Internal Communications Manager: job description. Job description of a public relations manager (sample text download) What is the responsibility of a public relations manager
Job description public relations manager
- General Provisions
1.1 This job description defines functional responsibilities, rights and responsibilities of a public relations manager.
1.2 A public relations manager belongs to the category of managers.
1.3 A public relations manager is appointed and dismissed in accordance with the procedure established by the current labor legislation by order of the director of the travel agency.
1.4 Relationship by position:
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1.4.1 |
Direct subordination |
Travel agency director |
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1.4.2. |
Additional subordination |
− |
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1.4.3 |
Gives orders |
Agency employees |
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1.4.4 |
The employee replaces |
Person appointed by the director of the travel agency |
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1.4.5 |
The employee replaces |
− |
- Public Relations Manager Qualifications:
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2.1. |
Education |
having higher professional (humanitarian) |
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2.2 |
work experience |
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2.3 |
knowledge |
the law "On the basics of tourist activity in Ukraine", decisions, orders, orders, other governing and regulations parent and other organizations in the field of tourism; basics market economy, entrepreneurship and doing business; marketing in tourism; methods of collecting, processing and analyzing information; basics of statistics and analysis; techniques for quantifying and analyzing information; general methodology Public Relation the place of the public relations manager in the structure of the organization; determination methods target audiences; basic means of PR work (means mass media, corporate newsletter, associations, entourage, information, etc.); principles of planning PR, PR-campaigns; methods of organizing and conducting PR campaigns; the structure and function of the media; methods of working with the media; the procedure for organizing and preparing press releases, information messages, briefings, press conferences, media kits, backgrounds; basic principles of client PR, within corporate PR, crisis PR, other types of PR; basic principles of work in a competitive environment; principles of administrative management; fundamentals of management; computer technologies and software for automated information processing (texts, databases, etc.); foundations of ethics, sociology, psychology, philology; business correspondence rules; the composition of information that is a state, official and commercial secret, the procedure for its protection and use; foundations of social psychology; office work standards (classification of documents, procedure for execution, registration, passage, storage, etc.); information processing methods using modern technical means communications and communications, computer; fundamentals of labor legislation; rules and norms of labor protection, safety, industrial sanitation and fire protection; |
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2.4 |
skills |
− |
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2.5 |
Additional requirements |
additional training in management |
- Documents regulating activities
3.1 External documents:
Laws and regulations related to the work performed.
3.2 Internal documents:
Travel agency charter, Orders and orders of the travel agency director; Regulations on a travel agency, Job description of a public relations manager, Internal labor regulations.
- Job responsibilitiespublic relations manager
The public relations manager has the following responsibilities:
4.1. Organizes work on public relations and mass media.
4.2. Supervises the staff (department) of PR-specialists or other employees of the organization subordinate to him, distributes tasks between them, controls the implementation of the tasks assigned to them.
4.3. Develops a communication strategy with representatives of the public and the media; general outlines of the corporate identity of the organization; action plan for the formation or correction of the image corporate culture organizations; a draft of a thematic and financial work plan for PR specialists.
4.4. Develops a plan for conducting PR campaigns, makes forecasts of the impact on the organization's image of certain planned actions.
4.5. Determines the budget for PR campaigns.
4.6. Develops ways of representing: the relationship of the organization to the economic, political, environmental and social issues; information about the main directions of the organization's development, its achievements, the socio-economic situation of the organization and the tourism industry as a whole, etc.
4.7. Organizes press conferences, briefings, media kits, backgrounds, interviews with the organization's leaders in the media.
4.8. Organizes the preparation of press releases on the activities of the organization, corporate bulletins, other information materials on the activities of the organization for the media, audiences of "specialists" and "observers", prepares public reporting documents of the organization.
4.9. Conducts marketing research demand for tourist information.
4.10. Analyzes external environment on the subject of studying the attitude to the activities of the organization, organizes polls, questionnaires and interviews of the public in order to identify the real attitude to the image and policy of the organization.
4.11. Organizes interaction with centers for the study of public opinion and draws up its own programs for the study and determination of public opinion on the activities of the organization.
