PR Manager job description

This page details everything you need to know about the Public Relations Manager job title. From the main responsibilities through to how to approach communications and PR recruitment.

What does a PR Manager do?

A Public Relations (PR) Manager is responsible for monitoring and delivering a brand's messaging across various channels.

This strategic, hands-on role assists with the delivery of all PR work, including interviews and press releases.

Key responsibilities

The role's responsibilities can vary in different businesses. However, the core duties include:

Manage the brand image: Oversee and drive the public image of the brand.
Lead PR campaigns: Create impactful campaigns to promote brand awareness and position the business as a leader in the industry.
Clear messaging: Work closely with the Head of PR/Communications, in-house teams and agencies to ensure consistent messaging.
Monitor brand perception: Stay on top of brand perception in the market and identify opportunities for media coverage.
Media coverage: Create digital and traditional media coverage across a variety of platforms, including social media and press conferences to target specific audiences.
Execute campaigns: The PR Manager will support with writing speeches, articles and liaise with journalists.

Skills and requirements

The average PR Manager should have the following skills:

5+ years of work experience in a journalism, public relations or communications role
Excellent writing, editing and communication skills, with a strong attention to detail
Experience in building and leveraging journalist relationships
A keen interest in the industry and an understanding of the role that PR plays
Demonstrated experience of delivering media strategies through in-house capabilities and PR agency support

What is a PR Manager paid?

Pay brackets vary depending on the location of the role and experience you're searching for. The average PR Manager salary in the UK is £50,000 - £80,000. For a Senior PR Manager, pay can reach up to £90,000.

For more information, download our communications salary guide.

More salaries

Side-by-side bar charts comparing salary and day rate values in British pounds, with the salary bar reaching £80K and the day rate bar reaching £350.

Career path & progression

PR Managers are in high-demand across all industries, supporting large brands with their public perception. To further their careers, Managers can pursue the following job titles...

Head of Communications

With enough experience in the PR and communications sector, PR Managers can pursue the Head of Comms job title. In this role, they will be responsible for planning and overseeing a company's communications strategy. This is the perfect opportunity to gain leadership experience.

Learn more

Communications Director

The Comms Director role is a great senior opportunity for those in the sector. In this role, candidates will work closely with the C-suite across both internal and external communications strategies.

Find out more

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FAQs

How do you become a PR Manager?

Most PR Managers progress from PR Executive or Account Executive roles (agency-side). At this point, they tend to have over 4-6 years of experience, often with a degree in PR, communications, journalism or marketing. The career path is a good option for those with a record of secured coverage, strong writing skills and journalist relationships - rather than qualifications alone, so portfolio evidence matters most.

Should I hire an in-house PR Manager or an agency?

We recommend hiring in-house for sustained workload, strong brand knowledge and increased control over output. At a £50,000 - £80,000 salary, this is a good option for a consistent volume of work.

Meanwhile, you should choose an agency, from £5,000 - £10,000 a month, for a ready-made media network and campaign flexibility.

Is a PR Manager the same as a Communications Manager?

The PR and Communications Manager roles overlap but have a different scope. A PR Manager focuses on earned media and press relations, while a Communications Manager usually covers a wider brief. This can include internal communications, corporate messaging and stakeholder relations. In smaller organisations one person often holds both, which is why the titles blur.