It is done by pr managers. PR manager - responsibilities, job description. List of related professions

PR manager or PR manager (from the English public relations - public relations) is a specialist who is responsible for creating and maintaining a favorable image of a company or a specific trademark belonging to this company. The profession is suitable for those who are interested in psychology, Russian language and literature, and social studies (see the choice of profession by interest in school subjects).

Duties of a PR manager

The so-called "PR specialist" is responsible for interaction with the external environment, he evaluates, analyzes and predicts the factors affecting the company's image and its development. This is what makes him different from an advertising manager who only promotes separate service or product.

A PR manager ensures mutual understanding and cooperation between the organization and clients, journalists, authorities at all levels, and the public. This complex process includes several important responsibilities: 1) preparation of press releases about the company and their transmission to the media; 2) responses to inquiries from the media about the activities of the firm; 3) organization of press conferences for interviews with the company's management; 4) interaction with the authorities and the local population; 5) interaction with financial circles (for example, with investors). Separately, it is worth highlighting the organization and conduct of various PR campaigns.

Place of work

Every large firm has at least a PR manager position. In large banks, corporations, and companies, PR managers work in special departments or public relations departments.

There are also special PR-agencies that have a wide range of customers - from trade firms to famous artists. There are two groups of specialists working here. The first group includes copywriters (creators) who figure out how to conduct one or more events. The second group is made up of technologists. The latter put the developed concepts into practice, that is, they directly conduct presentations, press conferences, exhibitions, etc.

PR managers also work in politics. With their assistance, politicians gain (or fail to gain) the trust of citizens.

Requirements for a PR manager

• knowledge of the basics and principles of PR-management and advertising;
• be able to understand the basics of marketing, management, economics;
• ability to work with business correspondence;
• the ability to draw up PR strategies and knowledge of the principles of PR campaigns;
• media planning skills;
• ability to write articles, reviews, press releases, promotional materials;
• experience in organizing exhibitions, various specialized seminars, press conferences;
• possession of modern software, for example, MS Office; ability to use the Internet and graphics programs;
• knowledge is desirable in English at a fluent or conversational level.

Personal qualities

• sociability, activity, ability to work;
• knowledge of the rules of etiquette, the ability to find a common language and ways of correct communication with media representatives;
• a presentable external one is required, since the PR manager is the official representative of the organization;
• the ability to be creative and find a way out of a rapidly changing situation;
• stress tolerance;
• the ability to clearly express your thoughts.

Pros of the profession

• demanded and fashionable profession;
• high profit payment;
• the ability to communicate with the media and journalists.

Cons of the profession

• great competition in the labor market.

Training for a PR manager

Universities

The Russian Institute of Professional Education "IPO" - is recruiting students for a specialty in a distance learning program professional retraining and advanced training. Studying at the IPO is a convenient and quick way to obtain distance education. 200+ training courses. 8000+ graduates from 200 cities. Short deadlines for paperwork and external training, interest-free installments from the institute and individual discounts. Contact us!

Classes are taught by practicing PR managers with specialized education and work experience in the specialty of at least 5 years. ... 10 years on the education market, 4 million users. All courses can be purchased with an interest-free installment plan for a year. You can also get an IT specialty at Geek University, and pay for your studies a year after it starts.

The only one in Russia based on a professional standard. The course was prepared by the Russian Association for Public Relations (RASO), the oldest and largest association of PR specialists in Russia, which has existed since 1991. Upon completion of the course, students receive a certificate of completion of the "PR manager" course based on professional standard public relations specialist

Place of work and career growth

Novice PR managers (students or graduates of specialized faculties) will need knowledge of the basics of PR management, a willingness to work and communication skills. At first, wages will be low. As a place of work, a young specialist can choose PR- and advertising agencies, publishing houses, media companies, public relations departments in various companies or departments related to advertising.

The next stage of your career young specialist will begin after about two years of work in the chosen field. The requirements for such employees are already higher, for example, the ability to write articles, press releases, compilation of advertising and information materials, knowledge of the principles of planning PR strategies. Usually at this stage the specialist already has experience of participation and organization of various exhibitions, seminars or press conferences. The salary of a PR manager at this stage may already be 1.5 times more.

