The Ultimate Guide to Public Relations in 2020

Now, let’s talk about the who’s responsible for these different types of PR: your PR manager.

What does a PR manager do?

PR managers are responsible for building, executing, and monitoring your PR strategies and tactics. They typically handle crisis communications, write press releases, and lead a team of other PR professionals who manage your brand’s public presence.

Let’s discuss the skills and tasks your PR manager(s) will master.

PR Manager Skills

Successful PR managers have a particular set of skills — below, I will cover a few important ones.

Great communication

One primary focus of public relations is building your business’s reputation. To do this, PR managers spend a lot of their time speaking about your company at public functions, press conferences, and other events. For this reason, excellent communication is a key skill for PR managers.

Writing skills

PR managers should also be able to communicate well in written form.

Since PR managers are responsible for writing press releases and company-related news, strong writing skills will help convey the appropriate message to promote your company. This is especially useful for online PR where you’ll need to create blog posts, website content, and press releases to gain coverage.


Similar to marketing, creativity goes a long way in the public relations world. Great PR managers are creative and know how to create a strategy that stands out from the crowd, which is important because a unique story or perspective will drive PR coverage.

Strong research skills

Public relations is a social industry, and people might be talking about your brand without directly mentioning it. Good research skills will help PR managers find and leverage these opportunities.

PR managers will also need to do lots of research when planning your PR strategy. Because they might need additional information, statistics, and data points to boost the power of their owned media, strong research skills are essential.

PR Manager Tasks

The day-to-day tasks of your PR manager can vary depending on your industry, active PR campaigns, PR team size[11], and other factors. However, here’s what they often include:

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