What a PR manager does: a sample job description. The main responsibilities of a PR manager in the job description Public relations manager job responsibilities

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. On small business 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 the 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 cause damage to 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;
• basic provisions different types Pr-activities, including intracorporate and client;
• rules and techniques of pr, produced in a crisis situation, including those of general economic and private nature;
• normative legal acts that regulate the advertising sphere;
• 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 violations of criminal and administrative law in the course of his professional activities. 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.

If you can be good at one thing, be good at lying.
Then you will be good at everything.
Overheard on Wall Street.

The main task of these specialists is to create a positive image of a client or company, their favorable image in the eyes of viewers, voters, business partners, etc. They form and influence public opinion.

PR manager - from the English. PR, public relations - public relations... The clients of PR-managers are politicians during the pre-election campaign and not only (those who fulfill these orders are also called political strategists), businessmen, show business stars, various social movements, and commercial organizations.

In any case, PR managers are faced with the task of creating a favorable image of the client in the eyes of other people, be they buyers, voters, fans, sponsors or business partners. They are responsible not only for creating an image (image-makers are more narrowly involved in this task), but also for conveying it to the right circle of people, shaping public opinion.

Depending on the tasks set, public relations specialists determine the audience that needs to be influenced, develop an image that will win over this audience. Then they develop and carry out activities to maintain the image and ensure the right reputation... The PR manager informs the client or the management of the organization about public opinion, helps to respond to it in time. Allows you to be ready for any change and, if possible, get the most out of them.

The PR manager organizes presentations, meetings, interviews, press conferences and television appearances, the publication of articles and materials, and provides information support for various actions. The most important element in the work of a PR manager is interaction with funds mass media: press, radio and television, Internet publications.

Personal qualities

“You can not only imagine a buyer and a seller at the same time, but also steal light bulbs, write in the sink, and then live in a sold house. You are a PR man, which means you are always right "(" Absolute Power "- a series about PR people).

Successful mastery of the profession requires activity and initiative, energy and communication skills, analytical warehouse mind and creativity. It is necessary to be able to navigate in rapidly changing situations, to influence public opinion, to foresee the consequences of possible actions.

A PR manager will need intelligible speech, good memory, high emotional and volitional stability, developed organizational skills, and a willingness to take reasonable risks.

Education (What you need to know?)

To work as a PR-manager, you need knowledge of psychology, management and marketing, the basics of jurisprudence, possession of at least one foreign language... In addition to special knowledge and skills, it is important for such a person to have a great life experience.

Place of work and career

Where to study?

[Name of company]

Job description

I approve

[Job title] [Organization name]

______________/___[FULL NAME.]___/

Public Relations Manager

1. General Provisions

1.1. This job description defines functional responsibilities, rights and responsibilities of the public relations manager [Organization name in the genitive case] (hereinafter - the Company).

1.2. A public relations manager is appointed and dismissed in accordance with the procedure established by the current labor legislation by order of the head of the Company.

1.3. A public relations manager belongs to the category of employees and reports directly to the [name of the position of the immediate manager in the dative] of the Company.

1.4. A person with higher education is appointed to the position of public relations manager. professional education in the specialty "public relations" without presenting requirements for work experience or higher education and additional training in public relations with no seniority requirements.

1.5. The Public Relations Manager is responsible for:

Effective execution of the public relations work entrusted to him;

Compliance with the requirements of performing, labor and technological discipline;

The safety of the documents (information), which are in his custody (which became known to him), containing (constituting) the commercial secret of the Company.

1.6. A public relations manager should know:

The labor functions entrusted to him, immediate tasks, their content, opportunities for their solution;

Resolutions, orders, orders, other governing and regulations related to the organization of public relations;

Fundamentals of Legislation on Mass Media and Advertising;

International and Russian codes professional and ethical principles in the field of public relations;

Specialization, features of activities and prospects for the development of the organization;

Fundamentals of Political Science, Sociology, Psychology;

Basic methods of conducting qualitative and quantitative sociological research;

Methodology for monitoring mass media;

Methods for the analysis of statistical information;

Fundamentals of office work;

Methods and tools for the formation and use of the organization's own database;

Methods for collecting and processing information using modern technical means and computer technologies;

Fundamentals of Labor Legislation;

Labor protection rules.