A higher salary for a PR manager appears after about three years of work in the field of PR management. Such an employee already has his own experience, a database of contacts with media workers has been formed, and he has experience in developing PR strategies.

However, if a PR man can become a so-called “star” in his field, they will struggle for his work, and the fees will be correspondingly very high.

In most cases, girls become PR-managers, men in this area are no more than 30%. The age category of specialists does not exceed 30 years (about 75%).

For a PR manager, the most obvious example of his professional success is his portfolio (information on completed projects). PR activity is fairly easy to check and tangible. Employers, using special mechanisms, can assess the past work of a PR specialist: whether he brought a new brand to the market, whether he was able to increase its recognition and increase sales, as well as change the opinion of direct consumers about a product or service.

A public relations manager is the face of a business, an enterprise. He works with the target audience, media representatives, government agencies. Plans, organizes, conducts public actions. Communicates directly with external partners.

Public Relations became a full-fledged offshoot of corporate management more than half a century ago. Today, the need for specialists in this area continues to grow. Large companies and international concerns form entire Public Relations staffs for 10–20 people. Russian business was no exception. The market for his vacancies continues to grow every year, as do the salaries of profile specialists.

For a modern young person, this is a reason to understand the intricacies of the profession, to find out what a PR manager does to develop a brand, what kind of education he needs. Let's figure out the peculiarities of a popular profile, the requirements for its representatives, the algorithm of actions of future public relations experts.

Choice of faculty and specialty

The peculiarity of the profession is an interdisciplinary approach. The specialist must have knowledge of different areas. Therefore, the "recipe" for professional training may differ. Preferred options:

• Faculty of Advertising. He studies the basics of communications, modern methods of media planning, PR as a discipline, rules for building connections. This is necessary for the future PR specialist.
• Faculty of Economics, Business (Entrepreneurship). Although the PR methodology is actively used in politics, the main user of its tools is business. It is impossible to promote a brand, form a company's image without understanding the basics of its work. The economic component is very important for a representative of such a profession.
• Psychology faculty. Here you need to know the basics of general and corporate (organizational) psychology.
• Management department. The essence of the profession is management: you need to know the basics of planning, organization of work, the principles of motivating the target buyer.

Knowledge at the end of training

How to become a PR manager? Choose one of the above Synergy faculties. Study at the same time in two profiles to strengthen your position in the employer competition. Get a competitive advantage by taking a course in Linguistics (parallel profile, second higher education), entrepreneurship.

Our graduates are in demand in any job market (Russian, foreign). Them high level provide in-depth knowledge of the basics:

• advertising methodology;
• conflictology;
• planning;
• analysis of the target audience, the popularity of products, the effectiveness of the events;
• organizational psychology;
• economics;
• classic marketing;
• management (management of resources, people, projects).

Employment Center at the University

The work of our University is structured so that each student can fully provide independent professional development. For more than 12 years (2004 opening), Synergy has its own Employment Center. Here the students:

• have access to the university vacancy database;
• receive advice on organizing the combination of work and study;
• preparing to successfully pass the interview;
• get help with getting a job;
• are exploring early career opportunities.

Personnel demand

Recruitment agencies have noted a boom in demand for this category of profession. The deficit of qualified managers is 200-500 thousand people, according to various estimates. Each big company, new trade Organization, supermarket chain, representation of foreign brands attracts a PR specialist to work on the image.

American, european market are also open. Knowledge of a foreign language is a real opportunity to get a job in a large international organization, develop world-class brands, gain invaluable marketing experience.

Employment

The manager is in demand on the field of the commercial market - in trade, service, manufacturing companies. He can work for political parties - create positive image, organize meetings, various events to promote. Large network companies (Megafon, Apple, Microsoft) are constantly in need of PR specialists.

Prestigious jobs:

• marketing agency;
• advertising bureaus;
• companies engaged in the direct provision of PR services;
• think tanks;
• corporations;
• state institutions;
• news publications, TV channels, radio;
• publishing houses;
• public organizations.

The manager can work independently, forming a portfolio of projects, expanding the portfolio of regular customers. Or take place in a team of a large organization.

