Job description for a PR manager

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Job description for PR-manager. Full document

Occupational Safety and Health

Occupational Safety and Health / Job descriptions

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I. General Provisions

This Job Description defines the functional duties, rights and responsibilities of a PR manager.
PR-manager belongs to the category of leaders.
The PR-manager is appointed and dismissed in accordance with the procedure established by the current labor legislation by order of the director of the enterprise on the proposal of the head of the marketing department (advertising department, public relations department).
Direct subordination to the head of the marketing department (advertising department, public relations department).
Gives orders to PR-specialists.
The PR manager is replaced by a person appointed by the director of the enterprise.
Qualification requirements of a PR manager:

education - higher professional (humanitarian), additional training in the field of management;
work experience - work experience in advertising, public relations and mass media for at least __ years, experience in conducting PR events.

Documents regulating the activities of a PR manager:

laws and regulations relating to the work performed;
Charter of the enterprise;
orders and orders of the director of the enterprise;
Regulations on the marketing department (advertising department, public relations department);
Job description of a PR manager;
internal labor regulations.

II. Qualifications

The PR manager should know:

Fundamentals of a market economy, entrepreneurship and business.
Fundamentals of Marketing.
General PR methodology.
The place of the PR-manager in the structure of the enterprise.
Methods for determining target audiences.
The main PR-means of work (mass media, corporate newsletter, associations, entourage, information, etc.).
Principles of planning PR, PR-campaigns.
Methods of organizing and conducting PR-campaigns.
The structure and functions of the media.
Methods of working with the media.
The procedure for organizing and preparing press releases, information messages, holding briefings, press conferences, media kits, backgrounds.
Basic principles of client PR, internal corporate PR, crisis PR, other types of PR.
Basic principles of working with a competitive environment.
Principles of administrative leadership.
Fundamentals of management.
Advertising legislation.
Computer technologies and software for automated information processing (texts, databases, etc.).
Fundamentals 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.

III. Official duties

Manages public relations and media relations.
Manages the staff (department) of PR-specialists or other employees of the enterprise subordinate to him, distributes tasks between them, controls the fulfillment of the tasks assigned to them.
Develops:

a strategy for communicating with members of the public and the media;
general contours of the corporate identity of the enterprise;
action plan for the formation or adjustment of the image of the corporate culture of the enterprise;
draft thematic and financial work plan for PR-specialists.

Develops a plan for conducting PR campaigns, makes forecasts of the impact on the image of the enterprise of certain planned actions.
Determines the budget for PR campaigns.
Develops ways to present:

the attitude of the enterprise to economic, political, environmental and social issues;
information about the main directions of development of the enterprise, the socio-economic situation of the enterprise and the industry as a whole, the achievements of the enterprise in scientific research, etc.

Organizes press conferences, briefings, media kits, backgrounds, interviews with company executives in the media.
Organizes the preparation of press releases on the activities of the enterprise, corporate bulletins, other information materials about the activities of the enterprise for the media, for audiences "specialists" and "observers", prepares public accounting documentation for the enterprise.
Analyzes the external environment in order to study the attitude towards the activities of the enterprise, organizes surveys, questionnaires and interviews with the public in order to identify a real attitude to the image and policy of the enterprise.
Organizes interaction with public opinion research centers and draws up its own programs for studying and determining public opinion on the activities of the enterprise.
Informs the management of the enterprise about the results of public opinion polls (consumers, mass media, representatives of government agencies, partners and clients of the enterprise, etc.).
Analyzes the social, economic and political aspects of society, develops forecasts for the future and early detection of adverse trends.
Analyzes requests from the media and other members of the public about the activities of the enterprise, gives recommendations to PR specialists on the coverage and interpretation of certain events at the enterprise.
Uses informational occasions (exhibitions, presentations, events, etc.) to benefit the company's image from attracting public attention through the press without direct advertising.
Analyzes proposals for the participation of the enterprise in the organization of various events (exhibitions, press conferences, presentations, round tables, festivals, charity events, etc.), gives an opinion on the possibility of joint participation in PR campaigns held by third parties.
Uses in his work any necessary means of bringing information about all the successful actions of the enterprise to a potential audience (consumers, shareholders, investors, etc.), on which the prosperity of the enterprise depends.
Analyzes the effectiveness of conducted PR campaigns.
Summarizes, analyzes and brings to the attention of the management of the enterprise the materials of the mass media about the enterprise (goods, services), not initiated by the enterprise and the PR-personnel of the enterprise.
Responds to criticisms of the enterprise (prepares response speeches, press conferences, organizes clarification and commenting on criticism in other forms).
Organizes trainings for the management of the enterprise on interaction with the media, members of the public.
Analyzes competitors' PR strategies, identifies their strengths and weaknesses.
Organizes surveys among employees of the enterprise to obtain materials on the need for internal corporate PR campaigns (to improve the personnel policy of the enterprise, prevent internal conflicts, etc.).
Develops proposals for improving the structure of interaction between PR-staff and other structural divisions of the enterprise.
Organizes the work of the PR-archive of the enterprise (which includes all requests from the public, responses, materials of actions taken, etc.).
Submits reports on the work done to the management of the enterprise.

V. Rights

The PR manager has the right:

For information about all performance indicators of the enterprise, for access to commercial information.
Involve relevant specialists of the enterprise.
Request and receive from the heads of the relevant departments of the enterprise and specialists the necessary information and documents.
Act on behalf of the enterprise, represent the interests of the enterprise in relations with state authorities and local governments, representatives of the media and the public.
Within the scope of its competence, sign and endorse documents.
Independently conduct correspondence with the structural divisions of the enterprise, as well as other organizations on issues within its competence.
Get acquainted with the documents defining his rights and obligations, criteria for assessing the quality of the performance of duties.
Submit proposals for the improvement of the work related to the responsibilities provided for in this instruction for consideration by the management of the enterprise.
Require the management of the enterprise to provide the organizational and technical conditions necessary for the performance of duties.

V. Responsibility

The PR manager is responsible for:

For improper performance or non-performance of their official duties provided for by this Job Description - within the limits determined by the current labor legislation of Ukraine.
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.
For causing material damage - within the limits determined by the current labor and civil legislation of Ukraine.

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