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What is a public relations manager? PR manager - responsibilities, job description

Job Description for Public Relations Manager

General provisions

1.1 This job description defines the functional duties, rights and responsibilities of the public relations manager.

1.2 A public relations manager belongs to the category of managers.

1.3 The public relations manager is appointed and dismissed in accordance with the procedure established by current labor legislation by order of the director of the travel agency.

1.4 Relationships by position:

1.4.1	Direct subordination	Director of a travel agency
1.4.2.	Additional Subordination	−
1.4.3	Gives orders	Agency employees
1.4.4	The employee is replaced	Person appointed as director of a travel agency
1.4.5	The employee replaces	−

Qualification requirements for a public relations manager:

2.1.	Education	having a higher professional (humanitarian)
2.2	experience
2.3	knowledge	Law “On the Fundamentals of Tourism Activities in Ukraine”, resolutions, orders, orders, other governing and regulatory documents of higher and other organizations in the field of tourism; basics of market economy, entrepreneurship and business; marketing in tourism; methods of collecting, processing and analyzing information; basics of statistics and analysis; techniques for quantitative assessment and analysis of information; general methodologyPublic Relation the place of the public relations manager in the structure of the organization; methods for identifying target audiences; main means of PR work (mass media, corporate newsletter, associations, entourage, information, etc.); principles of planning PR, PR campaigns; methods of organizing and conducting PR campaigns; structure and functions of the media; methods of working with the media; the procedure for organizing and preparing press releases, information messages, holding briefings, press conferences, media kits, backgrounds; basic principles of client PR, within corporate PR, crisis PR, and other types of PR; basic principles of working in a competitive environment; principles of administrative leadership; basics of management; computer technologies and software for automated information processing (texts, databases, etc.); fundamentals of ethics, sociology, psychology, philology; rules for conducting business correspondence; the composition of information that is a state, official and commercial secret, the procedure for its protection and use; fundamentals of social psychology; office work standards (classification of documents, procedures for execution, registration, passage, storage, etc.); methods of information processing using modern technical means of communication and communications, computers; basics of labor legislation; rules and regulations of labor protection, safety, industrial sanitation and fire protection;
2.4	skills	−
2.5	Additional requirements	additional training in management

Documents regulating activities

3.1 External documents:

Legislative and regulatory acts relating to the work performed.

3.2 Internal documents:

Charter of a travel agency, Orders and instructions of the director of a travel agency; Regulations on a travel agency, Job description of a public relations manager, Internal labor regulations.

Job responsibilitiespublic relations manager

The Public Relations Manager performs the following responsibilities:

4.1. Organizes public relations and media relations work.

4.2. Manages a staff (department) of PR specialists or other employees of the organization subordinate to him, distributes tasks among them, and monitors the implementation of tasks assigned to them.

4.3. Develops a strategy for communicating with members of the public and the media; general outlines of the organization's corporate identity; action plan to form or adjust the image of the organization’s corporate culture; draft thematic and financial work plan for PR specialists.

4.4. Develops a plan for conducting PR campaigns, makes forecasts of the impact on the image of the organization of certain planned actions.

4.5. Determines the budget for PR campaigns.

4.6. Develops ways of presenting: the organization's attitudes to economic, political, environmental and social issues; information about the main directions of development of the organization, its achievements, the socio-economic situation of the organization and the tourism industry as a whole, etc.

4.7. Organizes press conferences, briefings, media kits, backgrounds, interviews with organization leaders in the media.

4.8. Organizes the preparation of press releases about the activities of the organization, corporate newsletters, and other information materials about the activities of the organization for the media, audiences of “specialists” and “observers,” and prepares public reporting documentation for the organization.

4.9. Conducts marketing research on demand for tourism information.

4.10. Analyzes the external environment to study attitudes towards the organization’s activities, organizes surveys, questionnaires and interviews with the public in order to identify real attitudes towards the image and policies of the organization.

4.11. Organizes interaction with public opinion research centers and draws up its own programs to study and determine public opinion about the organization’s activities.

4.12. Informs the organization's management about the results of public opinion polls (consumers, the media, government officials, partners and clients, etc.).

4.13. Analyzes social, economic and political aspects of society, develops forecasts for the future and proactively identifies unfavorable trends for the organization.

4.14. Analyzes requests from the media and other members of the public about the activities of the organization, makes recommendations to PR specialists on the coverage and interpretation of certain events in the organization.

4.15. Uses informational occasions (exhibitions, presentations, events, etc.) to benefit the organization's image from attracting public attention through the press without direct advertising.

4.16. Analyzes proposals for the organization's participation in various events (exhibitions, press conferences, presentations, round tables, festivals, charity events, etc.), gives a conclusion on the possibility of joint participation in PR actions of third-party organizations.

