PR manager education. Profession "PR Specialist". Short list of key functional responsibilities

Irina Davydova

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The term "Public Relations" (like the profession itself) came to us from the USA. It was there that at the beginning of the 20th century a department responsible for public relations was formed at Harvard. After, already in the 30-60s, the position of "PR manager" appeared in almost every company.

To date, "Public Relations" - independent direction in management.

The essence of the work and professional duties of a PR manager

Who is a PR manager?

First of all - public relations specialist. Or an intermediary between the company itself and its future customers.

What is this specialist doing and what are his professional duties?

• Informing target audience about the company's activities, work with the media.
• Maintaining the image and reputation of the company.
• Representation of the company at events of various sizes.
• Development of a strategy for communication with the media, etc., corporate identity company, action plans related to the image of the company, etc.
• Making forecasts of the impact of certain planned actions directly on the company's image, determining the budget for each PR campaign.
• Organization of briefings, interviews, press conferences.
• Preparation and placement of news, publications, press releases, etc., preparation of reporting documentation.
• Direct interaction with the centers for the study of societies / opinions and informing their management of all the results of surveys, questionnaires, etc.
• Analysis of competitors' PR strategies.
• Promotion of the company's brand in the market.

The main qualities and skills of a pr manager - what should he know and be able to do?

First of all, for effective work every conscientious PR manager should know...

• Key Fundamentals of Marketing and market economy, jurisprudence and politics, advertising.
• PR basics and key "tools" of work.
• Ways to identify and identify the target audience.
• Ways of organizing / maintaining, as well as the principles of planning PR campaigns.
• Methods of working with the media, as well as their structure/functions.
• Basics of organizing briefings and press releases, all types of PR.
• Fundamentals of sociology / psychology, management and administration, philology and ethics, business correspondence.
• Fundamentals of computer technology, software for automation / processing of information, as well as for its protection.
• Principles and foundations of information that is a trade secret, including its protection and use.

Also, a good specialist must have ...

• Leader qualities.
• Charisma.
• Relations in the media and the business environment (as well as in government / bodies).
• The talent of a journalist and a creative gut.
• Knowledge (to perfection) of 1-2 or more foreign languages, PC.
• Sociability and "plasticity" in communication.
• The talent is to make the right impression.
• Broad-minded, erudition, a solid amount of knowledge of a humanitarian nature.
• The ability to listen carefully, quickly analyze and synthesize new ideas.
• Ability to work with any budget.

The traditional set of employers' requirements for these specialists:

• Higher education. Specialty: journalism, marketing, philology, public relations.
• Successful experience in the field of PR (note - or marketing).
• Oratorical skills.
• Proficiency in PC and in/languages.
• Literacy.

Man or woman? Whom do managers want to see for this vacancy?

There are no such preferences. The work is suitable for everyone, and no special requirements (if only personal) are presented by the leaders here.

Training in the profession of a PR manager - courses, necessary books and Internet resources

The profession of a PR manager, which has not been rare in our country for a long time, has become increasingly popular in recent years.

True, without higher education there is no point in counting on a solid job. You will have to study, and, preferably, where in educational program includes the basics of public relations, economics, and at least basic journalism.

For example, in Moscow You can get a job...

In universities:

• Russian School of Economics. Tuition fee: free.
• Diplomatic Academy of the Ministry of Foreign Affairs of the Russian Federation. Tuition fee: from 330 thousand rubles / year.
• All-Russian Academy foreign trade Ministry of Economy/Development of Russia. Tuition fee: from 290 thousand rubles / year.
• Moscow Institute of Physics and Technology. Tuition fee: from 176 thousand rubles / year.
• Moscow Theological Academy of the Russian Orthodox Church. Tuition fee: free.
• Russian Customs Academy. Tuition fee: from 50 thousand rubles / year.

In colleges:

• 1st Moscow Educational Complex. Tuition fee: from 30 thousand rubles / year.
• College of Architecture, Design and Reengineering. Tuition fee: free.
• Professional college Muscovy. Tuition fee: free.
• College of Communications No. 54. Tuition fee: from 120 thousand rubles / year.