List of job responsibilities

The list of functions determines the place of employment. The main pool of performed duties:

• development of a PR strategy for a company, brand, project;
• formation marketing plan to increase brand awareness;
• control over the implementation of items of the strategic plan;
• promotion: holding events, exhibitions, presentations, actions;
• analysis of the results of event campaigns;
• direct communication with media representatives;
• writing, publishing press releases;
• communication with the target audience;
• SMM marketing (advertising offer in social networks);
• conducting specialized seminars;
• organization of image interviews;
• control of PR-activity.

PR manager conducts management work, technical analysis, collects data on trade mark... There is no room for boredom or similar operations in this profession.

Required professional knowledge and skills

Each employer forms its own requirements for a PR manager vacancy seeker. Having analyzed the ads of employers, we will highlight the main required skills:

• media planning - scheduling informational videos, establishing contacts with media representatives, organizing press conferences;
• copywriting - writing articles, releases;
• editing;
• possession computer technology, special programs analysis;
• skills of online promotion of goods, resources;
• english language;
• oratory, the ability to clearly express thoughts, diction;
• sociability.

Required professional knowledge:

• basics of advertising;
• marketing analysis;
• strategic, tactical planning;
• managerial control over the execution of the plan;
• principles of building Public Relations;
• the basics of organizational psychology;
• the basics of classical marketing (formation of a customer portrait, methodology of brand promotion, selection of tools for creating a positive company reputation).

The experience of organizing large-scale events - exhibitions, presentations, forums, business meetings - will be very useful for a specialist.

Wage

High salaries are the advantage of the managerial profession. The amount of monthly income, if you believe the data for October 2017, for Moscow is 60-80 thousand rubles. Two years of work experience increases it by 10–20%. There is no top bar. average salary an experienced PR specialist (portfolio - 10 or more projects) is 80–95 thousand rubles / month.

The Western market - the “parent” of PR management and the profession itself - offers higher rates. Novice professional (if available higher education, practice) here gets from $ 6,000 / month. The income of a successful manager reaches 13-15 thousand monthly salaries, 200+ thousand dollars a year.

European international companies often open vacancies with a salary of a PR manager of 4-5 thousand euros. Experts who have worked with renowned customers receive up to 10 thousand euros per project.

List of related professions

PR-management is the management of brand development, the creation of a positive information field around the company, fine tuning of the advertising / marketing strategy. Possession of these skills is useful for many professions:

• art director;
• brandbooking specialist;
• advertising agent;
• SMM specialist.

You can get any of these professions with us. Strengthen knowledge (change the profile of an economist, financier, classical manager) is mBA courses or mini MBA. Course training takes place online. You will be able to develop professionally without interrupting your work. As a result, you get the maximum knowledge and skills, expanding the prospects for employment. The course attendee diploma is quoted for Russia, USA, Europe.

In the labor market, you can often find a burning vacancy for a PR manager. This one is more and more popular and relevant. The profession gained popularity in Russia in the mid-90s, with a sharp increase in advertising and competition in various industries. Initially, active PR was carried out in the political sphere of activity. That is why people who have chosen the direction of Public Relations have gained fame as stubborn careerists who stop at nothing before their intended goal.

The PR man is a man of versatile talents. On duty, he has to communicate with a wide range of people of various specialties. High creativity is important for a PR manager, real professional must be ready for non-trivial decisions and an instant change of tactics. Thinking outside the box and being creative are the keys to success. PR specialists - who are they and what is their main task?

From English, the abbreviation "PR" stands for "Public Relations". This is a professional manager whose main focus is to establish contact with the public.

The main task of a PR specialist is to form a positive and beneficial opinion about a corporation or a certain person, to highlight the positive features of a product or service. PR support is often offered by specialized agencies, the qualification of which is the temporary provision of a professional until the goal set by the employer is achieved. Large companies have their own corporate specialists who possess all the necessary information to create a certain image.

The main goal of a PR manager is to establish close contact with the media, because this is the widest platform for a deployed field of activity and maintaining a decent image of the company. A PR specialist must determine the range of thematic media, organize events involving the press, various conferences and round tables.

Summing up, we can say that a PR manager is a person who is called upon to provide a favorable information environment around an object (company, production, or individual).

Pros and cons of being a PR specialist

The PR manager is at the center of the company's events, he is aware of all the innovations and changes. Any innovations and changes require the active participation of this specialist. This is a responsible profession that requires maximum dedication and constant professional growth.

