Public relations manager functionality. The main duties of a PR manager are in the job description. II. Job responsibilities

PR manager is a person on whom the formation depends positive image enterprises and its further support. The position of this specialist is very important for both large and small companies, which is why he is in high demand on the labor market. By the way, he is offered a high salary.

Who is a PR manager?

The abbreviation PR itself comes from the English phrase "public relations", which translates as "public relations". Thus, the PR manager is the one who is responsible for maintaining the company's image for the public and the media.

"PR man", as he is simply called, is obliged to actively interact with external environment, analyze and predict factors that may affect the overall image of the enterprise and its further development. This is where it differs from a manager who deals only with advertising - the latter's functionality includes only the promotion of a service or product.

PR manager: responsibilities

Since the functionality of a PR manager includes ensuring the company's cooperation with the media, society, government at all levels and the population, he has a number of responsibilities that he must fulfill. The very process of ensuring interaction is very complex and multifaceted, sometimes it takes up all the free time of a specialist.

A PR specialist prepares press releases about the company and submits them to the media for further distribution, and also responds to media inquiries about the company's activities. Its functionality also includes organizing press conferences and conducting interviews with company executives. Interaction with authorities, population and financial circles (including investors) is also included in its functionality. Among other things, it is he who is responsible for organizing and conducting advertising campaigns... Thus, a PR manager, whose responsibilities are wide enough, can completely control the external appearance of the company for the benefit of which he is working.

Where are PR people needed?

Almost all large enterprises possessed by PR specialists. Enterprises working with international partners form entire departments and departments that are engaged in the creation and maintenance of the image, as well as public relations. In many ways, this is what helps enterprises to achieve high results.

In addition, there are advertising agencies, which have a huge circle of customers, all specialists in them are divided into two large groups. The first is the creators (copywriters) who are engaged in coming up with concepts for holding events. The second group (technologists) hold press conferences, PR campaigns, exhibitions, presentations and other events.

A PR manager can also find himself in politics. Politicians will happily hire a good PR specialist who can help shape the right image to help win the trust of potential voters.

What should a PR person have?

A competent public relations specialist should be able to do a lot. A PR manager's job description does not clearly outline the range of skills he needs. First, we are talking about basic knowledge of the principles of PR, management, advertising, marketing, economics and management.

A PR manager often has to active work with business correspondence, make up advertising strategies He also needs media planning skills. Not always copywriters can come up with interesting idea or write an unusual article, then a PR man gets down to business.

Of course, a PR specialist must be able to organize events such as press conferences, exhibitions, seminars and meetings. Do not forget about the need to own a standard package of office programs, knowledge of of English language at a fluent or at least conversational level.

How to learn to be a PR man?

If you are thinking about how to become a PR manager, you can immediately take documents and go to the university to study advertising, journalism or philology. Although PR professionals argue that an interdisciplinary approach is very important in the work, since the work of a PR specialist is related to a number of disciplines, including sociology, some types of psychology, and even psycholinguistics.

Employers welcome the applicant to the position of a PR manager if he holds a diploma from Moscow State University, Russian State University for the Humanities, MGIMO or RUDN University, however, if you graduated from some other university, there is nothing wrong with that. Among other things, the presence of international certificates, as well as documents proving that the applicant has passed extra education on short-term PR courses.

Self improvement

An advertising manager should always think about how to become a good PR manager. Experts say that you need to constantly improve your own skills, otherwise you will not be able to achieve high results. The most important thing here is the ability to learn to communicate with absolutely by different people, regardless of their social status.

Diplomacy, the ability to competently express one's thoughts and the desire to work hard - these are the qualities that good specialist public relations. However, even the presence of these qualities does not guarantee success. Each manager is individual, but if he believes in himself and his strength, and is also willing to work hard, he will find himself in the profession.

What should a PR specialist be able to do?

In addition to knowing the basics of PR, advertising, economics, management and marketing, a PR manager must be able to handle correspondence, form strategies and conduct campaigns aimed at improving the company's image. Skills in writing articles, press releases and other promotional materials may also be useful to him.