1.7. A public relations manager is guided in his activities by:

Local acts and organizational and administrative documents of the Company;

Internal labor regulations;

Occupational health and safety regulations, industrial sanitation and fire protection regulations;

Instructions, orders, decisions and instructions of the immediate supervisor;

This job description.

1.8. During the temporary absence of the public relations manager, his duties are assigned to [the name of the position of the deputy].

2. Functional responsibilities

A public relations manager is obliged to carry out the following job functions:

2.1. Carry out work on the implementation of the organization's policy in the field of public relations and its individual stages.

2.2. Participate in the development of specific plans for the internal and external policy of the organization in the field of public relations.

2.3. Carry out constant interaction and maintain contacts with representatives of the media and the public, acquaint them with official decisions and orders of the organization's management, prepare responses to official inquiries, monitor the timely dissemination of information materials about the organization's activities.

2.4. Participate in the preparation and conduct of briefings, press conferences, other events and campaigns of an information and advertising nature, held with the participation of representatives of the media and the public, to provide their comprehensive information and organizational support.

2.5. Prepare press releases and other information materials for representatives of the media, monitor electronic and print media, participate in the preparation of information and analytical materials for internal use.

2.7. Participate in the preparation of tasks for sociological research and the preparation of final reports on the results of events of an informational and advertising nature.

2.8. Carry out work on the collection, storage, use and distribution of information materials, preparation of documents for submission to the archive.

2.9. Ensure the implementation of management decisions, promptly inform him about the current progress of work and their results.

In the event of a business necessity, the public relations manager may be involved in the performance of his duties overtime in the manner prescribed by the provisions of federal labor legislation.

A public relations manager has the right to:

3.1. Request and receive the necessary materials and documents related to the issues of its activities.

3.2. Enter into relationships both with internal divisions of the Company and with divisions of third-party institutions and organizations to resolve operational issues of production activities within its competence.

3.3. Represent the interests of the enterprise in outside organizations on issues related to his professional activities.

4. Responsibility and performance evaluation

4.1. The public relations manager bears administrative, disciplinary and material (and in individual cases stipulated by the legislation of the Russian Federation - and criminal) liability for:

4.1.1. Failure to comply or improper fulfillment of the official instructions of the immediate supervisor.

4.1.2. Failure to perform or improper performance of his labor functions and the tasks assigned to him.

4.1.3. Misuse of the granted official powers, as well as their use for personal purposes.

4.1.4. Inaccurate information about the status of the work entrusted to him.

4.1.5. Failure to take measures to suppress the identified violations of safety regulations, fire safety and other rules that pose a threat to the activities of the enterprise and its employees.

4.1.6. Failure to enforce labor discipline.

4.2. Evaluation of the work of a public relations manager is carried out:

4.2.1. Immediate supervisor - regularly, in the process of the employee's daily performance of his labor functions.

4.2.2. Attestation Commission enterprises - periodically, but at least once every two years, based on the documented results of work for the evaluation period.

4.3. The main criterion for evaluating the work of a public relations manager is the quality, completeness and timeliness of the fulfillment of the tasks provided for by this instruction.

5. Working conditions

5.1. The work schedule of the public relations manager is determined in accordance with the internal labor regulations established in the Company.

5.2. Due to operational needs, the public relations manager is obliged to travel to business trips(including local significance).

6. Authority to sign

6.1. To ensure his activities, the public relations manager is granted the right to sign organizational and administrative documents on issues attributed to his competence by this job description.

Acquainted with the instructions ___________ / ____________ / "__" _______ 20__

I APPROVE:

[Job title]

_______________________________

_______________________________

[Name of company]

_______________________________

_______________________/[FULL NAME.]/

"______" _______________ 20___

JOB DESCRIPTION

Public Relations Manager

1. General Provisions

1.1. This job description defines and regulates the powers, functional and job duties, rights and responsibilities of the public relations manager [Organization name in the genitive case] (hereinafter - the Company).

1.2. A public relations manager is appointed and dismissed in accordance with the procedure established by the current labor legislation by order of the head of the Company.