4.12. Informs the management of the organization about the results of public opinion polls (consumers, the media, representatives of government agencies, partners and clients, etc.).
4.13. Analyzes the social, economic and political aspects of society, develops forecasts for the future and identifies unfavorable trends for the organization in advance.
4.14. Analyzes the requests of the media and other members of the public about the activities of the organization, gives recommendations to PR-specialists on the coverage and interpretation of certain events in the organization.
4.15. Uses news stories (exhibitions, presentations, events, etc.) to benefit the organization's image from attracting public attention through the press without direct advertising.
4.16. Analyzes proposals for the organization's participation in various actions (exhibitions, press conferences, presentations, " round tables», Festivals, charity events, etc.), gives an opinion on the possibility of joint participation in PR-actions of third-party organizations.
4.17. Uses in his work any necessary means of communicating information about all successful actions of the organization to potential audience(customers, shareholders, investors, etc.), on which the prosperity of the organization depends.
4.18. Analyzes the effectiveness of the conducted PR campaigns.
4.19. Summarizes, analyzes and brings to the attention of the management the materials of the mass media about the organization (goods, services), not initiated by the organization and PR-personnel.
4.20. Reacts to statements about the organization of critical remarks (prepares response speeches, press conferences, organizes clarification and commenting on critical remarks in other forms).
4.21. Organizes trainings for the management of the organization on interaction with the media, representatives of the public.
4.22. Analyzes the PR strategies of competitors, identifies their strengths and weaknesses.
4.23. Organizes polls among employees of the organization to receive materials about the need to conduct PR-actions inside corporate (for improving personnel policy organization, prevention of internal conflicts, etc.).
4.24. Develops proposals for improving the structure of interaction of PR-staff with others structural divisions organizations.
4.25. Organizes the work of the PR-archive of the organization (which includes all inquiries from the public, responses, materials of carried out actions, etc.).
4.26. Maintains the established documentation and prepares reports on time.
- Rightspublic relations manager
A public relations manager has the right to:
5.1. Participate in the discussion of draft decisions of the head of the organization.
5.2. To dispose of the property and funds entrusted to him in compliance with the requirements determined by legislative and regulatory legal acts, The Charter of the organization.
5.3. Sign and endorse documents within their competence.
5.4. Initiate and hold meetings on organizational and financial and economic issues.
5.5. Request and receive from structural divisions the necessary information and documents.
5.6. Conduct quality checks and timely execution of orders.
5.7. Demand the termination (suspension) of work (in case of violations, non-compliance with established requirements, etc.), compliance with established norms, rules, instructions; give instructions for correcting deficiencies and eliminating violations.
5.8. Submit to the head of the organization for consideration the idea of hiring, moving and dismissing employees, on the encouragement of distinguished workers and on the use of disciplinary action to employees who violate labor discipline.
5.9. Participate in the discussion of issues related to the duties performed by him.
5.10. Require the head of the organization to assist in the performance of their duties and rights.
- A responsibilitypublic relations manager
The Public Relations Manager is responsible for:
6.1. Per improper performance or failure to fulfill their official duties provided for by this job description - within the limits determined by the current labor legislation of Ukraine.
6.2. For offenses committed in the course of carrying out their activities - within the limits determined by the current administrative, criminal and civil legislation of Ukraine.
6.3. For causing material damage- within the limits determined by the current labor and civil legislation of Ukraine.
- Public Relations Manager Working Conditions
7.1. The working hours of the public relations manager are determined in accordance with the Internal Labor Regulations established by the travel agency.
7.2. Due to operational needs, the public relations manager may be sent on business trips (including local ones).
7.3. To resolve operational issues of the public relations manager, company vehicles may be allocated.
- Terms of remuneration
The terms of remuneration of the public relations manager are determined in accordance with the Regulations on the remuneration of personnel.
9 Final provisions
9.1 This Job Description has been drawn up in two copies, one of which is kept by the travel agency, the other by the employee.
