Public relations managers direct and plan PR campaigns intended to create and maintain the reputation and public image of an employer or client. To do this, key messages are transmitted across all forms of media and communication, often using third party endorsements, ensuring the targeting relevant audiences. Managers often need to observe social, economic, and political trends that might ultimately affect a firm, making recommendations to enhance the firm's image on the basis of those trends. PR managers often specialize in a specific area, such as crisis management, or in a specific industry, such as healthcare. The main crux of the role is to maintain goodwill and understanding between an organisation and its public.
As a PR manager it is essential to ensure that a company's PR department is running effectively, so supervising other staff and PR specialists is a key component of the role. Another responsibility is overseeing the writing of press releases, or the sponsoring of corporate events as a means to help maintain and improve the image and identity of the company or client. Often PR managers need to work with advertising and marketing staff to make sure that the advertising campaigns are compatible with the image the company or client is trying to portray, so good communication skills are vital. In addition, public relations managers may handle internal company communications, such as company newsletters, and may help financial managers produce company reports. They also may assist company executives in drafting speeches, arranging interviews, and maintaining other forms of public contact.