Profession of the manager is duties, pros and cons of work



Profession of the manager is duties, pros and cons of work The term “Public Relations” (like the profession itself) came to us from the United States. It was there at the beginning of the 20th century that a department responsible for public relations was established in Harvard. After, already in the 30-60-ies, the post of “PR-manager” appeared in almost every company.

To date, Public Relations is an independent direction in management.



Content of the article:

  • Essence of work and professional duties
  • Basic qualities and skills of the pr manager ?
  • Wages and career of a PR manager

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 the occupation of this specialist and what are his professional duties?

  • Informing the target audience about the company’s activities, working with the media.
  • Maintaining the image and reputation of the company.
  • Representation of the company at events of different sizes.
  • Development of a strategy for communication with the media, etc., corporate style of the company, plans of events relating to the image of the company, etc.
  • Drafting the impact of certain planned shares directly on the image of the company, determining the budget of 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 about all the results of surveys, surveys, etc.
  • Analysis of PR strategies of competitors.
  • Promoting your company’s brand in the market.

Profession of the manager is duties, pros and cons of work

Basic qualities and skills of the pr manager – what should he know and be able to do?

First of all, for effective work every bona fide PR manager should know …

  • Key principles of marketing and market economy, jurisprudence and politics, advertising.
  • Fundamentals of PR and key “tools” work.
  • Ways to identify and identify the target audience.
  • Methods of organization / management, as well as principles of planning PR-campaigns.
  • Methods of working with the media, as well as their structure / functions.
  • Fundamentals of organization of briefings and press releases, of all types of PR.
  • Fundamentals of sociology / psychology, management and administrative management, philology and ethics, business correspondence management.
  • Fundamentals of computer technology, software for the automation / processing of information, as well as its protection.
  • Principles and bases of information, which is a commercial secret, including its protection and use.

Also a good specialist should possess …

  • Qualities of the leader.
  • Charisma.
  • Relationships in the media and business environment (and also in state / bodies).
  • Talent of the journalist and creative inner work.
  • Knowledge (in perfection) of 1-2 or more foreign languages, PC.
  • Sociability and “plasticity” in communication.
  • Talent – make the right impression.
  • Wide outlook, erudition, a solid amount of humanitarian knowledge.
  • Ability to listen carefully, quickly analyze and synthesize new ideas.
  • Ability to work with any budgets.

Traditional set of employers’ requirements for these specialists:

  • Higher education. Specialty: journalism, marketing, philology, Public Relations.
  • Successful experience in the field of PR (comment – or marketing).
  • Oratory skills.
  • Possession of PC and in / languages.
  • Literacy.

Is it a man or a woman? Who do the leaders want to see on this vacancy?

There are no such preferences here. The work is suitable for everyone, and there are no special requirements (unless personal ones) here.

Training the profession of PR manager – courses, books and Internet resources

The profession of PR-manager, which has been rare in our country, has become more popular in recent years.

True, without higher education count on solid work there is no sense. We will have to study and, preferably, where the basis of Public Relations, economics and at least basic journalism are included in the educational program.

For example, in Moscow the profession can be obtained …

In high schools:

  • New Economic School. Tuition: free of charge.
  • Diplomatic Academy of the Russian Ministry of Foreign Affairs. Tuition: from 330 thousand rubles / year.
  • All-Russia Foreign Trade Academy of the Ministry of Economy / Development of Russia. Tuition fee: from 290 thousand rubles / year.
  • Moscow Institute of Physics and Technology. Cost of training: from 176 thousand rubles / year.
  • Moscow Theological Academy of the Russian Orthodox Church. Tuition: free of charge.
  • Russian customs academy. Tuition fees: 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: free of charge.
  • Professional College of Muscovy. Tuition: free of charge.
  • College of Communications No. 54. Tuition: from 120 thousand rubles / year.

On the courses:

  • In the Center of professional training “Stolichny”. Tuition fees: from 8440 rubles.
  • Moscow School of Photography and Multimedia A. Rodchenko. Tuition fees: from 3800 rubles.
  • School of Business “Synergy”. Tuition: from 10 thousand rubles.
  • Online education center “Netology”. Cost of training: from 15000 r.
  • RSUH. Tuition: from 8 thousand r.

It should be noted that employers are most loyal to specialists with diplomas of PFUR, RSUH, MGIMO and Moscow State University.