On course:

• At the Stolichny Vocational Training Center. Tuition: from 8440 rubles.
• Moscow School of Photography and Multimedia A. Rodchenko. Tuition fee: from 3800 rubles.
• School of Business "Synergy". Tuition fee: from 10 thousand rubles.
• Center for online education "Netology". Tuition fee: from 15,000 rubles.
• RGGU. Tuition fee: from 8 thousand rubles.

It should be noted that employers are most loyal to specialists with diplomas from RUDN University, Russian State Humanitarian University, MGIMO and Moscow State University.

Also will not be redundant certificates international level and "crusts" about additional training.

PR manager, that is, a public relations manager, is a specialist who works to create a positive reputation for a company, brand, product or service.

The profession of a PR manager requires knowledge in the field of journalism, sociology, psychology, marketing The work is creative, it requires a constant search for new solutions, non-standard moves, an instant change of tactics.

PR specialist starts with familiarization with the corporate website and interacts with external and internal audiences at various levels.

The direct duty of a PR manager is to increase the loyalty of employees to the employer within the organization, to create a certain image of the company in the external environment.

The main functions of a PR specialist

The main function of a PR manager is to evaluate, analyze and predict those factors that affect the positive image of the company and its development. Very often, a PR manager is confused with an advertising specialist who promotes services or products. However, caring about the positive reputation of a company, brand or product in general, and promoting in the market are two different things.

The functions of a PR manager depend on the industry in which the company operates and, in general, they can be different. It depends on the specific tasks that are set in a particular business and on the solution of those issues that the manager faces.

Here is a list of the main functions of a PR manager:

1. Choice of direction of PR activity.
2. Development and organization of a PR company .
3. Evaluation of resources and funds for the implementation of the planned PR programs.
4. Forecasting efficiency and end result.
5. Formation and support of the appropriate image of the organization, its policies, products, services and activities of the staff.
6. Assessing the company's reputation and communicating this information to management.
7. Informing the public about policies, activities, products, services and personnel in order to achieve maximum knowledge and understanding.

Responsibilities PR specialist

The responsibilities of a PR manager depend on the size of the company in which he works. The larger it is, the more employees are required for the PR department and for PR activities, the more responsibility the one who coordinates all their actions has.

Large holdings can have a whole structure, a whole PR-press service. It usually has a director of the press service and a director of public relations, several managers are responsible for various channels of public relations, several analysts collect and process media information about the company, they monitor all open sources.

Typically, a PR manager communicates with clients, manages communications with the media, monitors publications and reviews about a company or product. That is, everything that people say and write about (regarding his company) is obliged to track and correctly, in time to react.

In general, a PR manager has a large amount of PR work to coordinate the efforts of their specialists and representatives of the client. It depends on him how these efforts will be justified and what will be the positive result and the effectiveness of what has been done. In addition, the manager plays a major role in the process of preparing proposals for the company's potential clients and in public relations.

Any public relations tactic is to constantly maintain this same connection with all its participants. And here all means are good. These media are press releases, brochures, flyers and advertisements on radio, TV and of course the Internet.

Tasks of a PR Specialist

1. Development of a brand promotion strategy;
2. Creation of articles, press releases and other publications in the media;
3. Creation and holding promotions and campaigns;
4. Organization of image events;
5. Budgeting and formation of a development program for the PR campaign as a whole;
6. Analysis of the effectiveness of the PR campaign.

Required knowledge and skills PR specialist

1. Knowledge of the basics and principles of PR-management and advertising;
2. Ability to understand the basics of marketing, management, economics;
3. Ability to work with business correspondence;
4. Ability to draw up PR strategies and knowledge of the principles of PR campaigns;
5. Media planning skills
6. Ability to write articles, reviews, press releases, create promotional materials;
7. Experience in organizing exhibitions, various specialized seminars, press conferences;
8. Possession of modern software e.g. MS Office; ability to use the Internet and graphic programs;

Necessary personal qualities of a PR specialist

1. Sociability. Such a specialist should have many connections and contacts in various industries, as well as be able to establish new contacts at any level.
2. Proactivity. A PR manager must understand where, with whom and what to talk about, at what important meetings to attend, to make reports and presentations. And the main thing is to understand why and for what all this is necessary.
3. Self-confidence and presentability. PR manager represents the face of the company, so all his statements must sound confident, be reliable and convincing.
4. Activity, work capacity.
5. Originality of thinking, the ability to find a way out of a difficult situation.
6. Knowledge of the rules of etiquette, the ability to find mutual language and ways to properly communicate with media representatives.
7. Organizational skills.
8. The ability to speak and convince, to clearly express one's thoughts, the ability to listen to the interlocutor.
9. Stress tolerance.
10. The ability to achieve your own, using creative thinking, psychological tricks, personal charm, ability to understand.