It is important that a public relations specialist has experience of participating in seminars, press conferences and other meetings, because now the organization of such events will fall on his shoulders. The standard is the requirement regarding the knowledge of standard office programs, and lately large offices are trying to hire PR specialists who speak foreign languages ​​at least at a conversational level.

Work in the capital

The city, to which the aspiring provincial PR manager often aspires - Moscow - is far from always ready to accept strangers. That is why experienced public relations specialists recommend that you first gain experience in your region, and only then go to another city.

In the capital, PR managers are in great demand, their average salary ranges from 70 to 100 thousand rubles per month. It is quite easy to find a place, but the requirements are serious. Also in Moscow, you can find a large number of advanced training courses, where anyone can learn to become a PR manager.

How to write a resume?

Most important indicator, who will tell the employer what a PR manager is - a resume, and in this case it plays a decisive role. "If the resume shows that the applicant cannot advertise himself and his own skills, then how will he advertise my company?" - this is how business owners who are looking for a PR manager reason.

An applicant for the position of a public relations manager must include information about education and work experience in the resume. Some employers pay Special attention for work experience, but if there is not too much of it, you should not despair, it is quite possible that at an interview with your immediate supervisor you will show yourself quite brightly.

Portrait of a modern PR manager

Leaders of large organizations see a universal image of a PR specialist as a person under 30 with a liberal arts education. Such a professional should be very sociable, able to exert influence, demonstrate his broad outlook and pick up absolutely any conversation. It doesn't matter where exactly he will be, he should be able to become his own in any company.

With all this, the advertising and PR manager must constantly generate ideas or compose a new product from the existing ones. In addition, he must be able to interact with the media, which is a rather specific type of activity. Journalists are the main way of communicating information about the company, in which a public relations specialist works.

Career growth of a specialist

What are the prospects for the future PR manager? As soon as he gains sufficient experience in the field of public relations, he becomes eligible for promotion. wages about one and a half to two times. As a rule, this happens within two to three years, when the specialist has already developed a base of contacts with journalists, he knows how to develop a PR strategy and has many connections.

If a PR manager manages to become a real star in the professional field, huge sums of money will be paid for his work. Most often, representatives of the fair sex become masters of advertising, no more than 30% of the total number of specialists in PR. Almost all PR managers are under 30 years old.

The most important indicator of the success of a PR specialist is a portfolio, in which you can find materials on all projects he has completed. Using various mechanisms, a potential employer can check whether a candidate for PR-managers has managed to bring a particular project to the market, whether he has managed to increase brand awareness and form a positive opinion of customers about a service or product.

Opinion influence specialist. PR manager (translation from the English term "Public relation" - "public relations").

Job responsibilities

PR is a special management function that contributes to the establishment and maintenance of communication, mutual understanding and cooperation between the organization and the public; contributes to the solution various problems and tasks; helps the organization's management to be informed about public opinion and respond to it in time; defines and focuses on the main task of the company's management - to serve the interests of the public; allows management to be ready for any change and use it as effectively as possible by acting as an “early warning system” of danger and helping to cope with undesirable trends, and uses research and openness, based on ethical standards communication as the main means of activity. Consequently, the main task of a PR specialist is to achieve mutual understanding between the company for which he works and its clients, partners, authorities at all levels, journalists, the public, etc.

PR professionals are sometimes referred to as "architects of consensus." In addition to external contacts, the scope of PR activities also includes work within the company: development of principles personnel policy enterprises, the relationship between the manager and subordinates, internal public opinion polls, collecting information about the needs, mood of employees, creating a favorable atmosphere in the team, contributing to the full realization of the opportunities and initiatives of each employee, prevention and timely resolution business conflicts... To cope with such a wide range of versatile responsibilities, a PR specialist needs to be proficient in public speaking, to know the psychological laws of human behavior, methods of conducting sociological research etc.

Qualification Requirements

Desirable education in the humanities (philological, sociological, psychological). Owning at least one foreign language... Work experience of at least a year (usually 2-3) in the profile.

