For most of us, it’s easy to picture the role of public relations as being nothing more than someone apologizing on behalf of the CEO who tweeted some offensive remark. Sure, these situations will often mean the PR rep will be called into the boardroom to sort out a response, but thankfully, this is hardly the day-to-day job of a Public Relations manager.

Let’s dig in and review what the majority work of a PR person really is about.

Experts at Reading the Room

A PR manager are experts at empathizing with the company’s biggest supporters and even bigger critics. Through this specialized skill, they can get in front of a potential problem to put the corporate or organizations brand in a better light. For example, they may see more of their buyers are worried about climate change, so they may release comments about their commitment to reducing their energy use.

The Gatekeepers to All Messages

PR departments are a bit like gatekeepers when it comes to communication efforts. Before the ad agency can get the green light on running a new campaign, they may need to send it to the PR Manager for review. They’ll use their deep understanding of the company brand and the current vibes of their consumers to give approval or rejection. After all, unlike what the old adage says, not all publicity is good publicity.

The Mouthpiece of the CEO

Many company leaders are hired because they have an incredible ability to develop a vision and direction, however, they aren’t always the best at communicating what they see to the folks outside the room––think of how many times their tweets have landed them in trouble! This is where the PR Manager comes in. Not only are they responsible for drafting speeches for company leaders, they also may screen company memos and newsletters issued internally to its employees.

Get Ready to Launch Your PR Career

If you have the skills a PR Manager needs, drop into our Career Studio or schedule a session to offer tips on how to break into this lucrative career.