1.3. The public relations manager reports directly to [line manager's position in the dative] of the Company.

1.4. A public relations manager belongs to the category of managers and is subordinate to [the names of the positions of subordinates in the dative case].

1.5. The Public Relations Manager is responsible for:

• effective execution of the work entrusted to him;
• compliance with the requirements of performing, labor discipline;
• the safety of the documents (information), which are in his custody (which became known to him), containing (constituting) the commercial secret of the organization.

1.6. A person with higher professional education in the specialty "Public Relations" and work experience in the specialty of at least 2 years or higher professional education and additional training in the field of public relations and work experience in the specialty not less than 2 years.

1.7. In practice, a public relations manager should be guided by:

• local acts and organizational and administrative documents of the Company;
• internal labor regulations;
• rules of labor protection and safety measures, ensuring industrial sanitation and fire protection;
• instructions, orders, decisions and instructions of the immediate supervisor;
• this job description.

1.8. A public relations manager should know:

• laws and other regulatory legal acts related to the regulation of the field of public relations;
• legislation on the media and advertising;
• international and Russian codes of professional and ethical principles in the field of public relations;
• fundamentals of economics, entrepreneurship and management;
• organization development strategy;
• conjuncture of the information market;
• technology for 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 for programs and events;
• foundations of political science, sociology, psychology and marketing;
• business ethics;
• advanced domestic and Foreign experience in the field of public relations;
• basics of office work;
• methods of collecting and processing information using modern technical means of communication and computer technology;
• fundamentals of labor legislation;
• labor protection rules.

1.9. During the temporary absence of the public relations manager, his duties are assigned to [the name of the position of the deputy].

2. Job responsibilities

A public relations manager is obliged to carry out the following job functions:

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 in the framework of this direction, their information support, a 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. Carries out control over the preparation and execution of agreements and contracts on information, advertising, organizational and financial support of programs and events within the framework of a separate direction of the organization's activities in the field of public relations.

2.11. Provides interoperability structural units organizations with joint activities.

2.12. Engages independent external consultants and experts in the field of public relations to solve the assigned tasks.

2.13. Supervises subordinate employees.

If necessary, the public relations manager may be involved in the performance of his official duties overtime by the decision of the director of the organization in the manner prescribed by labor legislation.

3. Rights

A public relations manager has the right to:

3.1. To give subordinate employees and services assignments, assignments on a range of issues included in his functional duties.

3.2. Monitor the execution of production tasks, the timely execution of individual orders and tasks by the services subordinate to him.

3.3. Request and receive the necessary materials and documents related to the issues of their activities, subordinate services and units.

3.4. Interact with other enterprises, organizations and institutions on production and other issues related to his competence.

3.5. Sign and endorse documents within their competence.

3.6. Submit for consideration by the head of the Company ideas on the appointment, relocation and dismissal of employees of subordinate units; proposals to encourage them or to impose penalties on them.

3.7. Enjoy other rights established Labor Code RF and other legislative acts of the RF.

4. Responsibility and performance evaluation

4.1. The public relations manager bears administrative, disciplinary and material (and in some cases stipulated by the legislation of the Russian Federation - and criminal) responsibility for:

4.1.1. Failure to comply or improper fulfillment of the official instructions of the immediate supervisor;

4.1.2. Failure to perform or improper performance of his labor functions and tasks assigned to him;

4.1.3. Misuse of the granted official powers, as well as their use for personal purposes;

4.1.4. Inaccurate information about the status of the work entrusted to him;

4.1.5. Failure to take measures to suppress the identified violations of safety regulations, fire safety and other rules that pose a threat to the activities of the enterprise and its employees;

4.1.6. Failure to enforce labor discipline.

4.2. Evaluation of the work of a public relations manager is carried out:

4.2.1. Immediate supervisor - regularly, in the process of the employee's daily performance of his labor functions;

4.2.2. The attestation commission of the enterprise - periodically, but at least once every two years, based on the documented results of the work for the evaluation period.

4.3. The main criterion for evaluating the work of a public relations manager is the quality, completeness and timeliness of the fulfillment of the tasks provided for by this instruction.

5. Working conditions

5.1. The work schedule of the public relations manager is determined in accordance with the Internal Labor Regulations established by the Company.