[Name of company]

Job description

I approve

[Job title] [Organization name]

______________/___[FULL NAME.]___/

Public Relations Manager

1. General Provisions

1.1. This job description defines the functional duties, rights and responsibilities of the public relations manager [Organization name in the genitive case] (hereinafter referred to as the Company).

1.2. A public relations manager is appointed and dismissed in accordance with the procedure established by the current labor legislation by order of the head of the Company.

1.3. A public relations manager belongs to the category of employees and reports directly to the [name of the position of the immediate manager in the dative] of the Company.

1.4. A person with higher education is appointed to the position of public relations manager. professional education in the specialty "public relations" without presenting requirements for work experience or higher education and additional training in public relations with no seniority requirements.

1.5. The Public Relations Manager is responsible for:

Effective execution of the public relations work entrusted to him;

Compliance with the requirements of performing, labor and technological discipline;

The safety of the documents (information), which are in his custody (which became known to him), containing (constituting) the commercial secret of the Company.

1.6. A public relations manager should know:

The labor functions entrusted to him, immediate tasks, their content, opportunities for their solution;

Resolutions, orders, orders, other governing and regulations related to the organization of public relations;

Fundamentals of Legislation on Mass Media and Advertising;

International and Russian codes professional and ethical principles in the field of public relations;

Specialization, features of activities and prospects for the development of the organization;

Fundamentals of Political Science, Sociology, Psychology;

Basic methods of conducting qualitative and quantitative sociological research;

Methodology for monitoring mass media;

Methods for the analysis of statistical information;

Fundamentals of office work;

Methods and tools for the formation and use of the organization's own database;

Methods for collecting and processing information using modern technical means and computer technology;

Fundamentals of Labor Legislation;

Labor protection rules.

1.7. A public relations manager is guided in his activities by:

Local acts and organizational and administrative documents of the Company;

Internal rules work schedule;

Occupational health and safety regulations, industrial sanitation and fire protection regulations;

Instructions, orders, decisions and instructions of the immediate supervisor;

This job description.

1.8. During the temporary absence of the public relations manager, his duties are assigned to [the name of the position of the deputy].

2. Functional responsibilities

A public relations manager is obliged to carry out the following job functions:

2.1. Carry out work on the implementation of the organization's policy in the field of public relations and its individual stages.

2.2. Participate in the development of specific plans for the internal and foreign policy public relations organizations.

2.3. Carry out constant interaction and maintain contacts with representatives of the media and the public, acquaint them with official decisions and orders of the organization's management, prepare responses to official inquiries, monitor the timely dissemination of information materials about the organization's activities.

2.4. Participate in the preparation and conduct of briefings, press conferences, other events and campaigns of an information and advertising nature, held with the participation of representatives of the media and the public, to provide their comprehensive information and organizational support.

2.5. Prepare press releases and other information materials for representatives of the media, monitor electronic and print media, participate in the preparation of information and analytical materials for internal use.

2.7. Participate in the preparation of tasks for sociological research and the preparation of final reports on the results of events of an informational and advertising nature.

2.8. Carry out work on the collection, storage, use and distribution of information materials, preparation of documents for submission to the archive.

2.9. Ensure the implementation of management decisions, promptly inform him about the current progress of work and their results.

In the event of a business necessity, the public relations manager may be involved in the performance of his duties overtime in the manner prescribed by the provisions of federal labor legislation.

A public relations manager has the right to:

3.1. Request and receive necessary materials and documents related to the issues of its activities.

3.2. Enter into relationships both with internal divisions of the Company and with divisions of third-party institutions and organizations to resolve operational issues production activities within its competence.

3.3. Represent the interests of the enterprise in third-party organizations on issues related to its professional activities.