4.17. Uses in his work any necessary means of communicating information about all successful actions of the organization to a potential audience (clients, shareholders, investors, etc.), on which the prosperity of the organization depends.

4.18. Analyzes the effectiveness of conducted PR campaigns.

4.19. Summarizes, analyzes and brings to the attention of management media materials about the organization (products, services) that were not initiated by the organization and PR personnel.

4.20. Reacts to statements of criticism addressed to the organization (prepares response speeches, press conferences, organizes explanations and comments on critical remarks in other forms).

4.21. Organizes trainings for the organization's management on interaction with the media and public representatives.

4.22. Analyzes PR strategies of competitors, identifies their strengths and weaknesses.

4.23. Organizes surveys among the organization’s employees to obtain materials on the need to conduct internal corporate PR campaigns (to improve the organization’s personnel policy, prevent internal conflicts, etc.).

4.24. Develops proposals to improve the structure of interaction between PR personnel and other structural divisions of the organization.

4.25. Organizes the work of the organization's PR archive (which includes all requests from the public, responses, materials of carried out actions, etc.).

4.26. Maintains established documentation and prepares reports within established deadlines.

Rightspublic relations manager

The public relations manager has the right:

5.1. Participate in the discussion of draft decisions of the head of the organization.

5.2. Dispose of the property and funds entrusted to him in compliance with the requirements determined by legislative and regulatory legal acts and the Charter of the organization.

5.3. Sign and endorse documents within your competence.

5.4. Initiate and conduct meetings on organizational, financial and economic issues.

5.5. Request and receive necessary information and documents from structural units.

5.6. Conduct quality checks and timely execution of orders.

5.7. Demand cessation (suspension) of work (in case of violations, non-compliance with established requirements, etc.), compliance with established norms, rules, instructions; give instructions to correct deficiencies and eliminate violations.

5.8. Submit for consideration by the head of the organization proposals on the hiring, transfer and dismissal of employees, on the encouragement of distinguished employees and on the application of disciplinary sanctions to employees who violate labor discipline.

5.9. Participate in discussions of issues related to the duties performed by him.

5.10. Require the head of the organization to provide assistance in the performance of his official duties and rights.

Responsibilitypublic relations manager

The Public Relations Manager is responsible for:

6.1. For improper performance or failure to fulfill one’s job duties as provided for in this job description - within the limits determined by the current labor legislation of Ukraine.

6.2. For offenses committed in the course of carrying out their activities - within the limits determined by the current administrative, criminal and civil legislation of Ukraine.

6.3. For causing material damage - within the limits determined by the current labor and civil legislation of Ukraine.

Working conditions for a public relations manager

7.1. The working hours of the public relations manager are determined in accordance with the internal labor regulations established in the travel agency.

7.2. Due to operational needs, the public relations manager may be sent on business trips (including local ones).

7.3. To resolve operational issues of the public relations manager, official vehicles may be allocated.

Terms of payment

The terms of remuneration for the public relations manager are determined in accordance with the Regulations on remuneration of personnel.

9 Final provisions

9.1 This Job Description is drawn up in two copies, one of which is kept by the travel agency, the other by the employee.

9.2 Tasks, Responsibilities, Rights and Responsibilities can be clarified in accordance with changes in the Structure, Tasks and Functions of the structural unit and workplace.

9.3 Changes and additions to this Job Description are made by order of the director of the travel agency.

Head of structural unit
		(signature)	(last name, initials)
AGREED:
Head of the legal department

(signature)	(last name, initials)

00.00.0000

I have read the instructions:
		(signature)	(last name, initials)
		00.00.00

I CONFIRM:

[Job title]

_______________________________

[Name of company]

_______________________________

_______________________/[FULL NAME.]/

"______" _______________ 20___

JOB DESCRIPTION

Public Relations Manager

1. General Provisions

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

1.2. The Public Relations Manager is appointed and dismissed in accordance with the procedure established by current labor legislation by order of the head of the Company.

1.3. The Public Relations Manager reports directly to [name of the immediate manager's position in the dative case] of the Company.

1.4. The public relations manager belongs to the category of managers and is subordinate to [the names of the positions of subordinates in the dative case].

1.5. The PR Manager is responsible for:

effective performance of the work assigned to him;
compliance with the requirements of performance and labor discipline;
the safety of documents (information) in his custody (that have become known to him) containing (constituting) a trade secret of the organization.

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

1.7. In practical activities, a public relations manager should be guided by:

local acts and organizational and administrative documents of the Company;
internal labor regulations;
rules of labor protection and safety, ensuring industrial sanitation and fire protection;
instructions, orders, decisions and instructions from the immediate supervisor;
this job description.

