Public Relations Manager
Key facts
Public relations managers strive to convey and maintain a desired image or reputation of a company, individual, governmental institution, or organisation in general to the public and stakeholders at large. They use all sorts of media and events to promote the positive image of products, humanitarian causes or organisations. They attempt to ensure that all public communications portray clients the way they want to be perceived.
As a Public Relations Manager, you're the voice and guardian of an organization's image. Your days involve crafting compelling narratives, managing media relations, and orchestrating events to promote a desired perception among the public and key stakeholders. You'll be responsible for ensuring consistent and positive messaging across all communication channels, responding to public inquiries, and proactively addressing potential reputational challenges.
- • Developing and implementing public relations strategies aligned with organizational goals.
- • Managing media relations, including writing press releases, organizing press conferences, and responding to media inquiries.
- • Creating and distributing content across various platforms, such as social media, websites, and internal communications.
Where this occupation is in demand
Reported labour shortages and surpluses, by year. Published for occupation groups, not for individual job titles.
Figures cover Administrative and commercial managers — 69 jobs including this one.
In shortage: Czechia, Italy.
Longest-running shortage: Italy, 3 years.
Select a place on the map to see its figures.
About this source›
Source: ELA/EURES labour shortages and surpluses. Readings are published at occupation-group level, and cover Europe. Editions differ in annex layout and country coverage, so a change between years does not always mean the labour market changed. Countries in grey were not reported, which is not the same as being in balance.
What these words mean
The four things this section reports
- Reported demand
- Whether employers report needing people in this job — a judgement published by a national or EU body, not a count.
- Where it is heading
- Which way employment in this job is expected to move over the coming years, from an official projection.
- Openings
- Roughly how many openings arise — from growth and from people leaving the job.
- Typical pay
- What people in this job typically earn where the source publishes it. Blank does not mean unpaid; it means nobody publishes it for that place.
A measure is left out when nobody publishes it for that place, rather than shown as zero.
Which way the market leans for you
- In your favour
- More openings than people looking — employers are competing for candidates.
- Balanced
- Openings and candidates are roughly matched.
- Competitive
- More people looking than openings — expect to compete.
- Mixed evidence
- Sources disagree, or the same occupation group is short in one part and oversupplied in another.
Every source resolves to one of these four, so there is a single vocabulary to learn. What differs is the evidence behind it, which is printed underneath each verdict — a measured ratio of openings to jobseekers, or an assessment published by a national body.
How this job compares with other jobs in the same country
- Strong
- Among the strongest in that country
- Good
- Stronger than most jobs in that country
- Mixed
- About typical for that country
- Weak
- Weaker than most jobs in that country
This is a rank within one country, not a score you can carry across borders — the registers behind two countries count different people, so the same number means different things in each. It is also why a job can be among the strongest in a country and still show as Competitive: it leads the field in a market that is crowded overall.
Where these come from
Every figure is published by a national statistics office, a public employment service or an EU body, and each card names its source and the period it covers. Some places are counted monthly, others assessed once or twice a year, so two places on the same map can be describing different moments — the date is always shown.
None of this predicts one person’s chances. It describes a market.
Reported demand · Typical pay · Where it is heading (United States, Ireland, Australia, Malta, United Kingdom)
| Reported demand | Typical pay | Where it is heading | |
|---|---|---|---|
| United States | Not reported | $146,910 2025-05 | +5% 2024–2034 · BLS 2024-2034 |
| Ireland | Not reported | — | +5.4% 2023–2035 · Cedefop 2026 * |
| Australia | Assessed as balanced Jobs and Skills Australia 2025 * | — | — |
| Malta | Surplus reported ELA/EURES 2024 * | — | +22.3% 2023–2035 · Cedefop 2026 * |
| United Kingdom | Not reported | £72,020 2025-provisional | — |
* Published for occupation groups, not for individual job titles.
U.S. Bureau of Labor Statistics (OEWS)
Source: Office for National Statistics, Annual Survey of Hours and Earnings, Open Government Licence v3.0
Do you guide students, clients or employees? Use this occupation data in your organisation.
Future Outlook for public relations manager
The outlook for public relations manager reflects a balanced mix of automation exposure and durable, human-led work.
How are these scores calculated?
The Resilience Score (0–100) estimates how structurally protected this occupation is from automation and AI disruption, based on task-level analysis. Higher scores mean more human-judgment-intensive tasks. AI Exposure shows the estimated percentage of task hours that current AI capabilities could affect. These are model-derived structural indicators, not predictions about individual job security.
How could public relations manager change as AI adoption grows?
This role is likely to change gradually, with AI supporting selected tasks rather than replacing the whole occupation.
Illustrative scenario based on task automatability — not a forecast. Values are rounded the further ahead you look.
This role is likely to change gradually, with AI supporting selected tasks rather than replacing the whole occupation.
Illustrative scenario based on task automatability — not a forecast. Values are rounded the further ahead you look.
Model-based estimate. Use it as a planning signal, not a guarantee.
Compare this to your profile
How AI may change this role
Deterministic, model-based interpretation of current role signals — not a guarantee of replacement.
