The public relations (PR) director is responsible for maintaining the public image of their organization, which includes protecting their organization's reputation. This director works with the media on a variety of news items, attempting to present a positive image of their organization at all times.They are responsible for writing and/or editing news releases, creating and distributing media kits, organizing public events, developing branding initiatives, and planning company fundraisers. Public relations directors work in many different industries and institutions, including hospitals, universities, corporations, construction firms, and law firms.
The day-to-day responsibilities of the public relations director vary, but they typically involve working with various employees such as executives, specialists, customer service representatives, and sales representatives; they also interact frequently with outside media institutions. Additionally, the public relations director may oversee a staff, providing guidance, delegating tasks, and initiating disciplinary action when necessary. The position is generally full time and takes place in an office environment, although travel may be required for events such as fundraisers.
A bachelor's degree in communications, marketing, or a related field is generally required for this position, as is eight to 10 years of public relations experience. Managerial and media experience is also required. Additionally, a public relations director must possess strong oral and written communication skills, excellent interpersonal skills, and a creative mindset. They may be required to sit or stand or long periods of time, and they must be familiar with basic computer software.
Public Relations (PR) Director 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.