4. Responsibility and performance evaluation

4.1. The public relations manager bears administrative, disciplinary and material (and in some cases stipulated by the legislation of the Russian Federation - and criminal) responsibility for:

4.1.1. Failure to comply or improper fulfillment of the official instructions of the immediate supervisor.

4.1.2. Failure to fulfill or improper fulfillment of one's own labor functions and the tasks assigned to him.

4.1.3. Misuse of the granted official powers, as well as their use for personal purposes.

4.1.4. Inaccurate information about the status of the work entrusted to him.

4.1.5. Failure to take measures to suppress the identified violations of safety regulations, fire safety and other rules that pose a threat to the activities of the enterprise and its employees.

4.1.6. Failure to enforce labor discipline.

4.2. Evaluation of the work of a public relations manager is carried out:

4.2.1. Immediate supervisor - regularly, in the process of the employee's daily performance of his labor functions.

4.2.2. Attestation Commission enterprises - periodically, but at least once every two years, based on the documented results of work for the evaluation period.

4.3. The main criterion for evaluating the work of a public relations manager is the quality, completeness and timeliness of the fulfillment of the tasks provided for by this instruction.

5. Working conditions

5.1. The work schedule of the public relations manager is determined in accordance with the internal labor regulations established in the Company.

5.2. Due to operational needs, the public relations manager is obliged to travel to business trips(including local significance).

6. Authority to sign

6.1. To ensure his activities, the public relations manager is granted the right to sign organizational and administrative documents on issues attributed to his competence by this job description.

Acquainted with the instructions ___________ / ____________ / "__" _______ 20__

Job responsibilities PR manager largely depend on the profile of the company, as well as on its size. We have prepared a universal sample of the job description for a PR manager, which provides for both PR campaigns and writing press releases, etc. Adapt it to the needs of your company and create your own PR job description.

Job description of a PR manager
(Job description of a PR manager,
Public Relations Manager Job Description)

APPROVED
General manager
Surname I.O. ________________
"________"_____________ ____ G.

1. General Provisions

1.1. PR manager belongs to the professional category.
1.2. The PR manager is appointed and dismissed by the order of the CEO.
1.3. PR manager reports directly to CEO/ PR and Marketing Director.
1.4. A person who meets the following requirements is appointed to the position of PR-manager: higher professional education in the specialty "Public Relations" or higher professional education and special additional training, work experience in the specialty from a year.
1.5. During the absence of a PR manager, his rights and responsibilities are transferred to another official, which is announced in the order for the organization.
1.6. A PR manager should know:
- the basics of marketing;
- general PR methodology, methods of determination target audiences, principles of planning and conducting PR-campaigns;
- methodology for working with the media, the procedure for organizing and preparing press releases, information messages, media kits;
- basic principles of client PR, intracorporate PR, crisis PR, and other types of PR;
- legislation on advertising;
- the composition of information, which is a state, official and commercial secret, the procedure for its protection and use.
1.7. A PR manager is guided in his activities by:
- legislative acts of the Russian Federation;
- the Charter of the organization, the Internal Labor Regulations, and others regulations companies;
- orders and orders of the management;
- this job description.

2. Job responsibilities of a PR manager

The PR manager has the following job responsibilities:
2.1. Organizes work on public relations and mass media.
2.2. Develops a communication strategy with members of the public and the media and form style company, an action plan for the formation or adjustment of the image corporate culture companies.
2.3. Develops a plan for conducting PR-campaigns, makes forecasts of the impact on the company's image of certain planned actions.
2.4. Determines the budget for PR campaigns.
2.5. Organizes press conferences, briefings, media kits, backgrounds, interviews with company executives in the media.
2.6. Organizes the preparation of press releases on the company's activities, corporate bulletins, other information materials about the company's activities for the media, prepares the company's public reporting documentation.
2.7. Studies the attitude to the company's activities, organizes polls, questionnaires and interviews with the public.
2.8. Informs the company's management about the results of public opinion polls (consumers, the media, representatives of government agencies, partners and clients of the company, etc.).
2.9. Uses news stories (exhibitions, presentations, events, etc.) to benefit the company's image from attracting public attention through the press without direct advertising.
2.10. Analyzes proposals for the participation of an enterprise in the organization of various actions (exhibitions, press conferences, presentations, festivals, charity events etc.), gives an opinion on the possibility of joint participation in PR-actions carried out by third-party organizations.
2.11. Analyzes the effectiveness of the conducted PR campaigns.
2.12. Summarizes, analyzes and brings to the attention of the company's management materials of the mass media about the company (goods, services), not initiated by the enterprise and the PR-personnel of the enterprise.
2.13. Reacts to criticism of the enterprise (prepares response speeches, press conferences, organizes explanations and comments on criticism in other forms).
2.14. Analyzes PR strategies of competitors, identifies their strengths and weaknesses.
2.15 Organizes polls among employees of the enterprise to obtain materials on the need for intra-corporate PR-actions (to improve the personnel policy of the enterprise, prevent internal conflicts, etc.).
2.16. Carries out other official duties of the company management.