1.8. A public relations manager must know:

laws and other regulatory legal acts related to issues of regulation of the field of public relations;
legislation on media and advertising;
international and Russian codes of professional and ethical principles in the field of public relations;
fundamentals of economics, entrepreneurship and management;
organization development strategy;
information market conditions;
technology for conducting sociological research;
methods of working in crisis situations;
methods of planning and organizing advertising and information campaigns;
the procedure for drawing up and concluding agreements (contracts) on information support for programs and events;
fundamentals of political science, sociology, psychology and marketing;
ethics of business communication;
advanced domestic and foreign experience in the field of public relations;
basics of office work;
methods of collecting and processing information using modern technical means of communication and computer technology;
basics of labor legislation;
labor safety rules.

1.9. During the period of temporary absence of the public relations manager, his duties are assigned to [deputy position title].

2. Job responsibilities

The public relations manager is required to perform the following job functions:

2.1. Manages one of the organization's activities in the field of public relations.

2.2. Develops long-term and current programs and plans, individual events or their complex within the framework of this area, their information support, financial and organizational support scheme.

2.3. Participates in the formation of an information and advertising strategy for a separate area of the organization’s activities in the field of public relations in accordance with the general priorities of the organization’s policy and prospects for its development.

2.4. Selects forms and methods of interaction with the public, organizations, and the media.

2.5. Determines the nature, content and media of information messages emanating from the organization.

2.6. Provides two-way communication with consumers, partners and other public groups.

2.7. Organizes and maintains constant contacts with the media, information, advertising, consulting agencies, public relations agencies, publishing houses, other enterprises and organizations, government and public structures.

2.8. Organizes the collection of information, including the use of sociological research; continuous monitoring of information sources.

2.9. Analyzes the state and predicts changes in the information market and the sphere of public communications; proposes measures to adjust the organization's policy in the field of public relations.

2.10. Monitors the preparation and execution of agreements and contracts for information, advertising, organizational and financial support for programs and events within a separate area of the organization’s activities in the field of public relations.

2.11. Ensures interaction between internal structural divisions of the organization during joint activities.

2.12. Involves independent external consultants and experts in the field of public relations to solve assigned problems.

2.13. Supervises subordinate employees.

If necessary, the public relations manager may be involved in the performance of his official duties overtime by decision of the director of the organization in the manner prescribed by labor legislation.

3. Rights

The public relations manager has the right:

3.1. Give instructions and tasks to his subordinate employees and services on a range of issues included in his functional responsibilities.

3.2. Monitor the implementation of production tasks, timely completion of individual orders and tasks by the services subordinate to him.

3.3. Request and receive the necessary materials and documents related to the issues of his activities, subordinate services and divisions.

3.4. Interact with other enterprises, organizations and institutions on production and other issues within his competence.

3.5. Sign and endorse documents within your competence.

3.6. Submit proposals on the appointment, relocation and dismissal of employees of subordinate departments for consideration by the head of the Company; proposals to encourage them or to impose penalties on them.

3.7. Use other rights established by the Labor Code of the Russian Federation and other legislative acts of the Russian Federation.

4. Responsibility and performance evaluation

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

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

4.1.2. Failure to perform or improper performance of one’s job functions and assigned tasks;

4.1.3. Illegal use of granted official powers, as well as their use for personal purposes;

4.1.4. Inaccurate information about the status of the work assigned to him;

4.1.5. Failure to take measures to suppress 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 ensure compliance with labor discipline.

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

4.2.1. By the immediate supervisor - regularly, in the course of the employee’s daily performance of his labor functions;

4.2.2. The certification commission of the enterprise - periodically, but at least once every two years, based on documented results of work for the evaluation period.

4.3. The main criterion for assessing the work of a public relations manager is the quality, completeness and timeliness of his performance of the tasks provided for in these instructions.

5. Working conditions

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

5.2. Due to production needs, the public relations manager is required to go on business trips (including local ones).

5.3. Due to production needs, the public relations manager may be provided with company vehicles to perform his job functions.

6. Signature right

6.1. To ensure his activities, the public relations manager is given the right to sign organizational and administrative documents on issues included in his functional responsibilities.

I have read the instructions ___________/___________/ “____” _______ 20__

Probably, today no one will talk much about how important a good reputation of a company is, because everyone knows that a respected brand or brand should always pay a lot of attention to developing a positive attitude of the public towards itself. By the way, there is even a separate position for performing such a task - PR manager. The responsibilities of this specialist, to put it briefly, are quite complex, and very significant - he must make sure that the product or service that the organization offers is in demand.

