职责

　　•公共关系经理负责向企业赖以成功的受众进行宣传活动，这些受众包括消费者、股东或全体公众。

　　•他们通常擅长于某一特定领域，比如危机处理，或某个特定行业，比如卫生保健。

　　•他们通过所有可用的传播媒体进行宣传以保持目标群体的支持。

　　技能

　　•公共关系经理必须是出色的口头和书面表达者，同时他们必须能够与各种受众进行交流。

　　•他们必须能够与客户及媒体代表发展并维持坚实的工作关系。

　　•他们应该具有管理一个团队的经验，并拥有使职员达到表现性目标的能力。

　　教育背景

　　•某些雇主偏好具有公共关系或新闻专业的学士学位或硕士学位的雇员。

　　•典型的课程包括广告、商业管理、公共事务、政治学，以及创造性和技术性写作。

　　•美国公共关系学会基于公共关系从业者的工作年限和一个考试成绩为其提供认可方案。

　　前景

　　•就业率预期将快速增长，但是职位的竞争仍将非常激烈。

　　•公共关系经理职位为众多求职者所瞩目，必将引起其他经理或极富经验的专家和技术人员所追捧，这显然会导致激烈的竞争。

THE JOB

•Public relations managers direct publicity programs to an audience upon which their organization success depends, such as consumers, stockholders or the general public.

•They often specialize in a specific area, like crisis management, or a specific industry, such as healthcare.

•They use all available communication media in their efforts to maintain their target group's support.

SKILLS

•Public relations managers have to be excellent oral and written communicators; they also must be able to connect with a wide variety of audiences.

•They must have the ability to develop and maintain strong working relationships, not only with their clients, but with media representatives as well.

•They should have experience managing a team and possess skills that will enable people to achieve performance goals.

EDUCATION

•Some employers prefer a bachelor's or master's degree in public relations or journalism.

•Typical curriculum should include courses in advertising, business administration, public affairs, political science, and creative and technical writing.

•The Public Relations Society of America offers an accreditation program for PR practitioners based on years of experience and an examination.

OUTLOOK

•Employment is projected to increase rapidly, but competition for jobs is expected to be intense.

•Public relations manager jobs are highly coveted and will be sought by other managers or highly experienced professional and technical personnel, resulting in substantial competition.