5.2. Due to operational needs, the public relations manager is obliged to go on business trips (including those of local importance).

5.3. Due to operational needs, the public relations manager may be provided with company vehicles to perform his job functions.

6. Authority to sign

6.1. To ensure his activities, the public relations manager is given the right to sign organizational and administrative documents on issues within his functional duties.

Acquainted with the instructions ___________ / ____________ / "____" _______ 20__

APPROVED
_________________ (__________)
(signature)
General manager _________
JOB DESCRIPTION
Public Relations Manager
1. GENERAL PROVISIONS
1.1. This job description defines the functional duties, rights and responsibilities of the Public Relations Manager _____________.
1.2. A public relations manager is appointed and dismissed in accordance with the procedure established by the current labor legislation by order Director General ____________.
1.3. The public relations manager reports directly to ______________.
1.4. A person who has higher professional education in the specialty "Public Relations" and work experience in the specialty of at least 2 years or higher professional education and additional training in the field of public relations and work experience in the specialty of at least 2 years is appointed to the position of Public Relations Manager. years.
1.5. A public relations manager must know: laws and other regulatory legal acts related to the regulation of the field of public relations; legislation on the media and advertising; international and Russian codes of professional and ethical principles in the field of public relations; fundamentals of economics, entrepreneurship and management; organization development strategy; conjuncture of the information market; technology for 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 for programs and events; foundations of political science, sociology, psychology and marketing; business ethics; advanced domestic and foreign experience in the field of public relations; basics of office work; methods of collecting and processing information using modern technical means of communication and computer technology; fundamentals of labor legislation; labor protection rules.
1.6. During the period of temporary absence of the Public Relations Manager, his duties are assigned to ___________________________.
2. FUNCTIONAL RESPONSIBILITIES
2.1. Public Relations Manager:
- manages one of the activities of the organization in the field of public relations;
- develops long-term and current programs and plans, individual events or their complex within the framework of this direction, information support, a scheme of financial and organizational support;
- 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;
- Carries out the choice of forms and methods of interaction with the public, organizations, mass media;
- determines the nature, content and carriers of information messages emanating from the organization;
- provides two-way communication with consumers, partners and other groups of the public;
- 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;
- organizes the collection of information, including with the use of sociological research; continuous monitoring of information sources;
- 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;
- exercises control over the preparation and execution of agreements and contracts on information, advertising, organizational and financial support of programs and events within the framework of a separate direction of the organization's activities in the field of public relations;
- ensures the interaction of internal structural divisions of the organization in joint activities;
- engages independent external consultants and experts in the field of public relations to solve the assigned tasks;
- carries out management of subordinate employees.
3. RIGHTS
A public relations manager has the right to:
3.1. To give subordinate employees and services (divisions) instructions, tasks on a range of issues included in his functional duties.
3.2. Control the implementation of planned tasks and work, the timely execution of individual orders and tasks by the services (subdivisions) subordinate to him.
3.3. Request and receive the necessary materials and documents related to the activities of the Public Relations Manager, subordinate services (divisions).
3.4. Enter into relationships with departments of third-party institutions and organizations to resolve operational issues of production activities within the competence of the Public Relations Manager.
3.5. Represent the interests of the organization in third-party organizations on issues related to its professional activities.
4. LIABILITY
The public relations manager is responsible for:
4.1. Failure to ensure the fulfillment of their functional duties, as well as the work of subordinate services (divisions) of the organization on issues within the responsibilities of the department.
4.2. Inaccurate information on the status of the execution of work plans by a department, subordinate services (divisions).
4.3. Failure to comply with orders, orders and instructions of the General Director of the organization.
4.4. Failure to take measures to suppress identified violations of safety regulations, fire safety and other rules that pose a threat to the activities of the organization and its employees.
4.5. Failure to ensure compliance with labor and performance discipline by employees of the sales department, subordinate services (divisions) of the organization.
5. CONDITIONS OF WORK
5.1. The mode of work of the Public Relations Manager is determined in accordance with the Internal Labor Regulations established in the organization.
5.2. Due to operational needs, the Public Relations Manager can go on business trips (including local ones).

I have read the instructions ___________________
(signature)