Trade guide
Press relations manager
The business
What is a press relations manager?
Its role
The job of a press relations manager is to maintain communication between the company and the media. Although more and more companies are using the services of a communications advisor, few people are familiar with the job of press relations manager. What are their tasks and skills? How can you train in this field? This guide gives you all the answers to these questions.
Its field of action
The press relations manager manages the relationship between companies and the media. As a result, he or she is the link between the company and journalists who want information about products or services.
The press relations manager is also involved in the events that the company organises to promote its products. He or she has a keen eye for communication opportunities and must seek out innovative ideas to publicise the company’s image.
He usually works in :
- education and research organisations.
- editorial staff of the print and electronic media;
- advertising agencies and audiovisual production companies;
- international organisations ;
- telecommunications companies;
- government agencies ;
The functions
What are the duties of a press relations manager?
The press relations manager is a company’s spokesperson to the media. The job of press relations officer revolves around three main areas:
respond to invitations from the press
The press relations manager acts as an interface between journalists and internal communication managers. They are responsible for increasing the number of press partnerships by maintaining and expanding a press relations portfolio. They must choose the right media for a specific event.
draw up communication pitches
The press relations officer is responsible for writing press releases, press kits and other information materials. Working with the other communications teams, they write various types of media material for journalists to promote the brand or product.
develop the company’s media strategy
The press relations manager plans and supervises press campaigns in conjunction with general management. Every day, they study the press, looking for media coverage of their various campaigns. On this basis, they develop a regular press review, which they circulate to their management and company staff.
Qualifications
The qualities and skills needed to be a good press relations manager
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Communication skills
A press relations manager must have good communication skills. They need to be good listeners and diplomats. They must have a good knowledge of the media and how they work. They must also have a good sense of marketing and management.
Creating a positive company image
A press relations manager may work with several media. They need to know how to manage relations with these media in order to create a positive image for the company. They must be eloquent, i.e. able to explain the services or product they represent.
Organisational and planning skills
In addition to the necessary academic knowledge, press relations managers must have experience and be able to demonstrate leadership, diplomacy and negotiation skills. They must be perceptive and have a good sense of organisation and planning. The press relations manager must also be able to establish straightforward relations with colleagues, members of staff, human resources managers and those in the finance and accounting departments. In short, they must have good interpersonal skills.
The benefits
What are the advantages of being a press relations manager?
The job of press relations manager is a front-line position. The manager must be in contact with various entities. He or she will be able to use these relationships for future collaborations.
Being a press relations officer is also an exciting job, and is the first step on the road to becoming a press manager.
Remuneration
Press relations manager: salary and career development
A press relations manager’s salary depends on his or her experience and the extent of his or her address book. A beginner’s salary is around €2,000 per month net. An experienced press relations manager can earn an average of €3000 per month over the course of his or her career. The salary scale can reach €4,500 for the most highly regarded.
With experience, press officers take on greater responsibilities. They are entrusted with more complicated, more strategic dossiers. They may go on to become head of the press department, communications director or public relations manager.
Up to
54 000€
Salary per year
Training courses
How do I become a press relations manager?
Our training courses
The qualifications of a press relations manager are often linked to training of two years or more. But companies are increasingly looking for candidates with significant experience and qualifications in marketing and journalism. The job is therefore open to candidates with at least a bachelor’s degree.
At INSEEC, we offer several courses that can prepare you for this profession:
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