A-Z Index

Public Relations Manager


  • Junior or senior standing
  • COM 29-360    Principles of Public Relations
  • Preferred Courses:
    • MMED 20333    Social Media Strategies
  • Or Knacktive faculty member approval

Characteristics of a great Public Relations Manager

  • Understand the evolving field of PR
  • Passion for social media and how it is being used to meet client challenges
  • Understand third party relationships
  • Understand how to gain media coverage (pitch stories, etc)
  • Detail oriented
  • Respect for, and good chemistry with, team members
  • Ability to take a strategy and dramatize it creatively
  • Willing to take risks - think out of the box
  • Understand the consumer and their target audience
  • Understand the role and importance of media, including social media
  • Passion for your work
  • Ability to "sell" ideas and negotiate

Necessary Skills

  • Excellent communication skills - verbal and written
  • Strong work ethic
  • Understand how strong objectives lead to good tactics
  • Detail oriented and deadline driven
  • Time management and organization 
  • Creativity
  • Confidence
  • Team player
  • Awareness and understanding of good visual concepts
  • Ability to spot creative ideas from yourself, art directors, and other teammates
  • Awareness and understanding of the latest trends and pop culture
  • Developing ideas that translate beyond "traditional" media
  • Patience while also being able to hold people accountable
  • Willingness to research new techniques, processes and concepts.

Team Duties

  • Develop PR component of client plans
  • Understand how Social Media can be leveraged to meet client objectives
  • Research & propose appropriate non-traditional PR tactics, which may include events, guerrilla marketing, social media, etc.
  • Work with team to ensure tactics can be executed
  • Work with team to ensure all tactics are fully integrated into the team's plan
  • May be asked to coordinate PR event or stories for the entire agency
  • Ensures effective communications and relationships between team members are maintained