Directors of public relations (PR) are generally responsible for overseeing their organization's external - and, often, internal - communications. They create marketing strategies, help build relationships with external partners, and develop ways to promote a positive public image of their organization. Directors of public relations often manage a team that includes other PR professionals. They develop an overall departmental strategy and oversee its implementation, developing changes and additions as needed. Directors of public relations must work directly with media representatives, responding to media members' queries and "pitching" positive stories as applicable. They must coordinate with high-level personnel within their organization on statements, press conferences, responses to media, and other public communications. Directors of public relations also oversee a social media strategy.
Directors of public relations work indoors in an office setting during regular business hours. However, overtime and alternative hours are often required to deal with emerging situations, events, and other necessary tasks. Travel is often frequently required for events and meetings. This is generally a full-time position that requires excellent managerial, communication, and interpersonal skills.
A bachelor's degree in public relations, communications, journalism, or a related field is typically the minimum educational requirement for this organization. Most large companies require substantial prior experience in public relations as well. Directors of public relations must be able to communicate with many different types of audiences, create lasting strategic partnerships, oversee a variety of tasks simultaneously, and use basic computer software.
Director of Public Relations (PR) Tasks
- Plan and direct PR programs designed to create and maintain a favorable public image for employers or clients
- If engaged in fundraising, plan and direct activities to solicit and maintain funds for special projects and nonprofit organizations.