The undoubted advantage of working in a specialized PR agency is the possibility of a wide practical experience, a wide range of tasks and opportunities. A contract with such a company gives a great start for professional growth.

Key professions:

1. Constant activity and movement, active participation in the life of the company.
2. A wide circle of contacts, contacts with interesting and extraordinary personalities.
3. PR - creative work, who constantly needs extraordinary problem solving and creative solutions.
4. Continuous professional growth.
5. High value of an experienced and successful PR manager, decent wages.

However, there are a number of pitfalls: A PR manager is an employee who works closely with other members of a professional team. And the human factor plays an important role in the success of his business. Irresponsibility of employees and their disorganization can negatively affect the work of a PR specialist. Any, even the slightest mistake can become fatal and negate all the manager's work.

The work of a PR specialist can also include:

• high workload
• irregular work schedule
• great responsibility
• stressful situations requiring a quick solution to the problems that have arisen
• a certain dependence of labor results on the work of other employees

PR agencies may face the problem of misunderstanding the task due to the lack of information provided. In this case, it is important to establish close contact with the customer, clearly define the goals of the enterprise and the desired result of the employer.

Required skills and knowledge

To become a public relations professional requires skills in many specialties:

• journalism
• sociology
• psychology
• marketing

An international one obtained in the European Confederation of PR or MBA will become a big plus in career growth. Certain skills in this profession can be learned in short courses in public relations.

To achieve high performance in his work, a PR manager must have good command of foreign languages (sometimes several), it is good to navigate computer programs and the internet.

A distinctive feature of a PR manager is his willingness to learn new skills. This requirement is the key to professional growth. It is extremely important for a PR specialist to be a versatile person, to have a high level of organization and perseverance. This profession requires a person who is different analytical warehouse mind with high performance and mobility. You need high communication skills, the ability to get along with people of various social ranks.

Job responsibilities of a PR manager

PR specialist:

1. Close cooperation with the media, providing useful information to journalists and editors about the company's services.
2. Attracting significant information resources to long-term cooperation.
3. Conducting thematic presentations and press conferences, organizing round tables and rallies.
4. Collaboration with design studios.
5. Writing feature articles.
6. Work on filling the company's websites, selection of content.

Clearly spelled out functional responsibilities there is no public relations manager. Each company has its own set of requirements for a specialist in this profession, which can vary in a fairly wide range.

How much does a PR specialist earn

Public Relations Manager is a multifaceted profession that is increasingly in demand for large enterprises that must compete in modern world... Crucial in the level wages The PR specialist plays it. But the place of work, certain career successes and high performance labor activity also affect payroll.

The salary of a beginner PR specialist is on average 20-40 thousand rubles, depending on the region of residence and the industry of the company. The income of leading specialists can exceed 100 thousand rubles a month.

How to become a PR specialist and where to look for a job?

The basic education for this specialty is journalism. However, a graduate of psychological and sociological faculties can achieve great success. Marketing and management skills are essential for a successful career. A specialist must have accurate knowledge of the activities of the company he represents, know all the strengths and be able to profitably present them in society.

PR managers can find jobs in three areas:

1. As a free, temporary service provider.
2. You can get a job at an agency specializing in the provision of PR services on a contract basis.
3. Become a full-time manager on a full-time basis.

The subject with which a PR manager should work can be a private or state enterprise... A PR specialist can work with individual projects - events, exhibitions, presentations of new books or inventions.

In which industries is a PR manager most in demand? Qualified PR professionals are in demand in advertising business... They need publishing houses, exhibition centers and government authorities. Mass media and press service cannot do without their services. A full-time PR-employee is available in any large company.

A good PR manager is able to accurately identify the target audience and find an effective approach to it that can change the personal opinion of each person and create the perfect company image. There is a real hunt for such people, and a qualified PR-specialist is very expensive.

Write your question in the form below

The Village continues to figure out how much reps earn and spend on different professions... In the new issue - PR manager. The demand for PR specialists in Moscow remains consistently high from year to year. According to experts, beginners in the field of public relations earn about 40,000 rubles, but there are many vacancies on the market with a salary of 150,000 rubles or more. The PR manager of the Moscow agency told The Village about her work experience, her income and expenses.

