive position.
  • Developed & implemented public relations strategies for various Visit Tri-Valley sales and marketing campaigns.

5. Digital Marketing

Here's how public relations managers use digital marketing:
  • Managed digital marketing efforts leveraging social media to inform fans of upcoming shows.
  • Hired, nurtured and manage company s first digital marketing team as well as manage digital and traditional marketing agencies.

6. Facebook

Here's how public relations managers use facebook:
  • Created and maintained company Facebook page with active community engagement.
  • Implement social media strategies utilizing Facebook and Twitter.

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7. Fact Sheets

A fact sheet is a short, typed or handwritten one-page document that contains the most important information about a specific topic, product, substance, or service in the least amount of space. The aim is to convey key facts and points on a topic in a clear, concise, and easily understandable way and to communicate the most relevant information effectively.

Here's how public relations managers use fact sheets:
  • Prepared and distributed news releases, fact sheets, and other written materials to media outlets to effectively position the company.
  • Composed press materials including press releases, post releases, media alerts, fact sheets and talking points.
Select Skills To Add To Your Resume

8. Twitter

Here's how public relations managers use twitter:
  • Generated media attention through successful community outreach and Twitter campaigns.
  • Contributed regular Twitter content related to events and media coverage.

9. External Communications

External communications refer to the exchange of information between the organization one is working with and another organization.

Here's how public relations managers use external communications:
  • Created internal and external communications programs to increase effectiveness and simplify outreach messaging, including development of a chapter PR toolkit.
  • Managed internal and external communications for COO and subsequently served as Seattle spokesperson to all local and international media.

10. PowerPoint

Here's how public relations managers use powerpoint:
  • Outlined speeches and PowerPoint presentations for company executives.
  • Created PowerPoint presentations; arranged executive speaking engagements.

11. Corporate Communications

Corporate communication is a way for a company or a business to communicate and interact with their clients, whether external or internal. They usually work as investors, government agencies, employees, the media sector, employees, and the public. It is written reports, advertisements, promotional materials, press releases, interviews, and meetings.

Here's how public relations managers use corporate communications:
  • Developed and managed a comprehensive corporate communications program for global organization, including public relations, social media and award-winning blog.
  • Assisted in directing corporate communications activities related to issues and reputation management, earnings announcements and executive visibility programs.

12. Instagram

Here's how public relations managers use instagram:
  • Launched a successful Instagram account for the Park that gained over 2,000 followers in two months.
  • Managed social media - provided content ideas, monitored FB and Instagram activity.

13. Brand Awareness

Here's how public relations managers use brand awareness:
  • Developed innovative brand awareness programs that aligned with the global business units overall product strategy, including a digital media campaign.
  • Supported the firm's brand awareness by implementing media relations strategy, developing thought leadership platforms and participating in message development.

14. Crisis Communications

Crisis communication refers to the communication systems, protocols, and technologies in place that enables an organization to effectively communicate both internally and externally during any major critics or threat faced by the business. Crisis can include major natural disasters, cyber-attacks, product failures, corporate mistakes, PR incidents, reputation crisis, and so on. Crisis communication is critical for reducing the impact of the crisis on the company's operations and public image.

Here's how public relations managers use crisis communications:
  • Protected corporate reputation by managing crisis communications for complex and sensitive issues ranging from product safety to supply chain to litigation.
  • Provided crisis communications support, including preparing crisis plans, developing external responses and serving as Cisco spokesperson.

15. Press Materials

Here's how public relations managers use press materials:
  • Generated strong media coverage by distributing effective press materials and organizing interviews.
  • Prepared press materials, employee communications and executive speeches to support state launches, industry events and employee business meetings.
top-skills

What skills help Public Relations Managers find jobs?

Tell us what job you are looking for, we’ll show you what skills employers want.

What skills stand out on Public Relations Manager resumes?

H

Heidi Mau Ph.D.Heidi Mau Ph.D. LinkedIn Profile

Assistant Professor, Albright College

Skills particular to industry needs and unique experiences that help a candidate stand out continue to be important to highlight, but what is often forgotten is the emphasis on strong communication skills needed for all professions - written, verbal, visual, and digital communication skills. These are skills that continue to translate across all industries.

Proven skills in advocating and supporting diversity, equity, and inclusion are similarly important across all industries. Being able to speak concretely about actions that positively impact these areas is of particular interest and stand out on a resume.