And one more important point: not a single exit to the target audience, calculated to the smallest detail, will become truly effective without a creative plan and a flight of fancy.

O features of this profession, pros and cons

1. Constant "drive" - ​​there is always something new: clients, acquaintances, topics.
2. In the process of work, you have to deal with interesting, extraordinary people.
3. Creative work. It is constantly required to search for new solutions, extraordinary moves, an instant change of tactics.
4. Work is stressful. The disorganization of some people with whom you have to cooperate is reflected in the results of the work.
5. High responsibility. Any unnoticed mistake or incorrectly spoken word can cross out the hard-won result.
6. Often misunderstanding of the situation by the representative of the customer.
7. Irregular working hours.

To be a PR manager, you need to have a very strong self-confidence, be able to speak in public and inspire confidence. In any situation, you need to be able not to lose face and find answers to the most difficult and provocative questions.

In addition, you need to be an educated person. The work of PR managers is based on special disciplines: sociology, psychology, social Psychology. Therefore, graduates of the faculty of journalism, advertising and PR, philology are valued.

As statistics show, 70% of representatives of this profession are girls, and only 30% are men, and almost all of these specialists are not older than 30 years.

PR managers can work in all areas of business. Every reputable company has at least one PR specialist on its staff, and if it is necessary to perform a large amount of work, a whole PR department is organized. As for small organizations, they prefer to have general-purpose employees in their ranks.

How much does he earn PR specialist

43.3

For friends!

Reference

Abbreviation PR (Public Relations) with of English language translates as "public relations". The term PR is a technology for creating and implementing in the conditions of socio-economic and political competition the image of an object in order to fix this image as a necessary or ideal example to follow in life. The specificity of PR is the formation and maintenance of a favorable image of the company. A PR manager is a qualified specialist whose main goal is to create a positive public reputation of the company. The image of the enterprise directly depends on the activity of these professionals. Sometimes they are called "PR people", sometimes - "PR-men", but most often - public relations managers, or PR-managers.

Demand for the profession

Quite in demand

Representatives of the profession PR manager are in high demand in the labor market. Despite the fact that universities graduate a large number of specialists in this field, many companies and many enterprises require qualified PR managers.

All statistics

Description of activity

The activity of a PR manager is aimed at creating a favorable image of both the company as a whole and a separate trademark. It is an analysis of the interests of society that affect the image of the company, as well as a forecast of the possible influence of the attitude of external and internal environment to the company for its development in the future.

Wage

average for Russia:average in Moscow:average for St. Petersburg:

The uniqueness of the profession

Pretty common

The majority of respondents believe that the profession PR manager can not be called rare, in our country it is quite common. For several years, the labor market has seen a demand for representatives of the profession PR manager despite the fact that a lot of specialists graduate every year.

How users rated this criterion:

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What kind of education is needed

Higher professional education

The survey data show that for work in the profession PR manager you must have a diploma of higher professional education in the relevant specialty or in a specialty that allows you to work PR manager(adjacent or similar specialty). Medium vocational education not enough to be PR manager.

How users rated this criterion:

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Job responsibilities

The PR manager conducts an analysis of the external environment, aimed at studying the attitude towards the activities of the company. Provides answers to inquiries from the media and other organizations about the activities of the firm. Organizes press conferences, interviews with the company's leaders with media representatives. Establishes contacts with authorities and local population. Prepares press releases on the company's activities and information materials for the media. Carries out the development and implementation of PR-campaigns, which are aimed at creating a favorable image of the company. Tracks financial activity PR companies.

Type of labor

Exceptional mental work

Profession PR manager refers to professions of exclusively mental (creative or intellectual labor). In the process of work, the activity of sensory systems, attention, memory, activation of thinking and the emotional sphere is important. PR managers distinguished by erudition, curiosity, rationality, analytical mindset.

