What is the job of a Director of Public Relations?

Director of Public Relations


A Director of Public Relations is a professional in a Corporate Firms who is in charge of leading a Public Relations team. They are also in charge of anything linking the firm with the general public. These can include advertisements, sales, blogs, articles, etc.

As department heads, they oversee the Public Relations team and ensure that every member works well for the good of the company. Also, they develop and maintain beneficial relationships with third parties and investors. Importantly, their job also covers ensuring that brand presence in the media is maximized.

These professionals also develop strategies for effective sales and marketing. Little wonder they are usually graduates of Marketing.  Likewise, they ensure that in their position, they help the company do better in terms of sales and returns. They also do a lot of documentation, report writing, advertising writing, and the like.

In addition, they do all in their power, including developing new policies for the Public Relations team, to ensure that more clients are won for the company. In some settings, they may be required to represent the firm in public appearances. This means that these professionals must be top-notch in communication and interpersonal relations skills.

As a career position, they are also referred to as Directors of Marketing. Furthermore, they are mostly graduates of Marketing, Journalism or a related field.

Keep following to find out all you need to know about this wonderful set of professionals.

Responsibilities of Directors of Public Relations

As stated earlier, the duties of Directors of Public Relations are targeted at winning more clients for the company. Also, these professionals are mostly in charge of the Public Relations (PR) team. 

Some of their responsibilities are as follows:

  • Developing working policies for the PR team.
  • Overseeing the works of every staff in the marketing and/or PR team.
  • Representing the company in public appearances.
  • Making inputs in blog posts, advert posts for the company.
  • Cultivating and establishing relationships with beneficial third parties and investors.
  • Ensuring that the company or brand is well represented in the media.
  • Developing new strategies for maximum returns from advertisement and marketing.
  • Facing negative news from the pressure or any form of public relations crises the right way.
  • Being part of board meetings and contributing actively.
  • Documenting and presenting reports periodically.
  • Teaching and training junior staff of the team.
Director of Public Relations

Qualifications for Practice as a Director of Public Relations

Certain skills and educational qualifications are a must for employment or promotion to this leadership position.

The list is as follows:

  • A Bachelor’s degree in Marketing, Journalism, Mass Communication, or a related field.
  • A Master’s degree in a related field.
  • Work experience in the Public Relations or Marketing department.
  • Leadership skills.
  • Public speaking skills.
  • Great interpersonal relationships skills.
  • Negotiation skills.
  • Documentation skills.
  • Marketing skills.
  • Computer skills.
  • Team spirit.
  • Coordination skills.
  • Analytical skills.
  • High level. of self-confidence.
  • Ability to pay careful attention to details.
  • Time management skills.
  • Creative thinking.
  • Ability to work well under pressure.


In the United States, Directors of Public Relations earn an average of about $81,000 every year. Their salary can also be as high as $150,000. It depends on the company they work with, and the sector it belongs to. In addition, it also depends on the qualification of the staff, experience-wise, and educational-wise. Furthermore, a very competent staff occupying this position receives a salary raise from time to time.

Work Environment

As earlier stated, these professionals work in firms related to marketing and sales. In some settings, they head both departments, while in others, the public relations team handles both marketing and sales. As professionals, they typically work full time, up to 40 hours a week. 

Importantly, their job can require them to make public appearances in events such as talk shows, dinners, etc. They are also to dress corporately at all times. Incorporate firms have their offices but only documentation duties keep them there.


Public Relations Directors are great public speakers and “the people’s people”.  They have the unique ability to connect to different categories of people and maintain beneficial relationships. Also, their primary duty is overseeing the public relations team or marketing team as the case may be. Ensuring that they all work together to move the business forward, is a priority.

In conclusion, the position of Director of Public Relations exposes one to both career growth and personal growth. Also, the opportunities embedded are truly great. It is indeed a noble position to be in. 

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