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Glossary – PR manager

PR manager

Nikiforov Alexander
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What is a PR Manager?

A PR Manager, or public relations specialist, plays a key role in shaping and maintaining a brand's image. This profession involves working with both organizations and individuals, focusing on the reputation of the company as a whole as well as specific products or services. Unlike advertising, PR managers do not focus on direct sales but rather on creating positive public opinion and increasing brand awareness.

One of the early pioneers in the field of PR is considered to be Albert Lasker, who in 1908 managed to make orange juice a symbol of breakfast, a fact that remains in cultural memory to this day. An effective PR strategy can significantly impact how a brand is perceived by consumers.

Key Responsibilities of a PR Manager

The primary task of a PR Manager is to create and maintain a specific image for a company or individual. For example, if a brand seeks to be perceived as an innovator, the PR manager must work on shaping the image of a modern and technologically advanced enterprise. To achieve this goal, the PR manager develops a strategy that includes PR campaigns, events, publications, and other activities aimed at attracting attention.

An example of a successful PR campaign is Estée Lauder's initiative against breast cancer, where the company donated 2.5 million rubles to the mammologists' fund, thus demonstrating care for the health of its clients. An important part of a PR manager's job is also restoring reputation after crisis situations. For instance, in 2018, KFC in the UK faced supply issues, but through a crisis management campaign, it managed to minimize damage to its image.

Necessary Skills for a PR Manager

For successful performance, a PR Manager needs a range of professional and personal qualities. Professional skills include:

  • Understanding of reputation management principles: The ability to develop strategies for various situations.
  • Writing skills: PR managers often prepare press releases, interviews, and expert articles.
  • Event organization: This can include planning and coordinating various events.
  • Working with newsworthy events: The ability to track important happenings and respond to them.

Personal qualities that contribute to success in this profession include sociability, empathy, creativity, and resilience to stress. A PR Manager must be ready for constant interaction with various stakeholders and effectively handle crisis situations.

Advantages and Disadvantages of the Profession

The profession of PR Manager has its pros and cons. Advantages include:

  • Useful connections: Building contacts that may be beneficial in the future.
  • Unusual tasks: Developing creative PR campaigns and events.
  • Flexibility in industries: Applicability of skills in various fields.

However, there are also disadvantages:

  • Stress: The job can be emotionally demanding due to the need to deal with negativity.
  • Irregular hours: Situations may require immediate response.
  • Frequent travel: Participation in events requires mobility.

State of the Job Market

In 2024, there were 1,300 job vacancies for PR Managers registered on the hh.ru platform, which is a low figure compared to other professions, such as sales managers and marketers. Competition in the job market is high, especially in large cities like Moscow, where the most offers are concentrated.

Salary of a PR Manager

The salary level of a PR Manager depends on many factors, including experience, skills, and the size of the company. On average, specialists in large organizations can expect higher pay.

Where to Study to Become a PR Manager

In Russia, there are many universities offering education in the PR specialty. Additionally, various courses can provide the necessary knowledge in a shorter time. One can start learning PR with free resources, such as video lessons available on educational platforms.

Practical experience can be gained through internships or volunteer projects, which will help not only apply theoretical knowledge but also develop useful professional connections.