How users rated this criterion:

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Features of career growth

The career growth of a PR manager is not limited to this position. next step career becomes the position of head of the PR department. The most successful professionals can reach the post of PR director.

PR manager or PR manager(from English public relations - public relations) is a specialist responsible for creating and maintaining a favorable image of a company or a particular brand owned by this company. The profession is suitable for those who are interested in psychology, Russian language and literature and social studies (see the choice of profession for interest in school subjects).

Responsibilities of a PR manager

The so-called “PR manager” is responsible for interactions with external environment, he evaluates, analyzes and predicts the factors that affect the image of the company and its development. This is what distinguishes him from an advertising manager who only promotes a particular service or product.

A PR manager ensures mutual understanding and cooperation between the organization and clients, journalists, authorities at all levels, and the public. This complex process includes several important responsibilities: 1) preparation of press releases about the firm and their distribution to the media; 2) responses to media inquiries about the company's activities; 3) organization of press conferences for interviews with the company's management; 4) interaction with power structures and local population; 5) interaction with financial circles (for example, with investors). Separately, it is worth highlighting the organization and conduct of various PR campaigns.

Place of work

Every major firm has at least a PR manager position. In large banks, corporations, companies, PR managers work in special departments or public relations departments.

There are also special PR-agencies that have a wide range of customers - from trading companies to famous artists. There are two groups of specialists working here. The first group includes copywriters (creators) who figure out how to hold one or more events. The second group consists of technologists. The latter put the developed concepts into practice, that is, they directly hold presentations, press conferences, exhibitions, etc.

PR managers also work in politics. With their assistance, politicians win (or do not win) the trust of citizens.

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The only one in Russia course for PR-specialists based on the professional standard. The course was prepared by the Russian Association for Public Relations (RASO) - the oldest and largest association of PR specialists in Russia, which has existed since 1991. At the end of the course, students receive a certificate of completion of the course "PR-manager" on the basis of professional standard public relations specialist

Requirements for a PR manager

• knowledge of the basics and principles of PR-management and advertising;
• be able to understand the basics of marketing, management, economics;
• ability to work with business correspondence;
• ability to draw up PR strategies and knowledge of the principles of PR campaigns;
• media planning skills;
• ability to write articles, reviews, press releases, promotional materials;
• experience in organizing exhibitions, various specialized seminars, press conferences;
• knowledge of modern software, such as MS Office; ability to use the Internet and graphic programs;
• Knowledge of English at a fluent or conversational level is desirable.

Personal qualities

• sociability, activity, ability to work;
• knowledge of the rules of etiquette, the ability to find a common language and ways of proper communication with media representatives;
• a presentable external is required, since the PR manager is the official representative of the organization;
• the ability to approach business creatively and find a way out of a rapidly changing situation;
• stress tolerance;
• the ability to clearly express your thoughts.

Pros of the profession

• demanded and fashionable profession;
• high wage;
• the opportunity to communicate with the media and journalists.

Cons of the profession

• great competition in the labor market.

Place of work and career growth

Novice PR managers (students or already graduates of specialized faculties) will need to know the basics of PR management, a desire to work and good communication skills. Wages at first will be low. As a place of work, a young specialist can choose PR- and advertising agencies, publishing houses, media companies, public relations departments in various companies or departments related to advertising.

next career stage young specialist will begin after approximately two years of work in the chosen field. The requirements for such employees are already higher, for example, the ability to write articles, press releases, compiling advertising and information materials, knowledge of the principles of planning PR strategies. Usually at this stage, the specialist already has experience in participating and organizing various exhibitions, seminars or press conferences. The salary of a PR manager at this stage may already be one and a half times more.

A higher salary for a PR manager appears after about three years of work in the field of PR management. Such an employee already has his own experience, a database of contacts with media workers has been formed, and he has experience in developing PR strategies.

However, if a PR person can become a so-called “star” in their field, they will compete for their work, and the fees will be correspondingly very high.

In most cases, girls become PR managers, men in this area are no more than 30%. The age category of specialists does not exceed 30 years (about 75%).

For a PR manager, the most clear pattern his professional success is his portfolio (information on completed projects). PR activities are quite easily verifiable and tangible. Employers using special arrangements can appreciate past work PR manager: did he bring new brand to the market, whether it was able to increase its recognition and increase sales, as well as change the opinion of direct consumers about a product or service.