PR manager job description.

What does a PR manager do?

 

A PR manager is responsible for leading and delivering public relations campaigns that shape how a business communicates with the media, stakeholders, and the wider public. The role blends planning, media strategy, and hands-on execution, with a strong focus on brand reputation and narrative control.

 

They typically oversee day-to-day PR operations, guide junior team members or agency partners, and manage relationships with key journalists and media outlets. PR managers also contribute to wider brand and marketing activity, ensuring that messaging remains consistent across earned, owned, and shared channels.

 

Whether in-house or agency-side, this role requires the ability to translate business objectives into strategic communication plans — while managing deadlines, reputational risk, and stakeholder expectations.

 

Key responsibilities of a PR manager.

 

PR managers are responsible for developing and delivering effective public relations strategies. Their day-to-day responsibilities often include: 

• Creating and managing PR plans across product, brand, or corporate activity

• Building and maintaining relationships with journalists, editors, and media outlets

• Writing and reviewing press releases, features, and commentary

• Managing incoming media enquiries and reputation-sensitive issues

• Briefing spokespeople, coordinating interviews, and preparing media kits

• Tracking campaign performance and compiling PR coverage reports

• Overseeing external PR agencies or managing internal comms staff

• Working with social media, marketing, or brand teams to ensure message consistency

• Planning and supporting press events, launches, or awards entries

• Advising leadership teams on media strategy and brand positioning 

The level of responsibility may vary depending on team size and whether the role sits in-house or within an agency.

 

Skills and requirements for a PR manager.

 

PR managers are expected to bring strong communication skills, strategic thinking, and experience managing media campaigns. Typical requirements include: 

• 3 to 6 years of experience in public relations, communications, or media relations

• A proven track record of running PR campaigns and securing coverage

• Excellent writing, editing, and proofreading skills

• Strong media contacts and the ability to pitch stories effectively

• Experience in issues management or crisis communication

• Familiarity with PR tools such as Meltwater, Roxhill, Gorkana, or Cision

• Ability to manage multiple projects and deadlines

• Comfortable advising stakeholders and representing the business externally

• Experience managing junior team members or agencies

• Understanding of how PR integrates with brand, digital, and content marketing

Some roles may also require experience with internal communications or public affairs.

 

Average salary for a PR manager.

 

In the UK, the average salary for a PR manager typically ranges from £40,000 to £55,000, depending on experience, location, and industry. 

• Entry-level PR managers or those transitioning from senior executive roles often earn £40,000 to £45,000

• Mid-level PR managers with several years of campaign or team ownership typically earn £47,000 to £50,000

• Senior PR managers, especially those managing multiple stakeholders or high-profile accounts, can earn up to £55,000 or more 

Salaries tend to be higher in London, in PR agencies, or within organisations with active public, media, or investor engagement.

Career progression for a PR manager.

 

A PR manager role often marks the transition from tactical delivery to strategic leadership in public relations. It provides the foundation to step into broader roles overseeing brand narrative, stakeholder communications, and high-impact campaigns. Typical career progression might look like:

 

PR executive or media officer

 

Focuses on media outreach, content creation, press tracking, and reactive comms support.

 

PR manager

 

Leads the development of PR strategies, manages campaigns and media partnerships, and supports reputation planning across the organisation or client portfolio.

 

Head of communications

 

Takes full responsibility for messaging, media strategy, and internal/external alignment. Manages teams, consultants, and comms budgets.

 

Communications director or CCO

 

Oversees corporate reputation, investor relations, executive communications, and crisis response. Often part of the senior leadership team or board.

 

Some PR managers also move into specialisms like public affairs, crisis communications, brand strategy, or media training — especially in sectors like tech, government, or consumer industries.