Skills that highlight the ability to think critically, problem solve, be productive without supervision, and also to collaborate and work with teams - these are skills that continue to be important across all positions. Solid skills in interpersonal and applied communications can greatly enhance these abilities, which are important both within the field and across industries.

What soft skills should all Public Relations Managers possess?

N

Nancy DiTunnariello Ph.D.

Assistant Professor, Saint John's University

Be personable! During the interview process, individuals are so focused on being "professional" that they forget to show potential employers who they really are. YOU are what sets you apart from other applicants. Also, employers want to see if your personality is a good fit with the company culture and the colleagues/clients you would be working with. Plus, would you want to work for an organization where you have to pretend and assume a false persona all day?

What hard/technical skills are most important for Public Relations Managers?

A

Anne Marie Mitchell

Associate Professor, Columbia College Chicago

Demonstrate you have experience with the tools that professionals regularly use, such as media list building/research (e.g., Cision or Just Reach Out), data analytics (e.g., Google Analytics, Hootsuite), and strategy/messaging (e.g., media pitching, message maps, strategic planning/creative briefs). You also will want a portfolio with real work for real clients (e.g., client presentations, press releases/media alerts, media plans/media lists for real clients, social media content, event management, influencer marketing, etc.). The tools evolve, so LinkedIn certifications are an easy way to supplement your experience.

What Public Relations Manager skills would you recommend for someone trying to advance their career?

D

Dr. James Black Ph.D.Dr. James Black Ph.D. LinkedIn Profile

Schumann Endowed Professor and Chair of the Department of Journalism and Media Studies, Mercer University

There are only three things necessary for a successful journalism career: excellent writing skills, an undying sense of curiosity, and belief in yourself. I would suggest freelancing for local media. It doesn't matter what medium a student prefers; everything in journalism is firmly based on the written word, be it scripts or articles. Write and then find someone better than you who is willing to slaughter your work to make it better.

What type of skills will young Public Relations Managers need?

J

John HartmanJohn Hartman LinkedIn Profile

Emeritus Professor, Central Michigan University

The ability to gather information through multiple methods and distill it, verify it, write about it, and communicate about it through various media and means.

What technical skills for a Public Relations Manager stand out to employers?

J

Jody McBrienJody McBrien LinkedIn Profile

Professor, University of South Florida

Certainly, the technological skills needed in the present include expertise with managing work expectations through virtual platforms such as Microsoft Teams and Zoom. Given that new employees may need to work from home for several more months, self-motivation will be an important asset. Finally, given that distance work has now been a major form of employment for nearly a year, businesses will be needing to re-evaluate how work is done. There has certainly been a shift in how work is done, and many employees will have found that they may be even more productive from home. Employers will need to reconsider the importance of business sites and locations of their employees. They will need to be flexible in their thinking to consider arrangements in which their employees will be most productive.
Do you want to know more?
Read more about what experts have to say about Public Relations Manager

List of public relations manager skills to add to your resume

Public Relations Manager Skills

The most important skills for a public relations manager resume and required skills for a public relations manager to have include:

  • Press Releases
  • Web Content
  • Pr Campaigns
  • Marketing Campaigns
  • Digital Marketing
  • Facebook
  • Fact Sheets
  • Twitter
  • External Communications
  • PowerPoint
  • Corporate Communications
  • Instagram
  • Brand Awareness
  • Crisis Communications
  • Press Materials
  • Public Relations Efforts
  • Event Planning
  • Communications Strategies
  • Blog Posts
  • Public Relations Strategies
  • Media Buying
  • Linkedin
  • Content Marketing
  • Press Conferences
  • Crisis Management
  • Press Coverage
  • Media Management
  • ROI
  • Writing Press Releases
  • Community Relations
  • SEO
  • Biographies
  • External Audiences
  • Press Kits
  • Trade Shows
  • Public Relations Programs
  • HR
  • Feature Stories
  • Business Development
  • Graphic Design
  • YouTube
  • Photo Shoots
  • Social Media Management
  • Press Events
  • Copywriting
  • Public Relations Campaigns
  • Brand Marketing
  • Promotional Materials
  • Develop Strong Relationships

Updated January 8, 2025

Zippia Research Team
Zippia Team

Editorial Staff

The Zippia Research Team has spent countless hours reviewing resumes, job postings, and government data to determine what goes into getting a job in each phase of life. Professional writers and data scientists comprise the Zippia Research Team.

Updated January 8, 2025

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