9.2 Tasks, Duties, Rights and Responsibilities can be clarified in accordance with the change in the Structure, Tasks and Functions of the structural unit and workplace.
9.3 Changes and additions to this Job Description are made by order of the director of the travel agency.
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Head of structural unit |
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(signature) |
(surname, initials) |
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AGREED: |
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Head of the legal department |
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(signature) |
(surname, initials) |
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00.00.0000 |
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I have read the instructions: |
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(signature) |
(surname, initials) |
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00.00.00 |
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1. General Provisions
1.1. A public relations manager belongs to the category of managers.
1.2. Qualification requirements:
Higher professional education in the specialty "Public Relations" and work experience in the specialty for at least 2 years or higher professional education and additional training in the field of public relations and work experience in the specialty for at least 2 years.
1.3. A public relations manager should know:
- laws and other regulatory legal acts related to the regulation of the field of public relations;
- legislation on mass media and advertising;
- international and Russian codes professional and ethical principles in the field of public relations;
- fundamentals of economics, entrepreneurship and management;
- development strategy of the organization;
- the conjuncture of the information market;
- technology of conducting sociological research;
- methods of work in crisis situations;
- methods of planning and organizing advertising and information campaigns;
- the procedure for drawing up and concluding agreements (contracts) on information support programs and activities;
- the basics of political science, sociology, psychology and marketing;
- ethics of business communication;
- advanced domestic and Foreign experience in the field of public relations;
- the basics of office work;
- methods of collecting and processing information using modern technical means of communication and computer technology;
- fundamentals of labor legislation;
- rules for labor protection.
1.4. Appointment to the position of a public relations manager and dismissal from office are made by order general director.
1.5. The public relations manager reports directly to the CEO.
1.6. To ensure his activities, the public relations manager is granted the right to sign the organizational and administrative documents of the Company on issues that are part of his functional duties.
1.7. During the absence of a public relations manager (business trip, vacation, illness, etc.), his duties are performed by a person appointed in accordance with the established procedure. This person acquires the corresponding rights and bears responsibility for the improper performance of the duties assigned to him.
2. Job responsibilities
Public Relations Manager:
2.1. Manages one of the activities of the organization in the field of public relations.
2.2. Develops long-term and current programs and plans, individual events or their complex within the framework of this direction, their information support, the scheme of financial and organizational support.
2.3. Participates in the formation of an information and advertising strategy for a separate direction of the organization's activities in the field of public relations in accordance with the general priorities of the organization's policy and the prospects for its development.
2.4. Carries out the choice of forms and methods of interaction with the public, organizations, mass media.
2.5. Determines the nature, content and carriers of information messages emanating from the organization.
2.6. Provides two-way communication with consumers, partners and other groups of the public.
2.7. Organizes and maintains constant contacts with the media, information, advertising, consulting agencies, public relations agencies, publishing houses, other enterprises and organizations, government and public structures.
2.8. Organizes the collection of information, including with the use of sociological research; continuous monitoring of information sources.
2.9. Analyzes the state and predicts changes in the information market and the sphere of public communications; proposes measures to adjust the organization's public relations policy.
2.10. Supervises the preparation and execution of agreements and contracts for information, advertising, organizational and financial security programs and events within the framework of a separate area of the organization's activities in the field of public relations.
2.11. Provides interaction of internal structural divisions of the organization during joint activities.
2.12. Engages independent external consultants and experts in the field of public relations to solve the assigned tasks.
3. Rights
A public relations manager has the right to:
3.1. Request and receive from structural divisions information, reference and other materials necessary to perform the duties provided for by this Job Description.
3.2. In agreement with the head of the enterprise, involve experts and specialists in the field of public relations for consultations, preparation of conclusions, recommendations and proposals.
3.3. To get acquainted with the documents defining his rights and obligations in the position held, the criteria for assessing the quality of the performance of official duties.
3.4. Submit proposals for improving the work related to the responsibilities provided for in this Instruction for the management's consideration.
3.5. Require the management of the enterprise to ensure organizational and technical conditions and the execution of the established documents necessary for the performance of official duties.