Profession

PR manager

Salary

100,000 rubles

Spending

25,000 rubles

15,000 rubles

travels

10,000 rubles

buying clothes

10,000 rubles

cosmetics and appearance

10,000 rubles

communal payments

10,000 rubles

education

5,000 rubles

entertainment

5,000 rubles

transport

10,000 rubles

accumulation

How to become a PR manager

I received a liberal arts education in a good Moscow university at the Faculty of Sociology, specializing in PR. I don’t know how it is now, but at that time - in the early 2000s - the specialization in Public Relations was of an exceptionally captivating character: it was important to lure applicants, and no one worried about what to teach. There weren't even really teachers. And in general, there were very few subjects in the specialty throughout the training.

In my third year, I wanted to transfer to another university for the same specialty, but after talking with students and graduates, I changed my mind. The situation was the same everywhere: the lack of good public relations teachers. Nevertheless, I cannot say that this greatly affected me as a specialist. The university teaches to think. Moreover, PR is a very applied profession. Theory often doesn't matter at all. But I am glad that my education was precisely humanitarian and sociological. It helps a lot in the profession. Almost all the PR people I know have graduated from either the social faculty or the journalism faculty. Although I know PR people with an engineering education.

All kinds of internships, mainly in agencies, I started from my third year. She worked for free, and, as a rule, she monitored the media, made reports. This is the most routine activity in our profession, but this is the base. After graduation, I immediately went to work in my specialty. I was lucky, I guessed right with the choice of profession: I have a specialized education, I have been working in this field all the time, I love it and I want to work only in it. I know of cases when people, after five or seven years in PR, left: some went into marketing (which is the most logical thing), and some went into the wild, right down to interior design.

The first job was on the client's side, it was a large digital agency, where I was engaged in internal PR. Then I went to a PR agency, where I work to this day. Generally speaking, such a long term in an agency is a rare case. As a rule, agencies that provide PR services are viewed as a start, they gain experience, and then go to the company (there you can find a place in the PR department, which is engaged in PR itself and orders it from agencies). And there, and there - not easy. There is a lot of responsibility in corporations, but you manage the budget yourself and generally decide what to do with the brand and the project. In the agency, you are just a performer: the task went down, you adapted and implemented it.

In the interview, it's important to show that you know the journalists in your industry well. Important correct spelling texts, good business writing skills. A PR person must be prompt and very polite. Must express their thoughts clearly. Interviews are often asked to write a press release. This is how correct thinking and the ability to quickly navigate in any topic and give out a text "from a specialist", without being them, is tested. When hiring, companies are often asked to allocate an annual budget to assess vision and process understanding.

In my opinion, finding a job in PR is not very difficult. There is a turnover in agencies - we always need assistants and ordinary managers. As for tasty vacancies on the client's side, it is more difficult here: if the brand and the company are good, then people sit in such a warm place for years.

Features of work

Creativity - important quality... The market is so abundant that three to five events are held every month in the industry, and each time it is necessary to offer something new, to surprise journalists with something. I'm not even talking about the press kits that beauty PR people send to journalists. Here, the more creative, the cooler! Flowers, fruits and macaroons (and even if all this is together) will surprise no one for a long time.

A bad PR manager is a lazy social phobia introvert. And such people come into the profession, but they do not last long. You always need to be prepared for the event host to be stuck in traffic and his duties on this unforgettable evening will be performed by you, looking into these hundred pairs of eyes.

PR is communication, personal connections, punctuality, composure, multitasking and wild efficiency. Besides "blah blah" with journalists, there is a lot of routine in the form of monitoring, reporting, writing texts. I think this phrase should be heard, albeit for the hundred and first time: a good PR man is not at all the character who hangs out every day after work at events, comes to work at 12 o'clock, sits endlessly on social networks and chatters on the phone. Yes, the work is interesting, yes, there are events once or twice a month, and yes, you need to go to parties to communicate. But this is 20% of the total volume of PR tasks.

Since I work in the beauty industry, 30% of my working time is spent communicating with a client by mail, 40% - processing requests from journalists, communicating with them, 10% - monitoring and reporting (so that everything does not collapse at the end of the month), 10% - talking on the phone, 10% - coming up with some informational reasons to increase the number of publications.