Such a jack of all trades

To become a really good PR manager, you need to learn to combine several completely different professions: have a journalistic flair, the skills of a sociologist, the mind of a psychologist and the skill of a marketer. This job is not suitable for those who are used to thinking within certain boundaries or who do not know how to see non-standard solutions. A person who easily finds a common language with both internal and external audiences is a PR manager. His responsibilities also include the task of increasing the loyalty of relationships between superiors and subordinates.

Let's talk about the main functions of this specialist

As already mentioned, the functional responsibilities of a PR manager include, first of all, creating a positive image of the company, and this cannot be done without an in-depth and step-by-step study of all factors that may have a direct or indirect impact on the formation of a good name.

Professions such as advertising manager and PR manager should not be confused. The responsibilities of the specialist we are considering are much more complex and extensive, because he must not just “promote” a service or product, but make sure that any product of this brand is perceived as good, of high quality and necessary for the buyer.

Short list of main functional responsibilities

So, a true professional in this craft must be able to:

Let's remember our responsibilities

Regardless of the size of the company, the functions of all PR managers are the same, but the responsibilities will depend on the scale of activity. Small, developing companies only need one person to hold a similar position, but if we talk about the leaders of certain market segments, they must have an entire department, and not just one PR manager. Responsibilities here will be distributed among employees. And there will definitely be a coordinator who will be able to organize the activities of each individual member of the unit.

Some of the main responsibilities also include constant monitoring of all kinds of publications and reviews about products or the company as a whole. You need to be able to not only record the fact of this or that public reaction, but also react in a timely and correct manner.

The main thing is that all the work done by the PR manager is effective, regardless of the amount of time, money and other resources invested, because the advertising and PR manager must fulfill his duties on time and please management with positive results. And this is only possible with regular and fruitful communication with the public. And any means for this will be good: advertising both through paper media and through the media, the Internet, etc.

A PR manager must be able to correctly set tasks for himself

A good PR person doesn’t just come in and start advertising, he acts according to a plan in which every single point is clearly spelled out. Approximately the main tasks are shown in the following list:

development, formation of a truly effective strategy that will allow you to promote a brand or brand with minimal expenses;
cooperation with the media, creating high-quality content and publications that allow ordinary buyers to better know the brand;
planning and carrying out events that will create the most positive reputation and image in the eyes of potential buyers and investors;
any PR campaign requires financial expenses, so it is also the responsibility of the PR manager to formulate budgets for such campaigns;
Without analyzing the results obtained, all work may be useless, therefore the PR manager is also entrusted with the task of constant operational control over the results obtained.

Skills and knowledge without which you cannot become a good PR specialist

In order to understand who a PR manager is, in fact, it is necessary to very carefully consider the skills that a good specialist in this profile should have. It is these basic skills that a potential employer will be most interested in:

Let's not forget about personal qualities

Of course, the job description of a PR manager does not include such a clause, but potential employers still pay attention to it. So, if you possess the following skills, you will be able to apply for the position of PR manager even in the most advanced company:

Communication skills. It is no coincidence that this skill is first on our list. A true specialist in this industry must not only easily find contact with representatives of the company’s internal or external environment, but also make excellent use of the opportunities that acquaintances and good relationships with certain people give him.
Activity. A good PR manager always has time to attend all the most important events for the company, as well as conduct presentations and other meetings that will positively influence the brand image.
Self confidence. Often a company is perceived through its PR manager, that is, he is actually its face, and it is desirable that he present himself as presentably as possible.
The ability to think without boundaries. Often, a good specialist in this profile is the person who is able to see new options for getting out of standard situations.
Stress resistance. No one says that promoting an organization as a whole or a specific product will be easy, so you need to be prepared for failures, pressure from management and other troubles.
Creative thinking. A good PR manager should always be a little bit of an artist at heart; there is nothing to do in this industry without a flight of imagination.

There are advantages and disadvantages to this profession.

Let's start with the “sweet” first, that is, with the advantages of the profession:

communication with very smart and extraordinary people;
the opportunity to get real pleasure and “drive” in the process of work;
creative work in which, in most cases, you draw the frames yourself.

Of course, there are many more advantages; we have listed the most “pleasant” ones.

Don’t forget about the “fly in the ointment”. So, the main disadvantages of this profession are as follows:

This is a stressful job;
often the customer simply cannot understand your train of thought and imagine how you will achieve the results you are talking about;
In most cases, the working day is not standardized.

Let's remember about salary

It is impossible to create even an approximate salary scale for PR specialists, since it will be influenced by such factors as the scope of the enterprise, the demand for the product they offer on the market, and the size of the organization. And young specialists earn tens of times less than well-established PR specialists. We can only say that the real “sharks of the PR world” receive not tens, but hundreds of thousands of rubles per month, and this is far from the limit.