4. Responsibility
The public relations manager is responsible for:
4.1. For improper performance or non-performance of their official duties, provided for by this Job Description, within the limits established by the current labor legislation of the Russian Federation.
4.2. For offenses committed in the course of their activities - within the limits established by the current administrative, criminal and civil legislation of the Russian Federation.
4.3. For causing material damage to the enterprise - within the limits established by the current labor and civil legislation of the Russian Federation.
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The collection includes job descriptions drawn up in accordance with qualifications contained in the Qualification handbook of positions of managers, specialists and other employees, approved by the decree of the Ministry of Labor of Russia dated August 21, 1998 No. 37, as well as in accordance with other regulations according to tariff and qualification characteristics (requirements). |
APPROVED
General manager
Surname I.O. ________________
"________"_____________ ____ G.
1. General Provisions
1.1. PR manager belongs to the professional category.
1.2. The PR manager is appointed and dismissed by the order of the CEO.
1.3. The PR manager reports directly to the General Director / Director of PR and Marketing.
1.4. A person who meets the following requirements is appointed to the position of PR-manager: higher professional education in the specialty "Public Relations" or higher professional education and special additional training, work experience in the specialty from a year.
1.5. During the absence of a PR manager, his rights and responsibilities are transferred to another official, which is announced in the order for the organization.
1.6. A PR manager should know:
- the basics of marketing;
- general PR methodology, methods of targeting audiences, principles of planning and conducting PR campaigns;
- methodology for working with the media, the procedure for organizing and preparing press releases, information messages, media kits;
- basic principles of client PR, intracorporate PR, crisis PR, and other types of PR;
- legislation on advertising;
- the composition of information, which is a state, official and commercial secret, the procedure for its protection and use.
1.7. A PR manager is guided in his activities by:
- legislative acts of the Russian Federation;
- the Charter of the organization, the Internal Labor Regulations, other regulations of the company;
- orders and orders of the management;
- this job description.
2. Job responsibilities of a PR manager
The PR manager performs the following job duties:
2.1. Organizes work on public relations and mass media.
2.2. Develops a strategy for communication with representatives of the public and the media and the corporate identity of the company, an action plan for the formation or adjustment of the image of the corporate culture of the company.
2.3. Develops a plan for conducting PR-campaigns, makes forecasts of the impact on the company's image of certain planned actions.
2.4. Determines the budget for PR campaigns.
2.5. Organizes press conferences, briefings, media kits, backgrounds, interviews with company executives in the media.
2.6. Organizes the preparation of press releases on the company's activities, corporate bulletins, other information materials about the company's activities for the media, prepares the company's public reporting documentation.
2.7. Studies the attitude to the company's activities, organizes polls, questionnaires and interviews with the public.
2.8. Informs the company's management about the results of public opinion polls (consumers, the media, representatives of government agencies, partners and clients of the company, etc.).
2.9. Uses news stories (exhibitions, presentations, events, etc.) to benefit the company's image from attracting public attention through the press without direct advertising.
2.10. Analyzes proposals for the participation of an enterprise in organizing various actions (exhibitions, press conferences, presentations, festivals, charity events, etc.), gives an opinion on the possibility of joint participation in PR-actions carried out by third-party organizations.
2.11. Analyzes the effectiveness of the conducted PR campaigns.
2.12. Summarizes, analyzes and brings to the attention of the company's management materials of the mass media about the company (goods, services), not initiated by the enterprise and the PR-personnel of the enterprise.
2.13. Reacts to criticism of the enterprise (prepares response speeches, press conferences, organizes explanations and comments on criticism in other forms).
2.14. Analyzes PR strategies of competitors, identifies their strengths and weaknesses.
2.15 Organizes polls among employees of the enterprise to obtain materials on the need for intra-corporate PR-actions (to improve the personnel policy of the enterprise, prevent internal conflicts, etc.).
2.16. Carries out other official duties of the company management.
3. Rights of a PR manager
The PR manager has the right to:
3.1. Request and receive the necessary information and documents from the heads of the specialized departments of the company and specialists.
