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Degrees and Schools

To prepare for a position as a public relations manager, individuals should obtain a degree in public relations, communications, marketing or journalism at the bachelor's or master's degree level. Obtaining a major in one of these fields and a minor in another will enhance one's job opportunities even further. All of these degrees are widely available at universities and colleges throughout the country.

Coursework

Regardless of the specific degree one obtains, the following types of courses should be completed in preparation for a public relations manager position:

• public relations media and methods
• public relations research
• communication ethics, law and regulation
• public relations writing
• managing media relations
• strategic communications
• social media strategies and uses
• public relations graphics
• reputation management
• integrated brand promotion

Online Classes and Programs

Online programs in public relations, communications, journalism and marketing are available from a number of high-quality online schools. To ensure recognition by potential employers, schools and programs should be accredited by agencies that are recognized by the US Department of Education or the Council for Higher Education Accreditation (CHEA).

Employment Requirements

Public relations manager positions typically require five or more years of experience working in public relations, preferably in the same industry. A bachelor's degree in public relations, communications, journalism or marketing is usually required. Excellent communication and interpersonal skills are very important. Some positions require candidates have the flexibility to travel as needed.

How to Evaluate Schools and Programs

Individuals choosing a degree program that will prepare them for a position as a public relations manager should ask the following questions:

• Minor - Do students have the option to minor in another subject? What minors are possible and do they relate to public relations management?
• Internships - What types of internships are available? Is an internship in the student's target industry possible? What role does the school play in securing internships?
• Financial Aid - How much financial aid can the student expect to get? Will the student be able to repay student loans based on their likely future salary?
• Convenience - Does the course schedule fit into the student's life easily? Can any coursework be taken online? Is the location of a brick-and-mortar school close to home or will relocation be necessary?
• Accreditation - Is the school accredited by a regional accrediting agency? Is the program accredited by an agency that is recognized by the US Department of Education or the Council for Higher Education Accreditation (CHEA)?

Public Relations Managers Job Description

Widespread and instant access to news outlets has created an environment where an organization's or person's public image and reputation can be damaged or improved very easily and quickly. It is the job of public relations managers to create and maintain a positive image for their employer, both in response to negative events and as part of a proactive strategy. These professionals create and implement communications strategies which may target the general public, interest groups, employees, investors or policy makers, with the goal of influencing the group's opinion of their cilent. They are most often employed by public relations firms and public relations departments within organizations.

Below are examples of typical responsibilities of a public relations manager:

• create communications strategies
• oversee the writing of press releases, newsletters, fact sheets, etc.
• oversee the writing of speeches and creation of presentations
• maintain relationships with media contacts
• initiate news stories and magazine articles
• measure effectiveness of public relations campaigns
• direct activities related to blogs and social networking sites
• plan media-related activities for trade shows and events
• create and manage department budget

Resources

Public Relations Society of America - The PRSA provides professional development programs and conferences, standards, advocacy, networking and news publications.

International Public Relations Association - The IPRA is an international membership association of senior public relations professionals. They provide an online library, awards for excellence, an online news publication, conferences and networking opportunities.

Institute for Public Relations - The IPR is a research-focused institution that builds and documents public relations research and makes this knowledge available to public relations educators and professionals.

Center for Global Public Relations - CGPR is an educational and research resource for students, educators and professionals who want to increase their knowledge of global public relations. They provide traditional education, continuing education via online courses, seminars, workshops and research resources.