3. Rights of a PR manager

The PR manager has the right to:
3.1. Request and receive the necessary information and documents from the heads of the specialized departments of the company and specialists.
3.2. Act on behalf of the company, represent the interests of the company in relations with the authorities state power and local government, representatives of the media and the public.
3.3. Conduct correspondence with structural divisions enterprises, as well as other organizations on issues within its competence.
3.4. Submit to the management of the enterprise proposals for improving the work associated with the obligations provided for in this instruction.
3.5. Require the management of the company to provide organizational and technical conditions and the execution of the established documents necessary for the performance of official duties.

4. Responsibility of the PR manager

The PR manager is responsible for:
4.1. For non-fulfillment and / or untimely, negligent fulfillment of their duties.
4.2. For non-compliance with applicable instructions, orders and preservation orders trade secrets and confidential information.
4.3. For violation of the rules of internal labor regulations, labor discipline, safety regulations and fire safety.

Public Relations Manager Job Description

1. General Provisions

1. This job description defines the duties, rights and responsibilities of a public relations manager.

2. A person with higher professional education in the specialty "Public Relations" and work experience in the specialty of at least 2 years or higher professional education and additional training in the field of public relations and work experience in the specialty not less than 2 years.

4. A public relations manager is appointed and dismissed by order of the head of the institution (enterprise, organization) in accordance with current legislation Russian Federation.

5. The public relations manager reports directly to the head of the institution (enterprise, organization), or his deputy, or the head of the structural unit.

2. Job responsibilities

3. Rights

A public relations manager has the right to:

1. give orders that are binding on subordinate employees;

2. to participate in the selection and placement of personnel in their activities;

3. to make proposals to the management on the encouragement and imposition of penalties on the employees of the enterprise in their activities;

4. make proposals for the development and improvement of the enterprise;

5. to request from the management, receive and use information materials and regulatory documents necessary for the performance of their duties;

6. take part in conferences and meetings at which issues related to its work are considered;

7. undergo certification in accordance with the established procedure with the right to receive the appropriate qualification category;

8. improve your qualifications.

A public relations manager takes advantage of all labor rights in accordance with the Labor Code of the Russian Federation.

4. Responsibility

The public relations manager is responsible for:

1.implementation of the official duties assigned to him;

2. organization of its work, timely and qualified execution of orders, orders and instructions of higher management, regulatory legal acts on their activities;

3. rational and efficient use material, financial and human resources;

4.compliance with the rules internal regulations, sanitary and anti-epidemic regime, fire safety and safety measures;

5. maintaining the documentation provided for by job responsibilities;

6. provision of statistical and other information on their activities in accordance with the established procedure;

7.Ensuring compliance with labor and performing discipline and execution functional responsibilities employees subordinate to him;

8. readiness to work in emergency situations.

For violation of legislative and regulatory acts, a public relations manager may be brought to disciplinary, material, administrative and criminal liability in accordance with the current legislation, depending on the severity of the offense.

 

It might be helpful to read:

• Bonnel spring blocks Spring block factories;
• Internal grinding machines;
• Instructions on how to make an EDM machine;
• Secrets of using PVC edgebands at the edgebanding stage Care and maintenance of the edgebanding machine;
• Dry and semi-dry machining;
• Gantry metal machining centers;
• Four-side bed milling machines;
• Cnc machines - grinding;