3.2. Act on behalf of the enterprise, represent the interests of the enterprise in relations with public authorities and local government, representatives of the media and the public.
3.3. To independently carry out correspondence with the structural divisions of the enterprise, as well as other organizations on issues within its competence.
3.4. Submit to the management of the enterprise proposals for improving the work associated with the obligations provided for in this instruction.
3.5. Require the management of the company to provide organizational and technical conditions and the execution of the established documents necessary for the performance of official duties.
4. Responsibility of the PR manager
The PR manager is responsible for:
4.1. For non-fulfillment and / or untimely, negligent fulfillment of their duties.
4.2. For non-compliance with the current instructions, orders and orders for the preservation of commercial secrets and confidential information.
4.3. For violation of the internal labor regulations, labor discipline, safety and fire safety regulations.
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What does the profession of PR manager mean? This is a public relations manager, in other words, an intermediary between the company and its target audience (potential customers and employees). The main responsibilities of a PR manager include informing the public about the company's activities, distributing publications and reviews about it, posting news, etc. The PR manager has a great responsibility for the image and reputation of a company or brand. The functions of the PR-manager also include representing the firm and speaking on behalf of the firm at various events.
Places of work
We can say that every large company, press service and independent PR agency needs the services of a public relations specialist. The knowledge and skills of a PR manager are also in demand in politics, show business, the Internet and media projects.
History of the profession
The concept of Public Relations and the profession of a PR manager appeared in the United States at the beginning of the 20th century, when a public relations department appeared at Harvard University, and the US Democratic Party used the services of a publicity adviser. In the period from the 30s to the 60s of the twentieth century, the positions of a PR manager appear in many companies, and Public Relations is already considered as an independent direction of management.
Duties of a PR manager
The duties of a PR manager include:
- development and implementation of the company's PR strategy;
- promoting the company's brand on the market;
- formation of a PR-activity plan;
- work with social media (SMM);
- writing and posting articles, press releases, news, interviews and official messages in the media and on the company's website;
- development and ordering of advertising and information materials, printing and souvenir products;
- monitoring of the competitive environment;
- organization of events, specialized seminars, conferences, etc .;
- analysis and evaluation of the effectiveness of PR-campaigns.
Requirements for a PR manager
Among the requirements for public relations specialists are:
- higher education in specialties related to marketing, journalism, philology and Public Relations;
- work experience in the field of PR, marketing or IT technologies;
- public speaking skills;
- possession of a PC (MS Office, graphic editors and other programs);
- copywriting skills;
- Correct oral and written language.
Quite often, employers require job seekers to know English.
Sample PR manager resume
How to become a PR manager
To become a manager in the field of PR, you need to get a higher education, including training in the basics of Public Relations - this opportunity is provided by many universities. It is also possible for applicants with basic journalism and economics education to become public relations specialists.
PR manager salary
The salary of a PR manager varies from 20 to 70 thousand rubles and depends on the type of employment, the specialist's schedule and the volume of duties performed. average salary PR manager is 40 thousand rubles. The region in which he works also affects the level of a PR person's income.
Where to get training
In addition to higher education, there are a number of short-term studies on the market, usually from a week to a year.
Interregional Academy of Construction and Industrial Complex and its courses in the direction "".
Institute of Professional Education "IPO" invites you to take distance courses in the direction "" (there are options 256, 512 and 1024 academic hours) with obtaining a diploma or certificate of the state sample. We have trained over 8,000 graduates from nearly 200 cities. You can undergo training as an external student, get an interest-free installment plan.
Pr manager is a specialty that has appeared not so long ago. Since then, workers in this profession have managed to establish themselves as highly significant employees. Their activities, done properly, will bring real and tangible benefits to their company.
What is a public relations manager for?
A public relations manager is needed for various purposes in small and large organizations. In a small enterprise, such an employee performs a very wide range of functions, for example, he traditionally writes advertising texts. In addition, he performs marketing functions, and can also work as a sales manager.
At the same time, an employee of a large company part of the public relations service... Such a person in the organization performs certain highly specialized functions.