In social networks, I consistently sit in the morning, lunch and evening. And not because I want to know what my friend Lena is doing, but because I watch what other PR people, agencies, brands, bloggers are doing, that is, I monitor the market.

The team in agencies and PR departments of companies is mostly female. There are also young people, but this is a rare case. The work schedule is, of course, irregular. I arrive at 10-11 am. I leave when all the operational tasks are completed - at 19 o'clock, but usually later. Sometimes I also work at home: answering urgent letters at any time is a credo good specialist... Work takes up most of your life. When a project is super interesting, I don’t even think about it, I just live for it. When the project is so-so, the day goes on more slowly, but still I'm interested.

In agencies, as a rule, there is such a structure: a director or ideological mastermind who organized all this and brought clients, a PR director, managers for projects or a brand. Large agencies have separate event specialists and designers. There are also outsourced contractors: photographers, promo-staff, production.

The PR campaign is organized as follows: first, we participate in a tender, offering several options for activities within the PR campaign. If all is well and we win the tender, the client returns to us with the selected activities and asks to fit them into the approved budget, which, as a rule, is lower than the originally announced one. Here you need to do the impossible without losing quality. Next, we calculate everything in detail and approve the estimate. Long and with nerves. The project starts to burn, but the agency cannot get down to work without an agreed budget. With grief in half, everything is approved and brought to a compromise. The agency implements the project in an unrealistically short time.

Of course, there were cases in my practice when everything was done in advance, but this was very rare. The deadline “should have been done yesterday” is the reality of any PR agency. If the client is stable and the agency has been working with him for a long time, then we make straws for ourselves and launch some activities at our own expense. Nevertheless, it happened that we paid for something, and the client removed the project at the last moment. This is bad for both parties, but conscientious and large companies, of course, pay for everything. Smaller and mostly Russian can throw. This has happened. Therefore, there are many risks, but we adapt to the client. There is no other way in this business.

We work with large customers, although there are also quite small ones. If we talk about the former, then the amount for a press event starts at 2 million rubles. This includes everything, everything: venue rental, catering, decoration, all kinds of entertainment at the event, design, production, printing house, agency remuneration. But this is the minimum budget for a small event. As for the mailing of press kits to journalists in order to acquaint them with the new product, then the estimate starts from 100 thousand rubles and can end at the level of half a million.

We rarely resort to “ordering” (paid publications in the media) - only in extreme cases, when it is important to maintain the level and just not fall face down in front of the client. Journalists are unpredictable things. Even if a brand wants to do something nice, soulful and even social, they still see the corporation behind it. Rarely do these two cherished factors coincide: "your informational occasion in the form of a project, event, novelty" and "the desire of a journalist to write about it." This is where the borderline between a good and a bad PR man lies. A good one will push through anything and squeeze out the maximum. Bad - no. It is another matter, of course, when this maximum in the client's vision is at the minimum level. Here you can only shrug your shoulders and drink something soothing. The client always wants a lot more than he can actually get. It is a matter of expectations and reality, as well as KPIs set at the beginning of the whole movement. In general, we do not pay for publications, we do not pay journalists, we do not even pay bloggers. In extreme cases, this happens, but the client knows about it. As a rule, we agree on this on the shore.

The most pleasant thing in my work is the opportunity to come up with some kind of project or event, then implement it and see the result. The goal is immediately obvious - it is clear why you leave work at 10 pm. Of course, the results are different, but even the negative aspects in our field should be treated philosophically and viewed as an experience. It's nice when people appreciate what you do. But it happens that your personal achievements or the achievements of your team are assigned by the client or his brand manager. Over the years, you feel calmer about this.

There is also a routine, but I would not say that this is the worst side of the profession. There is no result without routine and organization of simple processes. By the way, PR specialists are often confused with event managers. So they say: "Well, you organize events there, right?" This is just part of the iceberg. For event managers, almost everything ends after the event - you just need to dismantle and pay off all contractors. For PR specialists, after the event, everything is just beginning. Many people break down here. When you live in constant tension for several weeks or months before an event, you often want to at least take a day off immediately after its completion. But it was not there! The most interesting thing begins - post-release mailing and knocking out publications. This is another week of tension and nerves.

