Public Relations Director Job Description
A career as a public relations director requires you to be a creative thinker as well as a leader. You will be responsible for the creation and implementation of a public-image campaign that will best suit the interests of your client. Advancement to the position of director is usually made after a series of promotions that begin with your entry-level position as a college graduate.
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Professional Responsibilities
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As a public relations director, you will be responsible for coordinating and implementing a plan whose purpose is to create a positive public image for the client. You will work as the liaison between the client and the media by creating press releases or sponsoring events related to the client's image. You will be responsible for managing a staff of public relations specialists to ensure the proposed plan is implemented efficiently and successfully. Your administrative responsibilities may extend to gathering financial reports on the well-being of the firm and maintaining internal firm communications.
Required Skills
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As this is a high-profile position, effective public speaking skills are a must. It is also necessary that you exhibit professionalism at all times as you will be viewed as the figurehead of the firm. You will be required to express a high level of creativity, flexibility and decisiveness in this position. An ability to manage stress and supervise the work of a full staff is imperative.
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Education and Work Experience
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As a public relations director, it will be expected that you have a bachelor's degree, preferably in public relations, journalism, communications or other related fields. A master's degree may also be necessary, though it will depend on the industry of specialization. Regardless of your educational background, you should have extensive knowledge of advertising, business administration, political science, creative writing, public affairs and public speaking. Though an exemplary education and work history will be necessary for advancement to the role of director, you may also be able to participate in a management training program that is accredited by the Public Relations Society of America.
Job Outlook
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According to the U.S. Bureau of Labor Statistics, the projected growth rate for the public relations industry is 24 percent from 2008 to 2018, which is higher than the national average. Specifically, the growth rate for public relations directors is expected to be 13 percent from 2008 to 2018. The public relations firms experiencing the greatest rise in demand will be those with international experience and those specializing in the advertising industry.
Salary
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According to the Bureau of Labor Statistics, the annual median salary for a public relations director is $89,430, as of May 2008. Salaries will vary, depending on location, size of firm and industry specialization.
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References
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