Public relations manager

Public relations managers plan and coordinate activities that create or maintain the public image and awareness of an organisation or client. They may manage staff.

Also known as

External relations manager, public affairs manager, communications manager, external communications manager, chief communications adviser, community relations manager

Work environment

Usually work regular business hours but may work extra hours and weekends
Usually work in offices and may travel locally to events
Need to be creative, organised and communicate well

Salary information

MOST COMMON

UPPER

LOWER

$61K-$192K 61000

Typical tasks

Manage press releases
Fit communication plans with company purpose
Build and develop public image
Communicate across digital and print media
Help with company relationships and build trust
Provide trusted advice about public relations
Do research to support communication plans
Follow ethical rules to represent an organisation
Provide organisational leadership and guidance
Train and manage staff

Outlook

Communications is changing rapidly as organisations respond to digital media, artificial intelligence, misinformation and changing audience expectations. In New Zealand and globally, organisations are placing greater importance on trust, reputation and authentic engagement. Data analytics, content personalisation and multi-channel communication are influencing how messages are planned, delivered and evaluated across different audiences.

What employers and industry want in graduates

Excellent communication and leadership skills
Strong strategic and critical thinking
Ability to build relationships with diverse audiences
Confidence using digital and social media platforms
Good judgement and decision-making skills
Adaptability to changing communication trends

AUT programmes

Public Relations Major - Bachelor of Communication Studies

The above is a suggestion only and a starting point. You may need to meet other criteria or take additional steps to work in this career.

Tips from AUT graduates

“You have to be willing to put yourself out there. Pick up the phone and ask about the job you want. Reach out to someone you’d like to work with.”

Davíð Ernir KolbeinsConsultant, Athygli Consulting, Reykjavík, IcelandBachelor of Communication Studies

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This data is sourced from the Tertiary Education Commission through the Tahatū Career Navigator website (www.tahtu.govt.nz) and used under the CC BY 4.0 licence. Some of the information has been modified by AUT. TEC has not approved, endorsed or tested these modifications. TEC will not be held accountable for any errors within this data.