Overall PR manager required in order to establish communication with the media... He is also obliged create a positive image of the company among the public in general and directly from its target audience in particular. Therefore, an employee of this profile assumes responsibility for all the nuances that are related to the image of the organization.
General provisions of the instruction
The general provisions of the instruction include the main nuances related to the work of a PR manager. This section contains key rules for a person in this position. In particular, it includes the following norms:
- a pr-manager in an organization belongs to a group of specialists;
- the appointment of a pr-manager to his position occurs by the decision of the general director, drawn up in the form of an order;
- the release of the pr-manager from his work is carried out in a similar way;
- pr-manager in the course of executing his job functions guided by the following documents:
- the general legislation of the Russian Federation;
- local legal acts adopted in the organization, in particular, its charter, current internal regulations, etc.;
- decisions of managers, including orders, instructions and orders;
- this manual.
Responsibilities and tasks
Pr-manager is an employee whose tasks are to raise public awareness of the company's activities... He must also improve her attitude towards the enterprise. To solve these problems, the following responsibilities are assigned to him:
Important! The main duty of a skilled pr-manager is to close all communications with the outside world on himself. In dealing with the media and the public, this employee is a professional.
It is desirable that other employees of the organization understand this as well, realizing also that improperly conducted communication can damage the image of the entire enterprise.
Requirements for a specialist
Requirements for a specialist may vary, taking into account the organization in which he works. A Pr-manager in a large structure is selected on the basis of significantly higher requests than a specialist in a small organization. A typical job description for PR managers includes the following requirements:
It is separately stipulated that the applicant must work in a similar position during the year.
In addition, it is determined that the employee must have an understanding of the following:
- the beginning of marketing;
- general methods used in PR;
- ways of planning Pr-campaigns and their implementation in practice;
- ways of delimiting target audiences to which the advertising message should be addressed;
- ways of interacting with the media;
- the procedure for developing company press releases, submitting informational messages to the media;
- the main provisions of various types of Pr-activities, including intracorporate and client;
- rules and techniques of pr, produced in a crisis situation, including those of general economic and private nature;
- regulations governing the advertising sector;
- information defined as a state secret;
- information included in commercial and official secrets.
Also, in the general case, the pr-manager must know English... This requirement also remains in the case when he works in a company where the majority of employees do not speak this language.
Responsibility and rights
The responsibility of the pr-manager comes as a whole as a result of providing them with inappropriate information. Since his job is to communicate in the best interest of the company, it is his responsibility to do so well. In particular, the instructions provide for liability for:
In addition, the pr-manager is responsible for committing during professional activity violations of criminal and administrative legislation. The grounds for such responsibility are the Criminal Code of the Russian Federation and the Code of Administrative Offenses.
A PR manager has the following rights:
- submit a request to obtain information from the heads of the structural divisions of the company and from individual employees, or by own initiative, or with the permission of higher managers, when exactly this procedure is established;
- represent your company, act on its behalf when interacting with state and local government bodies, representatives of the public and the media;
- conduct correspondence on issues related to the sphere of its conduct with the structural divisions of the company and other enterprises;
- submit proposals to the leaders of the organization aimed at improving its activities related to the responsibilities that are included in this instruction;
- require the enterprise to draw up documents that are necessary for the employee to fulfill the duties assigned to him;
- demand the provision of organizational and technical support in accordance with modern standards.
Pros and cons of working
The advantages of working as a pr-manager include:
- wide demand for such specialists, an experienced public relations specialist will not sit idle;
- the fashionable image of this procession, the abbreviation "pr" still has a magical sound for many;
- the opportunity to develop useful contacts, an employee who takes the place of a PR manager has the opportunity to regularly communicate with journalists, as well as with other significant persons, sometimes very influential;
- office work in a comfortable environment;
- finally, a significant salary.
Among the disadvantages of this specialty, it is necessary to mention:
- significant competition between employees who did not have time to prove themselves;
- the nervous nature of the work associated with constant emotional experiences;
- not too high earnings in the initial stages.