What still depends on people
- protect client interests
- liaise with local authorities
- build community relations
Where AI may become a co-pilot
- analyse external factors of companies
- prepare presentation material
- give interviews to media
Tasks most exposed to automation
- draft press releases
Vital Signs & AI Vectors
AI Exposure Vectors
0-100%Exposure to content generation, creative augmentation, and large language model tools
Exposure to workflow automation, decision-support software, and process digitisation
Exposure to AI-assisted analysis, pattern recognition, and predictive modelling tasks
Exposure to physical automation, robotics, and sensor-driven task displacement
Technical Details
NexFuture v3.0 estimates automation exposure natively from ESCO essential-skill groups, weighted by skill mass and calibrated against expert anchors. Scores are probabilistic estimates, not guarantees. See the NexFuture Methodology White Paper for full details.
Measures automation exposure. It does not measure pay, demand, or how many jobs exist near you.
What people in this role usually do
Marketing & Sales
A typical day as a public relations manager
09 09:00 · Morning conduct public presentations
10 10:30 · Mid-morning establish relationship with the media
12 12:00 · Midday advise on public image
14 14:00 · Afternoon advise on public relations
15 15:30 · Late afternoon analyse external factors of companies
17 17:00 · Wrap-up build community relations
Task order is illustrative. Individual days vary.
What you need to do this work
The skills, knowledge and tools this role calls for — and the traits and rewards that come with it.
-
integrate strategic foundation in daily performance
Reflect on the strategic foundation of companies, meaning their mission, vision, and values in order to integrate this foundation in the performance of the job position.
-
develop communications strategies
Manage or contribute to the conception and implementation of an organisation's internal and external communications plans and presentation, including its online presence.
-
protect client interests
Protect the interests and needs of a client by taking necessary actions, and researching all possibilities, to ensure that the client obtains their favoured outcome.
-
build community relations
Establish affectionate and long-lasting relationships with local communities, e.g. by organising special programms for kindergarden, schools and for dissabled and older people, raising awareness and receiving community appreciation in return.
-
advise on public relations
Advise business or public organisations on public relations management and strategies in order to ensure efficient communication with target audiences, and proper conveying of information.
-
advise on public image
Advise a client such as a politician, artist or another individual dealing with the public on how to present themselves in a way which would gain most favour from the general public or a target audience.
-
develop media strategy
Create the strategy on the type of content to be delivered to the target groups and which media to be used, taking into account the characteristics of the target audience and the media that will be used for content delivery.
-
develop public relations strategies
Plan, coordinate and implement all the efforts required in a public relations strategy such as defining the targets, preparing communications, contacting partners, and spreading information among stakeholders.
-
prepare presentation material
Prepare the documents, slide shows, posters and any other media needed for specific audiences.
-
liaise with local authorities
Maintain the liaison and exchange of information with regional or local authorities.
-
organise press conferences
Organise interviews for a group of journalists in order to make an announcement or answer questions on a specific subject.
-
use different communication channels
Make use of various types of communication channels such as verbal, handwritten, digital and telephonic communication with the purpose of constructing and sharing ideas or information.
-
give interviews to media
Prepare oneself according to the context and the diversity of media (radio, television, web, newspapers, etc.), and give an interview.
-
establish relationship with the media
Adopt a professional attitude to respond effectively to the demands of the media.
corporate social responsibility
The handling or managing of business processes in a responsible and ethical manner considering the economic responsibility towards shareholders as equally important as the responsibility towards environmental and social stakeholders.
company policies
The set of rules that govern the activity of a company.
ethics of sharing work through social media
The ethics around the appropriate use of social networks and media channels through which to share your work.
European Structural and Investment Funds regulations
The regulations and secondary legislation and policy documents governing the European Structural and Investment Funds, including the set of common general provisions and the regulations applicable to the different funds. It includes knowledge of the related national legal acts.
- communication principles
- diplomatic principles
- forming of public opinion
- market research
- public relations
- reputation management
- rhetoric
- strategic planning
Path to become a public relations manager
What it typically takes to qualify: education level, where it is a regulated profession, and where to study.
Master's or equivalent level
2,730 programmes in 31 countries teach the core skills of this job. Plus 681 short courses that build single skills.
A few examples, taught in the language of this page:
Master of Arts in Public Relations and Digital Communications
Griffith College · Ireland
Higher Certificate in Business in Business Technology and Communications
Munster Technological University · Ireland
Lappeenrannan-Lahden teknillinen yliopisto LUT · Finland
Marketing Communications
CMI Communications & Management Institute · Ireland
These are 6 of 3,411.
Sources
- 1. Source: Europass Qualification Dataset Register (European Commission)
- 2. Bron: DUO open onderwijsdata
- 3. Source: Opintopolku.fi (Finnish National Agency for Education)
Growth Pathways & Similar Roles
Explore typical career progression paths, adjacent skills, and similar roles to plan your next transition.
Where does public relations manager fit?
Similarity scores based on skill overlap from ESCO data.
For organisations
The data on this page, working for your students, clients and staff.
Frequently asked questions
What industries typically hire Public Relations Managers?
How does this role differ from a marketing manager’s responsibilities?
What skills are most important for success as a Public Relations Manager?
Is there a shortage of Public Relations Manager in Europe?
How much does Public Relations Manager pay in the United States?
Sources: ESCO O*NET ELA/EURES Cedefop BLS Data updated October 3, 2026 About our data