PR, or public relations, is a cross between marketing and communications. In general terms PR is about representing the organisation in the best light to the media and the general public. The PR director role is often about communicating with investors, talking to the media about developments in the industry and dealing with the general public to give out the best perception of the company. A PR director can be a very well paid role and is usually only found in large companies with a PR department and/or PR agencies.
This position involves taking a step back from the day-to-day and dealing on specifically with the larger tasks. This will include being quoted in press releases or appearing on television as a senior figure in the company. As a director the general management duties will also be delegated, such as human resources and budgeting, but will include other high pressure roles such as meeting with executives and investors and advising on corporate strategy and investor or government relations. All major companies need a public face to argue their corner, so this is a position available in all industries including the governmental and non-profit sector.
A PR director is expected to run the PR department and to put the best face on any incident for the company. It is unlikely this will ever involve defending a huge mistake the company is responsible for, but it could happen.
Leadership, communication and debating skills are the most important to have as is a high level of media savvy, especially with regard to social media and television. As this is a director leve role, several years experience will be required.