If we talk about difficult cases, then I remember one event with the bringing of stars. Moreover, there was no confirmation of the arrival of these stars almost until the last moment, and it was necessary to PR. We did not even have an agreed release, we could not officially let unconfirmed information from a major famous company... So we just spread a rumor. They called reporters and said that the event will be and most likely the stars will come. The PR was crazy. Everyone wrote and waited. This is not entirely good in terms of the purity of the profession, but there was nothing to do. It's good that everyone came and everything worked out. KPIs were exceeded. It also often rains at outdoor events. This is the karma of PR people. Then we run to meet our favorite journalists to the metro with umbrellas.

Salary

I get 100 thousand rubles after taxes. According to the market, this is a fairly high salary, especially in an agency, but I do not have an assistant, I do everything myself. Colleagues from the agency who are directly involved in events and production help on large projects. Of course, there are salaries and higher, but overall it is a good level.

The spread of the amounts is large. It feels like I can say that a beginner specialist receives about 30 thousand rubles, an ordinary PR manager - 50 thousand, and a specialist with experience - about 80 thousand. It seems to me that PR people with a salary of 200 thousand rubles work for Gazprom or similar organizations.

Spending

Money is mainly spent on food (going to restaurants, lunch, buying groceries home). It costs about 25 thousand rubles. The second big item is clothes, cosmetics, as well as trips to beauty salons. I spend about 10 thousand on clothes, about the same on cosmetics and personal care.

Also, part of the budget - about 10 thousand rubles - is spent on education: language learning and various trainings. I had a loan for a car, but not so long ago I repaid it and do not plan to take any more. Before meeting my husband, I rented an apartment in Moscow, it was a large part of the expenses. Now these are only utility bills - about 10 thousand rubles. I spend a little on transport (about 5 thousand), since I work close to home.

We travel and relax on New Year's and May holidays, spend long weekends in Europe and usually leave in the summer. PR people are strongly attached to projects: taking a vacation in October, when everyone has a bunch of events, is unrealistic and even indecent. May, by the way, workers are also often issued. Travel destinations - Europe, Asia, America. Of course, we also love fashionable destinations like Georgia. If you break down your travel expenses by a year, you will get about 15 thousand rubles a month.

Free time in Moscow is spent playing sports, walking in parks, visiting museums and exhibitions, theaters, concerts. There are a lot of events in our city, the main thing is to find for all this time. But the profession obliges to be in the subject, therefore all fashionable activities are a must see. It is difficult for a PR specialist to deny himself active leisure. You go somewhere to see what your competitors are doing, somewhere - just for inspiration. It takes another 5 thousand rubles.

10 thousand rubles is my emergency reserve. I save this money for something big. What exactly - I don't know yet. But if you urgently need some amount of money, then I have a little. Although, as a rule, this amount is spent on New Year's vacation or on doctors, since there is no VHI in my agency.

I think if you set yourself a goal to save something, you can refuse to buy fashionable clothes, an endless amount of cosmetics and some kind of cultural leisure, but again, for a PR specialist, this is all part of life. At least in my field, you need to keep the brand: look good, be in the center of cultural life, set trends.

Need a PR manager

Such a request can be found today not only on the Internet, but also on social networks more and more often. Increasingly, both our clients and their partners are addressing this issue to us, to the communication agency Comagency. It is also logical who, if not us, know best of all how an ideal PR manager should look like. Yes, we know what qualities a good PR specialist should have, how his tasks should "look" and what KPIs should be set for an objective assessment of his activities.

That is why our agency has launched, which helps non-specialists, as well as heads of companies, business owners, not only correctly describe the functions that a PR specialist should perform in their organization, deciding what this position should be called, and also close the resulting vacancy with maximum effect on business and budget. Let's not be cunning, it is not always easy and quick to find a PR specialist who is 100% consistent with our wishes, but the effectiveness of getting the functionality, character and abilities of the found specialist into the position from a business point of view is amazing. Many owners and managers say that there has never been a solution process this issue was not so "painless" and understandable, and they finally understand what their "PR specialist", "press secretary" or a specialist in external and internal communications is doing.

So, if you are looking for a good PR manager, you can read this material, or you can leave this process in the hands of specialists who know this process "from the inside".