Also not be redundant international certificates and “crusts” on additional training.

In St. Petersburg, the same leaders in the training of these specialists can be called IVESEP, SPbGUKiT and SPbGU.

Can I learn by myself?

In theory everything is possible. But if the job is shining for you in a solid company in the absence of a proper education, this is a big question.

For the sake of justice, it is worth noting that some experts are arranged for quite worthy places, having behind them only the courses and luggage of knowledge obtained through self-education.

What is worth remembering?

  • The university is a theoretical base and new, as a rule, useful acquaintances. But universities do not keep pace with the times. Therefore, additional education is still necessary, given how quickly everything changes, including in the PR-sphere.
  • Expanding knowledge is a must! The best option is advanced training courses. It is the qualifications of PR! They are conducted in many agencies and even in the online format and in the format of video lessons.
  • Attend conferences and seminars , meet colleagues, look for new contacts, maximize your horizons.

And, of course, read useful books!

Experts advise …

  • Media planning is 100%.
  • PR is 100%. How to become a good manager for PR.
  • Table PR-reader for beginners.
  • Practical PR. How to become a good PR-manager, version 2.0.
  • Interview with a PR adviser.
  • Career manager.
  • And also the magazines “Press Service” and “Advisor”.

No matter what your way of learning is. The main thing is constant development and improvement . Continuous! After all, the world of PR is changing very quickly.

Specialists in PR are in any self-respecting company. And in serious international companies, entire departments and departments are assigned to this sphere.

How to get to this job?

  • First, choose the direction of PR closest to you. The profession is very extensive, and it is simply impossible to be able to do everything (at least at first). Remember that there are a lot of spheres! From show business and the Internet to media projects and politics.
  • Conduct an analysis of potential employers in the city , study vacancies and the most sought-after areas in PR. And at the same time, the demands that are made on the candidates.
  • Expand the circle of connections – without it anywhere (networking is extremely popular and effective).
  • Storm personnel departments and relevant sites only if you are confident and answer at least a minimum “package” of requirements. It is recommended for a beginner to start with a job in a PR agency. There are opportunities for studying all communication tools (which may be needed in the future) when working with different companies and products.

Many CVs are sent “in the trash” immediately after reading. How can this be avoided, and what personnel managers want to see in the resume of a PR specialist? Profile of higher education. Extra “crusts” will be an advantage.

  • Experience of 2 years minimum (you need to work at least as an assistant to a PR manager), preferably focused on the media and the target / audience of the potential employer.
  • The presence of a portfolio of articles / projects.
  • Communicative and organizational abilities , competent speech, creativity.
  • Availability of recommendations.
  • Remember that if a PR manager can not qualitatively advertise even himself in his resume, it is unlikely that he will pay attention to the employer.

    And what about the interview?

    If the first stage (resume) was successful and you were still called for a professional “examination”, then remember that you will be asked …

    • About previous projects and available databases of media contacts.
    • About the portfolio (presentations, articles).
    • On the links in the media and the opportunities for their use by the new employer.
    • About exactly how you built your connections with the media, how quickly you build them and what means you then support.
    • About how exactly you plan to provide the necessary image of the company in the inf / space.
    • On the differences between Western and domestic PR, as well as lobbying, PR and GR.

    Also, in an interview, you will most likely be offered a test task to determine your talents, reaction speed and the ability to quickly solve problems. For example, generate a specific product from the news (information).

    Or they throw you questions , like: “how do you do if you find negative information about the company” or “how will you hold a press conference”. It is likely and a stressful interview , which would be nice to prepare.

    Be prepared for everything, creative and inventive. After all, there will be only one chance.

    Wages and careers of a PR manager – what to count on?

    As for the salary of a PR-keeper, it fluctuates at 20-120 thousand rubles , depending on the level of the company and the region of residence.

    The average salary for the country is 40000 rub.

    And how about your career? Is it possible to rise higher?

    There are plenty of possibilities! If such a goal is present, then you can grow to the leading position in this field. A large role, of course, is played by the size of the company, the industry and the amount of work performed.

    The more universal the employee, the more likely to rise.In the presence of established connections and the base of contacts with the media, after 2-3 years of work for a company, good specialists usually raise their salaries by 1.5-2 times. The more known a specialist, the more valuable, and the higher his income.

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