Job Role Description

Design > Public Relations Director

Salary National Average

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93560.0000 128080.0000 172460.0000

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+5%

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Short Description:

Responsible for the planning, directing, and coordinating of activities that create and/or maintain a favorable public image both during normal business and manage the company’s image in a time of crisis.

Duties / Responsibilities:

  • Analyze media coverage and develop responses when needed.
  • Collaborate with marketing and public relations teams for new ideas and strategies.
  • Collect, analyze, and share media activity reports with leadership.
  • Commission market research as needed.
  • Create presentations, articles, reports, and information that enhance the company’s reputation for websites, blogs, and social media accounts.
  • Develop public relations strategies for current and existing products, launches, and promotions.
  • Implement publicity strategies, campaigns, and social media calendars.
  • Maintain good relationships with the media.
  • Manage public relations budgets, deadlines, objectives, and schedules.
  • Organize promotional events, press conferences, tours, visits, and exhibitions.
  • Produce high-quality, informative, exciting press releases, kits, and related materials.
  • Serve as the public face of the company in interviews and press conferences.
  • Work with the content team to produce relevant, compelling social media updates that support the company’s brand and image.

Skills / Requirements / Qualifications

  • Active Listening: Giving full attention to others to understand the scope and details of projects, asking appropriate questions, and gathering the necessary information.
  • Communication: Effectively communicating information and ideas, both written and oral.
  • Complex Problem Solving: Identifying complex problems and reviewing related information to evaluate options and implement solutions.
  • Computer Proficiency: Using computers and computer systems (including hardware and software) to create and distribute materials that support public relations strategies.
  • Critical Thinking: Applying logic and reason to identify the strengths and weaknesses of alternative solutions, conclusions or approaches to problems.
  • Decision Making: Considering the relative costs and benefits of potential actions to choose the most beneficial based on resources and deadlines.
  • Originality: Providing a wide range of innovative ideas about a given topic or situation, including discovering creative ways to communicate public relations messages and solve problems.
  • Planning and Prioritizing Work: Developing specific goals and plans to prioritize, organize, and accomplish work within deadlines.
  • Thinking Creatively: Writing, designing, editing, and creating new ways of elevating the company’s public perception.

Job Zones

  • Education: Most of these occupations require a four-year bachelor's degree, but some do not.
  • Related Experience: A considerable amount of work-related skill, knowledge, or experience is needed for these occupations. 
  • Job Training: Employees in these occupations usually need several years of work-related experience, on-the-job training, or vocational training.
  • Job Zone Examples: Many of these occupations involve coordinating, supervising, managing, or training others. Examples include real estate brokers, sales managers, database administrators, graphic designers, chemists, art directors, and cost estimators.
  • Specific Vocational Preparation in years: 2-4 years of preparation (7.0 to < 8.0)

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