A good PR manager: who is he and how to recognize him?

PR manager - from the English. public relations specialist - a public relations specialist - that is, a specialist responsible for creating and maintaining a favorable reputation for a company, brand or goods and services. Popularly known as “ pR man”, A PR manager today in many Russian companies can be responsible for a more or less wide range of business areas: from very narrow areas - organizing exhibitions, preparing brochures and" maintaining "a corporate website, ending with interaction with external and internal environment at various levels. This can be both the intracorporate level (when a PR specialist begins to play the role of an HR specialist in increasing loyalty to the employer, creating a certain image of the company for employees), and the level of partnership relations, and even relations with government agencies and authorities (the so-called GR - government relations). Sometimes, the functions of a PR specialist are unreasonably confused with the functions of managers of other specialties - marketers (imposing to study the market and sales), advertisers (advertising), designers (creating banners, brochures, postcards, illustrations, presentations), event managers, personal assistants and even secretaries (!). Although a PR manager must have the skills to work in each of the above areas, or sufficient knowledge to correctly and accurately set the appropriate tasks, his main function is to assess, analyze and predict the factors that affect the company's image and its development. This is one of the main differences between a PR manager and an advertising specialist who promotes only a specific service or product. It is with the latter, according to our observations, that most russian companiestends to confuse a PR specialist when hiring.

So, a good PR manager is responsible for the perception of the company by target audiences, its intangible value (reputation + intangible assets), and should not be a “jack of all trades”.

Otherwise, the PR manager will never play the important role that is assigned to him in business.

Since there are no businesses similar in all respects in the world, the functions of PR specialists are always different, depending on many factors, including the industry in which the company operates. Proceeding from this, those classical functions that a PR person performs are not so important, as those specific tasks that are most important specifically for a particular business and those issues that are facing the management. In the end, sometimes it is unlimited dedication, loyalty to the business or the company's management that helps PR specialists achieve those heights that no one expected from them.

Functions of a PR manager in the company

Formation of goals and objectives for PR-actions.

Assessment of resources and funds for the implementation of the planned PR-programs

Forecasting efficiency and end result for the company's reputation

Form and maintain an appropriate image of the organization, its policies, products, services and personnel activities.

Assess the reputation of the company and communicate this information to management.

Advise management on communication problems, solutions and possible techniques.

Inform the public about policies, activities, products, services and people in order to maximize knowledge and understanding.

Personal qualities required for a PR manager

• sociability, activity, ability to work;
• originality of thinking, the ability to find a way out of a difficult situation;
• knowledge of the rules of etiquette, the ability to find a common language and ways of correct communication with media representatives;
• a presentable external one is required, since the PR manager is the official representative of the organization;
• organizational skills;
• ability to speak and persuade;
• stress tolerance; work in limited time conditions;
• the ability to clearly express your thoughts.

Required professional knowledge and skills

• knowledge of the basics and principles of PR-management and advertising;
• be able to understand the basics of marketing, management, economics;
• ability to work with business correspondence;
• the ability to draw up PR strategies and knowledge of the principles of PR campaigns;
• media planning skills;
• ability to write articles, reviews, press releases, promotional materials;
• experience in organizing exhibitions, various specialized seminars, press conferences;
• possession of modern software, for example, MS Office; ability to use the Internet and graphics programs;
• knowledge of English at a fluent or conversational level is desirable.

Preferred education for a PR manager

Future PR-managers can be graduates of the faculties of advertising and PR, journalism, philology. But in general, this profession requires an interdisciplinary approach. The work of PR specialists is based on such special disciplines as sociology, psychology, social psychology.

Employers value most graduates of universities such as Moscow State University. M.V. Lomonosov, RUDN, MGIMO, RGGU. The presence of an international certificate and obtaining additional education on short-term courses in the field of PR.

Statistics and evaluation

In most cases, girls become PR-managers, men in this area are no more than 30%. The age category of specialists does not exceed 30 years (about 75%).

For a PR manager, the most obvious example of his professional success is his portfolio (information on completed projects). PR activity is fairly easy to check and tangible. Employers, using special mechanisms, can assess the past work of a PR specialist: whether he brought a new brand to the market, whether he was able to increase its recognition and increase sales, as well as change the opinion of direct consumers about a product or service.